NARFE

Membership Marketing

32nd NARFE National ConventionAugust 2012

Membership MarketingOverview - 2010 Perspective

NARFE could no longer depend on the status quo to address the membership crisis and to reverse the long-term, steep membership decline. Reliance on the OPM recruitment mailings as the sole new member acquisition effort produced insufficient membership gain and left the association vulnerable. Membership marketing best practices and proven strategies and principles were not in place.  Membership materials were in need of major revision and redesign.  Only large-scale change would produce large scale results.

Membership MarketingOverview - Creating the Solution

Analysis, expertise, strategic planning and resources were needed to “turn the ship”. 

MGI (Marketing General, Inc), a consulting firm specializing in association direct response marketing, was retained.

MGI brings best practices and strategic insight based on experience with hundreds of membership organizations.

MGI lends both strategic and tactical support to the Recruitment and Retention staff.

A 2012 Strategic Membership Marketing plan was developed based on proven strategies.

Innovative and aggressive testing is underway.

A 2013 Strategic Plan will be developed based on 2012 learning.

Membership MarketingPresentation Agenda

Draw a clear picture of the NARFE membership history and the current membership dynamic.

Present a clear understanding of how we are addressing NARFE’s unique membership situation.

 Provide an update on what has been done, what we have learned, and what efforts are in progress.

Review of NARFE Membership History

and Current File Dynamic

Why is history important?

To understand what factors have contributed to membership decline so that we can react /adapt to these threats

To gage the degree to which these factors have and will continue to have impact so that we can quantify the threat

To clarify where the opportunity for big turnaround exists so that we can focus our resources

OPM List History - Over 30 years since membership high = vulnerability

•Early 1980-1982 – Full access to OPM file

•1983–1993 – No access to OPM file

•1993 – began twice yearly OPM access

•Currently - OPM back log in full retirement benefits impacts response

Environmental History - Over 30 years since membership high = outside of NARFE control

•Aging membership base

•Cultural shift away from membership organizations

•Technology-based lifestyle change

NARFE Membership HistorySince the NARFE membership high in 1982, reliance on the OPM list for acquisition, the aging of a retired membership base and both cultural and environmental shifts have accounted for steep decline.

Current File DynamicRetention

NARFE is currently retaining over 90% of membership

Annual Drops 42,595 (or 15% of the membership file)

Reinstatement 30%

Net Annual Drops 29,817 (or 10% of the 2011 year-end membership file)

Gross Retention Rate 90%

The Gross Retention Rate is based on the 2011 year-end membership. It does not account for either reported or unreported deaths. Deaths result in a smaller “renewable” file.

Only 22% of all associations are retaining members at a rate above 90%

Current File DynamicAttrition vs. Acquisition

NARFE Retention of 90% is highly successful given industry norms and our decreasing “renewable membership file”.

Acquisition is the critical focus.

Membership Attrition (Loss) 10%

New Member Acquisition (Gain) 6.5% (5 year average)

Net Membership Loss 3.5%

Only large scale, profitable acquisition efforts will turn the tide.

Current File DynamicProjected Natural Membership Decline

NARFE Membership also faces a growing rate of decline given the aging membership base

Current Annual Reported Deaths 10,000Unreported Death Assumption 5,000Total Assumed Annual Deaths 15,000

Given the age of the membership file, this projected natural decline will increase exponentially. Assuming there is a 50% increase in annual deaths each year;

Year 1 15,000Year 2 22,500Year 3 33,750

Over the course of three years, NARFE may see a natural decline in membership of over 70,000 members

New Members EffortsLarge Scale Acquisition

Priority of acquisition efforts moves from “hot” to “cold”

Lapsed Members – 1st priority. “Hottest” leads. Will “acquire” members at the highest response and lowest cost. Finite list.

Prospecting – Where lapsed members are “hot leads” -- prospects are “warm”. They are within the target audience and have knowledge of NARFE and our benefits

Examples: Online lead generation (responded online to offer of free NARFE Q&A white paper), trade shows (face-to-face discussion about NARFE and our benefits)

Outside Lists – Large volume, “cold leads”, and higher cost. Must test small quantities, refine offers, message and package -- and then build on success.

Two-step Prospecting – Building a relationship with those who have access to our target audience

Examples: Federal HR Managers, GSA approved Pre-Retirement Seminar and Financial Service Providers

Membership Marketing PlanCompleted To Date

Lapsed Member Telemarketing Reinstatement Program  2000 paid reinstated members

On-Line Lead (Prospect) Generation Program 690 leads over initial three month test

3-part email cultivation (convert prospects to members) effort in process

Other NARFE prospects are included in this series

Spring OPM Mailings with Outside List Test Panel 2056 new, paid members

1st New (non-OPM) Member Acquisition Mailing 1614 new paid members

Membership Marketing PlanCompleted To Date

2nd New (non-OPM) Member Acquisition Mailing dropped June 25th

3rd New (non-OPM) Member Acquisition Mailing dropped August 13th

Revised renewal notices, added advance renewal test

“Member-Get-A-Member” campaign mailed June 12th

Membership Marketing PlanIn Progress

Two additional 2012 New Member Acquisition Efforts Planned

Expanding and enhancing the online lead cultivation (convert prospects to members)series

Expanding from 3 to six emails Adding new engagement vehicles (survey, Q&A

download with membership)

Fall OPM Mailing Scheduled (revisit messaging given the multi-year decline in response.)

2012 Lapsed Member Telemarketing Effort – now ongoing campaign

Membership Marketing PlanAdditional 2H 2012 Plans

Outreach to Federal Human Resource Managers

Outreach to GSA approved PRS and Financial Planning providers

Website tools Membership Toolkit Best Practices Repository

2013 Strategic & Tactical Planning – will include marketing strategy for a fully integrated branding, lead generation, and recruitment & retention plan