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MEMBERSHIP
Virginia SHRM 2010 Leadership Conference
Your role as Chapter Membership Chair
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– Introduction of State Membership Directors– Membership Video– Chapter Goals– Your Job Description– Chapter Membership Requirements– Organizing a Membership Drive– New Member Orientation– Information Needed by SHRM/VASHRM– Members At-large (Woody Sanders)– Forms/Toolkits– Questions
AGENDA
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Chapter Goals
• Establish a Chapter Membership Director position with accountability for overall chapter membership growth and retention, to include growth in SHRM membership affiliation percentage.
• Establish Chapter goals and a corresponding plan of action for membership growth, new member acquisition and member retention – and measure your results. (Note: If your chapter does not currently measure retention, consider putting a process in place. More information can be found the LeadersEdge article entitled “Member Retention: About the Numbers” online in the VLRC.)
• Partner with SHRM on recruitment and retention efforts (SHRM encourages At-large members to consider chapter membership; chapters encourage local members only (LMOs) to consider SHRM membership)
• Schedule one event to recruit At-large members to join.
• Schedule one event to recruit LMO’s to SHRM
• Utilize the SHRM Membership Recruitment & Retention Toolkit (in the VLRC).
• Utilize other resources found in the “Resources for Chapters” section in the VLRC.
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Your Job Description(See www.shrm.org/chapters/resources )
• MEMBERSHIP ROSTER CHAIR
• Position Summary:• Maintain the chapter’s membership database to produce a print or online annual membership roster/directory and applicable
addendums. Take photos of members at meetings to include in the directory.• Responsible To: • The members of the chapter• The chapter president • Responsibilities:• Obtain monthly lists of new members from the membership chair. Enter the new members into the chapter member database. • Take photos of members at monthly chapter meetings or have members submit photos for publication in the directory.• Put notice in each chapter newsletter that members should contact you to update any changes to their contact information.• Check periodically with members whose email addresses no longer work to obtain their updated information.• Publish the membership directory either on the chapter website or in print form.• If in print form, work with the chapter marketing committee to sell directory advertising as necessary to help cover the costs of
printing.• Arrange to have the directory printed and sent to the members.• Attend monthly membership and board of directors meetings.• Participate in the development and implementation of short-term and long-term strategic planning for the chapter.• Represent the chapter in the human resources community.
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Chapter Requirements and Basic Operation 2009 SHRM Chapter Achievement Plan (CAP)
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Organizing a Membership Drive
1. DETERMINING KEY PROSPECTS:
Before you begin your member campaign, take an extra step to reduce your work in the long run. Submit your list of prospective members to SHRM for a cross-check against our files –many may already belong to another chapter or SHRM as members-at-large. Lists can usually be cross-checked and returned to you within two weeks.
There are a number of sources for potential members. Among them are the following:
• HRM professionals who have recently moved into your city or have been promoted into HRM positions. Check the business section of your local newspaper regularly.
Determining your Key Prospects Continue -
• Individuals who are “at-large members”. These are individuals who are not affiliated with chapters but who are SHRM members. Mailing labels or lists containing these names are sent quarterly to the chapter president. Is your chapter using the lists? (Due to privacy issues, SHRM does not make e-mail addresses of members available.)
• Recent graduates from schools offering HR or related programs.
• Individuals who are frequently quoted or have written articles for professional journals who live in your area.
• Individuals who have received certification.
• Members of other HR-related associations (see list in other section).
• Professors from business, communication, or psychology departments of local universities or colleges.
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Determining Your Key Prospects Continued -
• Lists of local businesses and the HR contact from the Chamber of Commerce and your local employment commission.
• Rosters from HR educational programs, meetings, or graduate classes in HR. Persons attending these are usually interested in “keeping up to date” and will appreciate the advantages of SHRM chapter membership.
• As you can see, the potential list is limited only by your imagination. A brain-storming session by your Membership Committee will probably yield a number of other very viable suggestions.
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Strategy
SETTING YOUR STRATEGY• Once you’ve determined who your prospective members will be,
it’s time to decide how to approach them. It can be done through direct contact, telemarketing, direct mail, or a combination of techniques.
• Only your Membership Committee can know which method is best for your organization. In almost all cases, you’ll want to plan on an initial method of contact and then some type of follow-up. Be sure to include in your plans both objectives and follow-up evaluation of the success of your campaign.
