Meeting the Challenge: What are you doing differently to retain members in 2013? Melanie J. Penoyar, CAE Erin Haddigan

Agenda Status of 2013 Membership Goals Section Membership Challenge – First –year members – Four actions for Sections Section sharing Membership Promotions Fall Tradeshows and Section Conferences

2013 Membership Goals 50,000 members 88% retention rate $10.2M in dues revenue

Renew 67% of 1st-year members and get 10% of dues collected. Focus on specific members. Section Tools Best friends list Retention Report Challenge Report Section Membership Challenge

1 st -Year Members What’s all the fuss about new members? What’s different about them?

The Membership Lifecycle – Awareness – Recruitment – Engagement – Renewal – Reinstatement

Engagement The process of moving members from observers to users of products and services, while strengthening their emotional or physical investment – Create interaction – Communicate relevance – Measure involvement

We should be guiding the member experience.

Benchmarks Individuals 67% Organizations 75% AWWA Individuals 49% Organizations 56% 1 st -Year Member Retention

AWWA Retention Strategy Individual Members Individual Actives (Grade 02) Admin/Operations (Grade 06) Life/Honorary (Grades 10 & 12) Students (Grade 14) International (Outside North America) Sections awwa 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

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

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

Member Value Messages New Member Orientation Social Media Other Activities

Prior to Expiration ActivityMonth Web Notice10 1 st Notice10 1 st Mail Notice 10 2 nd Mail Notice11 2 nd Notice12 Last Issue12 After Expiration ActivityMonth 3 rd Mail Notice>30 Post card>30 3 rd Notice>60 Call>60 4 th Notice>90 Win Back CallingApril/Oct AWWA Renewal Efforts

Communicate with new members Recognize new members Push new members to engage Thank new members Section Responsibilities

Sections Welcome New Members During 1 st Month Options Mail Phone Section Tools Database and weekly lists Templates : s Letters Calling scripts

Section Recognize Members During Q1 recognize members through: Web Newsletter Public Recognition Section Tools Section Database

Section Recognize Members During Q1 recognize members through: Web Newsletter Public Recognition Section Tools Section Database

During month 4, push members to engage with the Section: Provide discount to conference or training Encourage them to recruit a member Ask to volunteer Section Tools: New member discount sample Member-Get-A- Member Resources Volunteer flyer Push Engagement

Show Appreciation

Section Tools Member Appreciation Toolkit: Graphics Video Ideas Section examples Show Appreciation

What are you doing today? What are your great ideas? Great Ideas

Membership Campaigns Individual Grade months for the price of 12 Operator Grade 06 eLearning bundle, study guide bundle Student Grade 14 Join for $10 9/1-11/30 Small Utilities Grades 80 and 81 25% off first year Member-Get-A-Member Social Media promotions International Coffee Day $70 purchase required to get Free mug

Fall Section Conferences AWWA will promote member value at many outside tradeshows and Section conferences this fall.

Have Fun