Ten lessons for membership commitment
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Lessons from ASAE on why members join and how to engage them.
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Ten lessons for membership commitment
- 1. Greg Melia, CAE @gmeliaCAE 10 Lessons for cultivating Member Commitment
- 3. Based in ASAE Foundation Research • 2007 Decision to Join • 2008 Decision to Volunteer • 2009 Decision to Give • 2010 Decision to Learn • 2011 Revisit of Decision to Join • 2012 Book - 10 Lessons for Cultivating Member Commitment: Critical Strategies for Fostering Value, Involvement, and Belonging Applied Membership Experience Basis for Today’s Session
- 4. Knowledge Photo credit: Dunbar gardens on Flickr
- 5. Wisdom Photo credit: Carol Browne on Flickr
- 7. “I have often admired the extreme skill with which the inhabitants of the United States succeed in proposing a common object for the exertions of a great many men and in inducing them voluntarily to pursue it.”
- 9. Tips • Focus on “peers helping peers” and create a sense of belonging. • Sell involvement before you sell anything else. • Do everything you can to involve new members immediately. • Talk about the nature of associating with your staff.
- 10. Lesson #2: Put WIIFM in its place.
- 11. Value Proposition? Car Rental Discount: $55 Insurance Discount: $150 Payroll service: $400 Magazine: $65 Website access: PRICELESS Membership saves you over $670!
- 12. Value Proposition? No! Car Rental Discount: $55 Insurance Discount: $150 Payroll service: $400 Magazine: $65 Website access: PRICELESS Membership saves you over $670!
- 13. Association WIIFMs • Member discounts or group purchasing activities • Member directory • Opportunities to gain leadership experience. • Access to products, services, and suppliers (e.g., insurance, publications) • Access to career information • Opportunities to network • Professional development or educational offerings • Access to most up-to-date information
- 14. “Good of the Order” activities • Providing standards or guidelines • Maintaining a code of ethics • Influencing legislation and regulations • Gathering and analyzing data on trends • Promoting a greater appreciation of the field • Certification and accreditation • Providing awards or recognition of excellence in the field
- 15. A person’s decision to join goes beyond a cost-benefit analysis. Virtually unchanged between 2006 and 2011 — despite economic upheaval.
- 16. What is this organization about? • Win a Free Hertz Car Rental Certificate and AMEX Gift Card • Quicken WillMaker Discount • Credit and Debt Counseling through the ??? • Maintaining Your Standard of Living in Retirement • Importance of Risk Management - Insurance • Financial Literacy Lessons in English and Spanish from Wells Fargo • Member Discounts for Bose Radio Systems. • Win a Free Subscription to the ??? Magazine. 16 • California Casualty – 20 Year Partnership. • Protect Your Home While on Vacation. • One Credit Class Coming – “Keys to Financial Health.” • Win Free Stuff in May and June from ??? Member Benefits. • ??? Delegate Assembly Showcases Member Benefits. • The Green Book – 39% Discount. • Save This Summer with Your ??? Access Card. • Hertz Rental Car – Extra Weekend Discount.
- 17. What is this organization about? • BENEFITS OF MEMBERSHIP – ??? represents its members' interests, provides money-saving services, promotes them in this country and across the world, and alerts them to the pitfalls of current legislation and regulation. We are proactive on their behalf, taking the lead in matters affecting the trade, seeking to articulate their views and taking new initiatives to support them and the ??? trade as a whole. As well as the Association's advice and active support, members are entitled to a wide range of benefits: • FINANCIAL BENEFITS: – Insurance; Free legal advice; Free Tax advice; Healthcare; Credit and Debit Card processing; further discounts; free entry for all members on the Association's site; and Gift Vouchers and Wedding Present Service: available to the public and only redeemable through a ??? member. • PROMOTIONAL BENEFITS: – ??? Logo; :Code of Practice recognized by the buying public and press as the trade standard.; Due Diligence Guidelines; Conciliation; Publicity; Directory of Members; Publications; Government Representation; and Conferences and seminars. 17
- 18. Tips • Get people to join for the right reason. • Be bodacious in selling the need to care about the good of the order. • Ensure a balanced approach of good of the order and personal benefits — perhaps even a variety of approaches over time.
- 22. Once they have joined …
- 23. Name and membership anniversary Letter customized for member type, section, and membership tenure. •Different themes, tone by member type •Incorporate personalized messages, such as based on the CAE. Different pictures by member type, all from ASAE & The Center events Highlighted programs and recommended resources varied by interest area, member type, and membership tenure.
