Todays Missing Link for Explosive Growth Ed Rigsbee
Today’s Missing Link for Explosive Growth Ed Rigsbee, CAE, CSP
Every recent membership marketing study has listed “difficulty in communicating a value proposition” or something similar as one of the top five challenges to member recruitment. Copyright 2015 Ed Rigsbee www. Rigsbee. com
STRATEGIC MEMBER ENGAGEMENT SURVEY RESULTS FEBRUARY 25, 2014 Copyright 2015 Ed Rigsbee www. Rigsbee. com
That’s why I wrote this book: Copyright 2015 Ed Rigsbee www. Rigsbee. com
Member ROI at Your Core • Calculate & Communicate – Benefit Copywriting through Buying Motive • Create More ROI – Benefit Framework Exercise – Strategy Mapping • Member Recruitment Activities Copyright 2015 Ed Rigsbee www. Rigsbee. com
#1 View Your Organization Through the Eyes of the Non-Member Copyright 2015 Ed Rigsbee www. Rigsbee. com
#2 Calculate your ROI of Membership in Dollars. Copyright 2015 Ed Rigsbee www. Rigsbee. com
#3 Sell the Benefits that the Features Deliver Copyright 2015 Ed Rigsbee www. Rigsbee. com
#4 Help Your Members to become “Member Recruitment Evangelists” Your Org Copyright 2015 Ed Rigsbee www. Rigsbee. com
2 Basic Member Paradigms • The Givers, they join to participate in and, be a part their industry’s association. – Regularly attend association events; regardless of quality. • The Takers, they join to take advantage of collaborative synergies; want to get more than they give. – Will attend association events if they see immediate value & an ROI. Copyright 2015 Ed Rigsbee www. Rigsbee. com
Measure Your Features of Membership in Dollars Chapter: 4 Page: 47 Copyright 2015 Ed Rigsbee www. Rigsbee. com
Chapter 2 Member-Only or Industry Stakeholder Copyright 2015 Ed Rigsbee www. Rigsbee. com
What Do You Believe is the One Top Reason Members Join? * Source: 2014 Membership Marketing Benchmark Report, Marketing General Incorporated Copyright 2015 Ed Rigsbee www. Rigsbee. com
Member Retention = Customer Service Member Recruitment = Sales Copyright 2015 Ed Rigsbee www. Rigsbee. com
Hierarchy of Credibility 1. Self 2. Friends & Family 3. Organizations Copyright 2015 Ed Rigsbee www. Rigsbee. com
Rigsbee’s Member ROI Valuation Process. TM 1. 2. 3. 4. 5. 6. 7. 8. Pre-Focus Group Preparation Explain Features of Membership Attendees Add to the List How to Determine the Actual Value Multi-Year Value Determination Zero is Acceptable Multiply Per Employee for Corp. Members Calculate the Numbers Chapter: 4 Page: 50 Copyright 2015 Ed Rigsbee www. Rigsbee. com
Facilitator Chapter: 4 Page: 41 Copyright 2015 Ed Rigsbee www. Rigsbee. com
Features of Membership Categories • Business Solutions • Professional/Career Development • Knowledge Management • Networking Copyright 2015 Ed Rigsbee www. Rigsbee. com
Member Stated Real-Dollar Value of Key Features of Membership* • • $7, 153 for Business Solutions $3, 944 for Professional Development $2, 430 for Knowledge Management $2, 764 for Networking *Average among all associations & societies in study (2001 -2012) Chapter: 5 Page: 81 Copyright 2015 Ed Rigsbee www. Rigsbee. com
Business Solutions • • • • $3, 018 for Affinity Program Savings on Actual Usage $1, 495 for Training; Business, Technology, Marketing, Sales, Management, Leadership and Industry Specific Topics $3, 814 for Safety Programs, Education and Resources $1, 021 for Access to Headquarter and Field Office Executives and Staff $2, 091 for Innovative Business and Practice Solutions $2, 169 for the Cost Savings and Opportunity to Find New Suppliers and Service Providers $560 for Cost Savings in Finding New Employees $410 for Legal Seminars and Consultations $650 for Product Knowledge gained through meetings $828 for Credibility with Customers, Publicity and Image through Membership and Logo usage $1, 692 for Access to other Industry or Related Organizations through Organization’s Affiliation and Membership $1, 060 for Coupons and Discounts or Access to Organization’s Goods and Services $3, 673 for Organization Enabled Business Development Opportunities and Peer Referrals Average among members valuating the specific features (2001 -2012) Copyright 2015 Ed Rigsbee www. Rigsbee. com
