Making Member Retention Happen:

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Presentation transcript:

Making Member Retention Happen: Cementing Member Loyalty

Membership Lifecycle Awareness Recruitment Engagement Renewal Reinstatement

Retention Strategy Organizational Members Main Contacts (Grade 76) Additional Actives (Grade 04) Utilities (Grades 80-86) Service Providers (Grades 90-94) Partner Agencies (Grade 74) AWWA awwa Individual Members Individual Actives (Grade 02) Admin/Operations (Grade 06) Life/Honorary (Grades 10 & 12) Students (Grade 14) International (Outside North America) Sections awwa

Member Relationship Specialist Provides individualized customer service to most important members Onboards new and renewing members Maintains accounts and contacts

Retention Activities Thank You Letter Value Messages Ads in Journal/Opfow Presence at Events Member Appreciation Social Media

Renewal Efforts Prior to Expiration Activity Month Web Notice 10 1st Email Notice 10 1st Mail Notice 10 2nd Mail Notice 11 2nd Email Notice 12 Last Issue 12 After Expiration Activity Month 3rd Mail Notice >30 Post card >30 3rd Email Notice >60 Call >60 4th Email Notice >90 Win Back Calling April/Oct

1st-Year Member Retention Benchmarks Individuals 67% 2012, 49% 2013, 53%

Onboarding New member kit arrives in 1st month and includes: Letter Card Certificate Coupon Quick References Resource Guide

Onboarding Email Series includes: Web Resources Welcome W1 Get Familiar M2 Get Connected M3 Web Resources Get Involved

Section Responsibilities Communicate with new members – Month 1 Recognize new members – Q1 Push new members to engage – Month 4 Thank new members – Annually

What is your Section doing to create a unique member experience?

1st-Year Member Retention What are their problems? What is your Membership Committee doing today? What are your great ideas?

Individual Active Retention What are their problems? What is your Membership Committee doing today? What are your great ideas?

Operator Retention What are their problems? What is your Membership Committee doing today? What are your great ideas?

Utility Retention What are their problems? What is your Membership Committee doing today? What are your great ideas?

Questions