Innovation and new model thinking for membership cal sae 2016
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Ways to think differently about association membership models, delivered at CalSAE's 2016 Elevate conference
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Innovation and new model thinking for membership cal sae 2016
- 1. Innovations and New Model Thinking for Association Membership Greg Melia, CAE Chief Member Relations & Strategy Development Officer ASAE: The Center for Association Leadership Email: gmelia@asaecenter.org Twitter: @gmeliaCAE
- 2. “It’s important to learn the sheet music and the harmonies, but after you’ve learn them, it’s equally important to throw them away.” John Kao, Innovation expert and author Photo credit: IntraLink Global on Youtube
- 4. www.marketinggeneral.com/solutions/the-membership-lifecycle Important Fundamental Practices • Strong presence in the marketplace • Reliable prospect identification • A valued offer • Effective marketing execution • Awesome on-boarding & engagement • Well planned membership renewal • Continued Follow-up
- 5. Keys to New Model Thinking • Explore the challenge through the eyes of what the customer wants to accomplish • Think “many niches” rather than “one size fits all” • Look for ideas everywhere • Use the SCAMPER technique to escape “one size fits all”: • Substitute • Combine • Adapt • Modify • Put to another use • Eliminate • Reverse
- 6. What are some innovations membership organizations are using?
- 7. Looking Through the Eyes of the Customer
- 8. The Whitney Museum The Art of Membership by Sheri Jacobs, CAE
- 9. Insider Membership Family Membership The Art of Membership by Sheri Jacobs, CAE Same Product, Different Interests
- 10. Niche: Students • What are the challenges? • What might be solutions? – Sponsored student dues – Training at introductory levels – Connections to mentors – Helping to find internships/jobs – Connecting to other young professionals http://www.aiche.org/
- 11. Student Membership Category Gain networking contacts, develop leadership skills and give back to the community while in school 20 students who were selected by the chamber's Recognition Committee based on applications they submitted. Each student will attend chamber events and programs - and they will also complete a job shadow at one of our local businesses Engaging Students Student Membership Program
- 12. Niche business needs Individual membership for those exploring starting a business. 1 year limit. Entrepreneur Home-based Businesses Targeted welcoming messages; Home- based Business Roundtable; co- working facilities Membership category with three tiered levels 10 membership categories including taverns (with limited PR), government, and home demonstration businesses Niche Based Tiers
- 13. Niche: Retired • What are the challenges? • What might be solutions? – Ask retiring members to share insights based on their career – Develop a “connectors” directory of retired members who can help build or facilitate relationships with external entities – Provide a variety of engagement options – some will want to give time, others talents, other treasure. Some, all three!
- 15. Serving Individuals Retired Individuals Initial processing, plus annual membership fee Individuals *Listed by individual name, not business or firm For Independent Real Estate & Mortgage Agents, Financial Planners, Politicians Job Seeker Membership Allows individuals to join the Chamber for a limited time
- 17. The Model: An Analogy Credit : The Pizza Review on Flickr Credit: http://www.foodaroo.com/pixsRestaurant/71/bruno2.png
- 19. Adding “Toppings” • Instituting new tiers of bundled credits to make it easier to facilitate engagement in Chamber programs
- 20. “Specialty Pizzas” • Three membership tiers • Durham 2.0 – “key investor group”, highest level • Business 2.0 – mid-level, mid-benefits • Entry-level – $99, all electronic • Custom options – Enhanced online listing. • Customer options – Non-member Cert. of Origin; Relocation Guide; Map
- 21. OthersAIGA, the professional association for design
- 22. Substituting Combining Adapting Modifying Putting to another use Eliminating Reversing
- 23. • Dual membership structure: Hi tech, and Hi touch • Core membership - geared to provide a relevant and immediate response to members' most frequent questions through peer assistance and a sophisticated online knowledge system . $250 • Premium membership - access to an account management team which provides advanced business consulting, customized research, public relations consulting, peer assistance, and a professional e- journal. $2500
- 24. Group Enrollment - Save Money, Simplify Enrollment, and Reduce Hassles Groups of five or more physicians: 100% participation, 30% discount 90% participation, 20% discount 80% participation, 10% discount 75% participation, 5% discount Additional benefits include Valuable practice benefit to new-hire prospects by offering free MMS membership
- 25. • Institutional Membership • 10 “personal membership groups” in specialty areas like healthcare engineering, risk management, and human resource administration. Personal membership includes access to some (but not all) AHA benefits, such as members only website and hospital literature. • American Bankers Association too!
