1. Presentation Title (24 point Arial; color = white)
Section Title (12 point Arial; color = white)
Presentation Title (24 point Arial; color = white)
Membership Marketing Summit November 17, 2011

2. Agenda Membership Lifecycle Direct Marketing Overview
Sources of Prospective Members
Determining the Value Proposition, Offer and Message
Marketing Mediums and Best Practices
Member Engagement and Renewal
Tracking and Budgeting

3. MGI Membership Lifecycle
the five key membership life stages:
Awareness
Recruitment
Engagement
Renewal
Reinstatement

4. What is Direct Marketing?
Direct marketing is defined as an interactive process of addressable communication that uses one or more advertising media to effect, at any location, a measurable sale, lead, retail purchase, or charitable donation, with this activity analyzed on a database for the development of ongoing mutually beneficial relationships between marketers and customers, prospects, or donors.
Along with mass advertising, direct marketing allows organizations to inform potential customers, create brand awareness, or spur immediate purchase behavior. In addition, direct marketing enjoys certain advantages over mass advertising such as measurability, accountability, efficiency, and higher return on investment.1
In Layman’s Terms:
Methodically marketing to an individual
by addressing his or her particular needs,
using a specific call-to-action
that produces measurable results

5. An Overview of Marketing Channels
Face-to-face Events
Telephone
Marketing Channels
Search Engine Marketing
Radio
Online Advertising
Direct Mail
Social Media

6. How SHRM Recruits and Engages Members
Interactive Marketing
Enhance microsite
Leverage Presentation maker
Word of mouth / Viral campaigns (MGAM, YouTube, Blogs)
Leverage conference interactive work (where applicable)
> 60 acquisition messages to 670M non-unique recipients
> 320+ retention messages to 8.2MM non-unique recipients
> 55+ expiration messages to 97M non-unique recipients
Direct Mail
101+ lists
5.4MM + 130M pieces
unique packages
.49% response rate (up from .47%)
Join+ Reinstate
Drive to landing pages
JOIN
ENGAGE
RENEW
Live Events
23 national events (including SHRM’s) – down from 27 in 2009
65 state/chapter events*
5 regional town hall meetings*
Chapter meetings*
Online Advertising
Banner ads on 6+ HR web sites & e-newsletters, Facebook, etc.
Acquisition/prospecting
SEM with 400+ word buys / mth
Drive to microsite
Print Advertising
6 publications
4 main message points
Drive to microsite
* Managed solely by Member Engagement
©SHRM 2011

7. The Hierarchy of Importance
Lists
Offer & Call to Action
Design
&
Copy
Why is that?
50% of the success or
Failure of a marketing program
Depends on who you market to

8. 1. Awareness
Does every HR person in your area know about SHRM and your chapter???
Fact: 6 Touches before you reach level of consciousness
You don’t know what is important to them
You don’t know where to find them
50% of all advertising is a waste of money – you just don’t know which 50%... – move this between budgeting and tracking slides
How many chapters just send out one or letter and expect the propsect to respond?

9. Trends from the 2011 Membership Research
Top Ways Prospects Become Aware of Associations
Reported in 2011
Member recommendations
90%
Association Website
87%
to prospects
71%
Promotion to/at your events
65%
Co-worker recommendations
64%
Direct mail to prospects
62%
Association sponsored events
57%

10. Recruitment Membership is a push product that has to be asked for
Different ways to communicate and demonstrate value
Testing your way to better results
Value not features
Replace control package example late on in the presentation with a legislative package that shows timeliness and relevance, rather than using the control which is a list of features.
Which did better? This or this? Show two examples and then discuss the results. Look at OE tests. Use the 2009 price tests. Look at full ROI or tests.

