attracting new members to your chapter · attracting new members to your chapter ... email is the...

Attracting New Members to Your Chapter

▪ All about recruiting

▪ Quick Ideas to Boost Membership

▪ Great Examples

▪ SHRM Resources

▪ HRPBC Membership Director best practices

▪ Difficulty in communicating value of benefits

▪ Insufficient staff

▪ Membership too diverse, difficulty meeting needs of different segments

▪ Difficulty providing ROI

▪ Difficulty identifying/contacting prospects

▪ Difficulty attracting and/or maintaining younger members

▪ Inadequate association management database

▪ Insufficient budget

▪ Lack of strategy or plan

▪ Weak product or service offerings

▪ Economy/cost of membership

▪ Competitive association(s) or sources of information

▪ Lack of brand awareness

▪ Declining member/employer budgets

▪ Perception of the association and/or its culture (ie old boys network, not specialized enough, etc.)

▪ Changing demographics of industry/fewer young people in industry

▪ Market saturation

▪ Word-of-mouth recommendation

▪ Email

▪ Cross-sell to non-members who buy your products or attend your conferences

▪ Promotion to/at your own conferences

▪ Digital marketing

▪ Direct mail

▪ Local events/meeting

▪ Association-sponsored events

▪ Personal “sales” calls

▪ Association-sponsored social networking websites (i.e. Facebook, LinkedIn)

▪ Facebook paid advertising

▪ Search engine adds (pay per click)

▪ Lead generation content marketing (White papers)

▪ Paid banners on other websites

▪ LinkedIn paid advertising

Best Practices for Member Recruitment, Engagement and Retention

RECRUITMENT: B2B EMAIL MARKETING STATISTICS

▪ Email is the third most influential source of information for B2B audiences, behind only colleague recommendations and industry-specific thought leaders.

2. 86% of business professionals prefer to use email when communicating for business purposes.

3. 59% of B2B marketers say email is their most effective channel in terms of revenue generation.

4. Tuesday is the best day of the week to send email (according to 10 email marketing studies).

RECRUITMENT: DIGITAL ADS Use interesting

images.

Target to

platform’s

audience

Clear call to

action.

RECRUITMENT: E-MAIL

Place your call to action on top.

Tell them why you’re e-mailing

right away and create urgency.

Use a simple template. Don’t have a

banner? Just use your logo.

Tell them what’s in it for them.

Repeat call to action. Use tracking.

• Use a trustworthy & recognizable “from” name (e.g. chapter name or volunteer’s name)

• Keep subject line short, urgent and personalized (25 characters or less; include first name and/or deadline)

• Take advantage of pre-header space

• Send relevant content. Be short and concise.

• Use ALT text for images

• Use a clear call to action

• Avoid SPAM triggers: Free, !!!, $, ALL CAPS

• Simple layout: one-column design

• Test, test and test

Offer Test:

A. $20 Amazon

gift card

B. Or $20 off

membership

RECRUITMENT: DIRECT MAIL

• Simple design using

SHRM blues

• Official-looking

• Benefits in bullet

points

• Formal personalized

invitation letter

REINSTATEMENT: GIVE A REASON

• Give your past members a reason to come back.

• Be personal

• Use fresh messaging and highlight new benefits and

upcoming events.

• Discounts, promo items, other incentives

• Multichannel communication

QUICK IDEAS TO BOOST MEMBERSHIP1. Remind lapsed members that you’re still here.

2. Offer incentives

3. Grow your prospect file.

4. Partner with other local associations

5. Email. A lot.

6. Encourage word-of-mouth and referral programs

7. List your upcoming events on a local newspaper/business website calendar

8. Join local Facebook or linked in small business groups

9. Create relationships with local HR professors

10. Don’t be afraid of direct mail or the phone.

• Scholarships for SHRM memberships, certification

• Drawings for SHRM Memberships, State Conference, Certification or training materials

• Membership Drives

• Bring your Boss Events

• Social Engagements for Members

REVERSING MEMBERSHIP DECLINE – ASSESS, ADDRESS, DELIVER

Conducted an honest and thorough assessment of factors contributing to a decline in membership

REVERSING MEMBERSHIP DECLINE –ASSESS, DELIVER

Addressingmember needs can …enhance your member benefits and opportunities

The Welcome Experience

SHRM Webinars

Thursday’s @ 4:00 pm

▪Q1 February 22nd

▪Q2 May 10th

▪Q3 August 16th

▪Q4 October 25th

HR Florida

Friday’s @ 12:00 pm

▪Q1 March 9th

▪Q2 June 8th

▪Q3 September 7th

▪Q4 November 9th

Third Quarter HR Florida Membership Webinar Fri, Sep 7, 2018 12:00 PM - 1:00 PM EDT

Please join my meeting from your computer, tablet or smartphone. https://global.gotomeeting.com/join/620370053

You can also dial in using your phone. United States: +1 (571) 317-3112

Access Code: 620-370-053

First GoToMeeting? Let's do a quick system check: https://link.gotomeeting.com/system-check

Start with Me! Your HR Florida Membership Director

Contact Information:

Olga I. Otero Brown, PHR, SHRM-CP

HR Florida Membership Director

E-mail: Olga.Oterobrown@hrflorida.org

Cell Phone: 561-308-8750

Twitter: @HRgirl561