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Tips on creating the best possible member experience in your association
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Creating an exceptional member experience
Chapter Executive Director
Retreat
generational mix
globalization
social technology
Secret …
Strategy: Talk about membership in terms of outcomes!
What outcomes do members get?
Expand your network of professionals Build your professional reputation Develop leadership skills by becoming a leader of a project
or even a committee chairperson Make new friends and have fun
Secret …
Strategy…Get members involved on Day 1.
How do you connect members?
Personal phone calls & welcomes from members Personal invite to next event Guide a newbie on how to connect online … Match with a seasoned member-mentor Co-create a “connection” map
Secret …
Strategy…Build an adhocracy.
Open Volunteering – 1x, occasional and quick ideas! Time commitment from members: 3-4 hours a year Responsibilities/Activities include: Blogging, tweeting, writing for our e-letter, welcoming members, joining creative planning calls, serving as workshop or virtual idea swap presenter/facilitator, helping with monthly event registration desk and more! To join, contact: PRSA Maryland office [email protected] or 866-868-7772 and let us know you’d like to be on the open volunteer list!
Secret …
Strategy: Use the many web-based tools to engage members in sharing, talking,
collaborating.
Tools you can use …
• Use YouTube, Flickr, Slideshare to share video-casts, handouts and pictures pre- and post-event.
• Set-up e-conferences/conversations, coaching and sharing with tools like Rondee,Wiggio, GroupMe,Google+, Meebo , etal.
• Use SurveyMonkey to get members involved in creating ideas; you can do simple polls, voting and surveys.
• Host “virtual” idea swaps via conference call.• Start a blog and invite members to comment and guest
post.• Add RSS to key pages to boost subscriptions.
Secret…
Strategy: Listen! Do polls, surveys, phone calls … report back..
How do you listen?
Interactive event evaluations Poll-of-the-day Board leaders make targeted calls Host discussion lists, focus “calls”
Secret…
Strategy: Try new things all the time!
Secret …
Strategy…Activate word-of-mouth.
Share, Like, Retweet…
• Providing share buttons on key pages (e.g. events, how to join). • Create an RSS feed and place it in an easy to find location to
help influencers auto-feed – and then share – your new content.• Be sure your tweets are retweet-friendly (less that 140
characters), retweet-worthy (compelling text/cool links) and brand you (include your Twitter username).
• Provide informational pass-along cards that members can easily hand out.
• Post photos from events and tag members; easy to do in Facebook, but also in many photo-sharing apps.
• Set-up a YouTube channel – easy way for members to share content.
• Actively ask – and incent – members to pass-along information. Consider rewarding with discounts and other items.
What’s Your Elevator Question?
Open with one great question …
… worth 5 statements
Need an inside look at
__________?Are you
searching for a ____________?
What’s Your Elevator Speech?
• Your most powerful description boiled down to <40 words.
• Your description written from the prospect’s point of view.
• Your organization’s best story about who and why you exist.
An Elevator Speech in 5 Steps
•Fill in the blanks:•We provide …•We serve …•So a member …
1
•Edit those to reflect the prospect’s pt. of view
2 •Write a few short stories – “your organization in action”
3
• Integrate the story into the message
4 • Rework the message into a pitch <40 words
•Test (refine …)•
5
Questions …
Peggy M. Hoffman, CAEMariner Management & [email protected]
Connect with me on-line:Twitter: @peggyhoffmanLinkedIn: Peggy Hoffman