Professional Development • • • $981 for Component, Constituent, Chapter and Special Interest Group Access $897 for Access to National Organization’s Meetings and various other Resources $634 for Career Development Opportunities and Services $1, 240 for the gained Knowledge and Education afforded through the Opportunity to Participate in Leadership Positions $3, 300 for income differential enabled through Industry Certifications $555 for Certification Study Groups and Local Testing $1, 020 for Peer Support and Mentoring (receiving and giving) $625 for Peer and Industry Prestige, Recognition and Awards $807 for Job Leads $1, 189 for Travel Cost Tax Savings from Conference and Other Meeting Attendance Average among members valuating the specific features (2001 -2012) Copyright 2015 Ed Rigsbee www. Rigsbee. com
Knowledge Management • • $542 for Weekly and Monthly e-zine or e-news $146 for Printed Magazines and Newsletters $1, 849 for Legislative Updates $658 for Member-Only Section on Organization’s Web Site $587 for Industry Standards and Codes. $261 for Member Directory and Directory Services $1, 957 for Industry Research, including Benchmarking and Compensation Studies $308 for Print and Electronic Journals and Resource Access Average among members valuating the specific features (2001 -2012) Copyright 2015 Ed Rigsbee www. Rigsbee. com
IAAP Member ROI • • • • Annual conference (EFAM) discount-$300 Technology Education Conference (TEC) discount-$250 Local area education (Chapter meetings) -$45 Division Annual Meetings discount -$50 Access to IAAP HQ Staff -$200 Access to IAAP Board Members –n/a IAAP Webinars discount-$100 CAP-OM Certification Exam & Recert. Discount -$25 Office. Pro Magazine Discount-$32 Office. Pro Express Newsletter-$50 Connections Newsletter-$25 IAAP logo merchandise-n/a Ability to influence vendors w products-n/a • • Volunteer leadership opportunities locally$2, 000 Volunteer leadership opportunities at International level -$2, 500 Web Community e. Groups= members-only online community-$750 Web Community Library-$250 Member of Excellence Recognition Program$250 Web Community Member Directory-$25 Affinity Programs (Geico, UPS)-n/a Networking -$5, 000 • Total Value: $11, 852 • Total Cost: $138 + $20 Chapter + $20 Division =$178 • ROI: 66. 5 X Copyright 2015 Ed Rigsbee www. Rigsbee. com
SCMA Real-Dollar ROI • • • • • SCMP DESIGNATION PROGRAM & MEDIA -$5500 DESIGNATION RECIPROCITY WITH ISM/CIPS- $700 FREE (MEMBERS ONLY) SPECIAL EVENT WEBINARS-$1000 MEMBERS-ONLY DISCUSSION FORUMS- $500 SCMA SUPPLY CHAIN CANADA MAGAZINE- $100 SCMA WEEKLY EFLASH- $100 SCMA NEWSLINK- $50 TOOLS & TEMPLATES, JOB DESCRIPTIONS, SAMPLE POLICIES, ETC. - $250 SCMA CODE OF ETHICS- $1500 ANNUAL SURVEY OF THE CANADIAN SUPPLY CHAIN PROFESSIONAL TOPLINE REPORT- $1000 MEMBERSHIP IN CANADIAN CHAMBER OF COMMERCE- $150 VOLUNTEER OPPORTUNITIES - SCMA NATIONAL BOARD, TASK FORCES, COMMITTEES- $5000 TD INSURANCE HOME + AUTO- $1500 SCMA NATIONAL CONFERENCE DISCOUNT-$300 THE BUSINESS SOURCE - BUSINESS BOOK SUMMARIES DISCOUNT-$100 RFP CREATOR/S. A. CREATOR/P. O. CREATOR CDS DISCOUNT-$35 PROFESSIONAL DEVELOPMENT WEBINARS DISCOUNTS: $50 • • • Institutes (most offered by most): Institute Member Portal- $200 Institute annual conference (discount)- $100 Regional events (dinner presentations, etc. )$200 Online registration system for events/education programs- $100 Networking - $4000 • Total Cost: $450 • Total Value Dollars: $22, 435 • ROI = 49. 85 Copyright 2015 Ed Rigsbee www. Rigsbee. com
After Focus Group: Decide ROI Numbers Strategic Work Publish & Campaign Copyright 2015 Ed Rigsbee www. Rigsbee. com
