Presentation Title (24 point Arial; color = white) SHRM MN Leadership Conference - PowerPoint Presentation

Presentation Title (24 point Arial; color = white) SHRM MN Leadership ConferenceMembership SummitJanuary 2013Joyce LeMay, SPHR jlemay@bethel.eduKaren Gureghian, SPHR karen@hrbponline.com Note: Slides used with permission from SHRM originally shown at the National Leadership Membership summit November 2013

Agenda Trends in Membership ResearchMembership LifecycleMarketing ChannelsMember ProspectsMarketing Plan DesignValue PropositionSocial mediaMember EngagementMember Renewal/ReinstatementAdditional Resources2

Trends from the 2012 Membership Research 3

the five key membership life stages:AwarenessRecruitmentEngagement Renewal Reinstatement MGI Membership Lifecycle 4

An Overview of Marketing Channels Face-to-face Events Telephone Direct Mail E-Mail Social Media Online Advertising Marketing Channels Search Engine Marketing Radio 5

Prospect SourcesSHRM’s at-large members • Your lapsed members• Non-member attendees at your events• Member-get-a-Member (reward current members for referrals)• Visitors to your website• Exhibit at state SHRM conferences or other HR/business tradeshows• Social media/online groups or contacts (LinkedIn, Facebook, Twitter, etc) • Rented Lists (book buyers, seminar attendees, etc)• Local Universities• Small Businesses or Associations6

Other Membership SourcesStudents • Look for student chapters to partner with or university HR professors to engage and have HR majors participate in chapter events. • Good feeder pool into your chapter, and they know other students or recent graduates!• Good source for interns and volunteers Small Businesses or Groups• Reach out to local small businesses through chamber of commerce or similar networks to attract those involved with HR activities, even if not full-time• Work with other local associations to co-host a meeting (ASTD, etc)• Offer to present to the Chamber of Commerce about HR compliance topics applicable to small companies. • If this is a target, remember not to address all members as HR professionals and use terminology familiar to all 7

Marketing Plan Design Define Market – Who do you want to talk to? Who is likely to listen?Establish Value Proposition – What is your benefit to them?Identify Offer – What enticement do you want to give?Create Message & Call to ActionDevelop a Budget – How much can you spend?Determine the Media – How are you going to reach them?Implement Campaign Build a Process to Track Responses – How did we do??? If you aren’t tracking, you aren’t learning 8

Define the Value Proposition DefinitionWhat is the vision?What is the value?What is the connection?What Business is your chapter in? Education Professional Development Information/Knowledge Government Advocacy Publishing Public Relations Networking Standards & Certification Convention & Exhibition Research 9

Determine the Offer The deal you're presenting to the prospect The offer can be: “Buy one get one Free”Introductory price of $9.95“The most important thing to an offer is that it be clear and concise . People really like free An offer is best when it has a deadline . Keep it simple: A confused mind always says "no”What SHRM Chapters are offering now Discounted dues (i.e. - $25 off or free first year for SHRM members) Free first meeting, lunch, etc 15 months for the price of 12 Drawing for large prize ( iPad , etc.) Promotional Items 10

Create Message and Call-to-Action Grab their attentionSpeak personally – from me to youDescribe benefits and show the value to the recipientAsk for the join – tell the person what you want them to doCreate a sense of urgencyP.S. Recap the offer in a P.S.“Respond by <date> and get <benefit>”“Discount good through <date>”“Offer good while supplies last” “First 50 people get …..” 11

Using Social Media Reach new influencers and acquire new members through online recommendations and word of mouth -- Facebook likes, etc.Connect with members and non-members in your industry toEstablish your chapter as local HR thought leaders and influencers. Ask questions to encourage discussions and engagement.Increase your chapter’s prestige and influence by answering others’ questions or participating in discussions. Promote upcoming events and membership promotions to boost awareness, attendance and revenueGive your chapter a personality through videos, sharing pictures, blog postings, etchttp://www.shrm.org/Communities/VolunteerResources/Documents/12MbrshpSummit_SocialMediaAudit.pdf 12

