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Managing the Membership Experience
Five Keys to Increasing Member Value
1. Make Your Organization Member-Centric
It’s not about YOU. It’s not about the ORGANIZATION.
It’s about MEMBERS and PROSPECTS.
The number of “touches” isn’t the point any more. The point is to be sure that all of the touches are POSITIVE.
You do NOT have to treat all members THE SAME.
The key is to treat each of them the way they WANT TO BE TREATED.
MILLENNIALS are now the new majority. What have you done/what are you doing to get to know them better?
-have programs designed to develop talent-create an “emerging leaders” advisory Board-adapt recruitment materials to millennials-allow them to customize their membership
experience-use social media as a tool not a solution-get testimonials from millennials already
getting value-get them while they are still in college-keep meetings fun – millennials are event-
driven
Cracking the Millennial CodeJason Dorsey, Center for Generational Kinetics
You have to be constantly trying to move
membership from a TRANSACTION to an
EXPERIENCE!
The PRIVATE SECTOR is WAY ahead of us. It’s time to catch up
We are in an new erawhere the customer
has all the powerTechnology has put information in the
hands of the customer
The new differentiator in business has become the customer experience
From a retail outlet to an experience center
Learn, play, have fun
1. Sold Commodities
2. Branded Products
3. Delivering A Service
4. Staging Experiences
Now in the‘Age of The Customer’ Power
comes from engaging with empowered customers
Nothing is left to chanceThe sound of the car indicator is important
Higher experience ratings meanthe customer is…
Less likely to switch to a competitor I Retention
More likely to recommend I Recruitment
More willing to buy again I Retention
It all starts with the way we find our PROSPECTS, or, more importantly, how they FIND
US.
Exercise1. Assume you are a prospective
member for a different organization2. Find out what they do for a living and
write down what key words they might Google to help them do their jobs.
3. If possible, find the organization using those words and then join.
4. If you can’t fine the organization using those words, just go to their website and join.
2. Focus Your VALUE MESSAGE Clearly
A Simple Value Proposition Statement Builder Template
For
who want or need the prime benefit or outcome they require or the problem that needs solving
membership to the name of your association
provides the solution – the highest value your association provides for them.
We do this by supporting information.
Unlike the competition or “others”
we the uniqueness you provide
as shown by supporting information.
© Sue Froggatt, Training & Consulting, 2013 www.suefroggatt.com
For Professionals just graduating from electrical engineering schools
A brief description of who the potential member is
who want or need to jump-start their professional careers the prime benefit or outcome they require or the problem that needs solving
membership toThe Electrical Engineering Society
(EES)the name of your association
provides a one-stop source professional development.
the solution – the highest value your association provides for them.
We do this by supplying employment opportunities,
access to continuing education, and ongoing professional recognition.
supporting information.
Unlike other engineering societies that focus solely on research-based efforts the competition or “others”
we Have a 30-year track record of helping electrical engineers move into the top
levels of the professionthe uniqueness you provide
as shown by
compensation studies that reveal EES members earn an average 13% more
than non-members in the same i l i
supporting information.
3. Have a PLAN, Not a PRAYER to Meet Member
Needs
Use MembershipMappingtechniques to anticipate
HASSLES and manage the Membership Experience.
Welcoming Connecting Engaging Reviewing
New member-recent graduate-career builder
-Sponsor-Joining incentive
-”special” treatment-easy access-guidance
-quick response-low effort-best ever service
-Membership -Finance-Communications
4. Lower Member EFFORT. It’s the Key - to everything
else.
The emotional effort is more important than the physical effort
2/3rds vs. 1/3rd
LOWER the EFFORT to join.
Saw a 70% increase in membershipwhen it changed it application process
Advice: Go through the process yourself and step into your potential members’ shoes and see what it’s like to go
through your application process
…it’s easy to sit in a meeting and come up with a form for application without realizing its implications.
…by actually going through the action of what your potential members are going to go through, you gain some empathy
for the process and adjust it if needed.“We don’t want to make our application process a barrier to entry.”
LOWER the EFFORT to renew.
LOWER the EFFORT to get ENGAGED.
Put a lot of time and effort into improving your organization’s
WEBSITE
Re-evaluate your website based on its
USER FRIENDLINESS.
You’ve only got 2-3“clicks” to ENGAGEthe website visitor.
5. Build the Future on Targeted Engagement
How do you DEFINE member engagement?
Identify your 3 most-used programs, products, or services
– push them!!
Of 12 Benefits…
Average Number of Services Used
2.5
1.00.7
All ElectedVolunteers
Renewed Lapsed
Use technology to attract YOUNGER MEMBERS
We’ve got to do a better job of CUSTOMIZING our member
interactions.
Add targeted e - Newsletters to your general ones
Personalize and Customize Your Retention
Communications, too.
1. Make Your Organization Member-Centric
2. Focus Your Value Message Clearly
3. Have a Plan, Not a Prayer, to Meet Member Needs
4. Lower Membership Effort-It’s The Ke
5. Build the Future on TargetedEngagement
Managing the Membership Experience
Five Keys to Increasing Member Value