tvd - asae 2008 presentation on champion program

The Circle Of ChampionsHow To Create An Inner Circle That

Enhances Membership Trust, Engagement And Growth

Todd Von Deak, Director, Membership & Marketing SHM Bruce Seidel, Account Executive Marketing General Inc.Bill Jerome, Chief Strategy Officer Marketing General Inc.

Connecting Great Ideas and Great People

There Is One Thing Your Association Has That Can’t Be

Duplicated:

Your Membership! 

Anybody Want To:

Increase Your Prospect Universe By 100%? Increase Your Foundation Revenue Goal By

200%? Force Your Board To Put Effort Behind Their

Demands?

Well, Here Are the Playing Field and the Guidelines:

People Join When They Are Asked There’s New Competition To Break

Through The Clutter You Have Limited Resources There Is A Need To Grow And Retain

Membership Your Membership Network Is A Unique

Core Asset

Most Associations Want To Meet The Needs Of A Growing

Membership

Membership Base:  •New Members•Greater Involvement•Enhanced Revenue

And They Try To Do It By Directly Approaching Prospects And

Members

Membership Base:  •New Members•Greater Involvement•Enhanced Revenue

There Has To Be A Better Way

There Is A Network That Can Make All Your Efforts More

Effective:

Membership Base:  •New Members•Greater Involvement•Enhanced Revenue

Circle of Influence

There Is A Network That Can Make All Your Efforts More

Effective:

Membership Base:  •New Members•Greater Involvement•Enhanced Revenue

Circle of Influence

What Do You Do?

There Is A Network That Can Make All Your Efforts More

Effective:

Membership Base:  •New Members•Greater Involvement•Enhanced Revenue

Circle of Influence

Ask ‘Em!

There Is A Network That Can Make All Your Efforts More

Effective:

Membership Base:  •New Members•Greater Involvement•Enhanced Revenue

Circle of Influence

Ask ‘Em!Who?

How? Why?

There Is A Network That Can Make All Your Efforts More

Effective:

Membership Base:  •New Members•Greater Involvement•Enhanced Revenue

Circle of Influence

Ask ‘Em!Who?

How? Why?

Those With:•Passion•Influence•Purpose•Opportunity

There Is A Network That Can Make All Your Efforts More

Effective:

Membership Base:  •New Members•Greater Involvement•Enhanced Revenue

Circle of Influence

Ask ‘Em!Who?

How? Why?

Those With:•Passion•Influence•Purpose•Opportunity

• Identify• Simplify• Edify/encourage

There Is A Network That Can Make All Your Efforts More

Effective:

Membership Base:  •New Members•Greater Involvement•Enhanced Revenue

Circle of Influence

Ask ‘Em!Who?

How? Why?

Those With:•Passion•Influence•Purpose•Opportunity

• Identify• Simplify• Edify/encourage

• Recognition• Return• Good of the cause

I. Membership Growth II. Foundation Growth

Circle of Champions Participating Partners

100% Increase In Market Opportunity

200% Increase In Individual Donations

2 Case Studies Successes

The Model Of Success:

Show Internal Commitment

Ready: Set Guidelines

Make Process Easy

Set Exciting Goals

Identify & Introduce From The Top

Set: Roll Out Get Process Feedback / Involvement

Provide Vision, Materials, Direction

Distribute And Remind

Go: Execute Keep In Touch

Acknowledge / Thank / Recognize

Enhance Establish The Next Level

Society Of Hospital Medicine:Finding A Hidden Market

Challenges: Increase Membership And Revenue Find And Attract 6,000 Elusive Prospects

Approach: Stimulate A Group Of Field Evangelists Who Would Initially

Identify And Eventually Encourage Prospective Members To Join

First Thought: Have Champions Tell Us Hospitalist Names

Second Thought: Use Champions To Streamline A Wide-spread Telemarketing

Approach. There’s An 80/20 Somewhere, But WHERE Is It?

Society Of Hospital Medicine:Finding A Hidden Market

Assessment: Estimated 20,000 Hospitalists 7,000 Members 6,100 On Prospect File 6,900 ????