- 25. 25 Typical Levels of Involvement None 69.9%
- 26. 26 Typical Levels of Involvement Ad hoc 15.5% None 69.9%
- 27. 27 Typical Levels of Involvement Committee 7.8% Ad hoc 15.5% None 69.9%
- 28. 28 Typical Levels of Involvement Governance 6.8% Committee 7.8% Ad hoc 15.5% None 69.9%
- 29. Value of Engagement 40% 32% 29% 47% 34% 20% 61% 27% 12% 66% 22% 13% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% No Volunteer Role Ad hoc Committee Board Detractor Passive Promoter
- 31. 31 How did you first learn about the association?
- 33. Tips • Recognize and value ad hoc volunteering as involvement. • Create quick, simple ways for new members to get involved. • Provide many meaningful ad hoc volunteer activities. • Make WOM easy.
- 35. Not all volunteers want to be on the Board!
- 36. Not all volunteers want to be Speakers!
- 37. Not all volunteers want to Network
- 38. What DO volunteers want???
- 39. Why don’t members volunteer? Uncontrollable reasons: 1. Time constraints 2. Family or professional responsibilities Controllable reasons: 1. Lack of info about volunteer opportunities. 2. Volunteer elsewhere. 3. Never asked to volunteer. 4. Lack of info about virtual volunteer opportunities. 5. Lack of info about short-term assignments. 6. Location, location, location.
- 40. Getting Volunteers I would start volunteering if: 1. Meaningful opportunity 2. Right skills 3. Accessible location 4. Interest in volunteering I first learn about volunteer opportunities by: 1. Asked by staff or another volunteer (22%) 2. Local chapter, section (14%) 3. Meeting, conference (13%) 4. Ad or call for volunteers (10%)
- 41. ASAE’s Ad Hoc Approach
- 45. Tips • Focus on key identifiable populations to raise awareness • Consider social media as a way to extend your reach • Focus awards programs to achieve strategic goals (e.g., innovation, sustainability)
- 47. opyright: he New Yorker via http://newyorkercartoonsexplained.tumblr.com/
- 48. What about Millenials? • Looking for immediacy that is lacking in traditional model • Different motivations to learn •Top motivation: “To increase competence in your job” •6th out of 13 motivation: To receive a promotion or pay raise (versus near last for others): • Different preference in instructors •Less interested in suppliers, vendors and practitioners •More interested in academics and professional trainers
- 50. Tips • Try to reach potential members through the educational system. • Make your association find-able. • Be prepared to help the next generation when they acknowledge their career needs.
- 51. Addressing Millennials • Determine the data you have (and need) • Find viable ways to reduce or remove barriers • Engage Millennials as valued participants • Be willing to rethink and redesign to meet Millennial needs
- 52. Lesson #9: View Academics as strategic assets
- 53. Tips • Cultivate awareness and involvement by academics in feeder disciplines. • Seek to remove barriers to participation that academics may experience. • Utilize academics to reach younger professionals.
- 54. Lesson #10: Recognize shifts, especially in information & communications. Credit: Dan4th Nicholas on Flickr
- 55. Instant Access 2006 2011 Net change Social media n/a 7.2 7.2 E-newsletters 52.3 57.4 5.1 Communities of practice 11.9 14.6 2.7 Blogs or podcasts 2 4 2 Internet searches 17.6 18.7 1.1 Peer networks 12.5 13.1 0.6 Association website 47.2 45.4 -1.8 Print newspapers 3.3 3.4 0.1 General interest magazines 4 3.4 -0.6 Other print sources 6.7 6 -0.7 Conferences/meetings 53.3 49.5 -3.8 Magazines/Journals 63.6 50.8 -12.8
- 56. Formally Edited 2006 2011 Net change E-newsletters 52.3 57.4 5.1 Print newspapers 3.3 3.4 0.1 General interest magazines 4 3.4 -0.6 Other print sources 6.7 6 -0.7 Association website 47.2 45.4 -1.8 Conferences/meetings 53.3 49.5 -3.8 Magazines/Journals 63.6 50.8 -12.8 Social media n/a 7.2 7.2 Communities of practice 11.9 14.6 2.7 Blogs or podcasts 2 4 2 Internet searches 17.6 18.7 1.1 Peer networks 12.5 13.1 0.6
- 57. Tips • Emerging preference for electronic media may continue erosion of print-based revenue. • Explore alternative delivery mechanisms, but recognize traditional magazines, e- newsletters, journals, meetings, and websites still reign. • Recognize rising tide of peer generated and curated content.
- 58. Greg Melia, CAE Chief Membership Relations & Strategy Development Officer ASAE: The Center for Association Leadership Email: gmelia@asaecenter.org @gmeliaCAE Let ASAE help you succeed. www.associationsnow.com
Editor's Notes
- Keys to lasting membership success We all know that members are essential to associations. We also have all likely faced increasing competition for the attention, time, and dollars from our current members. We can no longer just assume that members will become deeply involved in the association or become great purchasers of programs in addition to membership. In this session, we’ll hear research findings and proven techniques that will help your association increase the engagement of your members and retention of your members.
