44276 3945 Active Members 12734 Born Prior to 1940 29 4489 Born Prior to 1930 10 325 Born Prior to 1920 gt1 Membership Recruiting and Retention Current Member Status Information as of 1 April 2019 ID: 782129
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Slide1
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Slide2Membership
Recruiting and Retention
Slide344,276 (3,945) Active Members
12,734 Born Prior to 1940 (29%)
4489 Born Prior to 1930 (10%)
325 Born Prior to 1920 (>1%)
Membership Recruiting and Retention
Current Member Status
Information as of 1 April 2019
Slide4Membership Recruiting and Retention
Current Member Status
42,280
Home Mailing Addresses
(95%)
33,652
Home Phone Numbers
(76%)
20,787
Email Addresses
(47%)
4,374
Cell Phone Numbers
(10%)
Information as of 1 April 2019
Slide5Membership Recruiting and Retention
Current Member Phone Status
Information as of 1 April 2019
National Golden West
Home Phone Numbers
33,652 2892
Cell Phone Numbers
4,374 350
Both Home & Cell Phone Numbers
3,151 246
No Phone Number
9401 949
Slide6Membership Recruiting and Retention
Current Member Website Usage
Information as of 1 April 2019
Login since 12 July 2015 3179
Login for last 12 months 1624
2018 748
2019 876
Slide7Membership Recruiting and Retention
Recruiting
– Bringing in new people into our organization
Retention
– Keeping the members we have
What is Recruiting and Retention?
Which is more important?
Slide8Membership Recruiting and Retention
For a Healthy Organization, Where Should the Focus Be?
Taking
Care of
Current
Members
Slide9Membership Recruiting and Retention
The Member Experience
From the moment members click the
“join”
button to the day their membership is set to expire, they're deciding if they’ll
stay
, or if they'll
go
.
Slide10Membership Recruiting and Retention
Member Experience Lifecycle
NEED
Pair your product or service with the problem it solves.
AWARENESS
Prospective members become aware of your brand due to products, services, and experiences providing value.
INTERACTION
70% of the reasons why members join are based on how the members feel they are being treated.
EXPERIENCE
78% of the prospective members who do not join do so because of a poor service experience.
ENGAGEMENT
Positive interactions that begin soon after joining, have the greatest potential long- term value.
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2
4
3
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Slide11Membership Recruiting and Retention
Mapping the Member Journey
Attracting
Joining
Engaging
Renewing
Slide12Membership Recruiting and Retention
Success in Creating a New Member
1. Map out the sign-up process and ask what can be done better.
2. Map out the onboarding process, the first 90 days. Is it clear, simple and welcoming for the new member.
3. Map out the next 180 days of engagement with personalized information.
4. Map out the 90 days leading to their expiration date with clear, targeted communication.
Slide13Membership Recruiting and Retention
Changing A Culture
Transformative Design Experiences start with…
THINKING OUTSIDE IN
It’s about #1 ME
FOCUSING ON END-TO-END TECHNOLOGY
Mobile and cloud first
Building a CULTURE OF CURIOUSITY and creativity
Slide14Membership Recruiting and Retention
It’s a DIGITAL world
68%
of people check their devices within 15 minutes of waking up
80%
of people say they have their device with them all the time
50%
of people say
177
minutes spent per day on devices
Slide15Membership Recruiting and Retention
Welcome to Micro-Moments
One dozen 1 minute and 10 second “sessions” every day
“The Zero Moment”
“The Moment of Truth”
“The Moment of Need …”
Slide16Membership Recruiting and Retention
Micro-Moments know, do, go, buy
I-WANT-TO-KNOW
moments
Curiosity can be triggered by anything and satisfied at any time.
I-WANT-TO-DO
moments
We seek instruction for just about everything.
I-WANT-TO-GO
momentsOur digital lives connect us to our physical world.
I-WANT-TO-BUY momentsMobile assists in purchases across channels.
