The One-Page Membership Recruitment Plan
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An association’s membership recruitment often suffers because of the lack of a specific strategy to grow membership or because the plan is so complex that it hinders implementation. These challenges can be solved by developing a concise one-page membership recruitment plan that incorporates the critical elements for establishing a successful program. The one-page plan helps you be laser-focused, nimble, adaptable, and action-oriented. Learn the five drivers for a high-performance recruitment program: targeting, channels, offers, messaging, and economics. Then using a simple one-page template, learn how these elements can be combined to build an effective plan to direct the recruitment strategy for your team and your organization.
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The One-Page Membership Recruitment Plan
- 1. Tony Rossell Senior Vice President Marketing General Incorporated The One-Page Membership Recruitment Plan
- 2. Planning and Implementation Challenges 1. No Plan • Goal without a plan (2,500 members by 2025) • “If you build it, they will come.” 2. Paralysis of Analysis What’s Limiting Membership Recruitment Programs? “Lack of plan and budget.” “No written plan, lack of strategy.”
- 3. Sample Membership RFP Request • Conduct Research • Create a value proposition • Evaluate case studies • Benchmark other associations • Evaluate staffing and department structure • Develop strategy options • Recommend implementation Paralysis of Analysis There are prospective members ready to join right NOW. Ask them!
- 4. Adopting a Ready, Fire, Aim Strategy • READY: Create a simple, clear one-page plan to add members • FIRE: Deploy the recruitment test effort • AIM: Evaluate the results and modify the one- page plan Overcoming Planning Challenges Marketing is an iterative process improving results with each cycle.
- 5. The One Page Plan “Marketing plans should be simple and to the point. Some CEOs want only a one-page plan!” Philip Kotler Kotler on Marketing: How to Create, Win, and Dominate Markets
- 6. The Plan Answers Five Questions 1. The Target Market – Who do you want to reach? 2. The Marketing Channels – How do you reach a prospect? 3. The Marketing Message – What is the value of membership? 4. The Membership Offer – Why join now? 5. The Economics – What are the first-year ROI and LTV? What is Included in a One-Page Recruitment Plan?
- 7. Who Do You Want to Reach? The Target Market “Who’s it for?.. Once you are clear on ‘who’s it for,’ doors begin to open to you.” Seth Godin This is Marketing
- 8. Who Do You Want to Reach? The Target Market Lapsed Members Past Attendees Prospect Lists Industry or Profession Most likely to join Least likely to join
- 9. The Marketing Channel For Lapsed Members and Customers, the full portfolio of channels is available. How Do You Reach a Prospect?
- 10. How Do You Reach a Prospect? The Marketing Channel Omnichannel (Telemarketing, DM, Email, Text) Omnichannel (DM, Email, Text, Digital) Digital and Outside Lists (DM and Email) Digital (SEM, Look-a Like, Retargeting) For the wider profession or industry, take advantage of paid digital channels
- 11. The Marketing Message How Compelling is Your Value Proposition? 13% Very compelling 38% Compelling 40% Somewhat compelling 8% Not very compelling 2% Not at all compelling The difference between received value (members) and perceived value (prospects).
- 13. What is the Value of Membership? The Marketing Message See What’s New Lapsed Members Attend and Save Past Attendees Try Us Out Prospect Lists Sample Free Content Industry or Profession
- 14. Why join now? The Membership Offer “Depending on the offer, differences in the response of 25, 50, or 100 percent and more are commonplace.” Bob Stone Successful Direct Marketing Methods
- 15. First-year dues discount “No-risk" or “no-obligation” offer with a “bill-me” Product voucher (e.g., $75 to $100 off future product purchase) Premiums (free gifts) Money-back guarantee Offering more of the product (e.g., 15-for-12) The Membership Offer
- 16. Why join now? The Membership Offer Dues Discount Lapsed Members Meeting Discounts Past Attendees No-Obligation Prospect Lists Content Marketing Industry or Profession
- 17. The Economics of Membership Your plan makes the economic case for funding membership recruitment.
- 18. What are the First Year ROI and LTV? The Economics of Membership 2 to 1 ROI LTV $1,250 Lapsed Members 1.5 to 1 ROI LTV $1,250 Past Attendees 1 to 1 ROI LTV $1,250 Prospect Lists 1 to 1 ROI LTV $1,250 Industry or Profession Example: Five-year tenure, $200 annual dues, and $50 annual non-dues purchases.
- 19. How Often and How Much for each Prospects? The Economics of Membership Monthly on Expiration $7.50 ea. Telemarketing Quarterly $1.00 ea. Direct Mail Monthly $.02 ea. Email Ongoing 24/7 $1.00 ea. click Digital
- 20. The One-Page Recruitment Plan Economics Message Offer Channel Target 2 to 1 ROI LTV $1,250 See What’s New Dues Discount Omnichannel Lapsed Members 1.5 to 1 ROI LTV $1,250 Attend and Save Meeting Discounts Omnichannel Past Attendees 1 to 1 ROI LTV $1,250 Try Us Out No- Obligation Digital and Direct Mail Prospect Lists 1 to 1 ROI LTV $1,250 Sample Free Content Content Marketing Digital and Retargeting Industry or Profession
- 21. • READY: Create a simple, clear one- page plan to add members • FIRE: Deploy the recruitment test effort • AIM: Evaluate the results and modify the one-page plan Takeaway: Create, Implement, and Revise an Action Plan
- 22. Additional guidance available from the book, Membership Recruitment Available on Amazon Email: Tony@MarketingGeneral.com LinkedIn: TonyRossell Questions