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Marketing Materials Available From SHRM
• Letter Templates (customizable)• Brochure Templates (customizable)• Printable Benefits List• Telephone Scripts (customizable)• Talking Points (customizable)• Press Release Templates (customizable)• “SHRM Member” Ribbons• Newsletter Articles (membership)
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Membership Promotions
The following membership promotional tools are available at no charge from SHRM:
Member Services Guide and SHRM Application
• This brochure outlines the history, services, and programs SHRM provides.
SHRM Membership Promotions
• To assist chapters in their membership growth, periodic membership promotions are sponsored by SHRM’s Marketing Department. Materials are developed describing each
program and the prizes to be awarded.
• For information regarding current membership promotions contact your Regional Team.
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Membership Promotions Continued…
Logo Sheets - Camera-ready SHRM logo sheets are provided upon request. Contact your Regional Team. Logos are also available online for download from www.shrm.org/graphicsguide/use.
Chapter Rosters and At-Large Labels - Rosters list SHRM members belonging to the local chapter. Labels provide a list of SHRM at-large members. Labels are also available throughout the year for special requests, such as publicizing conferences, membership drives, etc.
SHRM Member Ribbons - Your chapter can obtain SHRM Member ribbons at no cost. Ask SHRM members to wear these attached to their chapter name badges. That way, potential members can ask questions about the benefits of membership to those who really know!
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Consider Letters -
SAMPLE LETTER to Non-SHRM Member Who Has Received A Recent Promotion
Dear __________________________:
Congratulations on your new responsibilities as __title__ of ____company____. The local chapter of the Society for Human Resource Management (SHRM) is pleased to recognize your advancement in our field. I would personally like to invite you to join over __#__ local chapter members and over 190,000 SHRM members who have found the organization to be a tremendous aid in maintaining and enhancing their professional competence.
SHRM can help your successful performance through local meetings, networking,
publications, and services which keep you up-to-date on the profession, legislation, trends, and research. We can be one of the best investments you’ll ever make in your career.
Enclosed is information about both the local chapter and SHRM – who we are and how we can help you. I will call you in a few days to answer any questions you may have about the value of SHRM and local chapter membership. Once again, congratulations on your new position.
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Tracking Prospective Members
Does your chapter track potential members? If not, you may be missing out on a large segment of the local HR population. Track these prospective members just as you would your paid members.
Many others in the HR community, even if they have decided not to join at this time, may want to attend a meeting now and again as a non-member. If you do not keep these potential members
on your invitation list, you may never acquire them as a member.
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Tracking Prospective Members Continued…
So, what type of data should you store on prospective members? Keep data in a spreadsheet such as:
1. Basic contact information, such as name, address, phone, fax, email address, etc.
2. The source of the name (referral from a member, guest of a member, other organization’s mailing list, attendee at a special event, etc.)
3. Contacts with the prospect, such as information sent, calls made, etc.
4. Status of the potential member, such as “new,” “follow up in 30 days,” etc.
5. Other facts about the prospect, such as HR specialty, length of time in field, title, etc. For organizations with more than one HR professional, facts such as main contact, size of company, number of HR staff, etc.
6. Any other information that seems appropriate.
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New Member Orientation
Make the new member orientation a meaningful experience!
1. Individual Orientations – Assign a veteran member to do a one-on-one orientation (maybe offer a packet that includes a detail listing of your chapter’s benefits).
• Don’t forget to follow up during the first year to ask “how are we (the chapter) doing?” and “how can I help you?”
2. Group Orientations – Consider a new member luncheon:• Review the benefits of membership• Have a new member write a personal development plan based on the benefits offered by your chapter.• Have new members share a #1 HR issue in their organizations; other new members may have been through this
issue and can offer suggestions.
• Conduct a new member orientation/luncheon • Board is responsible for contacting new members and being their host at their first meeting
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New Member Orientation Continued…
• Don’t forget to greet new members at the door.• Allow new members to introduce themselves
during the meeting.• Have special ribbons for new members to wear at
meetings• Assign a veteran chapter member to sit with the
new member.• And, again, follow-up during the year!
Recruiting, Involving and Retaining
Remind Members/Potential New Members and Members-at-Large of the Benefits:
• Professional Development
• Networking
• Legal Updates
• Newsletters
• Opens doors for contacts
• Continuing education
• Help with recruitment and hiring openings
• Brainstorming
• Wealth of information from SHRM
Recruiting, Involving and Retaining…
• What steps do you take to ensure adequate SHRM membership in your chapter and to meet SHRM's affiliation requirements?
