SHRM VOLUNTEER LEADERS SUMMIT 2015 NOVEMBER 19 21
SHRM VOLUNTEER LEADERS’ SUMMIT 2015 NOVEMBER 19 -21, 2015 | WASHINGTON, DC WEBCAST – MARCH 20, 2015 Scott D. Ferrin, SHRM-SCP Field Services Directors Casting a Wider Net! 2015 SHRM VOLUNTEER LEADERS’ SUMMIT 1
2 Agenda • • • The Recruitment Cycle Great Examples The SHRM Best Think Differently The Value 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
3 The Place to Start GOALS – GOALS Setting a goal for your chapter is the start. With the board, decide how many new members, your retention rate, and the year-end total membership! 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
4 The Recruitment Cycle Let me introduce Jana Sabol Account Director 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
5 Membership Lifecycle Five Key Membership Life Stages 1. Awareness 2. Recruitment 3. Engagement 4. Renewal 5. Reinstatement 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
6 Awareness Tops ways to Create Awareness Email Association website Word-of-mouth recommendations Direct mail Association-sponsored social networking websites 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
7 Recruitment Successful membership growth relies on successful member acquisitions 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
8 Top Recruitment Marketing Channels 1. Word-of-mouth recommendations 2. Email 3. Direct Mail 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
9 Recruitment - What is Important? Lists 50% of the success or failure of a marketing program depends on who you market to Offer & Call to Action 2015 SHRM VOLUNTEER LEADERS’ SUMMIT Design & Copy
10 Target Audience Building your Lists • Look at your current files – Do you have non-member attendees, buyers and other prospects? • Social Media • Rented lists – Free sources online to research list options – Work with a list broker to identify and purchase lists 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
11 Call to Action • • What you want them to do Why they should do it When they need to do it by How they can do it 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
12 The Offer Make it Clear. Make it Good. Make it Difficult to Refuse! 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
13 The Message • • Grab their attention Speak personally Focus on the benefits, NOT the feature Tell the reader what you want them to do – ASK FOR THE JOIN Create a sense of urgency P. S. line – Restate your offer Order Form 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
14 Creative Great design does not necessarily mean great results! 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
15 Reinstatements The most likely member to return to an association is the one who most recently left! 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
16 Reinstatements Expired Members are your best prospects! • Even members several years expired will re-join • Never give up on communicating to lapsed members • Lapsed members can be included as a list in new member campaigns 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
17 Invest in Membership “It is based on the false assumption that losing money on a single campaign means the effort failed. Yet, many of our successful membership organizations lose money on every campaign. But, their programs succeed because they understand that members are an investment, not a purchase. ” MGI Tipster – Volume 13, Issue 12 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
18 The Recruitment Cycle Let’s give Jana a big THANKS! 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
19 Great Examples ACTIVITY TIME Let’s hear from a few Chapters. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
20 Great Examples Let me introduce Tracee Comstock 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
• Membership Recruitment and Engagement Strategies
Member Recruitment and Engagement • Salt Lake SHRM recruits on average 75+ new members every year. • Monthly Meeting Invitation: Recruit new members, attend first meeting as guest, then invite to be members. • Employment Law Seminar (April): Annual Fundraising, Employment Law Seminar (ELS) is our most efficient recruiting tool. Invite members and members at large. Typically add 50+ new members. • Web Portal: We publicize our up-coming events on the web portal. Our portal gives members the opportunity to connect with other HR professionals.
Member Retention • Engaging Members: Over 400 members, we have membership directory where our members can log-in and network. • Members At Large: SL SHRM engaged in networking with Members-at-large. • New Members: Membership Director reaches out to new members.
Member Retention Continued • Monthly Programming: Our monthly programing is focused on strategic HR content, meetings are approved by SHRM and HRCI. • Email Blasts: Our membership receives 3 emails per month from our Chapter. • Renewal Discount: If they renew before December 31 st they will receive a $25 discount on their annual membership renewal.
27 Great Examples Let me introduce Debbie Auger 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
28 Great Examples Let me introduce Mary Vogl-Rauscher 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
The Little Chapter That Could – Enhancing HR Profession in Dodge County
January 2013 SHRM Dodge County in Wisconsin Verge of disbanding 9 members Designated as one of the "Fortune 40" chapters
Today 70 Members 40 National members 12 Student members for MPTC 4 Reciprocal members with 4 area chambers
Needed to Rebrand Chapter Fulfill goal of enhancing the SHRM community and providing valuable resource for the rural Dodge County area
What Did We Do? Created a membership brochure, reviewed bylaws, scheduled the upcoming year of presentations/programs Received certification credits for each topic Held successful membership drive End of 2013, membership 38 professionals and 10 students - 322% growth in professional membership!
In 2014 Continued rebranding and rebuilding efforts Created website Partnered four local Chambers of Commerce Partnered with Moraine Park Technical College (MPTC) to offer the PHR/SPHR certification course
In 2014, con’t Offered scholarships to our professional members seeking certification Sponsored a student chapter which became SHRM-affiliated Sponsored local events (Heroin Epidemic) and charities another successful membership drive
End of 2014 Grown membership to 60 professionals, 36 national members and 10 student members An amazing 567% growth in professional membership 668% overall membership growth since January of 2013!
MPTC Partnership Offering the SHRM-PHR/SPHR and SHRMCP/SCP Certification courses, etc. Preferred provider Continues professional scholarship for certification class
Paying it Forward Last year students scholarship Most meetings at MPTC Pay for them to attend WI SHRM conference Paid deposit for them to travel to Paris/London 2016
Over the past two years SHRM - Dodge County, "The Little Chapter That Could, " has established itself as a local HR resource and enhanced the SHRM community.
