Membership marketing – acquiring, engaging, upgrading, and renewing members – is the cornerstone for associations and relationship driven organizations. This presentation outlines the four key strategies needed for success in membership marketing.
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Am Cham Worldwide Executive Directors Conference
1. How to Develop and Manage a Successful Membership Marketing Program AmCham Worldwide Executive Director’s Conference Presented by Tony Rossell Senior Vice President Marketing General, Inc.
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17. Product Awareness and Usage 49.6% 38.3% 44.4% Used* 50.2% 29.3% 37.7% Aware PRESS Plus 22.7% 32.1% 28.0% Used* 48.7% 38.1% 42.4% Aware E-tools for Boards and Districts 42.9% 34.0% 38.5% Used* 61.5% 39.6% 48.4% Aware Administrative Procedures Project 46.2% 38.6% 41.9% Used* 67.8% 47.4% 55.6% Aware School Board Policies Online 49.8% 47.3% 48.4% Used* 79.5% 64.5% 70.5% Aware Policy Manual Update 91.0% 72.1% 81.6% Used* 93.4% 61.4% 74.2% Aware Policy Reference Education Subscription Service (PRESS) 69.0% 67.3% 68.0% Used* 90.8% 77.8% 83.0% Aware Policy Manual Customization Superintendent Board Member Position Total Service
18. Product Gap Analysis Red =statistically significant decrease Blue =statistically significant increase 2.16 2.03 1.91 2.34 2.00 Meeting needs 3.75 2.89 3.55 2.44 3.40 Importance Improving my consulting skills 2.63 2.43 2.31 2.62 2.43 Meeting needs 3.78 3.47 4.02 3.22 3.80 Importance Enhancing my performance by providing information on best practices 1.84 1.99 2.01 2.26 1.96 Meeting needs 3.19 2.05 2.42 1.89 2.54 Importance Providing test prep/support for licensing 2.95 3.12 3.14 3.04 3.09 Meeting needs 3.55 2.80 1.99 2.83 2.78 Importance Providing information on graduate training programs 2.37 2.45 2.30 2.57 2.37 Meeting needs 3.94 3.17 3.41 3.04 3.45 Importance Enhancing my professional credentials/capabilities 2.56 2.56 2.56 2.72 2.55 Meeting needs 3.53 3.26 2.83 3.74 3.25 Importance Improving my research skills Student Both PractitionerOnly AcademicOnly Overall
24. Product -- Value Proposition Vision Relationship Reward What separates you from all other organizations? ASAE’s Decision to Join -- research of 16,944 members and former members from 18 associations -- highlights these components of value that a member is looking to receive.
45. Why People Buy Pain In trouble and want to get out of it. A Present Future Present Future B C Fear See trouble coming and want to avoid it. Gain Can visualize something great and want to experience it.
46. As employment and consumer spending slows, manufacturing professionals are concerned. So how can you prepare for change, build your skills and position yourself for career success? See details inside... Your USP for Membership
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51. Renewal Frequency and Timing Mail notice # 4 & Email 14 Telemarketing 13 Expire email or fax renewal 12 Mail notice # 3 & Email 11 Mail notice # 2 & Email 10 Mail notice # 1 & Email 9 Pre-renewal “Early Bird” Email 8 7 6 NCOA/fax/email/phone append 5 New Member Survey 4 3 New Member “Special Offer” 2 Renewal Acknowledgment e-mail 1 Activity Month
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53. What Lapsed Members Say Very Likely 25% Somewhat Likely 34% Neither Likely nor Unlikely 16% Very/Somewhat Unlikely 25% Likelihood to Renew Membership in the Future Among lapsed members
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