1. Laws of Member Attraction 2016 Volunteer Leaders’ Summit
November 18, 2016
Laws of Member Attraction
2016 Volunteer Leaders’ Summit
Michelle Stalnaker, M.A., SHRM-SCP, SPHR
Northern Virginia SHRM President

2. Agenda
Strategic Approach Financial Approach Tactical Approach

3. How Will We Keep Living the Dream?
Our Strategy: 2 1
Grow Intelligently
Enhance the
Member Experience
We want to continue growing & always keep Super Mega Status!
Why Members?
We attract more speakers/sponsors with a larger audience
We have more negotiating power
We get more resources
We can provide more to members
We want to focus on our members’ experience and drive all our efforts (whether directly or indirectly) towards membership
Define our core member archetypes
Develop different “paths” of programs and services for our core member archetypes
RESULTING INITIATIVE (example)
Focus on member growth & retention
RESULTING INITIATIVE (example)
Deploy Member Ambassadors (face-to-face and also virtual)

4. How We Will Measure Progress?
Applying the (Objectives & Key Results) OKR framework helps us accomplish meaningful goals and facilitate collaboration and achievement, both individually and as a chapter
Define a limited set of thoughtful objectives
Set ambitious targets & define key quantitative results that will tell you if you’ve achieved your objective
Track your progress
Share objectives and performance among across the Board
Strategy
Objectives
Evaluate these at the end of the year
Give awards to recognize those that achieved their goals!

5. Growing Intelligently
Getting members to renew is easier than going after new members
It’s Difficult
UN-ENGAGED MEMBER
UNAWARE NON-MEMBER
Lost touch with NOVA SHRM, or moved out of the area
via internal expired member directory
May not have awareness about NOVA SHRM
via SHRM At-Large directory
HIGH
Level of Outreach Required
ENGAGED MEMBER
INTERESTED NON-MEMBER
Familiar with chapter name, programs & reputation
via Member Blasts
via Chapter Programs & Activities
Aware of NOVA SHRM, or seeking a community, and may know a member
via Member Referrals
LOW
It’s Easy!
RENEW
JOIN
Membership Action
We implement a monthly outreach process to retain members

6. Member Archetypes
Thinking about our common member archetypes will help us segment our marketing efforts for more effective messaging
HR Practitioner / Manager
This member is mid-career with 5+ yrs experience and is looking for programs to support current initiatives he is working on or to help position him for the next step in his career; he may be certified
Independent HR Operator
This member works for a small to mid organization and runs the whole operation, often alone or with just one other staff member; she may be certified
Executive HR
This member is highly experienced and in an executive-level position with profit & loss responsibilities and defined business objectives; she may also be certified
New to the Profession
This member is new to the HR profession and may have just graduated from college or a focused HR program, or just made a career transition
Non-Member
This individual is interested in a specific topic and happened to find a program/activity that matched her interest; she may be certified
New to the Area
This experienced HR member just moved to the area and is looking for ways to connect with other HR professionals; she may be certified
What programs, activities and services can we package for each member archetype?

7. Membership Types Northern Virginia SHRM offers four membership types
PROFESSIONAL
TRANSITION
ASSOCIATE
STUDENT
Exempt-level HR Experience and/or SHRM/HRCI certified
3+ years as HR faculty members holding at least assistant professorial rank
Full-time consultant with 3+ years HR experience
May vote & hold office in Chapter
Exempt-level HR Experience and/or SHRM/HRCI certified
3+ years as HR faculty members holding at least assistant professorial rank
Full-time consultant with 3+ years HR experience
May vote and hold office in Chapter
Non-Exempt HR Experience
Bona fide interest in HR and Chapter mission
May not vote or hold office in Chapter
Full-time or part-time students pursuing HR degree and not currently working in HR
May not vote or hold office in Chapter

8. Agenda
Strategic Approach Financial Approach Tactical Approach

9. Budget Process
Individual budgets from each board member are consolidated and reviewed on an annual basis: Are we growing financially & reinvesting to grow membership?
QUESTIONS WE CONSIDER AS A BOARD:
Are there any budgets that fall short of the expected outcome?
What methodology did board members apply to their individual budgets?
What assumptions are baked in to the budgets? What are the unknowns?
Are we prepared for any of the Break-Evens that may become Investments?

10. Agenda
Strategic Approach Financial Approach Tactical Approach

11. Grow & Retain Our Members
PROGRAMS & PROFESSIONAL DEVELOPMENT
How Do We Grow & Retain Our Members?
- By offering more programs than most local chapters
- Create Programs that Operate as Feeder Groups (Gateways to Membership)
Nine Monthly Chapter Meetings
Two Full-Day Academies (Legal & HR)
Pinnacle Award-Winning Special Interest Groups (SIGs)
Free for Members
Pinnacle Award-Winning Mentoring Program
Team with Dulles SHRM
14 Participants per year
Day on the Hill
Certification Study Groups
Collect Surveys & Listen to feedback – Our number one reason for attendance is Recertification Credit
Collect Chapter Designation Forms at every event
Place a board member at each table to network
Make sure President or Prez-elect is present to kick-off each program

12. Grow & Retain Our Members
MEMBERSHIP & COMMUNITY ENGAGEMENT
How Do We Engage With Our Membership & Community to Grow & Retain?
Professional leadership and volunteer opportunities
Create Membership Surveys to get a pulse on satisfaction
New Member Orientation Sessions
Host Membership Drives & Happy Hours
Utilize reporting to find new members, members that are
getting ready to expire and ones that have already expired
Offer Free Membership & Programs for those in Transition
Newsletter that contains legislative, programs and general chapter updates
Offer a robust website that promotes the chapter
Create Relationships with area Universities
After reporting - target the new members to offer them orientation, send the members a personal that are getting ready to expire and pinpoint the already expired members with information on events/services that they have attended in the past
Designate someone to be in charge of social media

13. Installed Executive Director
Plans & executes membership drives
Develops & enhances the “Member Experience”
Maintains & reconciles membership roster
Directs activities of Membership Committee & Chapter Admin
Facilitates New Member Orientation
Member Engagement
Installed in 2015
Paid Position
Focuses a Majority of their time on Membership
VP Membership has a dotted line to the ED
This position provides continuity to the membership base
Marketing & Sponsorship
Identifies and develops strategic relationships with partners for cross-promotion & sponsorships
Directs activities of VP, Marketing
Designs communication strategy & approach
Monitors current & identifies new website content
Directs activities of Digital Content Administrator & Social Media Strategist
Member Communications

14. REMEMBER: Always Focus on GROWING & ENHANCING THE MEMBER EXPERIENCE!
Questions
REMEMBER: Always Focus on GROWING & ENHANCING THE MEMBER EXPERIENCE!