C/SNA Membership Webinar Series

1. C/SNA Membership Webinar Series National Retention Program and Onboarding

2. Welcome • Your Content Leaders • Brezita Warrick • Manager, C/SNA Membership Marketing • Natasha Bethea • Senior Specialist, C/SNA Membership Marketing • Carol Cohen, DCMP • Director, Membership Development • Jon Giuffre • Membership Marketing Specialist • Joan Widmer • Nurse Executive Director, New Hampshire Nurses Association • Tony Rossell • Marketing General Incorporated

3. Webinar Series Schedule Member Engagement August 23, 2017 Membership Industry Standards and Benchmarking September 13, 2017 Renewal and Reinstatement October 18, 2017

4. Webinar Objectives • Explore the membership lifecycle and industry benchmarks • Review the national retention program and strategies • Collaborate on C/SNA onboarding tactics and best practices

5. Webinar Content • Webinar Objectives • Membership Essentials • Retention - National Program Overview • New Member Onboarding • C/SNA Spotlight • C/SNA Open Discussion and Questions

6. Membership Essentials

7. The Membership Relationship The Membership Lifecycle • Awareness • Recruitment • Engagement • Renewal • Reinstatement

8. 2017 Report: Statistics • 2017 Benchmarking Research • 9th Consecutive Year • 17,381 invitations • 1,170 participating association executives • 7% response rate • The report highlights correlations and does not necessarily mean causation

9. Membership Change Overall, close to half of associations report increases in membership over the past year (46%). This trend is visible across the board, as all types of organizations are most likely to report that membership has increased.

10. Five Year Membership Change 50% of associations report that their membership over the past five years has increased, on par with findings from 2016.

11. First-Year Member Retention The median overall renewal rate for new members is 74%, the same as in 2016. So the challenge remains – especially for IMO’s -- to engage and retain new members. New member renewal rate for IMOs with more than 5,000 members is significantly more likely to be less than 60%.

12. Member Retention Renewal rates from our benchmarking research have remained remarkably stable over the years meaning the engine for membership growth continues to be new member acquisition.

13. Member Acquisition Associations reporting increases in new members over the past year are also significantly more likely to show increases in overall membership, increases in their five year membership numbers, and increases in their member renewals.

14. Internal Challenges to Growth IMOs are significantly more likely to be challenged in attracting and maintaining younger members (26%), while trade organizations struggle more with proving that their membership provides a tangible ROI (32%). Associations with larger operating budgets ($5 million or more) find the diversity of their membership to be a challenge.

15. External Challenges to Growth For IMOs the cost of membership and competing associations are also the top two challenges, but the cost of membership is less of an issue this year compared to last (34% vs. 40% in 2016).

16. Membership Generations Associations reporting an increase in membership over the past year, the past five years, and an increase in overall renewals are significantly more likely to have a higher percentage of Millennials.

17. Digital Recruitment Channels

18. Membership Engagement

19. Retention – National Program

20. Retention Overview

21. Stages of Retention Onboarding Engagement Renewal Reinstatement Retention Overview

22. Program Enhancements Engagement Series Multi-Channel New Member Welcome Mailer More Touchpoints Retention Overview

23. Retention Overview

24. New Member Onboarding

25. New Member Onboarding

26. New Member Onboarding Member onboarding is an intentionalprocess of orienting new members in a manner that aids in overall retention.

27. Importance of Onboarding Members are new, motivated, and excited.

28. Importance of Onboarding You have their attention and one chance to set the tone.

29. Importance of Onboarding Highlights your C/SNA benefits and offerings

30. Importance of Onboarding Lays groundwork for future member engagement

31. New Member Welcome Mailer

32. New Member Welcome Mailer • Received 3 weeks after joining • Cobranded front cover • Segmented into 6 member types • Visually designed • Focus on benefits • ANA-Only upgrade appeal

33. New Member Welcome Mailer

34. Onboarding Series

35. Onboarding Email Series • Series Details • 6 emails over 13 weeks • Deployed weekly on Tuesdays • Topics • Welcome from Debbie Hatmaker • Navigate Nursing • American Nurse Today • Online Communities • Advocacy • Professional Development and CE

36. Onboarding Series • Email Metrics • Email #1: • Open rate – 33% • Click through rate – 7% • Email #2: • Open rate – 21% • Click through rate – 2%

37. Onboarding Videos

38. Onboarding Videos • Coming fall 2017! • Video Topics • Nursing Knowledge Center • Publications • Nurses Books • Advocacy and PAC • American Nurses Foundation • Practice and Policy Development • Personal Benefits • Online Communities • Career Center • ANCC Discounts

39. C/SNA Spotlight

40. C/SNA Spotlight • Joan C. Widmer, MS, MSBA, RN, CEN • Nurse Executive Director • New Hampshire Nurses Association • New Member Onboarding Calls • Welcome Video • Grace Period Phone Calls • In-person and Web Events • Social Media Outreach

41. C/SNA Open Dialogue & Questions

42. C/SNA Essentials Membership  >>  Membership Marketing >> Explore the National Membership Development Toolkit >> Under Folder Contents

43. Brezita Warrick • Manager, C/SNA Membership Marketing • Brezita.Warrick@ana.org • Natasha Bethea • Senior Specialist, C/SNA Membership Marketing • Natasha.Bethea@ana.org

44. Post webinar survey and recording will be emailed the week of July 10, 2017 Thank You for attending Next Webinar Member Engagement August 23, 2017