1. The Science Behind Member LoyaltyDean DAmbrosi, Vice President Member Relations, National Association for Printing LeadershipDavid C. Carrithers, Founder, President and Managing Director, Affinity Center InternationalGiulietta Versiglia, Champion of Marketing & Products, Affinity Center International

2. Member Engagement, Retention and Recruitment Challenges 3. Member Engagement, Retention and Recruitment ChallengesIts BecomingMore Difficultto KeepMembers 4. Member Engagement, Retention and RecruitmentChallengesMembershipIssues TopConcern forAssociationExecutives 5. Member Engagement, Retention and Recruitment Challenges 6. Member Engagement, Retention and Recruitment Challenges Renewals no longer automatic More resources needed Constant demand for newengagement efforts Must demonstrate and prove valueof membership 7. BABY BOOM GENERATION XGENERATION Y/MILLENIALS19461964 19641980 19802000 What does this mean forassociations?BillBUSINESS ICON Jeff BezosMark ZuckerbergGates Develop multi-Fall of the Berlingenerational DEFINING Vietnam War September 11, 2001membership modelsWallMOMENTS Watergate Rise of social mediaO.J. Simpson Trial Understand how toBREAKTHROUGHFax Personalmarket to eachSmartphoneTECHNOLOGYMachine ComputergenerationHardworking and Diversify productsCrave work-life Prefer flexible workWORKPLACE goal oriented,and services forbalance, skeptical of structures, having direct TRAITS comfortable inevery generationauthority input in projectshierarchies membership CONTACTHit me up onCall me Email meMETHODFacebookITS 9 P.M. home with theout with friends butin the officeIMfamilychecking email 8. What is Loyalty? 9. Associations and Loyalty Successful Active members more loyalAssociationsand more likely to renew = Member Member engagement comes Loyaltyin a variety of forms Members are peopleMember Loyalty is a humanEngagement condition and brainmechanism based on four principles 10. Neuroscience and Loyalty Provides a betterunderstanding of ourselvesand others Form stronger connections Create deeper relationships Ensure member loyalty 11. Neuroscience and Loyalty Successful engagement and SocialInteraction = positive emotions Positive emotions are memorable Positive memories reinforce value Value is rewarding Effective associations are personally meaningful 12. Loyalty Programs Affinity v. loyalty programs Definition: structured marketingefforts that reward buyingbehavior Consumers LOVE them how canassociations use them? Assist with increasing memberengagement 13. Membership Outlook 14. Questions?Dean DAmbrosiDavid CarrithersVice President Member Relations Founder, President and ManagingNational Association for Printing DirectorLeadershipAffinity Center Internationalddambrosi@napl.orgdavid.carrithers@affinitycenter.com Giulietta Versiglia Champion of Marketing and Products Affinity Center International giulietta.versiglia@affinitycenter.com