maximizing member engagement

Maximizing Member Engagement

Proudly Sponsored By:

Tom MorrisonPresenter

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Tony KarrerHost


What to Expect Today

• It's All About You• 6-Keys to Member Engagement• Recap and Conclusion


How to Get Your Members to Scream Your

NAME and Beg for MORE!

Who is Tom Morrison?

• CEO - Chief Energy Officer• 17 Years Association Management• 3rd Non-Profit – 2nd Trade Association• Love 80’s Music and to Dance• Played Drums Since I Was 5• Wife DeAnna and 3-Grown Children• Best Known For Pulling Out Beer Pong

Game and Instantly Becoming the Coolest CEO in History


Poll Time!

Now that the election is over, how do you feel about the future of your industry/association?

• Great• Not Sure• Worried


Its All About You

Who Is the Electric OutletOf Your Association?


Leader or Manager

Managers are focused Leaders create shared

focused

Managers take credit Leaders take responsibility

Managers seek to be heros Leaders make heros of others

on the team

Managers exercise power Leaders develop power within over people over people


Leader or Manager

Managers direct groups Leaders create teams

Managers communicate Leaders persuade

Managers have good ideas Leaders implement ideas

Managers react to change Leaders create change

Managers have employees Leaders win followers


The Power of Associations


Myths About the Association Business Model

1. The association model is broken2. Membership doesn’t work3. Young people are not joiners4. Free dues is the future5. People don’t see associations as relevant6. Virtual meetings will do away with live

meetings7. Social media will make associations

irrelevant


Association 101Aka… Why People Join Associations

1. Organize themselves2. Coordinate their efforts (cause)3. Leverage the costs over many people4. Build trust for partnerships/business

opportunities5. Do things for themselves they could not do

individually more effectively


Association 101

Emotions WHY People Join an Association

1. People WANT to be a part of something BIGGER than themselves

2. People WANT to be a part of something EXCITING

3. People WANT to believe in an organization that can EMPOWER them to make it happen


What Problems Do Your Members Have Right Now and In the FUTURE?

You Should NEVER Take Action Just Because Everyone is DOING IT!


INNOVATION!!!!

WHAT IS IT???


What is Innovation

Innovation is when you have the right programs and services that continually match up with the biggest on-going challenges and opportunities that face your members.

The KEY in “On-going”


The Big Problem With Innovation?

Disconnect Between Board, Staff and CEO on What You Should Do With Innovation.

Why? Fear and Change


Member Value


Member ValueMaximizing Member Engagement

Any Questions So Far?


Key #1

Understand Your Threats to:

• Your Industry• Your Members• Your Association

Are The Threats Controllable or Uncontrollable?


Which Ones are Controllable and Which Ones are Uncontrollable?

1. Build contingency plans for the uncontrollable ones

2. Focus your programs and services on the ones you can control


Sample Challenges for Any Association

• How do we give the smallest member in the most remote location a voice to participate

• How to we connect our members, volunteers and staff in a cost effective way to minimize administrative cost and leverage our time

• How do we connect with the next generation of members

• How do we help our members expand there marketplace


Sample Challenges for Any Association

• How do we engage the members who do not attend live meetings

• How do we connect the non-attending member with resources and networking as if they were attending meetings

• How do we give our members a competitive advantage in the labor marketplace


The Keys to a Great Value Proposition

Specifically defining what the challenges andopportunities in your industry are.

Identifying things you can for your membersthey cannot do themselves effectively in time,effort or financial resources.

This is where INNOVATION kicks in


Defining Your Potential Member’sChallenges or Opportunities

3 Keys to Developing Your Value Proposition

1. Identify Your Member’s Biggest Pains

2. Give Them the Right Medication

3. Set Dues Appropriately


So What Do YOU Need MOST?

Key #2

An Effective Communication Strategy


The Question is???

What Business Are You In?


What Business Are You In?

Associations are in the business of performing the mission and purpose as defined in their governing documents and/or strategic plan with absolute excellence.

By performing your purpose combined with an effective value proposition, your industry should have a desire to be members.


The Association Challenges

Membership is a Balancing Act:

1. Recruiting New Members2. Serving Current Members to Maximize

Revenue

Which Side Holds More Weight?


The Association Challenges

Managing a variety of different demographic groups who all have varying expectations and give/receive messaging in dramatically different ways.

Continuing and fast paced technology shift in how we communicate and do business with each demographic group.


Membership = Pay Dues

Movement = Believers/Revolution


Key #3

Doing Things For Your Members What They Can’t Do For

Themselves More Effectively?


Three Type of Association Programs / Services

1. Ones you can get for FREE anywhere

2. Ones you are going to do whether I’m a member or not

3. Ones you can do for members more effectively in time, effort and financial resources


Your Members Will Tell You What They Want

• Survey your members periodically to get their input and buy in

• Get members involved in an innovation creative team to help drive your value proposition

• Don’t think you know more than your members


Any Questions So Far?


Key #4

Show Your Board the RIGHT Metrics to Engage Change


5 Key Metrics to Graph

Total Membership by Quarter - Shows health in membership


5 Key Metrics to GraphPer Member Revenue - Shows health of member engagementin all revenue producing programs. Include dues and meetingsin your revenues.



Rolling 12 Month Average of Annual Revenues and Expenses - Shows revenue related to expenses to identify quickly wheneither is heading the wrong direction.



Total Assets, Liabilities and Net Worth – Shows overallhealth of association.



Return on Management – Measures for every dollarassociation is investing in management, how many dollars dothey have in net assets at any given time. Want to measurethis annually.


Key Metrics Are Critical

• Shows the overall health of the association

• Help staff to see where change needs to happen

• Motivates the Board to make change


Question??

Are You Maximizing Your Revenue Per Member?


Three Bodies of Knowledge in Recruitment

1. Things Your Members Know They Know

2. Things Your Members Know They Don’t Know

3. Things Your Members Don’t Know They Don’t Know


The Keys

• Recruitment is all about Value, Expectations & Marketing

• Engagement is all about the right Programs/Services, Communications and Outreach

• Retention is all about doing #1 & #2 effectively• If you have a retention problem, you have an

even bigger problem with #1 & #2


Association Challenges

Two Fast Paced and Dynamic Shifts

• Fastest Shift in Technology in Our History• Largest Swing in Demographic Groups


Challenge: Different Demographic Groups


Keys to Engaging Younger Members In Your Association

•See the world in ways never thought possible

•Experience an amazing journey where they are better off at the end

•Fighting for an incredible cause

Does Your Association Offer These?


Key #5

Narrow Your FOCUS


Key #6

3 Questions to Consistently Ask in Membership

• What are we doing that we should be doing differently?

• What are we NOT doing that we should be doing?

• What are we doing that we should STOP because it’s completed or irrelevant to the membership?


RECAP: 6 Keys to Maximizing Member Engagement

1. Understand Your Threats to Industry, Members and Association

2. Have an Effective Communication Strategy – Do it All in Print, Electronic, Video and Social

3. Do Things Your Members Can’t Do Themselves Effectively

4. Show the Right Metrics to Motivate Board and Staff to Change

5. Narrow Your Focus


RECAP: 6 Keys to Maximizing Member Engagement

6. Ask the Three Important Questions Every Year:

• What are we doing that we could be doing differently?

• What are we NOT doing we should be doing?• What are we doing that we can stop due to its

done or irrelevant?


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Proudly Sponsored By:

Tom Morrison904-249-0448@[email protected]

Questions / Discussion

Tony [email protected]