- 26. • Individual ($50 - $90) – Build Job Skills (development programs and networks) – Manage Your Career (member logo, mentoring) – Stay Informed (magazine, e-news) – Save Money (registration discounts, fellowships) – Make the Case for Museums (advocacy) • Museum Membership (Pay what you can - $8,000) – Strive for Excellence (standards, resources) – Distinguish Your Museum (directory listing) – Stay Informed (magazine, e-news) – Save Money (registration discounts, fellowships) – Make the Case for Museums (advocacy)
- 27. Prospect communications Each landing page includes Programs (Past and Current), Benefits, & Additional Resources
- 28. Extending your reach “Friends” Ongoing affiliation to stay informed about the Chamber, involvement. There is a fee, but friends get member pricing, services. Ongoing affiliation to stay informed about the Chamber It is free, but does not give access to members only content or pricing. Social media connection to stay informed about the Chamber, involvement. It is free, but does not give access to members only content or pricing.
- 29. Nat’l Defense Industry Assn. • Government members were an underserved segment – changes grew membership from a handful to 21,000 • Automation of join process removed barriers to joining • Allow individuals to join, then sell upgrade to organizational membership • Data-mining & Business Intelligence from AMS enabled segmentation • Results: Doubled revenue with same staff
- 30. An example that brings it all together …
- 31. US Chamber Of Commerce Tiers: Individual through Advisor Benefit bundles: Conference call updates, Access to committee service, Customized GR web portal Friends Members
- 32. Potential Directions • Create a portfolio of engagement options – from friend to customer to varied membership opportunities • Appeal to both individuals and organizations – maintain a focus on companies, but seek to have relationships with individuals • Serve many niches – create a model and systems that provide value to demographic and functional niches. • Leverage technology – to allow for targeted, customized service (and self-service) in cost-effective ways BE CREATIVE!
- 33. Thank you! Email: gmelia@asaecenter.org Let ASAE help you succeed. www.asaecenter.org www.associationsnow.com (Subscribe to FREE daily e-Newsletter) http://www.slideshare.net/gregmelia Greg Melia, CAE Chief Member Relations & Strategy Development Officer ASAE: The Center for Association Leadership
Notes de l'éditeur
- Innovations and New Model Thinking for Association Membership As the operating environment and consumer expectations have shifted, the discipline of association membership has evolved as well. A forward-looking membership strategy must consider the potential member’s viewpoint; the feelings evoked by the offer; the details and flourishes to which members and perspective members relate, and above all, the intent of having a membership – that is, is the strategy designed for stability, growth, deepening relationships, political clout or other goal? Based on the newly released 3rd edition of ASAE’s Membership Essentials: Recruitment, Retention, Roles, Responsibilities and Resources (Wiley, March 2016), this session will introduce you to a process to explore your membership value chain to design the next evolution of your membership model. Drawing on examples from professional societies, trade associations and hybrid membership organizations, you will leave this session equipped to with fresh thinking and a solid plan to reinvent your membership model to be more relevant to specialized niches and needs.
