Cathi Hight, The Retention Specialist
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President of Hight Performance Group
The nation’s member retention specialist
Developer of the Member Retention Kit
National instructor for the U.S. Chamber’s
Institute for Organization Management
Previously was Vice President of Operations for
the Chamber of Commerce of Hawaii
Served on the Boulder Chamber of Commerce
board and is the Member Council Chair,
(focuses on building a sustainable membership
base)
President of the Boulder Area Human
Resources Association (BAHRA)
Is a member of the:
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Society for Human Resource Management (SHRM)
American Chamber of Commerce Executives (ACCE)
American Society of Association Executives (ASAE)
© 2012 Hight Performance Group, Inc.
Recruit, Retain and Reward Members
© 2012 Hight
Performance Group
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Session Agenda
• It’s a Whole New World for Associations
• Strategies to Recruit for Retention
• The Best Kept Secrets for Member Retention
• How to Keep Them Coming Back to You!
• Session Summary
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It’s a Whole New World for Associations
© 2012 Hight Performance Group, Inc.
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The Shifts Have Changed the Landscape
• The Recession and the Recovery
o Housing meltdown
o Wall Street tumbles
o Massive layoffs
• Demographics
o Aging Boomers exit the workforce 
o Millennials dominate the workforce 
• Technology
o Social media revolution
o Cloud computing
o Mobile society
• Time Poverty
o Busy lives
o ROI expectations 
o Board size and attendance at events 
© 2012 Hight Performance Group, Inc.
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Are the Millennials Joiners?
“Younger people seek and demand a return for
membership, including tangible member
services, high levels of accountability,
identifiable career advantages, a sense of
professional community, and opportunities to
serve within associations.”
Generations and the Future of Association Participation
published by the William E. Smith Institute for Association Research
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Are You Ready to Serve All Generations?
GENERATION DIFFERENCES (Generations and the Future of Association Participation report)
Characteristics
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1946 - 1964
1965 - 1980
1981 - 1995
Baby Boomers
Generation X, Gen X, Xers
Generation Y, Gen Y,
Millennial, Echo Boomers
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Hard working
Loyal
Confident
Competitive
Rebellious
Anti-authority
Self-reliant
Family-focused
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Digital thinkers
Feel entitled
Needy
Grew up in time of affluence. Reared to
pursue the American Dream.
Children of workaholics and divorce,
cable TV. Reared to be selfsufficient (latch key kids).
Micro-managed by parents, technology,
always rewarded for participation.
Reared to be high achievers.
• Prefer detailed dialogue in-person or via
phone
• Appreciate meetings
• Believe no news is good news
• Prefer clear, concise
communication—not overexplaining
• Clichés or corporate jargon
• Prefer e-mail
• Prefer frequent feedback and problem
solving via technology instead of
phone calls or meetings
• Dwindling retirement funds
• Job dislocation
• Rising health care costs or inadequate
health care coverage
• Debt
• Caring for young children and
aging parent
• Balancing life and career
• Stuck in middle management
• Debt
• Unemployment
• Difficulty transitioning from college to
career
• Negative stereotypes
• Being taken seriously
• Opportunities to lead and leave a legacy
• Opportunities to further their
careers
• Opportunities to learn from others
and for career advancement
• Want to lead
• Like to manage others
• Like to hold meetings and discuss
strategies
• Want autonomy
• Hate being micromanaged or
anything that wastes time
• Want structure
• Expect immediate feedback and
increasing responsibility
Flaws
• Have a “been there done that” attitude
• Not always open to new ideas
• Have difficulty committing
• Tend to have a “wait and see”
approach
• Have short attention spans and high
demands
• Asks “what’s in it for me?”
Turn-offs
• People suggesting they try something
new
• Chaos, distrust, loyalty that goes
unrewarded
• Dismissing their ideas because of
their lack of experience
Their Experiences
Communication Style
Problems They Are
Facing Right Now
Why They Join
Volunteer Styles
© 2012 Hight Performance Group, Inc.
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What Do Members Need?
