Breaking Open a New Channel for Member...NARI: New member mingle PRSA: Coffee withs. ASLA:...

Breaking Open a New Channel for Member Engagement

With Mariner Management &

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Got chapters? We’ve got solutions. Billhighway gives your chapters the tools to automate and simplify operations while creating data visibility across your entire organization. This empowers you and your chapters to focus more on member value and grow your association.

Mariner Management & Marketing is your partner in helping association volunteers and staff create the greatest possible value for your members and in ensuring the long term health and growth of your association.

Today’s Agenda

01 02 03

How associations view chapters

How associations are tapping

chapters

Thoughts on supporting chapters

PollWhat is your role in your

association?

PollDo you have chapters?

Benchmarking:

A look at the past to

predict the futuredesign

Let’s Chat

Why do you benchmark?

Download the report at http://bit.ly/chapterbenchmark2019

2019 Chapter Benchmarking Report

What did we measure?…

Mission?

Organization (how they operate)

21 questions

Activities (what they do)

1 question (a big one!)

Membership (who they serve)

4 questions

Performance (how well they do it)

9 questions.

INPUTS OUTCOMES

PollWhich of these data points do you

track at the chapter level?

What we’re measuring

2019 2016 Change

Retention 71% 41% 30%

Recruitment 64% 40% 24%

Participation 55% 27% 29%

Satisfaction 39% 24% 15%

Event evaluations 38% 25% 13%

What chapters do

What role chapters play

2019 2016

Importance Effectiveness Gap * Importance Effectiveness Gap *

Member Engagement 4.5 2.8 -1.8 3.4 2.2 -1.2

Leadership Development 4.0 2.4 -1.6 2.9 1.8 -1.1

Member Recruitment 4.0 2.4 -1.6 2.9 1.9 -1.0

Professional Development 3.7 2.8 -0.9 2.9 1.8 -1.1

Let’s Chat

What role do your chapters play?

Issues …2018 2016 Change

Quality Control 40% 29% 10%

Alignment 32% 35% -3%

Resource Allocation 17% 25% -8%

Risk Management 8% 5% 3%

Other 3% 5% -2%

Formal Tracking Tool to

Assess Chapter Performance?

No 71%

Yes 29%

Calculate ROI?

No 96%

Yes 4%

Issues …

Don’t differentiate chapter vs national

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© 2019 Community Brands HoldCo,

LLC. All rights reserved. 18

Changes to the Importance of Benefits Throughout the Member Journey

Reach New Audiences: Components offer access

to non-members, local-only members & members

By Tapping Chapters as a Membership Channel You Can…

Capture Local Stories: Opportunity to highlight

the local angle and local impact of national topics

Provide Community: Expand your ability to connect

members together and alleviate the isolation that

everyone is feeling.

And Ultimately Grow!

NATP: Direct correlation between

training & member retention

AIDC: Tapping the local educational

needs

AGC: Expanding the member value

#1 Education Partner

HBA: Upped the recruitment game

AOA: United in Possibilities brings in nextgen

#2 Recruiters

IMA: active chapters around the

globe to hit 100,000 milestone

(ISC)2: combining technology & in-

person driving student & new

careerist engagement

MOAA: Spreading mission locally

Inns of the Court: Mentoring

RAPS: Speed mentoring

#3 Service Delivery Channel

NARI: New member mingle

PRSA: Coffee withs

ASLA: Amplifying World Landscape Month

#4 Partners in Public Outreach

ANA: Promoting healthy lifestyle

#5 Buzz creators

ACMP: Road to Conference

IMA: reaching 500,000 via

Facebook in video contest

CFA Institute: Research challenge for college students; Recruiting young members too

#6 New Programs –Innovators

ETA: Responding to Hurricane

Harvey, building member loyalty & awareness

#7 Pivoting

ADHA: Staying connected

HSMAI: supporting locally

AGC: PPE central

Be flexible in models/

structure

5 Ways to Support

01

Track performance =

betterdecisions

02

Train & Support

03

Reward / Recognize

05

Invest in shared

platforms

04

Turning Ideas Into Action

Brainstorm ideas with chapters

Pilot an idea

Tap chapters as promotional & content

channels

Repurpose and build on what you

already created/worked on

01

02

03

04

What’s one thing you could do tomorrow? Here’s a few ideas:

Let’s ChatWhat might you do tomorrow with the

ideas we explored today?

Reading Recommendations

2019 Chapter Benchmarking Report

Member Engagement and

Loyalty Study

Evaluating the Health of Your

Association’s Chapter Program

Mariner Management & Marketing is your partner in

helping association volunteers and staff create the

greatest possible value for your members and in ensuring

the long term health and growth of your association.

www.MarinerManagement.com | 301.725.2508

Peggy Hoffman, FASAE, CAE

Peter Houstle