- The Whitney Museum of Art, New York
- Family Membership Whitney Kids Passport Free admission to family programs 50% off all Stroller Tours Family guides for major exhibits Insider Membership Invitation for 2 to a Behind-the Scenes tour of the Museum Exclusive presentation by curatorial staff with Q&A Quarterly recommendations from curators and art insiders on NYC events
- ChEnected—Where Chemical Engineers Mix it Up—is a unique online community created for and by young professional chemical engineers. Presented by AIChE, ChEnected is where chemical engineers can read, view, contribute, and engage with everything Chem-E. Learn new skills, solve challenges, find mentors, engage with other chemical engineers, and gain more exposure to hiring companies. ChEnected is Reactive. The Reactor blog is the epicenter of ChEnected, featuring content that covers the spectrum of the Chemical Enginering profession – from hot developments and opinions in the areas of alternative energy to career and legal advice. By virtue of its name, The Reactor blog is meant to be the driver of discussions about all things ChemE. Those discussions will help mold its future, its content, and the entire ChEnected portal. So please, be an active participant by commenting on posts, providing feedback, or becoming a guest contributor. ChEnected is Interactive, featuring polls, reviews, jokes, challenges, and contests. ChEnected is Connected. Join us on Twitter, Facebook, LinkedIn, Flickr, Slideshare and more. ChEnected is Multimedia. Look for our ChEtube video content, which can also be accessed on our YouTube channel and ChemE On Demand. ChEnected is You. Every month, we’ll feature new Young Professionals and Students.
- Entrepreneur Membership Starting a new business venture is always challenging, especially if you do not know where to begin. The Lancaster Chamber is here to serve as a resource for you through various aspects. From making new business connections to gaining training through professional development opportunities, The Chamber is here to help you succeed every step along the way. Entrepreneur Membership is designed specifically for individuals who are exploring entrepreneurship and do not currently have an established business. The Entrepreneur Membership is a limited membership with a maximum of a one year period. Take advantage of this opportunity and join today! To learn more, download the Entrepreneur Membership brochure or contact The Chamber at 717.397.3531. Fort Atkinson, WI
- American Library Association - The Retired Members Round Table (RMRT) shall exist to develop programs of particular interest to retired persons from all types of libraries and all forms of library services, including formal opportunities for continued involvement and learning; a variety of leadership training and opportunities for mentoring; lifelong professional involvement and networking; and active engagement in the American Library Association and the profession of librarianship. Personal members who have retired from full-time employment in libraries or related fields are eligible for discounted retiree dues in ALA and numerous divisions and round tables. Free lifetime Continuing Membership is available for those retired members who have also completed 25 consecutive years of membership. Retired but Not Slowing Down. The Retired Member Round Table (RMRT) Retired ALA members (or those starting to plan for retirement) are invited to join the Retired Members Round Table (RMRT). RMRT members develop programs of interest to retired persons from all types of libraries and all forms of library service. Many members who are no longer formally working in libraries still want to keep connected with friends they have met over the years and colleagues they have worked with on various Association projects. RMRT offers both formal and informal opportunities for continued involvement and learning. RMRT members also will have the opportunity to engage in a variety of leadership training and opportunities for mentoring. Members who are anticipating retirement are invited to join to network, learn and connect.
- http://www.battlecreek.org/downloads/Individual%20Chamber%20Membership.pdf Grass Valle http://www.manchester-chamber.org/wp-content/uploads/2014-MEMBERSHIP-BOOKLET_WEB.pdfy (CA) --- individual higher than up to 5 employee business rate ($24 per month versus from $22) Job Seeker Membership Investment of $75 for three months of membership privileges https://charlottechamber.com/index.php?src=avectra&srctype=avectra_store_memberships_lister http://www.epchamber.org/Student_Membership.asp HOW IT WORKS... Each year, the Chamber has a group of high school seniors who apply to participate in the Student Membership Program. As the first chamber in the nation to offer this unique opportunity for students, our program has helped young entrepreneurs and business people learn how to network, engage, do business, and even dress properly in the “real world.” Our success has resulted in other chambers copying this model. This year's program has 20 students who were selected by the chamber's Recognition Committee based on applications they submitted. Each student will attend chamber events and programs - and they will also complete a job shadow at one of our local businesses. Anyone can offer to host a job shadow - whether you are a sales person, a sole proprietor or a manager. Job shadows typically take 1-3 hours worth of time and give one or multiple students the chance to learn about what you do at your job. This experience will provide hands on learning experiences and views of potential careers for the students. If you are interested in supporting this program through sponsorship of a student to attend a luncheon or event, please contact the chamber directly at 952.944.2830 and speak with Pat MulQueeny.