11. To Do’s
Define Market – Who do you want to talk to? Who is likely to listen?
Establish Value Proposition – What is your benefit to them?
Identify Offer – What enticement do you want to give?
Create Message & Call to Action
Develop a Budget – How much can you spend?
Determine the Media – How are you going to reach them?
Implement Campaign
Build a Process to Track Responses – How did we do???
If you aren’t tracking, you aren’t learning

12. Define the Market What are the industries that dominate your locality?
Size of Companies?
White Collar? Blue Collar? Pink Collar?
Union Shops?
Other Defining Characteristics?
Seating by Geography so breakout can address commonalities of market
Sample BLS data

13. Define the Value Proposition
Definition
What is the vision?
What is the value?
What is the connection?
What Business is your chapter in?
Education
Professional Development
Information/Knowledge
Government Advocacy
Publishing
Public Relations
Networking
Standards & Certification
Convention & Exhibition
Research
Take answers from audience and flip chart at the national and chapter level

14. Determine the Offer The deal you're presenting to the prospect
The offer can be:
“Buy one get one Free”
Introductory price of $9.95“
The most important thing to an offer is that it be clear and concise.
People really like free
An offer is best when it has a deadline.
Keep it simple: A confused mind always says "no”
What SHRM Chapters are offering now
Discounted dues (i.e. - $25 off or free first year for SHRM members)
Free first meeting, lunch, etc
15 months for the price of 12
Drawing for large prize (iPad, etc.)
Promotional Items

15. Create Message and Call-to-Action
Grab their attention
Speak personally – from me to you
Describe benefits and show the value to the recipient
Ask for the join –
tell the person what you want them to do
Create a sense of urgency
P.S. Recap the offer in a P.S.
“Respond by <date> and get <benefit>”
“Discount good through <date>”
“Offer good while supplies last”
“First 50 people get …..”
Other offer ideas?

16. SHRM Chapter Recruitment Methods
Which of the following do you use for recruitment?
Offer free attendance to chapter meetings for new people
26%
Get involved in community groups (small business groups, chamber of commerce, etc)
21%
Member Get a Member Campaigns
20%
Other
15%
Local advertising (print, online, radio)
11%
SHRM At-large Lists (this option was a write-in as other) 5%
Offer free sign-up to chapter newsletters 4%
Utilize rented HR lists 1%
Give away content in exchange for contact information to build prospect list
Source: Chapter Survey, Nov 2010

17. Determine the Media
What are the ways to connect with potential members??
It depends on what you want them to do
Different methods are better for different actions
What is it you want the person to do??
Join
Come to a meeting
Buy something
Pay for a seminar
Exchange contact info for valuable content
Suggestions from the audience for all communication vehicles Paid and unpaid

18. Most Effective Recruitment Methods
Source: 2011 MGI Benchmarking Study

19. Direct Mail Components
Outside Envelope (OE)
Getting them to open the envelope
Letter
Present the Offer, Make the Personal Ask (I am asking You), Clearly Show the Price
Reply Card – the most important component!
Affirmation (YES! I want to stay on top of HR changes)
Repeat the offer, state the deadline
Payment options
Reply Envelope
Business Reply Envelope (BRE) or
Courtesy Reply Envelope (CRE)
Make it easy to respond

20. Best Practices – Reply Cards & Landing Page
1. Focus on a single call to action, such as a download or a demo.
2. Content – Give it to them straight.
3. Call to Action – Forms – Don’t to ask too many questions up front.
4. Confirmation/ Thank You
1. Focus on a single call to action, such as a download or a demo.
Distractions kill conversions.
We are educating our prospects and highlighting pain points in bite size chunks. Warming leads up to better qualify them for Sales.
2. Content – Give it to them straight.
Make it clear and to the point, give your prospects a reason to give their information.
Setup the problem, talk about the solution (your offer)
Deliver the goods (such as a white paper, video demo or webinar registration)
Use bullets – much easier to read
3. Call to Action – Forms – Don’t to ask too many questions up front.
You don't need everything the first time a prospect engages with you. Remember you’re building a relationship. Collect more information as the prospect continues on the journey with you.
4. Confirmation/ Thank Yous –
It's just plain good manners to say thank you. Do you have something else they might be interested in? Make another offer.
See if they bite. Taking you up on a second offer could be a sign of a cold lead moving to warm.

