membership boot camp 2016 - mpiweb...membership boot camp 2016. bryan garza, director of acquisition...
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Membership Boot Camp 2016Bryan Garza, Director of Acquisition and Retention
Timothy Gunn, Chapter Business Manager-Northeast Region
To have a clear understanding of what a membership strategy is, why you need one and how to build yours.
Our Objective
1. Understanding Your Role in Membership
2. MPI Membership: Today and Tomorrow
3. How to Attract New Members4. Engaging your Members5. Retaining your Members
Our Time Together Includes…
Defining Your RoleTimothy Gunn
• “The Vice President Membership shall oversee new member recruitment, new member orientation, member recognition programs, scholarships and Chapter retention. The Vice President Membership will access membership reports including new members and retention from the MPI database and report at all meetings of the Board of Directors and at other times when called upon by the President.”
MPI Chapter Bylaws
Your Role in Membership
Tip: CLRP President’s Office Board Structure and Governance document: Chapter Leader Job Descriptions
• Be able to share the value of membership• Develop and implement a membership strategy• Set clear goals for your committee• Ensure everyone can join and renew
Your Role in Membership
Tip: CLRP President’s Office Board Structure and Governance document: Chapter Leader Job Descriptions
Your Membership TeamVP of Membership
Director of Retention / Member Care
Director of Membership/ Acquisition
Chair Chair
Committee Members Committee Member
• Simple, easy to follow• Transferable to the next team• References the who, what, why and how• It supports your chapter business plan. What
steps will you take to accomplish your goals?
Your Membership Strategy
Tip: Your business plan gives you the goals. Your Membership Strategy shows you how you will achieve your goals.
1. Data Demographic Reports from Global, CLRP Member Stat reports, Chapter Dashboard, Annual Survey results, prior year strategy …
2. Focus What should our goals be (Strengths & Weaknesses)
3. Build How we will recruit new and engage current members?
4. Feedback Is the board… on board?
5. Work the plan!
Your Membership Strategy
Tip: Visit the CLRP Membership section for webinar of CLRP Membership Reports.
MPI Membership: Today and Tomorrow
Bryan Garza
• MPI has had the same membership model for its entire 42 year history
• One size fits all approach• Declining membership trend
Today
Historical Membership Trend
16000
17000
18000
19000
20000
21000
22000
23000
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
2011 2012 2013 2014 2015
Membership Population 201518,470
17,187 17,143 16,913
16,019
17,223 17,22417,300
14,000
15,000
16,000
17,000
18,000
19,000
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Historical Acquisition and Retention
Year Acquisition Cancellation
2012 5518 70412013 5460 67082014 5689 71142015 5730 5753
Moving ForwardThree Tier Membership Model
• The Essential membership is a lower price membership option that includes access to MPI resources, but does not include chapter affiliation and other select benefits
• The Preferred membership level is what MPI currently offers, both in benefits and price
• The Premier membership offers prestige, added benefits, and exclusive opportunities in exchange for a higher dues price
Expectations of the New Model• Provide flexibility for MPI to respond to changing environment
• Provide clarity regarding value for the price paid
• Grow membership and increase retention
• Offers more options (choice) to current and prospective members –increasing the likelihood they join at the level that meets their needs and interests
• Provide a low barrier to entry to attract young professionals and those who are unfamiliar with the organization
How to Attract New MembersBryan Garza & Timothy Gunn
• New members bring new friends, business opportunities, volunteers, people to network with, job opportunities, speakers, event locations, sponsors, and ideas to your chapter.
• They fund your chapter
Attracting New Members
Attracting New Members
• Create value for your Preferred and Premier members.• TASK: List all benefits exclusive to your
chapter members.• Categorize in three columns:
Attracting New Members
Current Benefits
Easy to Implement
Wish List
• DISCUSSION: What tactics do you use to attract new members through your;• Chapter events• Chapter members• Board members• Website/Newsletter/Magazine
• How are you tracking these leads?
Attracting New Members
Cancelled Members: • Call all members
cancelled 5 and 10 months ago.
Attracting New Members
Tip: Use the CLRP Membership Report called “Cancelled Members” for this tactic
Resources Available to You:• Monthly New Member Campaigns from MPI
Global• Promote MPIF Membership Scholarships• Obtain new collateral pieces from Global• MPI Branded booth, pop up banners, or table
cloths from Global• Promote payment plans and group discounts
Attracting New Members
MORE Resources Available to You:• CLRP Resources Membership section• Documents: Template for Powerpoint
presentation• Refer A Friend web banners and vouchers• Justification Documents letter to boss• Top 10 Reasons to join• NEW: List of local Essential members
Attracting New Members
Engaging Your MembersTimothy Gunn
What does it mean to be engaged?Why are engaged members important to our chapter?How do we measure engagement?
Engaging Your Members
HANDOUT: “New Member Engagement Best Practices…”
Developed by the 2015/2016 MPI International Task Force for New Member Engagement
Engaging Your Members
Resources Available to You:• New Member Orientation webinar by Global• Anniversary pins: Order form on CLRP• Ambassador Program examples• MPIF Scholarships for conference attendance• MyMPI discussion boards• Clock Hour Transcript
Engaging Your Members
Retaining Your MembersBryan Garza
Retaining Your Members
How can you compliment the Global Renewal Timeline?• Use CLRP Membership Report titled “Cancellations”.• Craft communication to highlight upcoming chapter
events, summarize past 12 months, highlight benefits for Preferred & Premier levels.
• Call/Email members on list
Reengaging Former Members
Tip: Watch the webinar on “MPI Global Renewal Process” on the CLRP Membership tab
Table Talk: Using your list of chapter exclusive benefits, how would you use them to increase your Preferred and Premier population?
Retaining Your Members
ESSENTIAL PREFERRED PREMIER
• Share what you learned with you committees and board members
• Membership plans are due by July 1• Conduct a web audit of membership page
• Templates will be provided• Current brochures and PDFs should be removed by
May 1st
Next Steps
Tip: Watch the 3 webinars on CLRP Membership tab
• VP of Membership Monthly Email from Bryan Garza• Webinars
• April 18th 11AM CST: Policy Manual Training• April 19th 12PM CST: Facilitator Training• April 22nd 11AM CST: Brand and Identity Standards
Training• April 25th 11AM Central Membership Model Training
• MyMPI to continue these conversations
It Doesn’t Stop Here
