Notre Dame Alumni Association Successful Membership Marketing Alumni Senate 2010| Apri 16, 2010

Agenda  Overview of current alumni landscape  Audit and segmentation strategies  Structures, pricing and benefits  Planning and marketing  Best practices 2

Landscape Young Alumni Middle Alumni Senior Alumni 3

Landscape ND Club Network in the U.S domestic clubs 50 international clubs 23,000 paid members Club size/ #of alumni in area/ # of clubs AA:1500+ (19) A: (18) B: (37) C: (40) D: (32) E: (44) F: 74 or less (28)

Membership Audit  Defining your club’s composition  Who are your members?  Benchmarking your club’s membership composition against alumni in your area – gap analysis  Alumni vs. Parents vs. Friends  Retention rates 5

Segmentation Strategies  New graduates  Young alumni  Senior alumni  Alumnae  Clergy  Parents  Friends  Special interest groups 6

Membership Structures & Pricing  Tiered membership structure, i.e. Green, Blue, Gold  Dues structure $25 to $150+  Sample structure $25(Green), $50(Blue), and $100(Gold)  Discounts to seniors, new graduates, clergy, special groups  Honorary memberships 7

Membership Benefits  Delivering value  Unique Selling Proposition (U.S.P.) - particular quality, feature or benefit  Benefits, incentives, inducements offered at different levels or types of membership  Develop list of benefits and communicate them often 8

Membership Cycle  Calendar for membership drive  Fiscal vs. calendar year  New memberships vs. renewals 9

Planning  Communications plan  Calendar of marketing/communication activities  Timely and consistent  “Top of mind” awareness  Messages should be “benefit-oriented” 10

Marketing Tools  Website (New platform – Fall 2010)  Social media (Facebook, LinkedIn)  Broadcast  Direct mail  Newsletters  Print (parish bulletin, newspaper)  Event signage 11

Recruitment Best Practices  Annual membership drive  “Invite a friend” campaign  Event-based recruitment  Incentives (The Shirt, alumni Christmas ornament)  Club football ticket lottery 12

Retention/Renewal Best Practices  Renewal incentive  Personalized approach, handwritten note  Phone campaign/personal call to lapsed members  Hard copy renewal form with reply envelope  Segment by class year 13

Adding Value  Conduct annual brief club survey  Develop programming and events relevant to your membership based on members’ input  Segment programming (family, young, career networking)  Create new programming to attract specific segments and retain current members  Provide incentives for paid members (special receptions, recognition, members-only functions)  Offer a variety of events and activities based on the “Six C’s” to attract the greatest cross-section of potential attendees and members 14

Event Based Recruitment  Professional relationship and career building  Career network groups  Professional mentoring programs  Cross-club events and promotions  Local sporting and entertainment events  Student send-offs 15

Conclusion  Sharing of best membership practices (all)  Questions 16