1. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
SHRM VOLUNTEER LEADERS’ SUMMIT 2015 NOVEMBER 19-21, | WASHINGTON, DC
WEBCAST – MARCH 20, 2015
Scott D. Ferrin, SHRM-SCP
Field Services Directors
Casting a Wider Net!
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

2. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
Agenda
The Recruitment Cycle
Great Examples
The SHRM Best
Think Differently
The Value
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

3. GOALS – GOALS – GOALS The Place to Start
Setting a goal for your chapter is the start.
With the board, decide how many new members, your retention rate, and
the year-end total membership!
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

4. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
The Recruitment Cycle
Let me introduce
Jana Sabol
Account Director
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

5. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
Membership Lifecycle
Five Key Membership Life Stages
Awareness
Recruitment
Engagement
Renewal
Reinstatement
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

6. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
Awareness
Tops ways to Create Awareness
Association website
Word-of-mouth recommendations
Direct mail
Association-sponsored social networking websites
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

7. Successful membership growth relies on successful member acquisitions
Recruitment
Successful membership growth relies on successful member acquisitions
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

8. Top Recruitment Marketing Channels
Word-of-mouth recommendations
Direct Mail
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

9. Recruitment - What is Important?
50% of the success or
failure of a marketing program
depends on who you market to
Lists
Offer & Call to Action
Design
&
Copy
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

10. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
Target Audience
Building your Lists
Look at your current files
Do you have non-member attendees, buyers and other prospects?
Social Media
Rented lists
Free sources online to research list options
Work with a list broker to identify and purchase lists
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

11. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
Call to Action
What you want them to do
Why they should do it
When they need to do it by
How they can do it
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

12. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
The Offer
Make it Clear. Make it Good. Make it Difficult to Refuse!
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

13. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
The Message
Grab their attention
Speak personally
Focus on the benefits, NOT the feature
Tell the reader what you want them to do – ASK FOR THE JOIN
Create a sense of urgency
P.S. line – Restate your offer
Order Form
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

14. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
Creative
Great design does not necessarily mean great results!
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

15. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
Reinstatements
The most likely member to return to an association is the one who most recently left!
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

16. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
Reinstatements
Expired Members are your best prospects!
Even members several years expired will re-join
Never give up on communicating to lapsed members
Lapsed members can be included as a list in new member campaigns
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

17. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
Invest in Membership
“It is based on the false assumption that losing money on a single campaign means the effort failed.
Yet, many of our successful membership organizations lose money on every campaign.
But, their programs succeed because they understand that members are an investment, not a purchase.”
MGI Tipster – Volume 13, Issue 12
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

18. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
The Recruitment Cycle
Let’s give Jana a big
THANKS!
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

19. ACTIVITY TIME ACTIVITY TIME
Great Examples
ACTIVITY TIME
Let’s hear from a few Chapters.
ACTIVITY TIME
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

20. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
Great Examples
Let me introduce
Tracee Comstock
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

21. Membership Recruitment and Engagement Strategies

22. Member Recruitment and Engagement
Salt Lake SHRM recruits on average 75+ new members every year.
Monthly Meeting Invitation: Recruit new members, attend first meeting as guest, then invite to be members.
Employment Law Seminar (April): Annual Fundraising, Employment Law Seminar (ELS) is our most efficient recruiting tool. Invite members and members at large. Typically add 50+ new members.
Web Portal: We publicize our up-coming events on the web portal. Our portal gives members the opportunity to connect with other HR professionals.

24. Member Retention
Engaging Members: Over 400 members, we have membership directory where our members can log-in and network.
Members At Large: SL SHRM engaged in networking with Members-at-large.
New Members: Membership Director reaches out to new members.

25. Member Retention Continued
Monthly Programming: Our monthly programing is focused on strategic HR content, meetings are approved by SHRM and HRCI.
Blasts: Our membership receives 3 s per month from our Chapter.
Renewal Discount: If they renew before December 31st they will receive a $25 discount on their annual membership renewal.  

27. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
Great Examples
Let me introduce
Debbie Auger
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

28. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
Great Examples
Let me introduce
Mary
Vogl-Rauscher
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

29. The Little Chapter That Could – Enhancing HR Profession in Dodge County

30. January 2013 SHRM - Dodge County in Wisconsin
Verge of disbanding
9 members
Designated as one of the "Fortune 40" chapters
January 2013 SHRM - Dodge County in Wisconsin

31. Today 70 Members 40 National members 12 Student members for MPTC
4 Reciprocal members with 4 area chambers
Today

32. Needed to Rebrand Chapter
Fulfill goal of enhancing the SHRM community and providing valuable resource for the rural Dodge County area
Needed to Rebrand Chapter

33. Created a membership brochure, reviewed bylaws, scheduled the upcoming year of presentations/programs
Received certification credits for each topic
Held successful membership drive
End of 2013, membership 38 professionals and 10 students - 322% growth in professional membership!
What Did We Do?

34. In 2014 Continued rebranding and rebuilding efforts Created website
Partnered four local Chambers of Commerce
Partnered with Moraine Park Technical College (MPTC) to offer the PHR/SPHR certification course
In 2014

35. Offered scholarships to our professional members seeking certification
Sponsored a student chapter which became SHRM-affiliated
Sponsored local events (Heroin Epidemic) and charities another successful membership drive
In 2014, con’t

36. Grown membership to 60 professionals, 36 national members and 10 student members
An amazing 567% growth in professional membership
668% overall membership growth since January of 2013!
End of 2014

37. Offering the SHRM-PHR/SPHR and SHRM- CP/SCP Certification courses, etc.
Preferred provider
Continues professional scholarship for certification class
MPTC Partnership

38. Paying it Forward Last year students scholarship Most meetings at MPTC
Pay for them to attend WI SHRM conference
Paid deposit for them to travel to Paris/London 2016
Paying it Forward

39. SHRM - Dodge County, "The Little Chapter That Could," has established itself as a local HR resource and enhanced the SHRM community.
Over the past two years

40. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
Great Examples
ACTIVITY TIME
Let’s give them a big
THANKS!
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

41. Acquisition Marketing, Membership Marketing
The SHRM BEST
Let me introduce
Tracy Liaw
Sr. Specialist,
Acquisition Marketing, Membership Marketing
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

42. Awareness: Website
Make it easy for prospects to join and members to renew
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

43. Awareness: Website
To build a website hosted by SHRM, please visit hosting.chapters.shrm.org and submit a ticket. You’ll be able to update the website yourself.
It takes about 2 weeks to complete the site
SHRM hosted websites are mobile friendly and you can see traffic stats through Google Analytics

44. Awareness: Sign Up Form
Ask to keep in touch and capture contact information
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

45. Recruitment:
Use a simple template. Don’t have a banner? Just use your logo.
Place your call to action on top. Tell them why you’re ing right away and create urgency.
Tell them what’s in it for them.
Repeat call to action.
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

46. Recruitment: Email Tips
Use a trustworthy & recognizable “from” name (e.g. your chapter name or volunteer’s name)
Keep subject line short, urgent and personalized (25 characters or less; include first name and/or deadline)
Take advantage of pre-header space
Send relevant content. Be short and concise.
Use ALT text for images
Use a clear call to action
Avoid SPAM triggers: Free, !!!, $, ALL CAP
Simple layout: one-column design
The importance of testing
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

47. Recruitment: 2015 Email Metrics
Nonprofits Marketing Benchmarks
Open Rate
27.5%
Clickthrough Rate
4.20%
Unsubscribe Rate
0.133%
Source: Silverpop marketing metrics benchmark study
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

48. Recruitment: Direct Mail
Simple design using SHRM blues
Official-looking imagery
Benefits in bullet points
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

