SHRM Membership CLA January 23, 2014 Webinar. Membership CLA Co-Chairs Phyllis Shurn-Hannah, SPHR – SHRM NE Region FSD Scott Ferrin, SPHR, PMP – SHRM SW&PW Regions FSD. 2014 Membership CLA. 2014 Webinars 4/17 - Webinar @ 3:00 PM ET 9/4 - Webinar @ 3:00 PM ET 12/2 - Webinar @ 3:00 PM ET
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January 23, 2014
Membership CLA Co-Chairs
Phyllis Shurn-Hannah, SPHR – SHRM NE Region FSD
Scott Ferrin, SPHR, PMP – SHRM SW&PW Regions FSD
4/17 - Webinar @ 3:00 PM ET
9/4 - Webinar @ 3:00 PM ET
12/2 - Webinar @ 3:00 PM ET
2014 Membership CLA Director Survey
Membership Star and Superstar Awards
The Membership Star and Superstar Awards recognize achievement in SHRM membership growth. All chapters and state councils are eligible for this program. Award levels recognize membership growth during the calendar year. The 2013 and 2014 award parameters are:
Star: 1% -3.99%
VLRC – UNDER MEMBERSHIP CLA
Chantal Rotondo & Tracy Liaw SHRM
Key learnings from 2013 MGI Membership Marketing Benchmarking Report
Understanding the investment in new members
E-mail best practices
10 Tips for Membership Success
Top Reasons for Joining an Association
Access to specialized/current information (13%)
Top Reasons for Not Renewing:
Budget cuts/economic hardship of the company (18%)
Lack of engagement with the organization (15%)
Unable to justify membership costs with any significant RO! (11%)
The e-mail welcome has gone up from 72 to 79% this year
Associations with 80%+ renewal rates are significantly more inclined to use a staff welcome call
Associations reporting increases in membership over the past 5 years are significantly more inclined to also use new member webinars and in–person new member receptions, as compared to those reporting a decline in membership
What else are you doing?
First Year Renewals
The mean renewal rate for first year members is 68%
More than half of associations reporting <60% retention of first year members report overall decline in membership in the last 5 years
What do your chapters do differently for first year members?
Associations are increasing the number of renewal contacts
Associations with 80%+ renewals are more likely to indicate that they don’t stop contacting members after expiration, as opposed to the 36% that end renewal efforts after 2 to 3 months.
Marketing Channels Used in Renewal Efforts
In most instances it costs more to get a new member than you get back in revenue the 1st year
The basic math:
Each year I get $55 per member on average between dues and events revenue
Members renew overall at 75%, which means on average they stay for 4 years. $55 x 4 years = $220 of revenue from an average member.
Does spending $80 to get new members today make sense?
An example of daily life
8 pieces of mail
10 phone calls
Keep the trains running on time…and have a basic plan
Which one gets the highest open rates from SHRM e-mails?
Chantal Rotondo, SHRM Membership Marketing Manager
SHRM Membership Team
Test what works for you!If you do use someone’s name to send emails, people expect you to answer their questions.
Character Count(50 or less)
Short (could be just 1 word)
Your Status Pending
Can we help?
How About These?
Employee Appreciation Day, New FMLA Poster, Daylight Saving Time and More
[HR FAQs] Paid Leave, Overtime, Health Care, Criminal Background Checks and More
2-Day Membership Sale
Expires Friday - 3 Recert Credits
Personalize (Include your readers’ first name)
Tracy, Your Membership Gift
Use Actionable Words
Download I-9 How-To Guide
Register for Employee Conflict Chat
Avoid SPAM Triggers:
Free, Cash, !!!, $, ALL CAP
Be Clear and Obvious: When you ask people to sign up for a networking event, which one is more likely to get more clicks?
Above the Fold: Place it in the top third of your email layout
Pretty is not always better. Test using a clean and consistent template and focus on your offer and messaging.
Encourage your current email subscribers to share and forward your emails by including “social sharing buttons” and an “Forward-to-a-Friend” bottom.
Be sure to include a “Subscribe” linkat the bottom of your emails too.
Run a member-get-a-member promotion and offer a chance to win a giveaway to encourage referrals, such as a gift card. Note- extra engagement may be needed for these new members.
Allow your website visitors to signup to receive information from you
Short, Limited Time Offer
Short deadlines make people act quicker(1 day offer; 48 hour discount, registration ends tomorrow, etc)
Ask Your Current Members What They Think!
Why did they join?
Why did they renew?
What do they really value from your membership?
What needs do they go elsewhere for?
Use their feedback for your pitch to new members and to enhance your programming and engagement of current members
Clear Value Proposition:
What is it that they will get? Recert credits, networking, big savings, free white paper, free webinar? Free lecture? Mentoring opportunities?
Find different ways to explain ROI.
For example, SHRM Membership is $180 a year
Or$15 a monthOr less than 50 cents a dayOr$3.75 a week
Make it easy for your members
Personalize your e-mails and communications
Make new members feel welcome and included
Keep in touch with your expired members
Understand who your current members are and look for more of them as the easiest method to growing membership
Use multiple communication channels for renewal
Pretty doesn’t always work
Optimize your website
With marketing messages, use a clear call to action with a deadline
Focus on what matters to your members
Scott Ferrin, SPHR (FSD)
Membership Champion, Retention
800/283-7476 ext. 6453 Scott.Ferrin@shrm.org
Phyllis Shurn-Hannah, SPHR (FSD)
Membership Champion, Recruitment
800/283-7476 ext. 6293 Phannah@shrm.org
Manager, Membership Acquisition Marketing
800/283-7476 ext. 6302 Chantal.Rotondo@shrm.org
Tracy Liaw Marketing Acquisition Specialist
800/283-7476 ext. 6461 Tracy.Liaw@shrm.org