- Knowledge is knowing that Eggplant is a Fruit …
- Wisdom is knowing NOT to put it in fruit salad.
- https://www.youtube.com/watch?v=EkFChTQCPQc&feature=youtu.be
- Get people to join for the RIGHT REASON
- Finding: All respondent groups think the benefits for the good of the order are just slightly more important than personal benefits. Conventional wisdom, and many past programs, have suggested that the decision to join is rooted in ROI, value to individual. While personal value is important, the good of the order is actually significantly more important. For example, others suggest dollar value for every benefit … may not be that direct. Have associations put too much emphasis on marketing the personal benefits? Personal benefits make a compelling case for return on investment (ROI) reasons that an individual may use to justify membership. The good-of-the-order benefits to the field raise the tides under everyone. Mean index for personal benefits was 3.4 and 3.6 for good-of-the-order benefits. Discussion Questions: • Should individual membership associations: – Market the value of their services to employers more directly? – Consider employer needs more directly when setting strategic priorities? Discussion Question: Does your brand communicate that you represent both the individual and the group? What are you doing in your marketing strategy to convey both messages? What could you do differently?
- The next two slides are an exercise I have found great to illustrate the adage “the reason why people will join is the reason why they will leave.” Slide 1 demonstrates an association featuring THE WRONG things to sell .. Exemplified by the Bose radio discount (as if that will help long-time renewals!) Idaho educators association The Idaho Education Association advocates the professional and personal well-being of its members and the vision of excellence in public education, the foundation of the future."
- Slide 2 demonstrates an association that has done a good job of balancing the “good of the order” benefits with personal benefits. It is from a UK antique store trade association …. It is easy to imagine that people who join based on recruitment outlining the reasons outlined above will become engaged and be a long term member of the association.
- Capitalize on Involvement
- Let’s start with a little benchmarking. This slide shows the average extent and types of volunteering across the 18 co-sponsoring organizations in our Decision to Join study. In addition to giving a benchmark, it also raises some interesting philosophical questions … namely, is it a good thing or a bad thing to have 70% of your members paying dues but not fulfilling ANY type of volunteer role? Governance 6.8% Committee 7.8% Ad hoc 15.5% None 69.9%
- Let’s start with a little benchmarking. This slide shows the average extent and types of volunteering across the 18 co-sponsoring organizations in our Decision to Join study. In addition to giving a benchmark, it also raises some interesting philosophical questions … namely, is it a good thing or a bad thing to have 70% of your members paying dues but not fulfilling ANY type of volunteer role? Governance 6.8% Committee 7.8% Ad hoc 15.5% None 69.9%
- Let’s start with a little benchmarking. This slide shows the average extent and types of volunteering across the 18 co-sponsoring organizations in our Decision to Join study. In addition to giving a benchmark, it also raises some interesting philosophical questions … namely, is it a good thing or a bad thing to have 70% of your members paying dues but not fulfilling ANY type of volunteer role? Governance 6.8% Committee 7.8% Ad hoc 15.5% None 69.9%
- Let’s start with a little benchmarking. This slide shows the average extent and types of volunteering across the 18 co-sponsoring organizations in our Decision to Join study. In addition to giving a benchmark, it also raises some interesting philosophical questions … namely, is it a good thing or a bad thing to have 70% of your members paying dues but not fulfilling ANY type of volunteer role? Governance 6.8% Committee 7.8% Ad hoc 15.5% None 69.9%
- One lens on the “mailboxer” question that I found very insightful are the findings related to “The Ultimate Question” from the Decision to Join. In short, we see that those members who volunteer are more likely to be a promoter of the association – powerful stuff indeed. And that’s in addition to all of the other benefits volunteering brings to the organization and to the member, as demonstrated on the next slide … Answers based on a 10 point scale 9-10Promoter 7-8 Passive 6 or lessDetractor Probability of being a “promoter” of the association increases with level of involvement Advocacy, networking and leadership opportunities become more important as level of involvement increases Finding: The probability of being a “promoter” of the association increases with one’s level of involvement. Members who do not become involved in their association are perilously close to former members in their estimations of the value they receive. Fifteen percent of the survey respondents said they were involved at the governing or committee level, which is about the level of involvement many association execs cite when asked about the participation level in their association. But another 16% of the survey respondents were involved in single task activities that set them on the path to high promoter status. This would indicate that the way associations define and track “involvement” may warrant greater strategic attention than it is given. Levels of Involvement Discussion Question: • Do associations appreciate the importance of these ad hoc, single task volunteers and expand the opportunities for members to become involved in this way? • Is involvement managed systematically? • How does your association deal with this? International Issues
- Not necessarily join, but hear of. Build awareness. Discussion Questions: Does your association have an adequate presence in the academic realm? What could you do to increase its presence? How do you recognize their unique role as promoters of your association? How do you help your members promote your association? Viral communication campaigns.