49. Recruitment: Direct Mail Samples on VLRC Please go to SHRM website – Communities – Volunteer Resource Center – Marketing – Membership Marketing
Customizable membership brochure (PDF and design files)
Sample acquisition letters and applications
Sample renewal letters and invoices

50. Engagement: Onboarding ASAP
Engage and onboard your new members right away with….
A welcome kit/brochure, letter, and or phone call.
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

51. Engagement: Onboarding E-mails
SHRM new member onboarding s go out weekly:
Welcome letter from CEO
Top benefits
Knowledge Center
Express Requests
Chapter
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

52. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
Renewal: Start Early
Start encouraging your members to renew BEFORE their membership expires.
For example, SHRM starts reminding our members to renew 90 days in advance and does so continuously by mail, and telemarketing.
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

53. Reinstatement: Give a Reason
Give your past members a reason to come back.
Use fresh messaging and highlight new benefits, incentives, and upcoming events.
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

54. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
The SHRM Best
Let’s give Tracy a big
THANKS!
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

55. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
Best Practice
ACTIVITY TIME
What works for YOU?
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

56. GOALS – GOALS – GOALS Bring It Home!
Setting a goal for your chapter is the start.
With the board, decide how many new members, your retention rate, and
the year-end total membership!
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

57. Get More Members Like Your Members
Start at Home
Get More Members Like Your Members
Identify Current and Past Members
Invite them to be your Partner
Survey them by any means available
Where do they belong
Who they buy from
What do they read
Where do they go
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

58. Get More Members Like Your Members
Start at Home
Get More Members Like Your Members
Announce in a meeting the need for help
Review and group the responses
Share the results with the Chapter
Ask them to identify the people to invite
Challenge them to give an invite and make it FUN!
Member Get A Member Works!
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

59. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
Key DATA - MGI
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

60. Find New Members - When and Where
Go to Them
Find New Members - When and Where
Change when and where you meet
Change the program type
Identify potential markets
The 15 and 30 mile circle
Find the mid-point
Meetings for 2 groups
Quarterly Rotation
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

61. Find New Members - When and Where
1. Start by asking for input
Chapter Board
Chapter Members
2. Do something simple and inexpensive
Introductory Social
Networking Event
Co-Branded with another group
3. Have a Universal Topic
Commit to trying it more than once!
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

62. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
Key DATA - MGI
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

63. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
Key DATA - MGI
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

64. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
Key DATA - MGI
One solution associations are implementing to address these challenges is the use of private social networks. For associations reporting more participation in their private social network, 53% report an increase in membership over the past year compared to 22% whose membership declined.
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

65. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
SHRM At-large Members
SHRM Strengths:
National/global information
Website access/information
Brand awareness
Knowledge Center
Chapter Strengths:
Conferences, Meetings, etc.
Local networking
Accessibility
State specific information
Better Together – Members of both a Chapter and SHRM renew at a 19% higher rate than LMOs!
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

66. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
Quick Check of Value
Value Proposition……...
Never use a long word when a short word will do
If it’s possible to cut a word, cut it
Use the active voice not use the passive voice
Never use:
a foreign phrase (depending on audience and context)
a scientific word
acronyms without also using the spelled out name
jargon
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

67. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
Key DATA - MGI
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

68. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
Key DATA - MGI
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

69. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
BRING IT HOME
TAKE
ACTION
NOW!
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

70. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
Take Action Now
Top 3 Things To Do!
Try something new or old
Communicate the plan and get people involved
Celebrate the milestones as you see progress
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

71. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

72. Your Support Scott D. Ferrin SHRM-SCP, PMP Field Services Director
(800) x6453
@SHRMScott
2015 SHRM VOLUNTEER LEADERS’ SUMMIT

73. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
THANKS!
2015 SHRM VOLUNTEER LEADERS’ SUMMIT