Representation and influence over policy decision
makers—voice concerns, political action, monitoring, change.
Skilled workers—attracting new skilled talent, retaining skilled
and younger talent, retraining current workers to be competitive
in the global talent war.
Market penetration—local/global business opportunities,
visibility, leads, and strategic connections.
Experts, mentors, peer network, industry/best practices,
innovation ideas to navigate market changes, “how-to”
resources, cost-savings, time savings, support with challenges.
Top 10 Business Drivers
Leadership development for younger talent and succession
planning to replace an aging workforce vacated by the Boomers.
© 2012 Hight Performance Group, Inc.
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Association Transformation
Old
New
Financial Model: Fair share dues & events
Boards: Large, CEOs, Boomers
Boards: Small, Experts, Diverse
Members: Local organizations
Members: Local & global organizations
Programs: Add++, in-person, variety
Motto: Get involved, get results
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Financial Model: Multi-Revenue Sources
Programs: Strategic, multi-media,
solution/cause-oriented
Motto: Access, Connections, Solutions
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Think Strategically
FROM
TO
LOCALIZED
GLOBAL ACCESS
SINGLE ENTITY
COLLABORATIVE
SOLUTION-FOCUSED
EVENT-FOCUSED
TRANSACTIONAL
© 2012 Hight Performance Group, Inc.
TRANSFORMATIONAL
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Recruitment Strategies
Strategy #2: Recruit IdealMembers
• Not every prospect should be a
member
• Understand who your “best”
members are and what they
have in common
• Identify common criteria for
“ideal members” based on:
– Demographic variables (FTE,
industry, category, length of time
in business, generation)
– Psychographic/behavioral
variables (values, beliefs,
preferences, buying patterns)
– Strategic initiatives,
organizational needs or potential
appeal to your benefits
© 2012 Hight Performance Group
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How Would We Describe
Our Ideal Members?
• Determine common factors of your “best” members
• Create 3-4 ‘Ideal Member’ Profiles based on common variables
• Target those that match up to profiles
Ideal Member Profile #1
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<10 FTE
Been in biz 3> years
Locally based enterprise
Realizes that getting
involved = getting results
Long-time resident
© 2012 Hight Performance Group
Ideal Member Profile #2
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10 – 30 FTE
Been in biz 3> years
Multiple locations
Involved and invested in the
community
• Sees the value in being
members of associations
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Strategy 3: Help Prospects Buy,
Don’t “Sell” Memberships
• Leverage the Discovery Stage
• Build common ground with prospects
• Confirm what you know about prospects, learn what you
don’t know
• Prospects are already doing something without you, learn
what it is before making the sales pitch
• Probe for needs and opportunities by asking questions
• Use value propositions that align with prospects’ needs
and interests (people never argue with their own data)
– Remember, people buy benefits, not features (Focus on WIIFM—
solutions they want/need)
• Listen more than you speak (10% / 90% rule)
© 2012 Hight Performance Group, Inc.
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New Members Usually Have the
Worst Retention Rates
• Instant gratification tendencies (lack of patience for
results, “me” focused)
• Failure to connect with targeted audiences
• Haven’t plugged into or found their “community”
• Lack of information or knowledge to access available
resources
• Lack of perceived value
• Members’ own business practices, capability of being
successful
• Loyalty has yet to be developed
© 2012 Hight Performance Group, Inc.
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Strategy 4: Integrate 1st Year Members
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Record reasons for joining in the database
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Encourage engagement in the first 6 months
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Help them get what they want from the membership (Member Value Plan)
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Create a 12-month onboarding plan and contact them 6-8 times:
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Welcome letter
Membership Packet
Member Orientation (in person, over phone, webinar, or on web site)
1st Quarter Touch (visit, call by staff or volunteer)
• Welcome, how to access benefits, possible connections
– 2nd Quarter Touch (visit, call by staff or volunteer)
• Conduct 6 month audit (feedback on experiences, perceived value, list of actions)
• Provide any stats on marketing, advocacy; association updates
– 3rd Quarter Touch (visit, call by staff or volunteer)
• Follow up to mid-year audit
– Outreach, as needed, before receiving renewal
– Thank you for renewal
© 2012 Hight Performance Group, Inc.
