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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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SHRM Membership CLA January 23, 2014 Webinar

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SHRM Membership CLA

January 23, 2014


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 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

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%

Superstar: 4%+

brochures for membership recruitment
Brochures for Membership Recruitment


Tips for Membership Marketing

Chantal Rotondo & Tracy Liaw SHRM

what we ll be covering
What We’ll Be Covering:

Key learnings from 2013 MGI Membership Marketing Benchmarking Report

Understanding the investment in new members

E-mail best practices

10 Tips for Membership Success

2013 mgi benchmarking study
2013 MGI Benchmarking Study

Top Reasons for Joining an Association

Networking (24%)

Access to specialized/current information (13%)

Advocacy (8%)

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%)

2013 mgi benchmarking study1
2013 MGI Benchmarking Study

Acquisition Source

2013 mgi benchmarking study2
2013 MGI Benchmarking Study

Onboarding Trends

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?

2013 mgi benchmarking study3
2013 MGI Benchmarking Study

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?

2013 mgi benchmarking study4
2013 MGI Benchmarking Study

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.

2013 mgi benchmarking study5
2013 MGI Benchmarking Study

Marketing Channels Used in Renewal Efforts

2013 mgi benchmarking study6
2013 MGI Benchmarking Study

Non-Renewal Reasons

investing in new members
Investing in New Members

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?

recruiting people through multiple channels
Recruiting people through multiple channels

An example of daily life

8 pieces of mail

96 emails

10 phone calls

recruitment is an ongoing process
Recruitment is an ongoing process

Keep the trains running on time…and have a basic plan

  • Find ways to collect prospective member names and e-mails
  • Ask non-member attendees to join with a follow-up e-mail after each event
  • Quarterly send a letter to prospects asking them to join
  • Twice a year call each lapsed member and event attendee asking them to join
shrm learnings e mail best practices sender
SHRM Learnings/E-mail Best Practices: Sender

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.

email best practices subject line
Email Best Practices: Subject Line

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

  • YES- Longer subject lines work too if you use lots of good key words!
email best practices subject line1
Email Best Practices: Subject Line


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

email best practices call to action
Email Best Practices: Call to Action

Be Clear and Obvious: When you ask people to sign up for a networking event, which one is more likely to get more clicks?

Click Here

Submit Now

Register Today

Above the Fold: Place it in the top third of your email layout

email best practices design
Email Best Practices: Design

Pretty is not always better. Test using a clean and consistent template and focus on your offer and messaging.

email best practices ideas on growing email list
Email Best Practices: Ideas on Growing Email List

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

email best practices offer messaging
Email Best Practices: Offer & Messaging

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

email best practices offer messaging1
Email Best Practices: Offer & Messaging

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

10 quick membership marketing tips
10 Quick Membership Marketing Tips

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



contact information
Contact Information

Scott Ferrin, SPHR (FSD)

Membership Champion, Retention


800/283-7476 ext. 6453

Phyllis Shurn-Hannah, SPHR (FSD)

Membership Champion, Recruitment


800/283-7476 ext. 6293

Chantal Rotondo

Manager, Membership Acquisition Marketing


800/283-7476 ext. 6302

Tracy Liaw Marketing Acquisition Specialist


800/283-7476 ext. 6461