- Local Leaders - Focused on local chapter board and committee service Mentoring, coaching, tutoring, and membership recruitment Two thirds at entry or mid-career levels of employment. Less involved in governance for the parent organization. Writers - The “subject matter experts” of your organization: Presentations, expert panels Publishing Standards review Teachers - Mentoring, coaching, tutoring, professional advice and membership recruitment Contribute the fewest volunteer hours for the cosponsor organization Engaged in every activity and perform the majority of volunteer work within the associations participating in this study. Mentoring Membership recruitment Local and national board and committee service Presentations Fund raising Older ages, longer membership span, more academic backgrounds, more senior career levels.
- Local Leaders - Focused on local chapter board and committee service Mentoring, coaching, tutoring, and membership recruitment Two thirds at entry or mid-career levels of employment. Less involved in governance for the parent organization. Writers - The “subject matter experts” of your organization: Presentations, expert panels Publishing Standards review Teachers - Mentoring, coaching, tutoring, professional advice and membership recruitment Contribute the fewest volunteer hours for the cosponsor organization Engaged in every activity and perform the majority of volunteer work within the associations participating in this study. Mentoring Membership recruitment Local and national board and committee service Presentations Fund raising Older ages, longer membership span, more academic backgrounds, more senior career levels.
- Local Leaders - Focused on local chapter board and committee service Mentoring, coaching, tutoring, and membership recruitment Two thirds at entry or mid-career levels of employment. Less involved in governance for the parent organization. Writers - The “subject matter experts” of your organization: Presentations, expert panels Publishing Standards review Teachers - Mentoring, coaching, tutoring, professional advice and membership recruitment Contribute the fewest volunteer hours for the cosponsor organization Engaged in every activity and perform the majority of volunteer work within the associations participating in this study. Mentoring Membership recruitment Local and national board and committee service Presentations Fund raising Older ages, longer membership span, more academic backgrounds, more senior career levels.
- Local Leaders - Focused on local chapter board and committee service Mentoring, coaching, tutoring, and membership recruitment Two thirds at entry or mid-career levels of employment. Less involved in governance for the parent organization. Writers - The “subject matter experts” of your organization: Presentations, expert panels Publishing Standards review Teachers - Mentoring, coaching, tutoring, professional advice and membership recruitment Contribute the fewest volunteer hours for the cosponsor organization Engaged in every activity and perform the majority of volunteer work within the associations participating in this study. Mentoring Membership recruitment Local and national board and committee service Presentations Fund raising Older ages, longer membership span, more academic backgrounds, more senior career levels.
- There’s always going to be some turnover. It’s useful for an organization to know why supporters don’t volunteer – be sure to ask them periodically so you don’t assume the reasons are beyond your control. And in fact we were struck by the number of reasons members gave for not volunteering that could be addressed with fairly simple adjustments to a volunteer program. About 20-40% of members gave these five reasons. There are others in the book. This is where you come in. Although you’re never going to interest all of your membership in volunteering, it’s good to see some achievable ways to increase member volunteering – especially by providing regular, direct and consistent information to members about the opportunities. You may question why I categorize the fact that members volunteer elsewhere as something that could be controlled – but recall that association members are already volunteering for multiple organizations. I don’t think it’s an either/or proposition to get them interested in your organization versus another volunteer opportunity. But you do have to be able to present them with a compelling reason for why they should volunteer for you.
- https://www.youtube.com/watch?v=hVrIyEu6h_E
- One notable difference: For the youngest respondents (Millennials), “To receive a promotion or pay raise” is notably higher: 3.89 , #6 out of 15 (vs. 11 – 13 for others) {Gen X 3.44, 11} The youngest members have different motivations to learn. The youngest members did report some important differences in learning motivations. As this slide shows, their top motivation is to increase competence in their job. They are the only generation who did not select “To keep up-to-date professionally.” This difference suggests a different appeal to these younger members might be successful. Other significant differences are that the Millenials were much more likely to report being motivated by a pay raise or promotion, ranking this as their 6th motivation, while it is 11th, 12th or 13th for other groups. The Millenials report lower motivation to attend programs because they are offered by accredited or highly recognized providers. Millenials: “To increase competence in your job”
- https://www.youtube.com/watch?v=9I502zLYZXU
- Programs: Consider full travel timing, design with attendee needs in mind Volunteering: virtual volunteer opportunities, short-term assignments. Emerging preference for electronic media may continue erosion of print-based revenue. Explore alternative delivery mechanisms, but recognize traditional magazines, e-newsletters, journals, meetings, and websites still reign. Recognize rising tide of peer generated and curated content.