40 Great Examples ACTIVITY TIME Let’s give them a big THANKS! 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
41 The SHRM BEST Let me introduce Tracy Liaw Sr. Specialist, Acquisition Marketing, Membership Marketing 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
25 Awareness: Website Make it easy for prospects to join and members to renew 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
22 Awareness: Website • To build a website hosted by SHRM, please visit hosting. chapters. shrm. org and submit a ticket. You’ll be able to update the website yourself. • It takes about 2 weeks to complete the site • SHRM hosted websites are mobile friendly and you can see traffic stats through Google Analytics
26 Awareness: Sign Up Form Ask to keep in touch and capture contact information 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
27 Recruitment: Email Use a simple template. Don’t have a banner? Just use your logo. Place your call to action on top. Tell them why you’re emailing right away and create urgency. Tell them what’s in it for them. Repeat call to action. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
28 Recruitment: Email Tips • • • Use a trustworthy & recognizable “from” name (e. g. your chapter name or volunteer’s name) Keep subject line short, urgent and personalized (25 characters or less; include first name and/or deadline) Take advantage of pre-header space Send relevant content. Be short and concise. Use ALT text for images Use a clear call to action Avoid SPAM triggers: Free, !!!, $, ALL CAP Simple layout: one-column design The importance of testing 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
29 Recruitment: 2015 Email Metrics Nonprofits Email Marketing Benchmarks Open Rate 27. 5% Clickthrough Rate 4. 20% Unsubscribe Rate 0. 133% Source: Silverpop 2015 email marketing metrics benchmark study 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
30 Recruitment: Direct Mail • Simple design using SHRM blues • Official-looking imagery • Benefits in bullet points 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
Recruitment: Direct Mail Samples on VLRC Please go to SHRM website – Communities – Volunteer Resource Center – Marketing – Membership Marketing • Customizable membership brochure (PDF and design files) • Sample acquisition letters and applications • Sample renewal letters and invoices 27
31 Engagement: Onboarding ASAP Engage and onboard your new members right away with…. A welcome kit/brochure, letter, email and or phone call. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
32 Engagement: Onboarding E-mails SHRM new member onboarding emails go out weekly: 1. 2. 3. 4. 5. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT Welcome letter from CEO Top benefits Knowledge Center Express Requests Chapter
33 Renewal: Start Early Start encouraging your members to renew BEFORE their membership expires. For example, SHRM starts reminding our members to renew 90 days in advance and does so continuously by mail, email and telemarketing. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
34 Reinstatement: Give a Reason Give your past members a reason to come back. Use fresh messaging and highlight new benefits, incentives, and upcoming events. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
54 The SHRM Best Let’s give Tracy a big THANKS! 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
55 Best Practice ACTIVITY TIME What works for YOU? 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
56 Bring It Home! GOALS – GOALS Setting a goal for your chapter is the start. With the board, decide how many new members, your retention rate, and the year-end total membership! 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
57 Start at Home Get More Members Like Your Members • Identify Current and Past Members • Invite them to be your Partner • Survey them by any means available – – Where do they belong Who they buy from What do they read Where do they go 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
58 Start at Home Get More Members Like Your Members • Announce in a meeting the need for help • Review and group the responses • Share the results with the Chapter • Ask them to identify the people to invite • Challenge them to give an invite and make it FUN! Member Get A Member Works! 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
59 Key DATA - MGI 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
60 Go to Them Find New Members - When and Where • Change when and where you meet • Change the program type • Identify potential markets – The 15 and 30 mile circle – Find the mid-point – Meetings for 2 groups • Quarterly Rotation 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
61 Find New Members - When and Where 1. Start by asking for input – Chapter Board – Chapter Members 2. Do something simple and inexpensive – Introductory Social – Networking Event – Co-Branded with another group 3. Have a Universal Topic Commit to trying it more than once! 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
62 Key DATA - MGI 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
63 Key DATA - MGI 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
64 Key DATA - MGI One solution associations are implementing to address these challenges is the use of private social networks. For associations reporting more participation in their private social network, 53% report an increase in membership over the past year compared to 22% whose membership declined. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
65 SHRM At-large Members Chapter Strengths: SHRM Strengths: • • Conferences, Meetings, etc. Local networking Accessibility State specific information National/global information Website access/information Brand awareness Knowledge Center Better Together – Members of both a Chapter and SHRM renew at a 19% higher rate than LMOs! 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
66 Quick Check of Value Proposition……. . . • • Never use a long word when a short word will do If it’s possible to cut a word, cut it Use the active voice not use the passive voice Never use: – – a foreign phrase (depending on audience and context) a scientific word acronyms without also using the spelled out name jargon 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
67 Key DATA - MGI 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
68 Key DATA - MGI 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
69 BRING IT HOME TAKE ACTION NOW! 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
70 Take Action Now Top 3 Things To Do! • Try something new or old • Communicate the plan and get people involved • Celebrate the milestones as you see progress 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
SHRM VOLUNTEER LEADERS’ SUMMIT | 2015 SHRM VOLUNTEER LEADERS’ SUMMIT 71
72 Your Support Scott D. Ferrin SHRM-SCP, PMP Field Services Director scott. ferrin@shrm. org (800) 283 -7476 x 6453 @SHRMScott 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
54 THANKS! 2015 SHRM VOLUNTEER LEADERS’ SUMMIT
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