Learn to Write Benefit Sales Copy for Your Features of Membership Copyright 2015 Ed Rigsbee www. Rigsbee. com Chapter: 6 Page: 98
Sell Features of Membership through Understanding Buying Motives 1. 2. 3. 4. 5. Profits or Gain Fear of Loss Comforts and Pleasure Avoidance of Pain Loving and Affection 6. Pride and Prestige Copyright 2015 Ed Rigsbee www. Rigsbee. com Chapter: 6 Page: 106
Feature of Membership Benefit of Feature Access to Headquarter and Field Office Executives and Staff Through Buying Motive Two important benefits to consider here, one is the shear cost/time savings of getting questions answered by headquarter staff and the second benefit of the availability of hard to find information. Frequently, a call to the association/society’s headquarter office would save members several hours and more times than not, also several dollars…into the thousands. Having a daily live person resource available can also eliminate costly mistakes and potential fines. This is one of the most under-realized benefits of membership. Copyright 2015 Ed Rigsbee www. Rigsbee. com
Evangelist’s Tool: The ROI Brochure Fits in a #10 Envelope Chapter: 5 Campaign Step 2 Page: 123 Copyright 2015 Ed Rigsbee www. Rigsbee. com
Recruitment Evangelist ROI Brochure Elements • Brochure best as: – 11” x 8. 5” tri-fold – 4 color double sided • Brochure covers: – Front cover should always state, “Membership is a Good Business Decision. ” – Back cover offers factual and/or historical information about your organization and complete contact information. • • • Upon opening, visible on the right side, should be the results from your Member ROI Valuation Process, proving that membership in your organization is a good business decision. List “member-only” features of membership. Left should include, the “What’s in it for” the various industry stakeholder segments or organization’s membership categories. Last open: – Far left, What’s in it for the individual – Center page, What’s in it for your business – Right section, What’s in it for your industry. This is the place for your org to toot it’s legislative and advocacy prowess horn. This is because, from a nonmember perspective, they are already getting this value even though they do not hold membership in your organization. Copyright 2015 Ed Rigsbee www. Rigsbee. com
Outside left: Results from Rigsbee’s Member Value Process. TM including all line items valued and totals. Outside center: A bit of history on your organization and all contact information on the bottom. Outside right: This is your brochure cover. In addition to your organizations logo on the top, title the brochure: “Membership, It’s A Good Business Decision!” Inside left: What’s in it for the prospect personally? Include a paragraph for all member categories —member, allied, supplier, etc. Inside center: What’s in it for the prospect’s business? Skip the features and list benefits (how your organization will make the member’s company better. ) Inside right: What’s in it for the prospect’s industry? This is last because it offers the least realdollar ROI to the member. Remember, they get legislative benefit even if they are not a member. Copyright 2015 Ed Rigsbee www. Rigsbee. com
Copyright 2015 Ed Rigsbee www. Rigsbee. com
Copyright 2015 Ed Rigsbee www. Rigsbee. com
After Focus Group: Decide ROI Numbers Strategic Work Publish & Campaign Copyright 2015 Ed Rigsbee www. Rigsbee. com
Grow Your ROI with the Features of Membership Value Discovery Exercise Copyright 2015 Ed Rigsbee www. Rigsbee. com
High Member Value/Resource Allocation Framework Ch: 5 Pg: 88 Low Member Perceived Value Plot Your Products & Services Low Cost of Product/Services to Org Copyright 2015 Ed Rigsbee www. Rigsbee. com High
Member Perceived Value High Member Value/Resource Allocation Framework ● ● ●● ● Low Cost of Product/Services to Org Copyright 2015 Ed Rigsbee www. Rigsbee. com High