Social Media Usage How does your chapter use social media? 2012Meeting Notifications 80.3%Discussion Groups 69.7%Conference Notifications 64.8%Professional Development Events 60.6%Share Content 49.3%Recruit Members 46.5%Board Meetings 13.4%13

Ideas for Welcoming New Members Ideas for welcoming new membersWelcome e-mail to new members Mailed welcome letter or member kit Membership card or certificate Welcome phone call With follow up information by email Special discounts Announcement of new members at next chapter meeting New member webcast or online chat Send link to recorded welcome video from Chapter President

Engagement They Joined!! Now what?? Cultivate a one-to-one relationship A planned, proactive, methodical process of engaging a new member Remind them of how to access benefits What is important to them? Ask them…then remember what they told you Have new-member “radar” A 2-way conversation “Rookie year” 15

A Sample Renewal Series Renewal Effort #Communication ChannelDate1Email120 days before expire2Direct Mail 90 days before expire 3 Direct Mail 60 days before expire 4 Email 45 days before expire 5 Direct Mail 30 days before expire 6 Email Day before expire 7 Telephone Call Day of expire 8 Direct Mail 15 days after expire 9Telephone Call 60 days after expire10Email Exit Survey75 days after expire 16

Non Renewal Trends from the 2012 Membership Research Reason for Non-Renewal 2012 2011Perceived Lack of Value 11% 24%Employer Won’t Pay Dues 12% 15%Too Expensive 5% 14%Couldn’t justify ROI 11% n/aForgot Renewal 4% 7%Budget Cuts/Hardship of Company 17% n/aLack of Engagement 14% n/a17

Reinstatement Expires are your best prospectsHow long after a member expires do you continue to let them receive benefits? In general, after the grace period the process is working to reinstate the former memberFind out why they let their membership lapseBe sensitive that they were once a member when recruiting them backTwo-way communication in between renewal and reinstatement18

Build a Multi-Year Plan ActionTimingTargetMediaOfferBudgetCall to Action Deliverable Awareness Nov 2012 Business n/a Learn more about HR $25 Free Whitepaper PPT Recruitment Jan 2013 Lapsed Email Free Whitepaper $300 Join by Date Email w/link Engagement #3 Monthly New Member Email How-to webinar for chapter website $100 Sign up for webinar Video, email Renewal 10 th of each month Expiring Members multiple Why your membership is importantAnnual budget Renew by date to continue benefits ChartReinstatement Quarterly Lapsed (expired) members multipleWhat you’ve been missing…article Annual budget Rejoin and get discount Jpeg of article Since volunteers turn over every year or two, continuity can only come from long-term planning. State Councils and Chapters can work together to maximize efforts and institutionalize best practices. 19

FREE Marketing Resources Visit the Direct Marketing Association website for good marketing resources at www.the-dma.orgPrivacy information can be found at www.the-dma.org/privacy Sites with good marketing tips include Marketing Profs, www.marketingprofs.com – free newsletter MarketingSherpa www.marketingsherpa.com – free newsletter membershipmarketing.blogspot.com Email Institute www.emailinstitute.com – free newsletter Smartbrief on Social Media www.smartbrief.com – free newsletter Additional Information is on the VLRC – Membership section http://www.shrm.org/Communities/VolunteerResources/Pages/MembershipCLA.aspx

Free Download!! Download a free copy of the full 2012 report at: www.MarketingGeneral.com 21

2013 Membership Webinars February 14thMay 9thAugust 1 st December 11 th All of these meetings will be Webinars Allows for recording Tracked in the VLRC Viewable if you cannot make the call Usable for training with chapters

Membership Breakout Groups Joyce LeMay Arrowhead HRAHRP-MNLakes Area HRALake Country HRANorthland HRANorthstar SHRMTCHRAWest Central MN SHRMKaren GureghianCentral MN SHRMHiawatha Valley SHRMRochester HRASouth Central SHRM Southern MN Area HRA Southwest HRA Winona SHRM 23

Break Out Group Discussions IntroductionsShare current membership successesShare current membership concernsReview goals for 2013Brainstorm on membership strategiesShare contact information and make plan for follow up 24