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Chapter Leader Training WeekMembership Track
FACILITATED BY TARA LIASCHENKO
April 30, 2009
Chapter VP/Director of Membership
Speakers: Tara Liaschenko, CMM
Charlie Spiegel, Director of Member CareHolly Dotson, CMP, Chapter Business
Manager
Webinar Objectives
• Review MPI’s Vision, Mission and Strategic Imperatives
• Understand your role as VP or Director of Membership
• Review Chapter Metrics • Review resources available
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Vision & Mission
MPI Vision & Mission
• Vision: Build a rich global meeting industry community
• Mission: Make our members successful by building human connections to:– Knowledge & Ideas– Relationships– Marketplaces
Strategic Imperatives
EVOLVE to a global community
RE-IMAGINE our business relationship with chapters
ELEVATE the member conversation and experience
BUILD a great organization
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Why is it important to know?
• Will make our members and chapters more successful
• Be advocates of our Vision/Mission• Increase member involvement in MPI
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Role of VP/Director Membership
• Member Care • Recruitment/Retention• Monthly Reports• Monthly Calls
• New Members• Cancel Members• Pending• Prospects
• MPI HQ Quarterly Campaigns
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What is Member Care?
• Member Care is the on-going process of identifying the needs of members and ensuring their satisfaction and retention.
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Four (R’s) of Member Care
• Successful Member Care should always include:
1. Recruit
2. Recognize
3. Reward
4. Retain
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Recruitment
• Recruitment = Sales– Identify specific needs Sell benefits
• Identifying needs Open ended questions
– Market the right message to the right customer
– “Think outside the box”
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What can you do?
• Leverage your relationships • Follow-up with prospects• Provide quality member care and education• Work with Headquarters staff
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MPI Recruitment Efforts
• Campaign/Referrals• E-mail Recruitment & Retention Campaigns• Tradeshows• Advertising• Social Media
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Oregon
Northern California
Arizona Sunbelt
Rocky MountainUtah
New Mexico
Dallas Fort Worth
Oklahoma
Kansas St Louis Area
Heartland
Chicago
Wisconsin
Minnesota
Michigan
IndianaOhio Valley
Kentucky Bluegrass
Gulf States
Georgia
Carolinas
Tennessee
Eastern Great Lakes New England
Northeastern New YorkPittsburgh
New JerseyPhiladelphia Area
Aloha
Washington State
MEMBER CARE TEAM TERRITORIES4/22/2009
Jimmie
Potomac
Orange County
Southern California
Michael Trevor
Sacramento
San Diego
Texas Hill Country
Houston Area Greater Orlando
South Florida
Puerto Rico-Club
Virginia Chapter
North Florida
Tampa Bay
Greater New York CRV
ConnieMarlene
Westfield
Mexico
Alaska
MPI – Retention Strategies
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Touch point Timing Communication
1 (On-line registrations only) Automated response to registration
E-mail welcome – your member kit is coming
2 1 week post join date Welcome New Member CD and welcome letter
3 **2 weeks post join date Personalized welcome (card/call/e-mail – what works best with their resources) from local chapter/ invitation to next meeting
4 1 Month post join date Welcome call from Chapter Business Manager engaging them, introducing their local chapter and any upcoming chapter events/conferences.
5 **2 Months post join date Outreach from local chapter through vehicle that best works with their resources – new members who have not attended at meeting or event should be the primary target
6 3 Months post join date Call from the Member Care Center about the most valued benefits and upcoming events – run through check list of activities
MPI – Retention Strategies
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Step Months to Renewal
1 6 months E-mail invitation to take the MPI renewal survey to be re-positioned to “Tell Us How We are Doing”
2 2 months Letter with invoice
3 1 month Phone call from Member Care Center
Renewal Date Anniversary letter - critical reminder to renew and continue to realize the value of the MPI community
4 1 month post renewal Postcard reminder
5 2 months post renewal Phone call from Member Care Center
6 2 mos. - Final TMP edition Last issue cover card with renewal reminder
7 3 months post renewal E-mail – why have we lost you?