- Multi-tier American Society of Travel Agents (ASTA) http://www.asta.org/join/?navItemNumber=1498 Core membership. These members will find ASTA making a real commitment to building a technology infrastructure to support enhanced online services, such as peer assistance and a knowledge system similar to that used by Dell, Microsoft, and other Fortune 500 firms. The strategy is geared to provide a relevant and immediate response to members' questions. "The core membership will find great value in this," says Ruden. "It's those types of repetitive questions and assistance queries that we need to institutionalize and deliver electronically." Core membership dues are $250 a year for an individual or agency. Premium membership. For $2,500 a year, each premium member has access to an account management team composed of one lead person and one or two additional staff backups. Teams will provide such services as advanced business consulting, customized research, public relations consulting, peer assistance, and a professional e-journal. Premium members may identify four additional employees of their agencies who will be eligible to access benefits.
- ASHHRA membership also includes: AHA Affiliation Access to the Members Only section of the AHA website at www.aha.org Access to the world's largest collection of hospital literature through the AHA Resource Center. Member discounts on more than 300 publications and AV resources, available through the AHA Member Resources, Publications and Products Catalog. The opportunity to partner with other personal membership societies of AHA on a variety of projects and issues of mutual interest to the groups. Access to the AHA Quality Center Web site and its resources. ABA Membership Opportunities Page Content ABA Bank Membership US Domestic Banks De Novo Banks International Banks Insurance Institutions ABA Service Membership Non-banks & Other Service Providers ABA Individual Memberships ABA Marketing Network Certified Financial Professionals ABA Subsidiary Individual Memberships ABA Marketing Network The ABA Marketing Network is the premier organization for financial marketing. Bringing together the brightest bank marketing professionals who are ready and willing to share their challenges, resources and successes. Learn more about the ABA Marketing Network. For more information call 1-800-BANKERS or email marketingnetwork@aba.com. Certified Financial Professionals - ICB The Institute of Certified Bankers (ICB) is a national association of certified professionals in the financial services industry. The ICB is a non-profit, independent corporation that is sponsored by the American Bankers Association (ABA). ICB is dedicated to promoting excellence and professionalism in all parts of the industry. Visit ICB's website.
- Are you a Start-up, Sole Proprietor or Non-Profit? You may qualify for special pricing.
- http://www.battlecreek.org/downloads/Individual%20Chamber%20Membership.pdf Grass Valle http://www.manchester-chamber.org/wp-content/uploads/2014-MEMBERSHIP-BOOKLET_WEB.pdfy (CA) --- individual higher than up to 5 employee business rate ($24 per month versus from $22)
- Data-mining & Business Intelligence from AMS enabled segmentation Open membership drives value engagement Maintain membership growth during economic downturn without increasing staff http://www.ndia.org/MembershipAndChapters/Pages/MembershipPackages.aspx http://www.youtube.com/watch?v=D5fkyFAgXWo Doubled revenue with same staff business automation AHA moment: Government members were an underserved segment: they attend conferences, but not joining. Our current model was an old model, little automation. Massive growth required web based tools to manage relationships Grew govt members from handful to 21,000 Pilot first, soft launch, learn test, adjust, go big when you are seeing results Decision based in customer data
- Tiers: Individual through Advisor Addt’l benefits: Conference call updates Access to committee services Customized GR web portal