Marketing & Membership Marketing & Membership ConferenceConference

The Power of Loyalty The Power of Loyalty Presented by:Presented by:

Gioia Albi, Director of Member Services, International Association of Fire Chiefs Gioia Albi, Director of Member Services, International Association of Fire Chiefs

Caryn Allender, Marketing Associate, American Chemical SocietyCaryn Allender, Marketing Associate, American Chemical Society

Kathy Censky, Senior Manager, Member Relations, ASAE & The Center Kathy Censky, Senior Manager, Member Relations, ASAE & The Center

Debbie Fillinich, Manager, Membership Acquisition, American Chemical Society Debbie Fillinich, Manager, Membership Acquisition, American Chemical Society

Kate Haddon, Manager of Membership Marketing, International Association of Fire Chiefs Kate Haddon, Manager of Membership Marketing, International Association of Fire Chiefs

June 26, 2006June 26, 2006

Connecting Great Ideas and Great People

Policies And Procedures in Association Management:A Benchmarking Guide

Published for over 75 years by ASAE & The Center:

Provides benchmarking statistical information Chronicles practices of 1,100+ associations in virtually every major area of organizational management Seven Volumes:

1) Membership 2) Technology 3) Human Resources & Diversity 4) Financial Operations & Office Management 5) Governance, Components, Government Affairs and Legal 6) Marketing, Public Relations & Communications, Publications, & Research 7) Conventions & Meetings, Education & Professional Development, Certification, Accreditation, & Licensing

Volume 1: Membership Findings:

Estimated cost of recruiting a new member: $50 median Estimated budget for member retention: $6,500 median Estimated budget for member recruitment: $10,000 median Average length of membership: 10 years median Number of respondents having a formal MGAM program: 20% Number of respondents not having a formal MGAM program: 80% Number of new members acquired from MGAM program: 9%-25% Retention Rate remains at 90%

Loyalty ProgramsLoyalty Programs

Prize-Based Board-Driven Points-Based

Prize-Based Programs

Member-Get-A-Member ProgramsMember-Get-A-Member Programs

Top Reasons Top Reasons Members Engage In RecruitingMembers Engage In Recruiting

1:  Helping & Educating

2:  Proving Knowledge

3:  Finding Common Ground

4:  Validating Our Own Opinion

5:  Pride

6:  Sharing

Taken from the book "Grapevine"  The New Art of Word-of-Mouth Marketing by Dave Balter & John Butman

American Chemical Society

2005 Member-Get-A-Member Campaign

Debbie FillinichManager, Membership Acquisition

June 26, 2006

American Chemical Society

• National headquarters, Washington, D.C.

• 158,000+ individual members

• 1,700 staff

• 10 staff in Membership Marketing Dept.

• Chemical Abstracts Service in Columbus,

Ohio is a subsidiary

What We’ll Cover Today

Goal – “365 in 2005” Meet our recruitment goals

The campaign steps: Double Post Card Direct Mail Packages Follow-Up Post Card Thank-you Ad in Chemical & Engineering News

What we learned in 2005 2006 Campaign

MGM Response History

290

1145

310

460

389

360

930

0 500 1000 1500

1999

2000

2001

2002

2003

2004

2005

MGM Gift History

2005 - Periodic Table Throw (930)

2004 - Sweepstakes Trip (360)

2003 - Sweepstakes National Meeting Trip (389)

2002 - Star Post-it Premium Plus Fast-50 Bonus Gift (460)

2001- Graduated Gifts Plus Bonus Gift for Most Nominees (310)

2000 - Catalogue of Graduated Gifts (1,145)

1999 - Graduated Gifts (290)

2005 MGM Gift

General MGM Premises

• Uniquely valuable to our audience

• Highly prized (insider message)

• The throw can not be purchased or otherwise obtained

Step 1 – Double Post Card

• Qty Mailed: 73,000 U.S. Members Only• Purpose:

– To have them respond with a pledge to recruit a member

– To alert current members to the new gift --Periodic Table of the Elements woven throw

– Also offering them a website to get a head start on recruiting

• Responses: 1,208 early pledge participants

Double Post Card & “Throw” Buckslip

Step 2 – #11 Direct Mail • Qty Mailed: 85,000

• Package included letter, brochure, application, buck slip, #11 carrier

• Purpose: The letter package is a follow-up to the double post card mailing. Tells them again how to get a new member and receive a periodic table throw.

Step 3 – Targeted and Personalized

• MGM to Local Chapters, Technical Divisions and Past President Club members.

• Qty Mailed: 1,300 • Purpose: The letter is personalized to each

member; local chapter and division name is mentioned.

• Presidents Club letter thanks the member for all their past efforts.

“Keep Me In The Loop”

• Included in each direct mail package - Post card offering opt-in for updates on how the campaign was progressing

• Purpose: We had 58 respondents who received the progress e-mail update and periodic updates.

