How, When, How Much,,, A High Touch Member Communications Strategy. Scott Oser Scott Oser

Transcription

1 How, When, How Much,,, A High Touch Member Communications Strategy Scott Oser Scott Oser

2 Agenda About You! Things to think about Case Study: Tech Council of Maryland Q&A

3 How Are You Renewing Members? Direct Mail Phone Direct Mail and Direct Mail, and Phone Other combination of activities

4 How Many Renewal Efforts? More than 5

5 Associations with overall increases in membership over the past year, as well as those with renewal rates higher than 80%, are more likely to attempt more renewal contacts... These increases in renewal rates appear after seven contacts. (MGI Membership Marketing Benchmarking Report)

6 Personal contact appears to be a key ingredient for increasing renewals. Associations with renewal rates of 80% or higher are significantly more likely to use personal approaches such as peer to peer member contacts to help with renewal efforts. (MGI Membership Marketing Benchmarking Report)

7 Case Study: Tech Council of MD About TCM Brief History of Organization Staff Size Membership Categories Membership Numbers and Trends

8 Case Study: Tech Council of MD Past Membership Retention Strategy Anniversary date renewal 2 renewal notices 1 phone call 1 invoice by direct mail 3 Months after expiration before ceasing benefits All retention handled by Part-time Membership Coordinator

9 Case Study: Tech Council of MD Results of past strategy Membership was disorganized Members didn t receive any consistent communication targeted to them Revenue was being given away because benefits were being received without cash in hand Members were being trained that there really was no penalty for renewing late Membership retention was a concern!.and an opportunity!

10 Case Study: Tech Council of MD 3 Step Process Talk to key staff and volunteers Review past materials, past results and processes Review financial, technical and human resources

11 Case Study: Tech Council of MD New Retention and Communication Process Goals 365 Day Communication Strategy Multi-media Approach Targeted communication Outreach to members when not asking for money More interpersonal communication No free membership benefits due to process

12 Case Study: Tech Council of MD New\Renewed Membership Process Time Line (Example) Weekly new\renewal welcome call: due by June 10 (Executive Directors) 4 weeks of joining\renewing welcome July 2 (Membership Manager) 90 days new\renewed of joining handwritten check in letter: September 2 (Executive Directors) 6 month new\renewed check in call: December 2 (Membership Manager) 120 day check in call: February 2 (Membership Manager) 90 day invoice letter: March 2 (Finance) 90 day follow up invoice March 9 (Membership Manager) 30 day final notice call: May 30 (Executive Directors) Expire invoice letter 30 day final notice May 30 (Finance) 30 day post expire letter\ script: June 30 (Membership Manager) 60 day post expire call script: July 31 (Executive Directors)

13 90 Day Renewal Letter

14 Case Study: Tech Council of MD 30 Day Renewal Script Hi (first name), This is ******* calling from the Tech Council of Maryland. I am calling to remind you that your membership in Tech Council of Maryland expires this month and we have yet to receive your renewal payment. Are you planning on renewing your membership? If so you need to do that immediately so you continue receiving all of the benefits that we provide to you as a member. We have already put a final invoice in the mail to you that you can use to renew. If you don t want to wait for that you can always go to our website at and renew your membership online. Of course I am willing to take a credit card over the phone if that is easier for you. ***If someone says they aren t renewing ask them why***

15 Expire Letter

16 Sample Invoice

17 Post-expire Dear (first name), My name is Todd Hayes and I am the Member Relations Manager for the Tech Council of Maryland. According to our records, your membership dues are 30 days past due. To reinstate your membership and continue to enjoy the many benefits of the Tech Council of Maryland renew today! You may renew online, by going to this link or send in the original invoice with payment. For your convenience I have also attached a copy of the invoice with this . Through the support and services that we provide to our rapidly growing 500 member companies, TCM is the vital contributor to the growth and success of the Mid-Atlantic region s technology businesses. We have grown to become the largest Technology Association in the region with thousands of member contacts and participation. With your renewal and the support of members like you, it gives TCM the opportunity to provide value-added programs and quality services to the membership. In turn, this helps them grow and be more compatible in the marketplace! We are also very excited about the variety of opportunities for you to network, further your professional development, and expand your business portfolio. We are getting our volunteer committees refocused, and are offering a number of industry specific committees to provide you and/or members of your staff the opportunity for a peer-network group to gather information and share ideas. These industry specific committees include telecommunications, capital formation, government contracting, human resources, general counsel and many more; and are offered as a member-only benefit. I am confident that the unique benefits that we provide have proven to be valuable to you multiple times over the last 12 months. If you do not renew immediately, they will no longer be available to you. Renew now! We look forward to your renewal and support of TCM and the tech community. Sincerely, Todd Hayes Todd Hayes Member Relations Manager

18 Case Study: Tech Council of MD Weekly welcome call script Hi (first name), This is (Your Name) calling from Division, a Division of the Tech Council of Maryland. I wanted to be the first person to welcome you as a member of our association. I am the Title and it is my job to make sure that membership in Tech Council membership meets all of your expectations. If at any time you do not feel we are focused on serving your needs do not hesitate to give me a call. I also wanted to personally invite you to attend our next event. It is being held (fill in here). Do you have any immediate questions or concerns that I can help with? ***If yes, answer them. If no, thank you again for joining and I hope to meet you soon.****

19 90 Day Check-up

20 Case Study: Tech Council of MD The Good News Membership retention increased from 74% to 79% 70% pay by their renewal date 30% pay ahead of time Members have given positive feedback regarding the constant contact about their needs Thank you for the handwritten letter, it s nice to know you care about more than just my money. My membership in TCM is very valuable and I appreciate your call to make sure everything is going well. If I need anything in the future I know who to contact. I am very happy with our membership. You guys are doing all the right things, like this phone call to make sure we are happy with TCM. Thanks for checking in.

21 Case Study: Tech Council of MD Lessons Learned Membership is everyone s job Strong processes and procedures help everyone Targeting messages to audiences helps retention Multi-channel marketing is critical Communication must be regular but not always about money-driven transactions.

22 Very Little Difference Between Non-Engaged Members and Lapsed Members Members who are not involved lie perilously close to former members in the overarching assessment of the value they derive from associations. If former members are thought to be dead, the uninvolved are close to comatose (The Decision to Join, p 4).

23 THANK YOU FOR ATTENDING!! Scott Oser, Scott Oser Associates: