Growing IECA One Chapter At A Time with Meg Tully, CAE Association Development Director

What Will You Learn? How to establish goals and objectives for a recruitment campaign How to establish goals and objectives for a recruitment campaign How to identify prospects How to identify prospects Different types of recruitment methods Different types of recruitment methods Tailoring recruitment methods to your audience Tailoring recruitment methods to your audience Importance of follow up Importance of follow up Lifetime Value Calculation Lifetime Value Calculation

Acknowledgment Most of the material for this course was taken from the Membership Recruitment Techniques Vignette, published by the American Society of American Executives, 2009.

A Team Approach “Recruitment is a continuous activity that requires a commitment from the entire organization. Whether it is the CEO or the administrative assistant, everyone is responsible to recruit new members and to work as a strategic team to accomplish your organization’s overall membership recruitment goals.” –ASAE Membership Recruitment Techniques Online Vignette

First Questions Who makes up your market? Who makes up your market? What potential markets can you tap into to recruit prospective members? What potential markets can you tap into to recruit prospective members? What is it that you want to accomplish with recruitment? What is it that you want to accomplish with recruitment? What are the goals and objectives of your recruitment campaign? Are your goals realistic? What are the goals and objectives of your recruitment campaign? Are your goals realistic? What resources are available to help you to achieve your recruitment goals? What resources are available to help you to achieve your recruitment goals? Stay Tuned…. Stay Tuned….

Market Definitions Know Your Members – most important task Demographics Demographics Motivation Motivation Why are they members? Why are they members? What attracted them to IECA? What attracted them to IECA? Why do they stay members? Why do they stay members? Benefit Value Benefit Value Why do they buy certain products, services? Why do they buy certain products, services? “If you don’t know what your members want or what’s on their minds, you surely won’t be able to serve them.”

IECA Membership Demographics

3,124 Members (down 17.24% from last year)

Membership Trends

Chapter Trends

New Member Trends

Who Are Your Prospects? Three Types Resisters – people who dislike the organization Resisters – people who dislike the organization Indifferents – prospects who do not see the value in joining Indifferents – prospects who do not see the value in joining Uniforms – have little info about IECA to make an informed decision Uniforms – have little info about IECA to make an informed decision “Understanding their decision-making process will help you choose the right marketing message, marketing strategy, sales process and sales strategy.”

Segmenting the Market Matching the Needs of Members: personalized solution, separate offers Matching the Needs of Members: personalized solution, separate offers Boost Profits: sensitive to price Boost Profits: sensitive to price Stronger Growth Opportunities: “up sell” after introducing a particular product at a lower, introductory price Stronger Growth Opportunities: “up sell” after introducing a particular product at a lower, introductory price Retaining Members: appeal to members and potential members at different stages of their life Retaining Members: appeal to members and potential members at different stages of their life Targeted Marketing Communications: the message is relevant Targeted Marketing Communications: the message is relevant Gain Market Share: achieve the competitive advantage and become the favored choice of potential members Gain Market Share: achieve the competitive advantage and become the favored choice of potential members See Potential Market Segment Worksheet

The Recruitment Plan You’ve defined your audience. Now… You’ve defined your audience. Now… Begin Planning Begin Planning Goals, objectives, rationale Goals, objectives, rationale Outline should be simple and have a defined outcome. Outline should be simple and have a defined outcome. What You Need - Pull together resources, including your membership development program, budget and organizational strategy. What You Need - Pull together resources, including your membership development program, budget and organizational strategy. See Membership Recruitment Plan Sample Document

Outline Proactive campaign Proactive campaign Set clearly defined goals Set clearly defined goals Include measurable timelines Include measurable timelines Example: We will increase our membership by 5% by the end of this fiscal year. Example: We will increase our membership by 5% by the end of this fiscal year. See Recruitment Plan Checklist

Marketing Plan Written document that details the necessary actions to achieve one or more marketing objectives. It can be for a product, service, or brand that typically covers 1 year to 5 years. The plan should include short and long-term goals of the association, knowledge about the immediate market place, the necessary resources to make the plan successful and project timelines with estimated expense figures. Written document that details the necessary actions to achieve one or more marketing objectives. It can be for a product, service, or brand that typically covers 1 year to 5 years. The plan should include short and long-term goals of the association, knowledge about the immediate market place, the necessary resources to make the plan successful and project timelines with estimated expense figures.Includes Executive Summary Executive Summary Research Analysis Research Analysis Objectives, Strategies and Tactics Objectives, Strategies and Tactics Marketing Summary Marketing Summary See Membership Marketing Plan Template

Lifetime Value Lifetime Value of a Member (LTV) can help you determine how much is reasonable to spend to recruit a new member. Lifetime Value of a Member (LTV) can help you determine how much is reasonable to spend to recruit a new member. You will need to know: You will need to know: average length of time a member remains a member average length of time a member remains a member your total number of members your total number of members yearly membership dues and non-dues revenue yearly membership dues and non-dues revenue expenses incurred to service members annually expenses incurred to service members annually You also need to evaluate your value proposition You also need to evaluate your value proposition See Why Do Members Join Your Association, then Lifetime Value Calculators and Examples

SWOT Strengths, Weaknesses, Opportunities and Threats The SWOT analysis helps identify the various situations your association may need to examine before the decision-making phase of your marketing campaign. Record Strengths Record Strengths Define Weaknesses Define Weaknesses List Opportunities List Opportunities Understand Threats Understand Threats See SWOT Analysis Worksheet

Membership Marketing Implementation Plan Implementation Schedule Target Date Action Items Responsible Party Know what you want to achieve!

Designing the Campaign – Five Elements Techniques – pros and cons Techniques – pros and cons Sales Calls Sales Calls Trade Shows Trade Shows Member-Get-A-Member Member-Get-A-Member Telemarketing Telemarketing Advertising Advertising Direct Mail Direct Mail Electronic Recruitment Electronic Recruitment Theme Theme Offer Offer Product Product Price Price Payment Options Payment Options Guarantee Policy Guarantee Policy Terms Terms Timing Timing Tools/Materials Tools/Materials See Writing a Membership Recruitment Plan Document

Follow Up New Member Packet Welcome letter Welcome letter Newsletter Newsletter Testimonials Testimonials How to Access tools and resources How to Access tools and resources Contact List Contact List

Evaluation – Close the Loop Establish a benchmark Establish a benchmark Code and track every application Code and track every application Keep accurate and complete record of costs Keep accurate and complete record of costs Analyze results Analyze results SPIE! SPIE!

What Tools Can You Use? Chapter Portals Chapter Portals Rosters of new members Rosters of new members Rosters of non-renewals Rosters of non-renewals Chapter Leader Resource Center Chapter Leader Resource Center Partners for Excellence Partners for Excellence Maintain a web site Maintain a web site Appoint a membership chair Appoint a membership chair Send IECA your attendee lists in Excel Send IECA your attendee lists in Excel Send IECA updates, news Send IECA updates, news Publish regular newsletters, other communications Publish regular newsletters, other communications Calendar of Events Calendar of Events Lower price for members at events Lower price for members at events