breaking open a new channel for member...nari: new member mingle prsa: coffee withs. asla:...
TRANSCRIPT
Breaking Open a New Channel for Member Engagement
With Mariner Management &
ReviewMyAMS
Got chapters? We’ve got solutions. Billhighway gives your chapters the tools to automate and simplify operations while creating data visibility across your entire organization. This empowers you and your chapters to focus more on member value and grow your association.
Mariner Management & Marketing is your partner in helping association volunteers and staff create the greatest possible value for your members and in ensuring the long term health and growth of your association.
Today’s Agenda
01 02 03
How associations view chapters
How associations are tapping
chapters
Thoughts on supporting chapters
PollWhat is your role in your
association?
PollDo you have chapters?
Benchmarking:
A look at the past to
predict the futuredesign
Let’s Chat
Why do you benchmark?
Download the report at http://bit.ly/chapterbenchmark2019
2019 Chapter Benchmarking Report
What did we measure?…
Mission?
Organization (how they operate)
21 questions
Activities (what they do)
1 question (a big one!)
Membership (who they serve)
4 questions
Performance (how well they do it)
9 questions.
INPUTS OUTCOMES
PollWhich of these data points do you
track at the chapter level?
What we’re measuring
2019 2016 Change
Retention 71% 41% 30%
Recruitment 64% 40% 24%
Participation 55% 27% 29%
Satisfaction 39% 24% 15%
Event evaluations 38% 25% 13%
What chapters do
What role chapters play
2019 2016
Importance Effectiveness Gap * Importance Effectiveness Gap *
Member Engagement 4.5 2.8 -1.8 3.4 2.2 -1.2
Leadership Development 4.0 2.4 -1.6 2.9 1.8 -1.1
Member Recruitment 4.0 2.4 -1.6 2.9 1.9 -1.0
Professional Development 3.7 2.8 -0.9 2.9 1.8 -1.1
Let’s Chat
What role do your chapters play?
Issues …2018 2016 Change
Quality Control 40% 29% 10%
Alignment 32% 35% -3%
Resource Allocation 17% 25% -8%
Risk Management 8% 5% 3%
Other 3% 5% -2%
Formal Tracking Tool to
Assess Chapter Performance?
No 71%
Yes 29%
Calculate ROI?
No 96%
Yes 4%
Issues …
Don’t differentiate chapter vs national
Ca
ree
r d
iffe
ren
ce
s
© 2019 Community Brands HoldCo,
LLC. All rights reserved. 18
Changes to the Importance of Benefits Throughout the Member Journey
Reach New Audiences: Components offer access
to non-members, local-only members & members
By Tapping Chapters as a Membership Channel You Can…
Capture Local Stories: Opportunity to highlight
the local angle and local impact of national topics
Provide Community: Expand your ability to connect
members together and alleviate the isolation that
everyone is feeling.
And Ultimately Grow!
NATP: Direct correlation between
training & member retention
AIDC: Tapping the local educational
needs
AGC: Expanding the member value
#1 Education Partner
HBA: Upped the recruitment game
AOA: United in Possibilities brings in nextgen
#2 Recruiters
IMA: active chapters around the
globe to hit 100,000 milestone
(ISC)2: combining technology & in-
person driving student & new
careerist engagement
MOAA: Spreading mission locally
Inns of the Court: Mentoring
RAPS: Speed mentoring
#3 Service Delivery Channel
NARI: New member mingle
PRSA: Coffee withs
ASLA: Amplifying World Landscape Month
#4 Partners in Public Outreach
ANA: Promoting healthy lifestyle
#5 Buzz creators
ACMP: Road to Conference
IMA: reaching 500,000 via
Facebook in video contest
CFA Institute: Research challenge for college students; Recruiting young members too
#6 New Programs –Innovators
ETA: Responding to Hurricane
Harvey, building member loyalty & awareness
#7 Pivoting
ADHA: Staying connected
HSMAI: supporting locally
AGC: PPE central
Be flexible in models/
structure
5 Ways to Support
01
Track performance =
betterdecisions
02
Train & Support
03
Reward / Recognize
05
Invest in shared
platforms
04
Turning Ideas Into Action
Brainstorm ideas with chapters
Pilot an idea
Tap chapters as promotional & content
channels
Repurpose and build on what you
already created/worked on
01
02
03
04
What’s one thing you could do tomorrow? Here’s a few ideas:
Let’s ChatWhat might you do tomorrow with the
ideas we explored today?
Reading Recommendations
2019 Chapter Benchmarking Report
Member Engagement and
Loyalty Study
Evaluating the Health of Your
Association’s Chapter Program
Mariner Management & Marketing is your partner in
helping association volunteers and staff create the
greatest possible value for your members and in ensuring
the long term health and growth of your association.
www.MarinerManagement.com | 301.725.2508
Peggy Hoffman, FASAE, CAE
Peter Houstle