Step 3 – Last Chance Post Card

• Follow-up post card to all domestic members• Qty Mailed: 89,000• Purpose: Reminder of the December 31st

deadline, web site address and year-end goals

Step 4 – “Thank You” Ad published in Chemical & Engineering NewsThe ad ran in early 2006 and promoted the 2006 campaign.

What We Learned

What We Learned

The initial post card mailing drove participants to the web early in the campaign

The “Keep Me In the Loop” email updates were not widely requested

The campaign guidelines had “loopholes” Eligibility requirements needed to be broadened Members went to great lengths to get the throw

Source of Applications

0

100

200

300

400

500

600

Online

DirectMail

0

100

200

300

400

500

600

Online

DirectMail

Source of Applications

What We Learned

Our members

The Periodic Table of the Elements Throw

2006 MGM Campaign

Reduced costs: Single post card without reply device to drive

Web traffic Resized the mailing packages from #11 to

#10 (lowering printing and postage costs) Resized and reformatted brochure/application Placed a larger initial order for the Throws

2006 MGM Campaign

Updated Gifts: Leveraged our 2005 success Updated Periodic Table to be current Chose new colors and added the year New, surprise gift for 2 or more nominations

2006 MGM Campaign

Results to Date: Expanded eligibility to include Students and

Reinstatements Online applications to date are over 200 First direct mail effort of 93M pieces mailed

this month

American Chemical Society

Debbie Fillinich, Manager, Membership AcquisitionPhone: 202-872-4369

E-mail: d_fillinich@acs.org

Caryn Allender, Marketing AssociatePhone: 202-872-6172

E-mail: c_allender@acs.org

Websites: chemistry.org

chemistry.org/membership/mgm.html

International Association of Fire Chiefs www.iafc.org

Recruitment Slides

International Association of Fire Chiefs www.iafc.org

The Good, The Bad &

The Ugly

Harley Campaign

International Association of Fire Chiefs www.iafc.org

Harley Campaign

THE GOOD…Brought in 653 new members and grossed $97,950.

Tripled all previous member-get-a-member campaigns.

Perfect item for our memberships psychographics.

Created lots of good buzz and interest.

Promoted heavily through many mediums so everyone knew about the contest.

The odds of winning were good— 1 in 419

The following member-get-a-member campaigns maintained close to the same number of new members per month.

International Association of Fire Chiefs www.iafc.org

Harley Campaign

International Association of Fire Chiefs www.iafc.org

Harley Campaign

International Association of Fire Chiefs www.iafc.org

Harley Campaign

THE BAD…$25,000 give away

Harley Davidson refused to donate or discount the price of the bike.

Some municipalities don’t allow employees to accept gifts

Winner must be in the audience when announced at the annual conference, this required our President to be in DC a month earlier to draw the winner and that we keep it a secret.

Concerns once the winner was from our President’s local area and our 2nd place prize was a well-known leader as well.

Logistics of getting a Harley for our Membership booth.

We inherited the rules, process, costs, etc.

Had to market the bike using it’s official name and trademarks.

Our winner only recruited one person, while others recruited as many as 17 new members.

International Association of Fire Chiefs www.iafc.org

Harley Campaign

THE UGLY! We had to get tax exempt status in MA.

Our winner was going to have pay taxes on a $25,000 bike.

Logistics of ordering the Harley over the telephone.

Details involved in branding the bike with our logo.

Keeping the momentum and buzz up for the next member-get-a-member campaign.

What do you give away after a Harley?

International Association of Fire Chiefs www.iafc.org

Follow Up Campaigns

International Association of Fire Chiefs www.iafc.org

Thank you.

ASAE & The Center For Association Leadership Recruit-A-Member Program

Campaign Success

ASAE & The Center members are one of our strongest resources for attracting new members. 25%-33% of our new members are sponsored by another member. FY’05 Campaign results: 700 members recruited 1,125 new members.

# New Members # New Members Recruited % New Members Recruited

FY02 4,475 1,461 33%

FY03 5,359 1,535 29%

FY04 4,225 1,060 25%

FY05 4,503 1,125 25%

ASAE & The Center Recruit-A-MemberFY’O5 Budget

Gifts/Tips/Awards: $ 7000 Office Supplies/Copier: $ 300 Office Postage: $ 750 Mail House Postage: $ 3200 Printing/Advertising: $ 9650 Mail House Services: $ 2600 Total: $ 23,500

Staff Allocation: One to 1 ½ staff manage the programCost to recruit a new member via the 2005 Recruit-A-Member Program: $20.88

Board-Driven

ASAE & The Center Board-Driven Recruitment Initiative

Overview:

76 ASAE & The Center for Association Board Members

competed to recruit new members during a 7-month timeframe.

