Membership marketing seminar april 16 2010
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Slides from a recent seminar held by the College of Association Marketing focused on helping anyone who needs to learn about recruitment, retention and engagement of members or customers. Scott Oser of Scott Oser Associates, Kevin Whorton of Whorton Marketing & Research and Maggie McGary of American Speech-Language and Hearing Association were the speakers.
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Membership marketing seminar april 16 2010
- 1. College of Association Marketing Membership Marketing April 16, 2010
- 2. Agenda 11:45 – 12:00 Break/Lunch Service Coffee and networking 8:30 - 9:15 Introduction, goals and expectations 9:15 - 9:30 Membership Marketing: 10 Key Opportunities to Improve 9:30 - 10:30 Break 10:30 - 10:45 Talking to your customers 365 days/year 10:45 – 11:45 Brainstorming: Challenges and Solutions/Working lunch 12:00 – 1:00 Data driven Membership Marketing 1:00 – 2:00 Break 2:00 – 2:15 Working with Your Chapters to Maintain and Grow Membership 2:15 – 3:15 Final comments/conclusions 3:15 - 3:30
- 5. Membership Marketing: 10 Key Opportunities to Improve Presenter: Kevin Whorton Module 1:
- 21. Working within constraints: federation structure, local level approvals. membership at the local level. Hard to customize. ‘Prestige’ soft sell.
- 22. Control/test packages A B
- 23. C Test Metrics Metrics A B C # Mailed 364,945 150,000 50,000 % Response 0.71% 1.23% 0.77% Avg. Rev. $36.48 $23.73 $55.52 Rev/M $257.26 $292.99 $424.76 CPDR $1.38 $1.54 $0.93
- 30. RSA program performance: user satisfaction RED=Affinity programs
- 45. 90 Day Renewal Letter
- 47. Expire Letter
- 48. Sample Invoice
- 51. 90 Day Check-up
- 54. Module 3: Brainstorming: Challenges & Solutions
- 56. Data Driven Membership Marketing Presenter: Kevin Whorton Module 4:
- 58. Getting the Most of Your AMS
- 92. Scott Oser, Scott Oser Associates: 301-279-0468 [email_address] Kevin Whorton, Whorton Marketing & Research: 301-312-8938 [email_address] Calendar of Future Seminars: www.associationseminar.com LinkedIn Group: College of Association Marketing THANK YOU FOR ATTENDING!!
Editor's Notes
- Presenter--Scott
- Presenter—Scott
- Presenter—Michelle History to include when formed, original mission, merger, new mission? Staff size to include how many at start and how many now and some info on how structured Membership categories to explain different divisions and benefits of belonging
- Presenter—Michelle 2 renewal notices to include when you do these and who was it sent to—secretary, decision maker, etc.
- Presenter—Michelle Explain what you mean by membership was disorganized when you speak. Focus on how comms were inconsistent, there was little targeting so everyone got the same message Give a couple of examples of what they continued to receive as a member that they weren’t paying for.
- Presenter--Scott
- Presenter--Scott
- Presenter—Michelle Before you start this stress that the key to this was having regular communications, using multiple media because people respond to different things, getting different people involved so burden was spread and people talked with people that they had relationships with if possible. Discuss how you have a 365 day communication cycle including regular communications as well as “renewal” communications.
- Presenter—Scott Point out targeting—personalization in name field, personalized benefits based on division membership Point out that it is signed by the chairman who is a colleague.
- Presenter—Scott Point out who this comes from and why it comes from him. Point out that this is a guide. People making calls are comfortable with talking about org so they don’t have to follow it word for word. You don’t want people reading from script. Too impersonal.
- Presenter—Scott Note timing of this so they know when it goes out.
- Presenter—Michelle Discuss how you use this and when they receive it. If you want you can go into Tech Bucks program. Don’t have to. Up to you.
- Presenter—Michelle Note that this is sent to all lapsed members. Note that it is an email. Note that they go right to website to renew which is customer friendly. Note no discounts to get them to renew.
- Presenter—Scott This is where you will start talking about regular comms. Key things to cover: Targeting of audience Calls are made by division prez or someone from their division. No selling going on just relationship building.
- Presenter—Michelle Another piece of regular comms. Keys: Hand written Targeted Focused
- Presenter—Michelle
- Presenter--Scott