Presented by Cathi Hight

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President of Hight Performance Group

Developer of The Member Retention Kit

and A New Approach to Tiered

Membership

National instructor for the U.S. Chamber

Institute for Organization Management

since 2004

Previous positions:

• SVP of Growth Strategy & Investor Relations for

the Greater Austin Chamber

• VP of Operations for the Chamber of Commerce

of Hawaii

• Regional Manager of Dole Foods and for Dean

Foods

• National FastTrac Entrepreneurship Program

Manager for the Kauffman Foundation

Is a member of:

• Association of Chamber of Commerce

Executives (ACCE)

• American Society of Association

Executives (ASAE)

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Discover the elements of loyalty and how

our brains develop loyalty towards

organizations

Recognize the difference between member

satisfaction and loyalty

Explore how to employ three strategies to

develop customers for life

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Partner Activity: 10 Minutes

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But you already know that!

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Loyalty is based on conditions

Loyal members stick with you even when times are tough

Loyal members are the first to renew and the ones who will refer others to join your organization

Loyalty doesn’t happen overnight—it happens over time

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I didn’t make up this stuff!

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Merging the worlds of

business, neuroscience, and

behavioral psychology, James

Kane has been recognized as

one of the leading

researchers and consultants

in the science of loyalty and

the role it plays in human

relationships and the

communities we form.

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Competency: Can you do what you say you can do and what your members expect you to do?

Consistency: Are your actions predictable and unwavering? Can your members count on you to behave in a predictable manner?

Character: Are you fair, honest, moral and ethical? Do you treat others with dignity and respect?

Capacity: Do you have enough resources (time, money, people, locations, influence, etc.) to adequately address the needs of your members?

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Competence: Prove that you have the knowledge,

experience, expertise, skill set and the ability to

support needs and expectations.

Character: Share your Core Values and live up to

them. Respond to calls and emails. Tell the truth.

Consistency: Give the same attention, respect,

courtesy and service all the time, not only when

it’s easy, convenient, benefits you or when you

want something from them.

Capacity: You can’t give what you don’t have.

Maximize your resources, be efficient, and

manage expectations.

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Recognition: Do you see members as unique individuals, or are they just a number or group?

Identity: Do your members feel like they are an integral part of ateam or are they just “members?

Insight: Do you know what your

members want and care about

and what their world is like?

Foresight: Do you anticipate

what your members need—even

before they do?

Recognition: Know your members are—beyond just their names and companies. Make them feel welcome, appreciated acknowledged and unique.

Identity: Help members feel safe to be who they are, made to feel included like they’re “one of us”, encourage them to participate and that their contributions are valued.

Insight: Understand how members may be thinking or feeling and what keeps them “up at night” as well as their ambitions and doubts. Do you “get them”?

Foresight: Anticipate your members needs before they ask for help. Not only do you understand what’s going on for them, but you’re actively seeking solutions that can help them. Know the needs of who you serve, predict their challenges and help them prepare for the future. That’s how you become indispensable.

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Intention: Do your members

believe you stand for something?

Do they believe you have a shared

view of the future and see the

importance in a greater cause?

Fellowship: Do your members feel

like they are part of your purpose?

Do they feel like they are invested

in your community and your ideals?

Commitment: Do your members

believe that you are deeply

committed to a purpose? Is your

purpose evident in everything you

do?

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Intention: Communicate your “Why” and not so much on the “What”. Be clear about your intentions as an organization. Your intentions should motivate others to belong and help to achieve the same thing(s).

Fellowship: Share your intentions through fellowship. Purpose only matters when it’s shared. Relationships allow us to feel fulfilled and aligned for a greater purpose.

Commitment: Focus on your intentions and show that you are aligned around a meaningful purpose and others will support you through challenges and any threats to achieving your intentions.

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Put your thinking cap on!

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Small Group Activity: 15 Minutes

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https://www.youtube.com/watch?v=Jfm6UxU66_E

It can be nurtured if you understand

how loyalty is developed

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You have 4 types of members and most of

them are Transactional or Predisposed

Satisfied members are not loyal

Developing loyalty takes time and

conscientiousness

Focus on creating a Sense of Trust, a Sense

of Belonging and a Sense of Purpose to

influence member loyalty

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• Onsite staff training and Board retreats

• Strategic planning

• Benchmarking and operational evaluations

• Membership surveys & focus groups

• Membership development workbooks

• Webinars and articles

• Conference presentations and workshops

• Check out our web site: www.hightperformance.com

• Contact us at (512) 354-7219 or at cathi@hightperformance.com

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