Low Member Perceived Value High Member Value/Resource Allocation Framework High Value/Low Cost ROI Delivery Quadrant Aristocrat Quadrant Excellent Okay if Strategic Comfortable or Sacred Cow Quadrant Low Value/High Cost Organization Killer Quadrant Okay if Strategic Awful Low Cost of Product/Services to Org Copyright 2015 Ed Rigsbee www. Rigsbee. com High
Priceless Chapter: 1 Page: 3 Copyright 2015 Ed Rigsbee www. Rigsbee. com
Price Everything Chapter: 5 Page: 78 Copyright 2015 Ed Rigsbee www. Rigsbee. com
Plot How Well You Execute 1 -10; 10 High Features Value Strategy Map 10 9 8 7 6 5 4 3 2 1 F 2 F 3 F 4 F 5 F 6 F 7 F 8 F 9 F 10 F 11 F 12 F 13 F 14 F 15 List Your Features/Activities Considered Least valuable from Left Copyright 2015 Ed Rigsbee www. Rigsbee. com
Plot How Well You Execute 1 -10; 10 High Plot Your Organization 10 ● 9 8 ● ● 7 ● 6 ● 5 ● ● ● 4 3 ● ● ● 2 1 ● F 1 F 2 F 3 F 4 F 5 F 6 F 7 F 8 F 9 F 10 F 11 F 12 F 13 F 14 F 15 List Your Features/Activities Considered Least valuable from Left Copyright 2015 Ed Rigsbee www. Rigsbee. com
Plot How Well You Execute 1 -10; 10 High Plot Your Competitor 10 ● 9 8 ● ● 7 ● 6 ● 5 ● ● ● 4 3 ● ● ● 2 1 ● F 1 F 2 F 3 F 4 F 5 F 6 F 7 F 8 F 9 F 10 F 11 F 12 F 13 F 14 F 15 List Your Features/Activities Considered Least valuable from Left Copyright 2015 Ed Rigsbee www. Rigsbee. com
Plot How Well You Execute 1 -10; 10 High Strategy Map: Yours & Competitor 10 ● 9 ● ● ● 8 ● ● 7 ● ● 6 5 ● 4 ● 3 ● ● ● ● ● 2 1 ● ● ● ● ● F 1 ● F 2 F 3 F 4 F 5 F 6 F 7 F 8 F 9 F 10 F 11 F 12 F 13 F 14 F 15 List Features/Activities least valuable from left to most valuable right Copyright 2015 Ed Rigsbee www. Rigsbee. com
Member Recruitment Models (All member recruitment efforts are contained in one of the below three strategies) 1. Direct Selling; Door-to-door, Telemarketing, & Telethons 1. Generally requires commissioned sales persons 2. Reasonably quick results 2. Pull Marketing (Pulling Prospects to Org) 1. Direct Mail Campaigns (expensive) 2. Internet Marketing (expensive) 3. Member-Get-a-Member (Ed’s Approach) 1. 2. 3. 4. 5. 6. Organic Grassroots Effort Member “Recruitment Evangelists” are Key to Success Need Correct Tools (ROI brochure) Takes Work Needs Accountability Element Best Method for New Member Assimilation Chapter: 7 Page: 117 Copyright 2015 Ed Rigsbee www. Rigsbee. com
Grassroots Member Recruitment Campaign • Step 1: Do the qualitative research to determine your Member ROI number • Step 2: Develop new member recruitment tool; ROI Brochure • Step 3: Conference Keynote for Campaign kick-off with brochure. • Step 4: Keep Fueling the Fire: Board of directors drive campaign…paid staff follow up & help drive accountability. Chapter: 7 Page: 122 Copyright 2015 Ed Rigsbee www. Rigsbee. com
What were the 4 things I wanted you to take home? Your Org Copyright 2015 Ed Rigsbee www. Rigsbee. com
Additional Resources from Ed Rigsbee, CAE • Association Resources: http: //www. rigsbee. com/association. htm • Association Articles: http: //www. rigsbee. com/associationarticles. htm • How to Conduct Ed Rigsbee’s Member ROI Valuation Process article: http: //www. rigsbee. com/association-member-retention-1. htm • All Ed's articles & permission to reprint: http: //www. rigsbee. com/morearticles. htm • Linkedin Member ROI Group; only for association/society staff and executives, no volunteer leaders and no vendors are invited. http: //www. linkedin. com/group. Registration? gid=2672904 • • For questions about the above resources or to engage Ed Rigsbee to help you implement any of the phases of his Member Recruitment System, call 805 -498 -5720 or email to ed@rigsbee. com Ed Rigsbee’s association client list & client comments: http: //www. rigsbee. com/clientlist. htm • Ed Rigsbee’s client testimonials at Linkedin: http: //www. linkedin. com/in/edrigsbee Copyright 2015 Ed Rigsbee www. Rigsbee. com
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