Membership & Marketing Overview

Council Presidents’ SeminarApril 10,2014

Kathy Partain, CAEDirector, Membership & Marketing

Chapters & National: Working Together

Collaboration is essential. Peer-to-peer interaction is the

best and most effective method for recruitment and retention.

A Close Look at MOAA Membership

Membership stands at 383,000+ members.

Greatest Generation leaving Need next generations to sustain Retention good…but too many lapse Recruiting now more than ever Just entered the 2nd year of the new

membership model

Membership Model

Membership level determines what products or services a member receivesMoving away from providing products and services to everyone regardless of what member paid

Common Foundation

Advocacy Information

Products & Services Chapters

Advocacy Information

Products & Services Chapters

LIFE ? BASICNo Fee

PREMIUM

Basic

Pick The Model That Suits Your Stage/Style

Premium

LifeSpouse Benefits Mirror Member’s

Category

New Membership Model: What Will We Gain?

Increase in percentage of younger officers.

Larger pool of members that can later be converted to premium membership.

Differentiation in value propositions.

Common Recruiting & Marketing Challenges

Aging demographics

Demographic Snapshot-Ages

Demographic Snapshot-Status

Chapter Membership Demographics-

Life Membership Growth

55% of paid membership

Common Recruiting & Marketing Challenges

Aging demographics Competition Limited or denied access Privacy/Can-spam Acts List fatigue New media Postage increases

Why MOAA?

Personalize MOAA membership to the individual.

Appeal to emotion. More member stories and

testimonials.

Communications Planning

Why Chapter Membership?

How does your chapter answer this question? Allows member to stay connected

locally Camaraderie with a purpose Allows officers to continue leading Creates a support network for

spouses

National & Chapters: Working Together

Chapter Recruiting program Ongoing efforts to promote

chapters to national members

National Support of Chapter Recruiting 2013

Ads for local re-purposing Chapter assignments and

vouchers for new national members

Print and online join forms

USAA Sponsorship

Must promote USAA Must be linked to chapter

membership growth Must have a connection to

community service/goodwill

Exhibits

National Conferences State National Guard Associations

Conferences Awards Gold Bar

Council and Chapter support is vital.

Text Alerts

Coming soon…Members can subscribe to alerts by texting one or more of the following keywords to MOAA1 (66221).

Benefits LegisCareer MemberCaregive VAClaims

In Summary

Membership has its challenges We’re a strong team when we

work together Your leadership is appreciated

Questions?