Embed Size (px)
Citation preview
Membership Recruiting & Retention Tips and Tools
Conference Call, April 2009 Shelly Trent, SPHR
©SHRM 2007
Terms Used
• SHRM Member – HR Professional with a valid SHRM membership
• At-Large Member – A SHRM member who is not affiliated with any local chapter.
• Local Member Only – Affiliated with local chapter, but not a SHRM Member
• Chapter Member – Local Chapter member that may or may not be a SHRM Member
©SHRM 2007
Terms Used
• Multiple Affiliations – A SHRM member who also belongs to more than one local chapter
• Primary Designation – The Chapter that the SHRM Member claims as his/her primary chapter (the one that gets the financial support)
• 100% Chapter – Local Chapter that mandates that all of their members belong to SHRM
©SHRM 2007
Membership Challenges
• Chapter Membership Rosters• (The Chapter database must be accurate and updated at all times)
• SHRM Database and Audits• (Chapters and SHRM must work together to get accurate information and share it)
• Volunteers• (The amount of time allotted varies greatly depending on the upkeep of the roster
and size of membership)
• The Economy• (No one knows the effect on membership numbers)
©SHRM 2007
Recruiting and Retention
• Why is RETENTION/RENEWAL important?
• Less expensive (and easier) to retain current chapter members than to recruit new members.
• SHRM members who are also members of chapters are retained at a significantly higher rate (12%) than at-large members.
• Support an HR professional throughout his/her career
©SHRM 2007
Recruiting and Retention
• Calculating Retention:
> Retention Rate – Number of members that actually renew divided by number of members eligible to renew.
> Example: As of 12/31/08, 100 members eligible to renew; 80 of these members actually renewed (80 divided by 100) equals a retention rate of 80%.
©SHRM 2007
Recruiting and Retention
• Calculating Retention:
• Two Cautions• Do not include (by the example) members who joined in 2008 – these
are new members, not retained members.• If you include a ‘grace period’ for a member to renew after
membership has already expired, be sure to include in your retention calculation members who renew during the grace period. Example: 60-day grace period for members to renew; membership expires 12/31/08; member who renews 2/11/08 counts as a retained member.
• (SHRM allows for a one-year grace period, but cuts off all retention numbers by March of the following year.)
©SHRM 2007
Recruiting and Retention
• Cost of Losing Members:
• Losing members is expensive!
• Example: 255 members renewed divided by 300 members eligible to renew = 85% retention rate (excellent).
• At $50 annual dues times 45 lost members = $2,250 in lost dues revenue.
• At $100 registration fee for afternoon seminar times 45 lost members = potential loss of $4,500 in non-dues revenue.
• Total Potential Lost Revenues to Chapter - $6,750!
©SHRM 2007
Recruiting and Retention
• SHRM surveys at-large members on a regular basis on why they don’t join a chapter or why they didn’t renew their membership.
• Feedback from surveys give us great insight as to how we might make our chapters more effective to increase membership and renewals.
• On the next slides, you will see what the at-large members say consistently.
©SHRM 2007
What Members Want
• Personal invitation to attend that explains the benefits of the chapter.
• A different time or day for meetings.• Less “clique-ish” board.• Lower dues.• Better programs and speakers.• More programs for senior HR professionals.• Less solicitation at meetings.• Allow consultants and resource partners (sometimes
called vendors) to join.
©SHRM 2007
What Members Want
• Be more active in the community—be seen as a professional organization that gives back.
• Don’t just be a “club”—be a professional organization.
• Make dues for SHRM members free or reduced.• Allow free membership for those in transition (without
a job or between jobs).• Keep chapter web site current.• Offer more than just programs and networking.• More opportunities for recertification credits.
©SHRM 2007
What Members Want
• Move the meetings to other areas of the chapter service area. Not everyone can come downtown.
• Hold a “potential member” event where you tell about what you offer. Make it free.
• Don’t charge for everything. Dues, plus meals, plus special event fees is too much. Find sponsors so members don’t pay all the time.
• Offer more than just a speaker. Have some events that are for best practice sharing, networking only, social/fun, etc.
©SHRM 2007
What Members Want
• Next section of presentation covers survey responses from at-large members on why they did not join a chapter or renew their chapter membership.
• We will address each of these issues.
©SHRM 2007
Why don’t they join/renew?
• SHRM’s research shows that members do not join or renew because:
> I didn’t know there was a local chapter.> Chapter doesn’t do a good job in communicating the
benefits of joining.> No one invited me to join.> The chapter’s bylaws prohibit me from becoming a
member, even though I am a SHRM member.> Too much selling by “vendors” at meetings.