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The Best Kept Secrets to Retention
Strategy #5: Know Your Real Retention
Rates—Overall Retention Rates Aren’t Enough
Overall Retention by Year
100%
90%
80%
Retention Rate
70%
60%
50%
40%
30%
20%
10%
0%
2005
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Performance Group
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2006
Year
Recruit, Retain and Reward Members
2007
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Analyze Retention Rates by Segment
• Calculate the retention rate of each segment over the
last 3 years, such as:
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Retention by category or industry sector (NAICS)
Retention by size of organization (FTE)
Retention by Length of Time as a Member
Retention by other demographic variables to understand specific
trends
• Identify which members are-most-at-risk, have the
highest attrition rates, and what they have in common
© 2012 Hight Performance Group, Inc.
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Drops by NAICS Over last 3-5 Years
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Drops by Years in Business
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© 2012 Hight Performance Group, Inc.
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Understand Retention Trends
100%
90%
80%
Retention Rate
70%
65%
60%
50%
46%
40%
35%
30%
30%
26%
24%
21%
20%
10%
0%
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Years of Membership
© 2012 Hight Performance Group, Inc.
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Strategy #6: Allocate Resources
for Retention
• Identify specific responsibilities for team members
• Recruit volunteer resources to conduct member
outreach
• Leverage Board members to contact top investors,
speak publicly, and facilitate leadership roundtables
© 2012 Hight Performance Group, Inc.
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Types of Retention Activities
• Outreach to members (calls, visits, e-mails, posting on social
media, making notes in the database)
• Member feedback (surveys, polls, focus groups, phone
interviews)
• Member rewards and recognition
• Targeted marketing opportunities
• Running and acting on membership reports
– Retention audits (annually, semi-annually)
• Review retention/drop rates by FTE, industry, year joined, year
business established)
– New members—join date less than 90 days (monthly)
– Members who are 6 months from renewal (monthly)
– Engagement reports using the participation fields (monthly)
• Manage volunteer retention resources
© 2012 Hight Performance Group, Inc.
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Retention Roles for Ambassadors
• Outreach contact to members
(calls, visits, notes, e-mails)
• Meet & Greet at events
• Postings on virtual venues
(start interactions, respond to
interactions)
• Onboarding “buddies”
• Connecting members to other
members
• Providing testimonials on the
“value of membership”
• Collecting testimonials (calls,
visits, capturing during events)
• Recruiting new members
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Retention Roles for Membership Council
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Support for membership staff
Conduct 6-month membership
audits
Analyze engagement reports and
identify actions to take
Outreach to dropped or at-risk
members
Recognizing and rewarding
members
– Anniversary Blitzes
– Postings on virtual venues (start
interactions, respond to
interactions)
– Getting nominations for awards
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© 2012 Hight Performance Group, Inc.
Recruiting new members
Reports at Board meetings
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Retention Roles for Board Members
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Contact top investors
– To touch base
– Talk about current business
issues and Association’s role
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Speak at community events to
share the Association’s
strategic direction,
accomplishments, and ask for
support
Facilitate leadership round
tables
Post on virtual venues
Recognize and reward
members at special events
Send out welcome or “thank
you for renewing” letters
© 2012 Hight Performance Group, Inc.
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Strategy #7: Influence Engagement
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Create circles of engagement (inperson or virtually through social
media)
Connect members to one another
via mutual interests and initiatives
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Allow members to share best
practices, solve common problems
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Task forces, councils
Special Interest Groups (SIGS)
Birds-of-a-feather (Women, YP groups)
Calls to Action
Forums, panels, experts
Blogs, online resources
Collect feedback from members
o Surveys, polls, interviews, list serves
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© 2012 Hight Performance Group, Inc.
