Membership Retention MEMBERSHIP Retention Membership Retention YOUR ROLE

Membership Retention MEMBERSHIP Retention

Membership Retention YOUR ROLE IN RETENTION MP Chair: • Continuously track membership list and create programs to keep members • Focus on 90 -180 days past due first • Know your members – if you are a large chapter, be sure you have a committee to help you do this – it is important to recognize people and thank them for coming back • Work with your programs chair to ensure the chapter calendar is appealing to all of the members • Focus on newer members – from the day they join, they become a focus of retention (see New Members Power Point on Retention module of blog) • Support YEA and the engagement of young members in your chapter

Membership Retention YOUR ROLE IN RETENTION Chapter: • Offer good programs – don’t guess…survey your members • Put effort into good promotions and publicity – promote outside of ASHRAE • Encourage the development and support of the MP Committee…the chapter should encourage a team of membership experts

Membership Retention MEMBERSHIP REMINDERS • Membership lasts one year • Associates and Members can renew for three years at a time • The day after members expire until 90 days past due, they are active and unpaid • 90 – 180 days past due they are active and in grace status • 181 days past due they are cancelled • Cancelled members cannot renew online, but they can rejoin online (reinstating with application) – Logon to ASHRAE. org and click Join ASHRAE • Cancelled members who want to reinstate with back dues must contact ASHRAE headquarters

Membership Retention EXAMPLE RETENTION PROGRAMS • Calling campaigns (slide 6 -8) • Membership nights (slide 9) • Regular reminders: – Be sure to remind members to renew in all chapter communications and at all chapter events – it can be a simple sign and an available computer • Mentoring programs (slide 10) 5

Membership Retention CALLING CAMPAIGNS • Create a retention subcommittee and GET HELP • Be sure you have an updated delinquency list • Be sure you have prepared your callers with the necessary information to conduct the calls (lists, member benefits, latest advancements in ASHRAE, instructions for renewing) • Go over things callers should and should not do to ensure they are aware of appropriate phone etiquette – you should use discretion in selecting callers • Remind callers that sometimes calls can be hard, and if they become that way, just listen to the member and help them only if you can • Break members into types (associate, member, student) – or – break members into delinquency dates • Track your success 6

Membership Retention SAMPLE CALLING SCRIPT • “Hi, this is <name> calling on behalf of the local ASHRAE <chapter>. ” • “Is now a good time for you to talk for just a few minutes? ” • “A review of the chapter’s membership records indicate your Society membership dues have not been updated. ” • “I would like to take a few minutes to talk with you about membership and answer any questions you might have. ” – This is a good time to listen in for why they have not renewed and provide information that might help them – This is a good time to remind them of the benefits of membership, notify them of any industry advancements and listen in for any negative feedback – Your goal is to find out why they have not paid their dues without directly asking them, and to create a call to action in them to pay their dues • “Thank you for speaking with me today, and for being an ASHRAE member. ” 7

Membership Retention CALLING TIPS • Treat each call as if it is the only one you are going to make that day • Create a positive mental image of the person you are going to be talking to • Listen • Get to know your prospect • Always identify why you're calling and be positive about it • Never be apologetic for what you are doing - you are a volunteer working for a great organization and you should be proud • Be brief, speak clearly, smile, ensure they can hear you but don’t shout, listen and be courteous

Membership Retention MEMBERSHIP NIGHTS • Ensure they have a purpose and a plan, with a focus on thanking members • Remind members of the benefits of membership – maybe share technical advancements for the year in ASHRAE • Engage members – create an opportunity to connect members to a volunteer opportunity or a mentor • Offer a small incentive at the meeting for anyone who renews during the meeting • Facilitate informal awards for recognition, like service, gratitude 9

Membership Retention MENTORING • Helps newer members gain support and expertise • Helps mentors grow in their leadership skills • Is essential for the growth of chapters and membership • Membership Promotion supports and encourages the use of the YEA mentoring program • In 2011 -12, chapters can get PAOE points for facilitating the YEA mentoring program

Membership Retention YEA Institute • Any Affiliate, Associate or Member age 35 and younger • Provides educational and leadership opportunities specifically for ASHRAE’s young professional members • YEA has a wealth of resources including: – – – – Member spotlights Mentoring programs Recommended chapter programs Facebook presence with regular updates Society conference events Leadership weekend Leadership. U

Membership Retention Q&A • What questions do you have about membership retention? GROUP DISCUSSION