SHRM MN Leadership Conference
Membership Summit
January 2013
Presentation Title (24 point Arial; color = white)
Joyce LeMay, SPHR jlemay@bethel.edu
Karen Gureghian, SPHR karen@hrbponline.com
Note: Slides used with permission from SHRM originally
shown at the National Leadership Membership summit
November 2013
Agenda
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Trends in Membership Research
Membership Lifecycle
Marketing Channels
Member Prospects
Marketing Plan Design
Value Proposition
Social media
Member Engagement
Member Renewal/Reinstatement
Additional Resources
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Trends from the 2012 Membership
Research
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the five key membership life stages:
1. Awareness
2. Recruitment
3. Engagement
4. Renewal
5. Reinstatement
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An Overview of Marketing Channels
Face-to-face
Events
Telephone
E-Mail
Search Engine
Marketing
Marketing
Channels
Online
Advertising
Radio
Direct Mail
Social Media
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Prospect Sources
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SHRM’s at-large members
• Your lapsed members
• Non-member attendees at your events
• Member-get-a-Member (reward current members for referrals)
• Visitors to your website
• Exhibit at state SHRM conferences or other HR/business
tradeshows
• Social media/online groups or contacts (LinkedIn, Facebook,
Twitter, etc)
• Rented Lists (book buyers, seminar attendees, etc)
• Local Universities
• Small Businesses or Associations
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Other Membership Sources
Students
• Look for student chapters to partner with or university HR
professors to engage and have HR majors participate in chapter
events.
• Good feeder pool into your chapter, and they know
other students or recent graduates!
• Good source for interns and volunteers
Small Businesses or Groups
• Reach out to local small businesses through chamber of
commerce or similar networks to attract those involved with HR
activities, even if not full-time
• Work with other local associations to co-host a meeting (ASTD,
etc)
• Offer to present to the Chamber of Commerce about HR
compliance topics applicable to small companies.
• If this is a target, remember not to address all members as HR
professionals and use terminology familiar to all
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Marketing Plan Design
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Define Market – Who do you want to talk to? Who is likely to listen?
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Establish Value Proposition – What is your benefit to them?
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Identify Offer – What enticement do you want to give?
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Create Message & Call to Action
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Develop a Budget – How much can you spend?
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Determine the Media – How are you going to reach them?
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Implement Campaign
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Build a Process to Track Responses – How did we do???
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If you aren’t tracking, you aren’t learning
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Define the Value Proposition
• Definition
> What is the vision?
> What is the value?
> What is the connection?
• What Business is your chapter in?
Education
Professional Development
Information/Knowledge
Government Advocacy
Publishing
Public Relations
Networking
Standards & Certification
Convention & Exhibition
Research
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Determine the Offer
The deal you're presenting to the prospect
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The offer can be:
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“Buy one get one Free”
Introductory price of $9.95“
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The most important thing to an offer is that it be clear and concise.
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People really like free
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An offer is best when it has a deadline.
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Keep it simple: A confused mind always says "no”
What SHRM Chapters are offering now
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Discounted dues (i.e. - $25 off or free first year for SHRM members)
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Free first meeting, lunch, etc
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15 months for the price of 12
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Drawing for large prize (iPad, etc.)
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Promotional Items
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Create Message and Call-to-Action
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Grab their attention
Speak personally – from me to you
Describe benefits and show the value to the recipient
Ask for the join –
> tell the person what you want them to do
• Create a sense of urgency
• P.S. Recap the offer in a P.S.
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“Respond by <date> and get <benefit>”
“Discount good through <date>”
“Offer good while supplies last”
“First 50 people get …..”
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Using Social Media
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Reach new influencers and acquire new members through
online recommendations and word of mouth -- Facebook likes,
etc.
Connect with members and non-members in your industry to
Establish your chapter as local HR thought leaders and
influencers.
Ask questions to encourage discussions and engagement.
Increase your chapter’s prestige and influence by answering
others’ questions or participating in discussions.