Goal:

I. Raise awareness of membership recruitment with senior level volunteers

II. Increase ASAE & The Center membership numbers

Board-Driven

Board-Driven

Three Tribes were formed: Forbes, Gates and Trump!

Materials provided to each Board Member:• A total of 3,040 prospects (40 prospects ea) were provided to all 3 Tribes • Personalized membership applications with Board members name and id #

designating them as the sponsor• Summary of current membership discounts • Overview of member benefits

Daily tracking of call sheets, follow-up with prospects where applicable, updated database

Monthly progress reports sent to each Legacy Board member including a scoreboard outlining each tribe's member’s recruitment figures and an overview of upcoming membership promotions

Targeted prospect lists sent upon request to specific board members including prospect lists segmented by title, industry and/or geographic area. (Prospecting by their key industries)

Coordinated Two CEO and Top Level Executive Breakfast Meetings. 4/13/05: Chicago and 6/17/05 WDC.

Facilitated monthly conference calls to Tribes offering progress reports

Board-Driven

Member Relations Activities to Support Program:

Challenges of Legacy Recruitment Initiative:

• Organizational-wide challenges with keeping database information/records as current as possible. IE: Database integrity

• Managing additional projects from specific tribe members. IE: Extra credit points/Group points, etc.

• Tracking recruitment efforts when board member did not use a personalized/properly coded campaign application

• Collecting data for the monthly progress report. (7 unique reports needed for each monthly progress report)

• Learning process involved with helping board members understand the realistic turnaround time involved in converting prospects to members

Board-Driven

Board-Driven

Board Legacy Results:

A Drum Roll Please…

The Boards recruited 167 new members through this initiative. That equated to 21.4% of all members that were recruited during this specific 7-month timeframe, were recruited by an ASAE & The Center Board Member!

Points-Based Programs

Points-Based Programs

UKROP’S GOLDEN GIFT PURPOSE

Ukrop's commitment to giving back to the communities they serve Launched the Golden Gift program in 1987 Goal: To develop a way for customers to help decide which non-profit organizations would benefit from Ukrop’s corporate giving Have contributed over $11 million back to the communities they serve Programs three basic steps: Join, Shop & Give! Customers register with Benevolink then shop for Ukrop's Brand and participating national brand items As a member, every time they purchase participating items, up to 3% of every dollar spent goes into their Benevolink account Four times a year, members "direct" their earned giving to the non profits of their choice

Points-Based ProgramsSociety of American Foresters – A points driven awards program whereyou earn points for recruiting new members, attending education,conventions, volunteering, taking surveys, etc.

Points-Based ProgramsSociety of American Foresters: Points earned can be redeemed for SAF store gift certificates, books and videos

“Buzz Marketing” The Association Forum replaced all direct mail to recruit members with word-of-

mouth marketing

Strategy: Focused every effort on their members talking favorably about them!

Plan Components:

1. Created a “buzz campaign” to help members spread the word 2. Marketed from the inside out

3. Offered a creative prize

Prize: The Buzz Kit included a bobble head of their CEO and chairwoman, membership applications, Buzz Guide, postcards, and two free education passes

Buzz Ambassadors: Selected 30 buzz ambassadors to spread the word. When someone joined through this method, they received a buzz kit

Results: The grew their membership by 34 percent in 2004/2005, and this year are positioned to grow another 20 percent

Thanks for your participation in today’s Marketing & Membership Conference!

Please feel free to contact us:Please feel free to contact us:

Gioia Albi, Director of Member Services, International Association of Fire ChiefsGioia Albi, Director of Member Services, International Association of Fire Chiefs

703-273-9815 703-273-9815 gioia@iafc.org www.iafc.org www.iafc.org

Caryn Allender, Marketing Associate, American Chemical SocietyCaryn Allender, Marketing Associate, American Chemical Society

202-872-6172 202-872-6172 c_allender@acs.org www.chemistry.org www.chemistry.org

Kathy Censky, Senior Manager, Member Relations, ASAE & The Center Kathy Censky, Senior Manager, Member Relations, ASAE & The Center

202-626-2853 202-626-2853 kcensky@asaecenter.org www.asaecenter.org www.asaecenter.org

Debbie Fillinich, Manager, Membership Acquisition, American Chemical Society Debbie Fillinich, Manager, Membership Acquisition, American Chemical Society

202-872-4369 202-872-4369 d_fillinich@acs.org www.chemistry.org www.chemistry.org

Kate Haddon, Manager of Membership Marketing, International Association of Fire ChiefsKate Haddon, Manager of Membership Marketing, International Association of Fire Chiefs

703-273-0911 khaddon@iafc.org www.iafc.org703-273-0911 khaddon@iafc.org www.iafc.org

Connecting Great Ideas and Great People