21. E-mail Advice Clear call to action at top and bottom
Include deadline for action (shorter deadlines create urgency)
Design for text and html versions
Personalize/segment
“From” line : Limit to characters
“Subject” line:
Include organization name
Limit to 45 characters
Avoid spam alerts (Free, !!!, etc)
Proofread, spell-check
Clean layout
Use professional design and/or copywriting when possible
Try not to send attachments, as those s are often blocked by recipients’ ISPs. Post files on your website and provide links instead.

22.
When possible, use software where you can download reports, such as delivery, open and click through by url. Metrics to track:
Open Rates
Click-through rates
Response/conversion Rates
Continually test!
Subject line
Message content and appearance
Date, time sent
blasts must have an opt-out
Be as specific as possible on the opt-out and make a phone, reply and address available
CAN-SPAM compliance – REALLY IMPORTANT!!

23. SHRM Samples

24. Social Media used by Chapters
Which of the following does your chapter utilize?
Linked In
36%
None. My chapter does not use Social Media sites.
24%
Facebook
20%
Twitter 8%
SHRMConnect
Other 2%
Youtube
Flickr 1%
Take quick survey to see what is still valid….
Ideas to start using Youtube and Flickr –
flickr: share photos from your chapter events so they are searchable by other professionals in the area, or your members can share them with their friends, colleagues, etc.
Youtube- 4th most popular search engine- create a youtube channel and have your chapter president or membership director speak about why local professionals should join your chapter or about the value they’ll receive from upcoming events, etc. Interview current members about why they are members and post the testimonials. This can now be done with phones or flipcams, etc.
Source: Chapter Survey, Nov 2010

25. Using LinkedIn
Reach new influencers and acquire new members through online recommendations and word of mouth.
Keep in touch with influencers who are engaged with your chapter.
Build your industry network—online and in person.
Grow influence by answering questions in your area of expertise.
Network with peers in your industry to establish your chapter and you as HR professionals as thought leaders and influencers.
Convince potential customers of your expertise by sharing unique content.

26. Media Planning – FREE!! Announce meetings in local business journals
Press releases to local newspapers

27. Engagement They Joined!! Now what??
Cultivate a one-to-one relationship
A planned, methodical process of engaging a new member
Remind them of how to access benefits
What is important to them? Ask them…then remember what they told you
Have new-member “radar”
A 2-way conversation
Db template in excel/ SHRM 1st year new member process
Csi albequerque on-boarding process
Know results of the survey Chantal provided

28. Member Engagement
Which of the following do you utilize to welcome and engage new SHRM chapter members?
welcome
32%
Introduction or announcement to new members at chapter meetings
28%
Other
12%
Mailed welcome letter or member kit
11%
Welcome phone call
10%
Membership card or certificate 3%
Special discounts 1%
None
New member webcast or online chat
Other answers included:
New member orientation session or reception
Announcement on chapter blog, newsletter, website
Board member greeting or other personal contact assigned at first meeting
Source: Chapter Survey, Nov 2010

29. Ideas for Welcoming New Members
Welcome to new members
Mailed welcome letter or member kit
Membership card or certificate
Welcome phone call
With follow up information by
Special discounts
Announcement of new members at next chapter meeting
New member webcast or online chat
Send link to recorded welcome video
from Chapter President

30. A Sample SHRM Engagement Plan
JOIN
New Member Kit
Member Card
Invitation to view Member Benefits webcast
New Member Cover Tip on HR Magazine
Knowledge Center Promo
Retention
HR Research Promo
1 & 2 Year Benefit
Telemarketing Survey (sample)
1 & 2 Year Benefit
Knowledge Center promo
Research Promo
1 & 2 Year Retention
Knowledge Center promo ( ,’postcard)
Address /Demo Update