8 Post 90-day lapsed membership
Member Care Center Win-back Call Campaign
2009-2010
Chapter Metrics
Chapter Dashboard Metrics
1. Net Member Growtha) Measures chapter member growth and rebates
b) Allows for chapters to track their member growth patterns
2. Chapter Membership Satisfactiona) Assessment of overall member satisfaction with chapter
b) Allows for chapters to gauge member satisfaction in 3 areas; Network, Education and Marketplace
3. Engagement/Participationa) Gauges member participation and involvement in chapter
activities
b) Allows for chapters to track event/volunteer success
4. Chapter Financial Managementa) Calculates financial management not budgeting skills
b) Allows for chapter the freedom to manage finances and track educational expenses
Net Member Growth
19 Net Member Growth (Monthly Performance) Meet Goal 5.00% Exceed 6.00% Far Exceed 7.00% FY07-08 FY08-09 Meet Exceed Far Exceed
July 481 521 505 510 515 Aug 478 527 502 507 511 Sept 492 523 517 522 526 Oct 504 523 529 534 539 Nov 510 516 536 541 546 Dec 503 505 528 533 538 Jan 504 502 529 534 539 Feb 509 513 534 540 545 Mar 506 517 531 536 541 April 509 534 540 545 May 513 539 544 549 June 512 538 543 548
Membership Satisfaction
• Pre-define satisfaction goal– MPI Chapter
Satisfaction Survey
– Option to use chapter’s own survey at no more than 49% weight.
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Member Engagement & Participation
Select 3 of 81. Increase attendees at educational programs
2. Increase planner attendance at educational programs
3. Increase web site visits
4. Increase volunteers
5. Increase number of new members participating
6. Increase satisfaction of education programs
7. Increase regional/annual program attendance
8. Increase attendance at networking events
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Chapter Financial Management
• Gross Margin– Total Revenue less Total Expenses divided by Total
Revenue– Allows for financial management liberty
• Educational Investment Ratio– Educational Investment divided by Total Revenue– Gauges investments in education
Note:– Needs to note if in-kind contributions are included– Should Exclude Investment activities from calculations– Transfers into reserves, if any, need to be noted
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Chapter Financial Management (Example)
Revenues
Educational $ 7,624
Fundraiser $ 3,710
Membership Dues $ 5,379
Total $ 16,713
Expenses
Board Retreat $ 4,948
Community Outreach $ 1,030
Donations $ 1,120
Educational $ 8,091
Total $ 15,189
• Gross Margin
(16,713 – 15,189) =1,524
1,524 / 16,713 = 9.11%
• Educational Investment Ratio
8,091/16,713 = 48.42%
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Membership Rebate Practice
• Membership Rebates* – 11.4% (Clubs)– 18.0% (US) – 23.0% (EU)
• Examples– Yearly Full Member Rate = $325 USD
• Chapter Rebate = $58.50 USD
– Increase in installment plans this year• Quarterly = 4 x $81.25 = 4 x $14.63• Monthly = 12 x $27.08 = 12 x $ 4.86
*exceptions exist.
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Resources Available
Tools & Resources
• Your Chapter Business Manager• The Chapter Toolkits on the Web –
Check here first. Don’t reinvent the wheel.• MPI Group-Space• Industry Calendar • MPI Director of Member Care• MPI Member Care Team• MPI Quarterly Chapter Campaigns
Tools & Resources – Continued
• Your fellow Chapter Leaders on this call
• Past Chapter Leaders
• Membership Advisory Council
• Quarterly European/Canadian Conference Calls
• Chapter Needs Assessment
• MPI Membership Survey
• Chapter Satisfaction Survey
• FutureWatch Study
• MPI Foundation - Grants
Tools & Resources – Continued
Tools & Resources – Continued
• Other MPI Leadership Training:
Chapter Leaders Conference (CLC)
Chapter Leaders Forum (WEC)
Chapter Leadership Forum (MD)
• Canada and Europe:
Canadian Leadership University
European Chapter Leadership Forum
Tools & Resources – con’t
Member Care Team:– Charlie Spiegel, Director Member Care– Sharnette Jackson, Membership Operations Manager– Trevor McCaffrey, Member Care Coordinator– Jimmy Boyd, Member Care Coordinator– Marlene Fredrick, Member Care Coordinator– Connie Kizziar Member Care Coordinator– Leslie Wright, Director of Canadian Operations– Bianca Manteuffel, Manager of Member Services EMEA
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Questions & Answers
Thank you for your time!