©SHRM 2007
Why don’t they join/renew?
• SHRM’s research shows that members do not join or renew because:
> I attended a chapter meeting and did not feel welcomed.> Board members seem to be “clique-ish.”> No one responded to my e-mails/phone calls for
membership information.> I don’t have time to attend—too busy.> The chapter’s meetings are on days/times that are not
convenient for me.> The program topics were not beneficial to my job.> Chapter programs do not have very good speakers.
©SHRM 2007
Why don’t they join/renew?
• SHRM’s research shows that members do not join or renew because:
> My company will not pay for SHRM and chapter dues.> Dues are too expensive for what the chapter offers.> I would participate if the chapter offered more online
resources (list serves, web site, chat rooms, webcasts, etc.).
> The chapter is too large to get to know members personally.
©SHRM 2007
Responding to Needs
• I didn’t know there was a chapter.> If local HR professionals are not aware of your chapter’s
existence, reach out to the community. > SHRM can provide your chapter with a list of local SHRM
members who are not affiliated with any chapter (at-large members).
> Some of these at-large members may actually already be members of your chapter, but either they or your chapter has not informed SHRM to code them as such in the SHRM database. This means that your chapter is not getting “credit” for these members.
> Try advertising your chapter meetings/events in the local newspaper or business paper.
> Recruit members from other HR-related associations.> Offer potential members a FREE meeting, and make sure the
invitation is to one of your chapter’s best programs of the year. > Remember how important a first impression can be!
©SHRM 2007
Responding to Needs
• Chapter does not communicate the benefits of membership.
> How do potential members find out about your chapter? What efforts do you make to reach out?
> Do your board members use networking time to mention to potential members and guests what benefits the chapter has brought to them?
• Get the word out!> Create business cards with chapter meeting dates and the
chapter’s contact information, including web site.> Announce your chapter meetings in the newspaper, Chamber
newsletter, on the radio, etc.—Be creative!> Target new businesses for membership.> Partner with the Chamber to obtain their mailing list.> Keep a “potential member” list—invite them to every meeting.> Create a chapter brochure. Consider “bartering” with a printing
company—free brochure for free ads. SHRM has free brochures about the value of chapter membership that you can use.
> Advertise with other associations: ASTD, World at Work, etc.
©SHRM 2007
Responding to Needs
• Use the Newspaper and the Newspaper’s Website!> Have some experts in your chapter write articles on HR
topics and find a local business paper to publish them.> Offer a free membership to the business editor of the paper
in partnership.> Make sure your chapter is listed as the contact.> Advertise your chapter meetings in the local papers and
papers’ websites.
©SHRM 2007
Responding to Needs
• No one invited me to join.> That’s right—invited them. They may know of your existence,
but they want to be invited. > They’d like a personal invitation—not a form letter, but a phone
call or something more personal. Everyone likes to feel important.
> It only takes a few minutes to call someone to invite them to become a member and explain to them what great benefits your chapter offers.
> Did you know that many members mistakenly think that being an SHRM member makes them an automatic member of a local chapter?
> That is why a phone call or direct contact would be helpful. They may think they ARE a member.
> By the same token, many chapter members mistakenly believe that local chapter membership makes them an automatic SHRM member.
©SHRM 2007
Responding to Needs
• Local chapter will not accept me as a member, even though I am a SHRM member.
> Consider an “inclusive” membership policy rather than an “exclusive” one.
> Every HR professional needs an HR resource partner (consultants, lawyers, staffing professionals, etc.) at one time or another. Not including them in the chapter will keep your members from making those contacts.
> Wonder why you are not getting/keeping senior members? Many of them become consultants!
> If “solicitation” has been an issue, consider adopting a non-solicitation policy and enforce it. Have the policy in the newsletter a few times per year, and have it on renewal forms and new member applications. When they sign the member form, they are also signing an agreement NOT to solicit.
> Chapters that have gone this route are pleased with the results.
©SHRM 2007
Responding to Needs
• No one talked to me/I didn’t feel welcomed.> Make new members or guests feel welcomed and included.
• Special ribbons or badges for new members; make sure board members watch out for them and make time to visit each new person.
• Hold a new member orientation as soon as the person joins. They should know all about the chapter and what to expect.
• Make sure that board members sit at different tables and talk to the members about what they need from the chapter.
• After they have been members for three months, have a committee member call them to ask them if they have questions, or if the chapter can serve them better.
• Have a minimum of 3-4 additional contacts with first-year members over the number of contacts you would normally have with members who have been in longer.