• Offer certification study courses • Do a mailing to at-large list (use quarterly additions) • Mail to local-only members who are not SHRM members • Dues price difference for SHRM and non-SHRM members • Allow guests to attend only 2 meetings before they must become members • Offer discounts to national members/ chapter pays $50 per person to join one
time only to get to 30% • Sponsor student members' national membership • Students attend free (up to 4 per meeting) • Membership fee includes 8 dinner meetings • Discount for those who pay in advance (10 meetings for price of 8) • Include meals in membership fee
Recruiting, Involving and Retaining…
• What specific steps do you take to improve the diversity of your chapter membership?
• Contact colleges • Set a goal to have a diverse board • Have diverse speakers • What types of limitations, if any, do you place on who can
join your chapter? • Must be SHRM member • Check out SHRM's guidelines for general and associate
members • Reduced rate for students
Recruiting, Involving and Retaining…
• How do you go about identifying and addressing your chapter members' needs?
• Conduct an annual survey in newsletter in Jan/Dec (20% is a good return)
• Use meeting evaluations • Do a one-page survey on significant issues only
• How do you get new members involved in your chapter? • Hold a buffet dinner for all interested in getting involved/speakers
describe chapter • Have a meet & greet committee • Identify people who can help (blue dots) • Past Presidents have special badges • Hold new member orientation twice a year
Recruiting, Involving and Retaining…
• Offer food and drink • Hold interviews for board positions • Hold a new member breakfast once a month (paid for by
Chapter) • All Board members come to orientation • Ask new members to denote which committees they would like
to volunteer for on their membership application • Mark new members on attendance list • Have special ribbons for new members to wear at meetings • Introduce new members to the board • Each table has a spokesperson who introduces the new
members
Recruiting, Involving and Retaining…
• What type of contact, if any, do you have with individuals who do not renew their membership in your chapter?
• Have a drive--call members who don't renew (script provided) • Compare old roster to current list • Concentrate on people who are most likely to renew • Some are mailbox members who you'll never see/if they don't
attend, how can they be dissatisfied • Keep a list of those who attend meetings and focus efforts on
them • Send letters • SHRM could help 100% chapters
Information Needed By SHRM/State SHRM
Chapter Affiliation Requirements –
• For 100% chapters (chapters requiring SHRM membership to belong to the chapter):
ALL chapter members MUST BE SHRM members in good standing. No non-SHRM member categories are allowed. Chapters that do not have 100% SHRM membership will not be considered 100% chapters, and will not receive the benefits of being a 100% chapter.
For non-100% chapters affiliated with SHRM PRIOR TO January 1, 2004:
The minimum SHRM membership requirement for non-100% chapters which affiliated with SHRM prior to January 1, 2004 is at least ten (10) of its members or thirty percent (30%) of its active membership must be SHRM members, whichever is the GREATER. Chapters that fall below 10 SHRM members or below 30% SHRM membership will be at risk of losing their SHRM affiliation.
For non-100% chapters affiliated with SHRM ON OR AFTER January 1, 2004:
The minimum SHRM membership requirement for non-100% chapters which affiliated with SHRM on or after January 1, 2004 is at least twenty-five (25) of its members or fifty-one percent (51%) of its membership must be SHRM members, whichever is the GREATER.
• Chapters that fall below 25 SHRM members or below 51% SHRM membership will be at risk of losing their SHRM affiliation.
Information Needed…
Chapter Financial Support Program –
This program returns a portion of each SHRM national member's dues to the chapter via aquarterly payment for 100% chapters or a twice-a-year payment for non-100% chapters. • $6.25 per quarter ($25.00 annually) per member for 100% chapters • $5.00 twice per year ($10.00 annually) per member for non-100% chapters
Net Gain Payment - Paid in the first quarter of each calendar year • Calculated by subtracting the 12/31 national membership total for last year from the 12/31
national membership total for the current year and multiplying the difference by $25.00 EXAMPLE:
Chapter’s 12/31 National Membership Count for 2008 was 250, for 2007 is was 250 for a difference of 50= Net Gain Payment (50 X $25.00) = $1,250.00
To be eligible for the Chapter Financial Support Program, a chapter must: • Submit a completed Chapter Achievement Plan (CAP) and all required attachments by January 31st each year.
Note that all chapters are required to submit a CAP. • Meet the minimum chapter membership affiliation standards as stated in the SHRM bylaws, and • Have a chapter president who is an SHRM national member in good standing. • Chapters not meeting these standards will not be eligible for financial support and could face disaffiliation.
Information Needed…
• In addition, quarterly you must email your chapters membership numbers to the State Membership Co-Director (currently Nancy Reigle at [email protected] ) and a brief listing of best practices for retention and new membership.
Questions?
