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ASAE Learning Lab: Membership Mktg on a Shoestring featuring Elizabeth Engel and Kathleen Wilson
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Membership Marketing on a
Shoestring Budget Tuesday, August 18, 2009
9:00 – 10:15 a.m.
Content Leaders:Elizabeth Weaver Engel, MA, CAE, Director of Marketing &
Sponsorship, NACHRIKathleen Wilson, CAE, Executive Director, NATLE
Connecting Great Ideas and Great People
www.asaecenter.org
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Case Study:American Political Science
Association
What happens when you have TONS of Word of Mouth
…and it’s all BAD?
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Case Study:American Political Science
Association
Membership is
(say it with me)
EVERYONE’S business
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Case Study:American Political Science
Association
Who is allowed to say…
“Yes”
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Case Study:American Political Science
Association
Take the long view
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Case Study:American Political Science
Association
Bad WOM Good WOM
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The Membership Culture
How does your board viewmembership recruitment?
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The Membership CultureCreate Your #1
Membership Marketing Team!
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The Membership CultureVolunteer Leaders
The Courtship The Engagement
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MembershipTraining Camp
forVolunteer Leaders
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The Membership CultureVolunteer Leaders
Get promises and keep score
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The Membership CultureProfessional Staff
Paying Members = Paid Employees
Everyone works in membership
Orient, train, teach
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The Membership CultureProfessional Staff
Earners vs. SpendersBomb the
“silos”Every contact
counts
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The Membership Culture
Reward & Celebrate!
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Case Study: Consortium for School Networking
It’s all in the details
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Case Study: Consortium for School Networking
Word of Mouth
(again)
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Case Study: Consortium for School Networking
Volunteers are your BEST resource
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Case Study: Consortium for School Networking
DO sweat the small stuff
(sometimes)
www.asaecenter.orgSAMPLE CHART FOR BOARD
2004 2005 2006 2007 2008 2009 2010700
800
900
1000
1100
1200
1300
1400
1500
1600
1700
1185
1111
1036
962
887
813
738
Membership Trends Through 2010Members
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Year Dues Seminars
Other member services
purchasesAffinity
ProgramsVoluntary
Giving
Total (Running
Sum)1 $195 $300 $100 $10 $250 $855.00
2 $195 $300 $100 $10 $250 $1,710.00
3 $195 $450 $100 $10 $125 $2,590.00
4 $295 $200 $250 $10 $125 $3,470.00
5 $295 $300 $200 $15 $125 $4,405.00
Totals $2,120.00 $2,450.00 $1,075.00 $115.00 $1,475.00 $7,235.00
Lifetime Value of a Member
www.asaecenter.orgThanks to Susan Smith, Development Director, MI Association for Justice
MAJ Board BaseballBatter Up for the 2008-09 Game!
Grand Slams!Barry Adams (5)
Richard Chalmers (4)
Sue Pyle (7)Martha Stewart
(11)Gary Wilkins (6)Tom Wright (8)
Louise Zambri (9)
SinglesMichelle
BloomfieldPetra GreenFreddie King
Otis RushHubert Sumlin
M. WatersDinah WintersDoubles
Cindy AxelrodJohn BlainePat BlaireJeff Caster
Mimi Caster
TriplesEric ClaptonRobert CrayRonnie EarlBuddy Guy
Steven R. Vaughan
The DugoutClive Akins
Merry SchmidtTommy Ponders
Stu RobinsonAlexis W. Senn
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Membership Fun
M&Ms –The Real Meaning
Membership& Money!
m
mm m
m
mm
m
m
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Come on Down to the Membership Roundup!Who: The FSA Board
What: A Membership PhonathonWhen: September 15th Noon – 3:00 p.m. BBQ & fixins will be servedWhere: The FSA Corral, 123 Main Street
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Your TurnAudience Q & A
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Shoestring Experience
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Tie it all up!
TIPS FOR THE SHOESTRING MARKETER
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Contact InformationElizabeth Weaver Engel, MA, CAEDirector of Marketing & [email protected] 703.797.6041
Kathleen Wilson, CAEExecutive [email protected] 850.668.6905
SEE YOU NEXT YEAR!Annual Meeting & Expo
August 21 - 24, 2010Los Angeles, CA
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Mark Your Calendar
2010 Online Conferencefor Small Staff Associations
January 26-28, 2010
Visit www.asaecenter.org for more information