• Introduce new members to the board.• Give new members a certificate that is presented at a
meeting. Recognize them!
©SHRM 2007
Responding to Needs
• I tried to join, but no one returned my calls/emails.> Chapter volunteers are busy—we all have “real” jobs. If your
membership chair is too busy to return calls or emails of those wanting to join, it’s time to create a committee.
> The first contact a potential member has with your chapter sets the tone for how they will always feel about you. Make it good!
> Cut down the lag time! Lag time is the time that it takes from the minute a prospect fills out the application form to the time the member has been officially welcomed into the organization.
> Lag time is a real killer of retention. The member wants to feel important!
©SHRM 2007
Responding to Needs
• I’m too busy.> This may also mean the chapter meetings are at times or
on days that are not convenient for the member. If the member simply cannot get away for lunch and all your meetings are at lunch, you’ve lost the member.
> Usually, this statement means something else, like the programs are not good enough to make me leave the office. Try the “carrot and stick” approach. Entice them!
©SHRM 2007
Responding to Needs
• The time or place was not convenient.> Many chapters only hold lunch meetings. Your members may not
find that convenient.> Try moving your meeting times around to hold a few breakfast or
dinner meetings to see what happens.> Many chapters say that they get a whole new group of people at
different times of day.> Some chapters have great success with 3:30-5:00 meetings. No
meal to pay for—punch and cookies or “finger foods.”> Many chapters also hold their meetings at one central location. > Try holding a few meetings during the year at different locations to
get closer to some of your membership “pockets.” > Have you ever looked at your members’ addresses to see what
really is the best location? Do you consider those members who live or work on the outskirts of town? Do you know how far your chapter’s reach is?
©SHRM 2007
Responding to Needs
• The programs or topics were not beneficial to me.> Make sure that program topics and speakers meet the needs of
your members.> Ask them what they want. Also, ask those who DON’T attend
meetings what they want.> Conduct annual member surveys for program topics. > Don’t be afraid to ask expert members to present. They’ll be
flattered!> Be sure your presenters are actually good speakers.> Remember that chapters do not have to meet monthly. Every
other month or quarterly is okay. Focus on quality vs. quantity.> Make sure that your chapter programs are addressing ALL levels
of HR: entry-level, mid-level, and senior-level.> Don’t hold “business” meetings as part of programs. The board’s
business should be dealt with at a board meeting. Member meetings should focus on professional development. Remember: What’s In It for Me? (The Member)
©SHRM 2007
Responding to Needs
• Programs do not have good speakers.> Finding Great Speakers
• State Council members, including District Directors• Local attorneys• OSHA & DOL staff• Senior HR members• CEOs• Local business leaders• SHRM staff• National Speakers Association at www.nsaspeakers.org
©SHRM 2007
Responding to Needs
• Here are some program ideas from other chapters that have been successful:
> Hold a trade fair, an HR resource partner fair, or a job fair> Have a successful practices panel > Have a chapter Workplace Excellence Award> Meet with local or state legislators > Discuss local wage survey results > “A day in the life of HR”> “Whine” and Cheese—HR Horror Stories> Have a mock trial> Panel discussion with CEOs > Panel made up of senior HR members> CEO/HR discussion on how HR can add value> Have table topics> Hold programs based on HR competencies
©SHRM 2007
Responding to Needs
• Get your chapter meetings “Pre-Approved” for HRCI Recertification Credits
> If your members or prospective members are certified, being able to say that they will receive 1 credit hour toward recertification for each meeting they attend goes a long way.
> Chapters can get their meetings pre-approved by HRCI by filling out an online form four weeks in advance.
• The presentation must be separate from the meal and the speaker must present for a minimum of one hour (15 minutes of which may be dedicated to Q&A).
• Discussions of chapter business, registration, and meals must not be calculated into the event's total length.
• Events must be HR-related (body of knowledge).
• HRCI will only pre-approve upcoming events. Due to the volume of requests, please allow at least 4 weeks from the time of submission to process your request.
©SHRM 2007
Responding to Needs
• Make meetings FUN!> Offer door prizes> Have fun networking time where a game is played> Hold at least one event per year that is networking only,
like a ball game, a picnic, an amusement park, a cocktail party, a golf outing, the theatre, ballet, orchestra, etc.
©SHRM 2007
Responding to Needs
• My company won’t pay for the membership/ Chapter dues are too high for what I get.
> Consider giving a discount to certain members: those who have been members for X number of years, those who are SHRM members, student members, those who are on the board.
> Consider making dues for past presidents free for life (many chapters do).
> Consider free or very reduced dues for members in transition. They will reward you with loyalty.
