Membership Boot Camp Presented by Beth Chitnis Meeting
Membership Boot Camp Presented by Beth Chitnis, Meeting Expectations, and Judi Holler, St. Louis CVC 9 -18 -14
Meet The Team! Judi Holler St. Louis CVC Owner Holla! Productions MPI Chicago Area Chapter President-Elect judi@judiholler. com Beth Chitnis, CAE Meeting Expectations Association Director bchitnis@meetingexpectations. com
Meet The MPI Team! Timothy Gunn Manager of Member Engagement MPI Global tgunn@mpiweb. org Stuart Taylor Chapter Business Manger MPI Global staylor@mpiweb. org Judy Webster Chapter Business Manager MPI Global jwebster@mpiweb. org
Membership Boot Camp Objective To understand your membership data and how to use that information to develop an overall Membership Business Plan.
Membership Boot Camp Overview • Telling the Membership Story through Data • MPI Global and Chapter Support • Round Table Sessions: – Membership Retention & Engagement – Membership Recruitment – Using Brainstorming Sessions for Idea Generation • Summary and Q&A
Chicago Chapter: Our Story
To Get You Thinking A typical bathtub will hold 40 gallons of water. Water flows into the bathtub at a rate of 7 gallons per minute. 20% of the total quantity drains every minute. If you start with the bathtub filled half way, at what level will the water reach an equilibrium? 35 Gallons
What did this mean to our chapter? If we didn’t make a change… our chapter WILL hit our Steady State!!!
Wait … what is “Steady State”? The Steady State Analysis Formula Steady State projects the long term equilibrium of a membership based on current new member input and retention rate. Steady State Formula = Annual New Member Input Reciprocal of Retention Rate 2011 = 263 (1 - 0. 71) Actual Membership: 1129 Steady State: 933
Further Review ….
Enter the Membership Matrix ….
Step One: Our First Ever Membership Brainstorming!
Step Two: We Built Our Tribe!
Action Steps for New Tribe … 1) Work with Marketing to develop a Brand Statement. Clearly be able to define our “why”? 2) Develop a Membership Business Plan to organize and consolidate our messaging. 3) Create a Membership Renewal Marketing Email from the Chapter 60 days prior to expiration. 4) Engage the new members through a Buddy program. 5) Implement Customer Service calls made by the board of directors. 6) Start sharing the MPI Data with the Board to create a greater awareness and make the data part of our culture. 7) Don’t reinvent the process every year. Work the program, do it well. 8) Continue to create additional plans for managing the next priority.
Three Years Later…
Current Membership Marketing Matrix
So what does this mean for us now? Steady State Improved Year Actual Membership Steady State Analysis Projected Percent Change 2011 1129 933 -17% 2012 981 715 -27% 2013 955 857 -10% 2014 908 842 -7%
So what does this mean for us now? Retention Rate Increased Year Avg. Retention Rate 2011 71% 2012 70% 2013 72% 2014 72%
So what does this mean for us now? New Member Cancellations Year Joined Total New Members 1 st Year Member Cancellations 1 st Year Cancellation Percentage 2011 250 151 60% 2012 145 86 59% 2013 241 128 53%
What is YOUR Steady State?
MPI Global Member Engagement Team Supporting our chapters and membership teams Presented by Timothy Gunn, Manager of Member Engagement 09/18/14
The Global Member Engagement Team Marlene Jackson Connie Kizziar Mark Kristie Killgore Estrada
The Global Member Engagement Team
How we support our members and YOU.
Supporting You and Members All Year Long
Supporting You and Members All Year Long • Process all membership dues • Handle membership installment plans • Invite member to a brief orientation • Help member access website mpiweb. org
Supporting You and Members All Year Long • Touch base with member at least 4 times a year (3, 6, 9, 12 months). • Coach members to achieve their desired results. • Send renewal survey
Supporting You and Members All Year Long • Kick off the renewal process • Send paper and einvoices • Assist with Transfer of Membership • Help you understand Membership Reports • Share monthly renewal incentives
Supporting You and Members All Year Long • Help YOU • RECRUIT members (application fee waiver) • RETAIN members (Member Connect Program) • Critique your recruitment website • Verify accuracy of recruitment brochure text • Provide you updates on campaigns from Global “Refer A Friend, Grow More. Earn More”
The Global Member Engagement Team “A customer is the most important visitor on our premises. He is not dependent on us. We are dependent on him. He is not an interruption in our work. He is the purpose of it. He is not an outsider in our business. He is a part of it. We are not doing him a favor by serving him. He is doing a favor by giving us an opportunity to do so. ” Mahatma Gandhi
Break it out and break it down … • Retention & Engagement – Beth and Tim • Recruitment – Stuart and Judy • Brainstorming – Judi
Next Steps • Use the Membership Marketing Matrix to identify the areas of opportunities and set your priorities. • Analyze your Membership Data to understand the trends in your chapter. • Develop a Membership Business Plan using the tools provided today. • Attend the “Workin’ It” session tomorrow for a hands-on approach to building your Membership Business Plan.
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