Get Ready:

1. Initial Commitment: Understand How To Penetrate The Market Made Test Calls To Hospitals

A. Those With HM Leader B. With SHM Members C. With Identified HM Programs

Discovered 2000 A & B Hospitals Were 3 x More Efficient To Find Hospitalists

Leaders Enhanced Calls And Names By 100%

Net: Find Hospitals With Leaders And Get Leaders’ Names 

We Had The Focus For Our Champions

Get Ready: 2. Make The Process Easy:   Already Had Call Script Identified Key Areas With Major Hospitals We Supply Hospital Lists With SHM Members, Leaders And

Prospects Champions Simply Update Lists

3. Set Exciting Goals Focus On “Owning The Profession” Creation Of “Exclusive Level Of Champions” Conference Discounts Special Meeting/ Recognition At Conference Special Access To SHM President Value Of Personal Impact And Insights “Opportunity To Influence”

Get Set:

4. Identify And Influence From The Top:   Identified 50 Called 25 Extended A Personal Invitation To Join

5. Get Feedback Process:

1. Agreed To Review, Confirm, Add Names2. Input On Whom To Contact At Hospitals

Benefits:1. Liked The Proposal2. Did Not Want A Special Offsite Meeting

 Get Set:

Go:7. Distribute And Remind 25 Market Lists/ 20 Returned 63 New Leaders Identified 217 List Enhancements 402 New Hospitalist Names At ½ Price   8. Keep In Touch Monthly Reminders Ongoing Thank-You’s

9. Acknowledgement  Special Convention Meeting Special Contact From President

Enhancement:

10. Establish The Next Level:

Ready To Roll-out To More Champions Collection Of Testimonials Going To Solicitation Package Prospects Can Contact Champions For Questions Leverage Of Insights From First “Meeting Of The Circle” Rollout Of Prospecting Calls To New Leaders And Process

Based On Champion Insights

Net: Established Program Foundation

Proven Program To Engage Champions

Obtained A Local Support Network, Willing To Make Connections (Half Speak Regularly To

Residents) And Respond To Inquiries

Understand And Respect For Champion’s Comfort Zone Able To Maximize Engagement Know What To Offer And How

Net: Prospect Growth Direct Impact On 682 New Names (10% Of Goal) Roll-out Program To 2,000 Key Hospitals At 1/3 The Cost Of

Other 4,000 Originally Perceived A 6,900 Available Universe:

7,600 New Names Collected Indication Of Another 6,000 Possible From Unresolved

Hospitals Double Our Expectations

Originally Perceived 6,700 Hospitals / Groups Now Identified 7,500 Grew “Hospitals With Contacts” From 3,100 To 4,500 1,000 “Likely Profiles” 2,000 Low Priority

Opportunity To Increase Membership And List Revenue By 50% (3:1 Return On Investment In The First Year)

Success II: Growing The “Foundation” Of The Foundation:

Challenge: Establish The Basis For Grassroots Donations 

Approach:   Stimulate And Institute A Group Of Influencers To

Donate And Motivate Others

Get Ready: 1. Internal Commitment: Increase Staff Giving From 30 To 40% Identified How All Past Donations Were Used Confirmed Internal Vision Of The Foundation 2. Make Process Easy: Created FAQ; Established Accountability/Stewardship Sample Presentation, Letters, Scripts Provided No Cold Calls: Previous Givers List Call Friends

3. Set Exciting Goals: Increased Recognition Level From $250 To $5,000 Institutionalized Commitment To Stewardship And Vision

Get Set:

4. Identify And Influence From The Top:   Identified 100 Possible Leaders Trustees Board Service International President Called 10 As An Initial Taskforce Affinity For Research Long-term Members Extended A Personal Invitation To Join, With Importance And

“Exclusivity” 5. Get Feedback  Taskforce Created The Platform Of “Stewardship” For The Campaign Confirmed And Achieved Buy-in Of Goals

6. Provide Vision, Materials, Direction Confirmed Goals Revised FAQ Listed Achievements And Upcoming Initiatives

Go:

7. Distribute And Remind Packages Distributed By Hard Copy And Email  8. Keep In Touch Monthly Reminder Calls From President

9. Acknowledgement  Ongoing Updates Of Program Program Recap Thank You Calls And Letters

Enhancement:

10. Establish The Next Level Ready To Roll-out To More Champions Expand To Company Test

Net:

Giving Increased 3-fold Previous Maximum Gift: $300 Test Results: Gifts Over $5,000

 Why It Works:

It Builds On Unique “Pillars Of Engagement

™”

Vision

Vision

The Key SummaryThe Right Model enables you to create engagement with your champions:

Engagement

Respect

Rewards

Vision

Rewards

Vision

The Key SummaryThe Right Model enables you to create engagement with your champions:

Engagement

Respect

Specific efforts showing importance of your Champions’ specific situation, status, needs and opinions to the execution and delivery of your association’s programs

“The specific benefits or provided through your

program’s mission that proves a measurable return for your

members’ investment (of time, money, energy)”

“A clear understanding

of what the program does

that is important, even

indispensable to your

champions’ success and aspirations”

Now Imagine...Don’t Stop With “Members”

Who Is Your Network? Internal Evangelists Vendor Champion Group Employers Network Influencers

Business Alliances Faculty Even Spouses

So, What’s Your Challenge ?And How Can You Leverage A Network Of

Evangelists To Help You?

Good Luck And Good Growth!