> If the benefits of being in the chapter are “worth it,” some members might pay the dues out of their own pockets.
> Send a letter to the CEOs of member companies explaining what is in it for their HR staffs to be members. “What’s in it for them?”
> How much are your dues? Typical chapter dues are $30-60 per year.
> If your chapter includes meals in dues, consider Plan A and Plan B, where members can pay by the meeting.
> Consider having sponsors so that the costs of the meals are covered, and members pay less.
©SHRM 2007
Responding to Needs
• I would participate if the chapter offered more online resources (list serves, web site, chat rooms, webcasts, etc.).
> If you do not have a chapter web site, consider creating one. Great marketing tool! SHRM can host your chapter site at no cost!
> Some people are not into participation and networking, and only want online resources. Give it to them via your web site.
©SHRM 2007
Responding to Needs
• The chapter is too large to get to know members personally.
> If your chapter is large, your potential members or even current members may find it intimidating to network successfully due to the size of the group.
> To make it easier for them, try holding a meeting every other year where you have a speaker whose topic is “how to network.”
> Many members are unsettled by the prospect of networking with strangers, even though they may have joined for that very reason.
> After the speaker finishes, allow the members to network for at least 30-45 minutes.
> Also consider holding networking events where you separate members by topic or successful practice.
> Most members say that the main reason they join a chapter is to network and share practices or challenges. Give them the opportunity to learn about each other’s successes!
> Divide the group into smaller clusters based on industry, like banking/financial, government, manufacturing, etc. Smaller groups will make your members feel more at ease when networking.
©SHRM 2007
Use the At-Large List
• At-Large members are SHRM members who are not coded to a chapter.
• When you are planning a very special meeting that you think will be well attended, send an invitation to the at-large members to attend at no cost.
• This will give them a chance to try out your chapter with no strings attached.
• Try sending them a coupon good for one free chapter meeting.
©SHRM 2007
Use the At-Large List
• If you would like to know who these HR professionals are, contact Crystal Adair at SHRM. You will be requested to provide zip codes for your area.
• You are allowed four ranges of zip codes. Example : 34001 – 34021
34033 – 34052 3406634079
©SHRM 2007
Primary Designation
• Members can belong to as many chapters as they want.• Only ONE can be their “primary” chapter.• All chapters get “credit” for the member in their percentage and
member count.• Only one chapter gets the CFSP for the member.• Your chapter can obtain a list of all SHRM members that are coded
to your chapter and the AT-LARGE list of members in your area and compare them to your chapter roster.
• Then, send your Regional Administrator a list of members that should be coded to your chapter.
• If they are not already members of another chapter, we will recode them just on the basis of an email list.
• If the members who are in other chapters wish to be listed as primary to YOUR chapter, then they have to let us know directly, either through the Primary Designation Form, or via an email that they send directly to the Regional Administrator asking to be recoded to your chapter.
©SHRM 2007
Other Ideas
• Conduct exit or non-renewal interviews or surveys> ASK past members why they did not renew. Answers may surprise
you!> Divide up the list and have each board member call 5 people until
everyone is contacted.• Hold a new member reception quarterly.• Keep track of which members attend meetings.
> If someone rarely attends, contact them by phone and personally invite them to the next meeting.
• Consider requiring that members attend X number of meetings per year to maintain their membership.
• Make sure your members understand what it takes to be an affiliated chapter—brag when you receive Merit/Superior Merit, and make sure they know what that entails.
• Give them an “annual report” of all the successes the chapter had during the year. They need to see where their money is going and how it benefits them.
©SHRM 2007
Other Ideas
• Send a letter to each member a few weeks prior to sending the renewal notice. In this letter, list the chapter’s accomplishments. Many members have no idea what the chapter does. Be specific about how the accomplishments benefited the members.
• This reminder of accomplishments and benefits of the past year will prompt them to renew quickly so they won't miss out on these benefits in the future.
©SHRM 2007
Other Ideas
• Recognize those who renew.> Give “renewers” a gift with the chapter or SHRM logo.> Send them and their employer a “thank you” letter.> Offer an “early bird” renewal rate.> Send a thank-you post card for renewals.> Offer a reduced rate for multi-year renewals.
• Reward loyal or special members.> Provide certificates for free meeting attendance to members who
recruit new members. > Board members and student members could have no dues.
©SHRM 2007
Toolkit
• Check out the SHRM Membership Recruitment and Retention Toolkit!
• Located in the Volunteer Leaders Resource Center (VLRC).
• Many great ideas are in the toolkit.
©SHRM 2007
Discussion
& Questions