Track engagement
Provide outreach to low-engagers
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Strategy 9: Enhance the Value of Membership
• Find out about
members’ challenges
o Surveys
o Interviews
o Quick Polls
o Phone Calls
© 2012 Hight Performance Group, Inc.
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Strategy 9: Enhance the Value of Membership
• Remain relevant—
provide benefits that
matter to members
• Save members time
and money
• Ask them if they value
what you offer
• Find out what’s missing
© 2012 Hight Performance Group, Inc.
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Strategy #10: Ask Loyalty Questions
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Group, Inc.
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How to Keep Them Coming Back!
Using Recognition and Rewards
Ways to Recognize Members
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Send cards for personal achievements (e.g.,
birthday, promotion, new job)
Send cards for professional achievements (e.g.,
business anniversary, promotions, new contracts,
awards)
Write and send out press releases for chair,
committee or Board positions
Create a ‘Good News’ section of the newsletter
and celebrate members’ business
accomplishments
Send a thank you note to volunteers’ employers
sharing the impact and contribution they have
made
Recognize employers of volunteers publicly
Write letters of recommendation and tout their
skills & accomplishments
Post on members’ social media pages and give
kudos for their product/service or something
they’ve done for you
Publicize their events, promos
Celebrate their implementation of “green” or
social responsibility initiatives
Recognize for Accomplishments
or “Just because…”
© 2012 Hight Performance Group, Inc.
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Conduct an “Anniversary Blitz” to acknowledge
members with for 3, 5,10, 20 years+
anniversaries
Acknowledge their loyalty publicly on the web
site, directory, newsletter, or at a large event
Send a thank you note for their years of
investment
Drop by to present a plaque or certificate that can
be displayed in their business
Send anniversary cards to members to celebrate
their renewals
Celebrate your most loyal members with special
recognition (e.g., pancake breakfast, special
luncheon)
Provide special perks (e.g., free admission to
events, free parking, best seats at events)
Invite them to lunch
Stage publicity events, invite the media, publish
stories & photos
Send them Valentine’s or Thanksgiving cards
Provide special name tags for events
Recognize for Loyalty
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Ways to Reward Members
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Reward members for recruiting new members
(e.g., $25 ‘referral ‘bucks’ to use for event or
service, gift card for a retail store or restaurant)
Enter members into special drawings who
bring guests or refer potential members
Hold a Volunteer Recognition event and invite
those who have served on councils,
committees, task forces, Board or other
volunteer roles
Solicit gifts from other members to use as
rewards for other members (2-way win)
Reward members who help you to save on
costs (event or operational cost savings
Allow members to submit articles for
newsletters for “expert” areas on web site
Provide special perks to increase engagement
(e.g., special programs, task force or
committee meetings)
Drop by with doughnuts or other gift to share
Reward for Accomplishments
or “Just because…”
© 2012 Hight Performance Group, Inc.
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Appoint members for key roles (e.g., council,
committee, Board position)
Send members who have attended events
frequently a complimentary pass for one and thank
them for their loyalty
Nominate members for local, regional and national
awards
Offer an extra benefit without charge to thank
members for their loyalty (e.g., extra listing in the
directory, online ads, expanded or highlighted
directory or web site description)
Give gifts and opportunities that one usually can’t
buy (e.g., exclusive events, book signings, invites to
special guest receptions)
Offer discounts when they reach specified spending
levels (e.g., 2 free lunch coupons after attending10
in a year)
Give away items for reaching specific milestones for
volunteer work
Offer priority services for loyal members
Send them offers for business opportunities,
provide more referrals to build their business
Provide seats in a reserved section for events
Give an additional discount on specific benefits
Reward for Loyalty
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Hight’s Rules and Insights
• Promote and protect your brand
• Retention starts with smart recruiting
• Benefits are in the eyes of prospects and
members
• Retention requires resources
• First year retention rates impact the overall
rate
• The secret to retention is in segmentation
• Engagement = retention
• Retention requires proactive behaviors—
long before renewal notices
• Members tout the ROI of membership the
best
• Recognize and reward members—it is all
about them!
© 2012 Hight Performance Group, Inc.
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