Sara Gonzalez

Belinda Moore Strategic Membership Solutions

Belinda Moore

Membership is Dead? Belinda Moore Strategic Membership Solutions

The landscape of membership is about to change …

Dramatically.

What’s your experience?

Baby Boomers are retiring

Too many shoes and not enough feet

US Census Bureau (2010 data) US Census Data 2010

Skilled staff and volunteer leaders shortages are coming

Built by Boomers, for Boomers

Perception is more important than reality

The most important value of your membership is often intangible.

Membership is an investment not a donation.

Deliver value by making a meaningful contribution to the success of something important to the member. (eg: a fantastic career, a great lifestyle, a happy family, a successful business, a healthy planet). Finding out what keeps your members up at night … and then provide solutions to those problems!

Content Curation is a huge opportunity

Creating strong member communities is critical for success

Younger members want to be part of a dynamic, engaging and innovative community. This requires the creation of engaging, innovative and strong communities – both online and offline.

Associations need to become facilitators and enablers of communities. They need to connect members in ways that will provide the member with meaningful, positive outcomes. Associations are now the instigators of meaningful conversations rather than simply providers of information.

Ad hoc volunteering is a critical segue between uninvolved and involved members

ASAE Decision To Join

If a resigned member can be considered dead. Then an inactive member should be considered comatose.

LOW Trust required Time commitment required Financial commitment required …

Attends a networking event Join Association Board

Writes regular column in publication

Renews

Member ambassador at a welcome event

Facilitates strategic session at conference

Gets involved lobbying on advocacy issue

Renews

Participate as mentor

Volunteer at annual conference

Volunteer on conference committee

Renews

Speak at annual conference

Write article for publication

Renews

Attend workshop

Joins LinkedIn Group

Write comment on Facebook page

Attend annual conference

Join as a member

Attend networking event

Free e-bulletin

The Engagement Continuum

HIGH

Effective segmentation is critical.

Generational Segmentation (Western) • • • • • •

1926-1945 Silent Generation 1946-1964 Baby Boomers 1965-1980 Gen X 1981-1994 Gen Y / Millennials 1995-2010 Gen Z 2010Gen Alpha

Increasing globalisation and internationalisation of communities makes “generation” a less useful indicator of behaviour by itself. It is more useful when part of an integrated segmentation approach.

Generational + Career Lifecycle • • • • • • • • •

Student – Yr1&2 Student – Yrs 3&4 Graduate - Yrs 1&2 Career Starter – up to 29yrs Career Builder: 30-40yrs Mid Career: 40-50yrs Consolidator: 50-60yrs Pre-Retirement: 60-65yrs Retired

Business Lifecycle • • • • • • •

Viability Assessment Pre-Opening New Business Growth and Build Consolidation Maintenance Succession Planning / Retirement / Sale

Younger members often don’t know what a professional association does. Educate them. Engage them. Prove your value.

Services for Students & New Grads • Career Education - Education on what their professional life will look like, the choices available and the competencies expected. • Career Assistance – job preparation, connections to potential employers and other recent grads, mentoring, work experience. • Connection to the profession – recognition, a sense of belonging, networking opportunities, resources, professional development, special interest groups. • Discounts & Free Stuff – Including conferences and event registrations.

How you communicate is as important as the message

How good are your communications?

How many emails is too many?

Social media is too popular and powerful to be ignored But what if someone says something bad about us?

Great Events are Critical

Review event venues, formats, frequency, duration, content and engagement mechanisms of your events, and establish whether they are relevant and engaging for younger members.

New technology creates significant opportunities

Efficient Processes Maximise Opportunities

The Membership Machine

The Membership Department is not the whole organisation.

But the whole organisation is the Membership Department.

Make decisions based on the data Key Membership Statistics … • Retention Rate - % of members retained. • Growth Rate – Rate membership is growing • Loss Rate - The percentage of members not retained. • Tenure – Average time that a member stays. • Lifetime Value - Average spend of a member during their membership.

An association had 560 members at the start of the year and 590 at the end. That year 120 members joined. The membership fee is $260 pa and the average member spends $500 pa. Their statistics were:

The next year they focused on retention. They grew to 680 members with 120 new members joining as the same fee. The average spend of members increased to $560 pa. Their new statistics were:

• • • • •

• • • • •

Retention Rate – 84% Loss Rate – 16% Growth Rate - 5% Tenure – 6 years Lifetime Value - $4,729

Retention Rate – 95% Loss Rate – 5% Growth Rate - 15% Tenure – 20 years Lifetime Value - $16,127

Many Baby Boomers are resistant to making the required changes

Where to from here & Questions? ACCESS FREE RESOURCES - Download a free copy of Belinda’s book, “Membership Fundamentals”, and “Membership is Dead?” whitepaper at: www.smsonline.net.au/pages/membership.html ATTEND SUE FROGGATT’S 2013 MEMBERSHIP WORKSHOP - Sue Froggatt, the UK’s top membership practitioner and researcher, is running membership workshops in Brisbane, Sydney and Melbourne in November. Visit www.ausae.org.au to register. KEEP AN EYE OUT FOR BELINDA’S MEMBERSHIP WORKSHOPS - The issues covered today will be explored in greater depth during workshops running in 2014. Dates released shortly by AuSAE. HAVE BELINDA PRESENT TO YOUR BOARD AND/OR STAFF - If you’d like Belinda to present to your board or staff please email [email protected] or call 0413 190 197. JOIN THE AUSTRALASIAN SOCIETY OF ASSOCIATION EXECUTIVES (AuSAE) - AuSAE is the peak professional society for people working in associations in Australia and New Zealand. It’s a nonprofit organisation whose sole purpose is to make you and your organisation as successful as possible. If you work in an association you should be a member. In fact, this week there is an unbelievably good membership offer available for anyone who calls Toni at AuSAE, mention this webinar and enquires about membership. Call 1300 764 576 to learn more.

Ph 0413 190 197 [email protected]

Belinda Moore © 2013 This presentation is protected by International Copyright laws. Reproduction, distribution, display and use of the presentation without written permission of the speaker is prohibited.