valerie l. scanlan, pdg rotary international zone 25 membership coordinator rotary member loyalty
TRANSCRIPT
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Valerie L. Scanlan, PDGRotary International Zone 25 Membership
Coordinator
RotaryMember Loyalty
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Today’s Topics
Loyalty Concepts The Steps to Earning Member
Loyalty Ideas for Building Member Loyalty
@ Rotary Clubs
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Why Is Member Loyalty So Important?
Because today Members have so many choices.
Because it costs 6x more to get a new member than it does to keep an existing one.
It sets you apart, and generates priceless WOMA.
Because Member lifetime value (LTV) is a compelling justification.
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EVERY MEMBER IS TREATEDIN SUCH A MEMORABLE WAY
THAT WHEN THEINTERACTION IS COMPLETE
THE MEMBERTELLS SOMEONE ELSE HOW
GREATGREATIT WAS!!!
Vision Statement
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Loyalty Concepts
Member Loyalty Comes From Stronger Member Loyalty Comes From Stronger Member Relationships…Member Relationships…
The quality of club meetings is important. The quality of the projects also attracts
members.but
It’s the relationship that really ties members to the club.
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Loyalty is Built…
…One Member at a Time
Each Member…
…is DIFFERENT and UNIQUE
Loyalty Concepts
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Human nature is not changing…everything else is.
People do things to feel good or to not feel bad.
Loyalty Concepts
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Members Seek…
Solutions Good Meetings Social Interaction Lunches/Breakfasts
Good Feelings Relationships Convenience Feeling of importance Feeling of belonging Ease of communicating
Loyalty Concepts
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A Loyal Member…
Attends Meetings Today and Tomorrow
Stays Involved Gets involved in many committees (if you invite
and make it easy).
Loyalty Concepts
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A Loyal Member… Multiplies
A delighted Member tells 6 others about their experiences, creating positive WOMA.
Refers Friends and Others to become Rotarians. And comes back again and again
Costs less to serve, because he knows Rotary, and you know about him.
Volunteers more money, time, and expertise. Won’t switch to Kiwanis/Lions…easily Forgives Mistakes
Loyalty Concepts
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Complaints Are GOLDENGOLDEN
Of 100 Members who are dissatisfied with some aspect of the Club........
96 will just leave, not come back, and stop being your Members.
Only 4 Members will take the time to complain to you.
Be aggressive in gathering complaints
Loyalty Concepts
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Earning Member Loyalty
Build learning relationships with your members that add value for them through…
IDICIDIC IdentifyIdentify who they are DifferentiateDifferentiate by value and needs InteractInteract frequently CustomizeCustomize your meetings and your
projects to add member value
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IdentifyIdentify Who They Are
Learn and remember who they are, and everything about them.
Don’t ever ask them the same thing twice.
How do I start? Build a Member profile database,
accessible by all Rotary members.
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Rotary Member Profile Database
Personal Data Name, address, contact info, birthday, birth place
Education HS, College, Military Degrees, Military rank Fraternity/Sorority
Family Spouse/Spouse data Anniversary date Children:--names, ages, data Family interests
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Rotary Member Profile Database (cont)
Business Previous employers/locations Current employer/responsibilities/title Business contact information How I/my business can be a resource to other Rotarians
Special Interests Service Clubs Political Party Rotary Committee Involvement
Lifestyle Favorites: food, restaurants, hobbies, books, vacations,
sports, cars, etc.
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DifferentiateDifferentiateby Value and Needs
Differentiate Members by their needs and wants.
How do I start? Categorize by A,B,C…
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InteractInteract With Them Frequently
Teach them who you are, and what you offer.
Learn all you can about them and their needs and wants.
How do I start? Customize Your Club and Projects
to the needs of your members.
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Customize (Personalize) yourClub to Your Members’ Needs
“One size fits one” Call them by name Interact with them frequently Recognize them for everything Give them helpful information Thank Them ! Underpromise and overdeliver
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Why I-D-I-C Works
It adds value for the Member. It is easier and more convenient. It “feels good” and builds
relationships. It makes Members feel special.
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Monitor Success
How do you know if what you are doing is adding value for your members?
ASK Them!!!!!
Use the Membership Satisfaction Questionnaire (Resource Guide)
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The Member’s LoyaltyPyramid
WOW Factor
Feeling Special
Club Meetings and Projects
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How “Member Focused” Are We?
How often do we ask our members How are we doing? What could we do
better? Do we know why members join our Club? Why
they leave? How often do we ask for referrals? How many member’s pictures and stories are
shown / told at our meetings? How often are members at our podium? Do we “recognize” EVERY member?
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What Do You Have That Is Valuable to Your Members?
Learn from Wal-Mart Publicity, compassion, service opportunities,
recognition, business contacts....... Use these to add value for your members
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Some IDIC Ideas forBuilding Member Loyalty
Bulletins with pictures and stories Newsletters – printed / electronic E-mail notifications Member biographies and interests in roster/Internet Programs featuring Members and Members’ families Form Member Communities Celebrate the Members’ Rotary Anniversary Thank you calls / notes Member Surveys “Celebrate a Member(s)” at every meeting Invite Members to attend a Board Meeting
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Questions ?