31. Renewals
In 2010, 7% of people who did not renew their association membership said their reason for not continuing was “I forgot.”
First Year members renew from 45% - 55%
Didn’t see the value?
Didn’t take advantage of the benefits?
No follow-up from SHRM chapter?
Renewals are a function of the success of the Engagement process
Have you cultivated the member so that their decision to renew is a no-brainer?
Talk about most effective channels for renewal and reasons for putting some before others: mail, , phone, fax
Add a slide with a sample renewal program showing touch points with dates, channel used and sample creative/script
Additional approaches for calendar year renewals vs. anniversary date renewals -

32. Trends from the 2011 Membership Research
Top Reason for Member Non-Renewal
Reported in 2011
Perceived Lack of Value
24%
Employer Won’t Pay Dues
15%
Too Expensive
14%
Left the field or industry
12%
Forgot Renewal 7%

33. A Sample Renewal Series
Renewal Effort #
Communication Channel
Date 1
120 days before expire 2
Direct Mail
90 days before expire 3
60 days before expire 4
45 days before expire 5
30 days before expire 6
Day before expire 7
Telephone Call
Day of expire 8
15 days after expire 9
60 days after expire 10
Exit Survey
75 days after expire

34. Renewal Series used by Chapters
How many times do you reach out to expiring members with the following methods? 1 2 3 4+
Phone
32.1%
41%
14.1%
12.8%
4.3%
6.8%
28.2%
31.6%
29.1%
Mail
57.5%
27.4%
8.2%
4.1%
2.7%
Source: Chapter Survey, Nov 2010

35. Reinstatement Expires are your best prospects
How long after a member expires do you continue to let them receive benefits?
In general, after the grace period the process is working to reinstate the former member
Find out why they let their membership lapse
Be sensitive that they were once a member when recruiting them back
Two-way communication in between renewal and reinstatement
Bring in some statistics from the benchmarking study on how long people contact members after they expire?
Give away the economics of membership marketing presentation. Possible ending handout?
Add a slide with trends from 2010 benchmarking report….then transition

36. Track the Results – Learn from the Past
Know how you did, so you can do better next time
How to track?
Include a promotion/source code field in your member database
Have promotion code as part of your application process, online and in print
Include promotion codes on s or other offers and if possible
Have different promotion codes for each distinct audience and offer delivery method
Show examples of keycodes and how the tracking can be done, and how decisions can then be made.
Talk about:
The role of Testing
Audiences
Offer
Timing
Media

37. Google Analytics Free tool to track emails, links, webpages, etc
Tutorials can be found on youtube
Track your s and links online to see what people are clicking on and going to with G.A. URL builder

38. Google Analytics Data 3 buckets of traffic: Number of Visitors
How long visitors spend on your site
Popular and problem pages
Search engine keywords being used to find your site
Referring website traffic
Conversion data (how many visitors are becoming members)
Traffic Sources:
3 buckets of traffic:
DIRECT – Typed/Bookmarked, Signature, Direct Click
REFERRING – From a 3rd party site: Facebook, Twitter, etc
SEARCH ENGINES – From Google, Yahoo!, etc.; this includes paid or unpaid

39. Determine the Budget
Members are multiple year revenue streams. The economics of membership. Think 2-3 year programs
Spending to earn and justifying a budget. Lifetime Value ROI
How much can you invest to get a member?
What does success look like?
Are your expectations reasonable??
Some organizations recruit members at a loss, long term income is the issue
Insert the economics of membership

40. Economics of Membership
Steady state analysis
Lifetime Value (LTV)
Renewal Rate

41. Free Download
Download a free copy of the full report at:

42. FREE Marketing Resources
Visit the Direct Marketing Association website for good marketing resources at
Privacy information can be found at
Sites with good marketing tips include
Marketing Profs, – free newsletter
MarketingSherpa – free newsletter
membershipmarketing.blogspot.com
Institute – free newsletter
Smartbrief on Social Media – free newsletter
Additional Information is on the VLRC – Membership section

43. Speaker Contact Info
QUESTIONS???
Chantal Rotondo
Tracy Liaw
Teresa Sullivan
Jason Gudenius