Slide17Membership Recruiting and Retention
Top Reasons Members Do Not Renew Their Membership
Slide18Membership Recruiting and Retention
Recruiting Approaches
Direct
Approach
Slide19Membership Recruiting and Retention
Recruiting Approaches
Intellectual Approach
Slide20Membership Recruiting and Retention
Recruiting Approaches
Testimonial Approach
Slide21Membership Recruiting and Retention
Recruiting Approaches
Interpersonal Approach
Slide22Membership Recruiting and Retention
Recruiting Approaches
Invitational Approach
Slide23Membership Recruiting and Retention
Recruiting Approaches
Service Approach
Slide24Membership Recruiting and Retention
Recruiting Approaches
Direct
Approach
Intellectual Approach
Testimonial Approach
Interpersonal Approach
Invitational Approach
Service Approach
Slide25Membership Recruiting and Retention
Questions ??? and Comments !!!
Slide2626
Slide27Membership Recruiting and Retention
Back-up Slides
Slide28Membership Recruiting and Retention
Building Membership Reports
Slide29Membership Recruiting and Retention
Building Membership Reports
Slide30Membership Recruiting and Retention
Building Membership Reports
Slide31Membership Recruiting and Retention
Building Membership Reports
Slide32Membership Recruiting and Retention
Building Membership Reports
Slide33Membership Recruiting and Retention
Building Membership Reports
Slide34Membership Recruiting and Retention
Building Membership Reports
Slide35Membership Recruiting and Retention
Building Membership Reports
Slide36Membership Recruiting and Retention
Building Membership Reports
Slide37Membership Recruiting and Retention
Questions ??? and Comments !!!
Slide38Membership Recruiting and Retention
Formatting Downloaded Reports
What the sheet looks like when it’s first downloaded.
Here’s how to turn this into something that’s useful.
Slide39Membership Recruiting and Retention
Formatting Downloaded Reports
Click on
“Find & Select”
dropdown box and select
“Replace.”
Slide40Membership Recruiting and Retention
Formatting Downloaded Reports
From this box copy
“Member/Non-Member – “
Don’t forget the space after the dash.
Slide41Membership Recruiting and Retention
Formatting Downloaded Reports
Paste the
Member/Non-Member –
that you just copied into the
“Find What”
Box. Leaving the
“Replace with”
Box empty, click on the
“Replace All”
box.
Slide42Membership Recruiting and Retention
Formatting Downloaded Reports
Repeat the process using the
“Custom Field Data –”
instead of the
“Member/Non-Member – “
.
Slide43Membership Recruiting and Retention
Formatting Downloaded Reports
Click on this corner so worksheet turns gray. This means that the whole sheet has been selected.
Slide44Membership Recruiting and Retention
Formatting Downloaded Reports
Click on the
Format
dropdown and then select
“AutoFit Column Width.”
Slide45Membership Recruiting and Retention
Formatting Downloaded Reports
Slide46Membership Recruiting and Retention
Formatting Downloaded Reports
Freezing the Top Row allows you to see what the column represents as you scroll up and down.
Slide47Membership Recruiting and Retention
Formatting Downloaded Reports
This is what the spread should look like now.
Slide48Membership Recruiting and Retention
Formatting Downloaded Reports
The final step is to do a “save as” and convert the file from a comma separated value (CSV) file to an Excel Workbook.
Slide49Membership Recruiting and Retention
Questions ??? and Comments !!!
Slide50MEMBERSHIP STRUCTURE
One category of membership – Regular
Three Eligibility Criteria
1. Served honorably in uniformed service
2. Be a family member (spouse, child, grandchild, parent, or grandparent) of someone who qualifies under #1 above.
3. Special circumstances approved by Excom
Two dues options
1. Term membership
a. Free to all members 30 and under
b. $20.00 per year to all members over 30
2. Life membership $450.00
Slide5151