Promote upcoming events and membership promotions to
boost awareness, attendance and revenue
Give your chapter a personality through videos, sharing
pictures, blog postings, etc
http://www.shrm.org/Communities/VolunteerResources/Docume
nts/12MbrshpSummit_SocialMediaAudit.pdf
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Social Media Usage
How does your chapter use social media? 2012
Meeting Notifications
Discussion Groups
Conference Notifications
Professional Development Events
Share Content
Recruit Members
Board Meetings
80.3%
69.7%
64.8%
60.6%
49.3%
46.5%
13.4%
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Ideas for Welcoming New Members
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Ideas for welcoming new members
• Welcome e-mail to new members
• Mailed welcome letter or member kit
• Membership card or certificate
• Welcome phone call
• With follow up information by email
• Special discounts
• Announcement of new members at next chapter
meeting
• New member webcast or online chat
• Send link to recorded welcome video
from Chapter President
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Engagement
• They Joined!! Now what??
• Cultivate a one-to-one relationship
• A planned, proactive, methodical process of engaging a new
member
• Remind them of how to access benefits
• What is important to them? Ask them…then remember
what they told you
• Have new-member “radar”
• A 2-way conversation
• “Rookie year”
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A Sample Renewal Series
Renewal Effort #
Communication
Channel
Date
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Email
120 days before expire
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Direct Mail
90 days before expire
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Direct Mail
60 days before expire
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Email
45 days before expire
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Direct Mail
30 days before expire
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Email
Day before expire
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Telephone Call
Day of expire
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Direct Mail
15 days after expire
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Telephone Call
60 days after expire
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Email Exit Survey
75 days after expire
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Non Renewal Trends from the 2012
Membership Research
Reason for Non-Renewal
2012
• Perceived Lack of Value
11%
• Employer Won’t Pay Dues
12%
• Too Expensive
5%
• Couldn’t justify ROI
11%
• Forgot Renewal
4%
• Budget Cuts/Hardship of Company 17%
• Lack of Engagement
14%
2011
24%
15%
14%
n/a
7%
n/a
n/a
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Reinstatement
Expires are your best prospects
• How long after a member expires do you
continue to let them receive benefits?
• In general, after the grace period the process is
working to reinstate the former member
• Find out why they let their membership lapse
• Be sensitive that they were once a member
when recruiting them back
• Two-way communication in between renewal
and reinstatement
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Build a Multi-Year Plan
Timing
Target
Awareness
Nov 2012
Business
n/a
Learn more about
HR
$25
Free Whitepaper
PPT
Recruitment
Jan 2013
Lapsed
Email
Free Whitepaper
$300
Join by Date
Email w/link
Monthly
New
Member
Email
How-to webinar
for chapter
website
$100
Sign up for
webinar
Video, email
10th of each
month
Expiring
Members
multiple
Why your
membership is
important
Annual
budget
Renew by date to
continue benefits
Chart
Quarterly
Lapsed
(expired)
members
multiple
What you’ve been
missing…article
Annual
budget
Rejoin and get
discount
Jpeg of article
Action
Engagement #3
Renewal
Reinstatement
Media
Offer
Budget
Call to Action
Deliverable
Since volunteers turn over every year or two, continuity can only come
from long-term planning. State Councils and Chapters can work
together to maximize efforts and institutionalize best practices.
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FREE Marketing Resources
Visit the Direct Marketing Association website for good marketing
resources at www.the-dma.org
Privacy information can be found at www.the-dma.org/privacy
Sites with good marketing tips include
• Marketing Profs, www.marketingprofs.com – free newsletter
• MarketingSherpa www.marketingsherpa.com – free newsletter
• membershipmarketing.blogspot.com
• Email Institute www.emailinstitute.com – free newsletter
• Smartbrief on Social Media www.smartbrief.com – free
newsletter
Additional Information is on the VLRC – Membership section
http://www.shrm.org/Communities/VolunteerResources/Pages/Me
mbershipCLA.aspx
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Download a free copy of the full 2012
report at:
www.MarketingGeneral.com
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2013 Membership Webinars
February 14th
May 9th
August 1st
December 11th
All of these meetings will be Webinars
-Allows for recording
-Tracked in the VLRC
-Viewable if you cannot make the call
-Usable for training with chapters
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Membership Breakout Groups
Joyce LeMay
Karen Gureghian
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• Central MN SHRM
• Hiawatha Valley
SHRM
• Rochester HRA
• South Central SHRM
• Southern MN Area
HRA
• Southwest HRA
• Winona SHRM
Arrowhead HRA
HRP-MN
Lakes Area HRA
Lake Country HRA
Northland HRA
Northstar SHRM
TCHRA
West Central MN
SHRM
©SHRM 2010
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Break Out Group Discussions
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Introductions
Share current membership successes
Share current membership concerns
Review goals for 2013
Brainstorm on membership strategies
Share contact information and make plan for
follow up
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