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CMO MOMENTUM CHAMPIONING CHANGE
20 July 2017
CHANGE
Driven by Evidence
Sources: BrandHook: 2016. Who is Today’s Man? BrandHook 2016. FMV Member and Non-Member Evaluation
Driven by Evidence
Sources: BrandHook: 2016. Who is Today’s Man? BrandHook 2016. FMV Member and Non-Member Evaluation
Driven by Evidence
Sources: BrandHook: 2016. Who is Today’s Man? BrandHook 2016. FMV Member and Non-Member Evaluation
Wise Freemason’s Words
Inventing the Future of FMV
Sources: BrandHook: 2016. Who is Today’s Man? BrandHook 2016. FMV Member and Non-Member Evaluation
Inventing the Future of FMV
Sources: BrandHook: 2016. Who is Today’s Man? BrandHook 2016. FMV Member and Non-Member Evaluation
Inventing the Future of FMV
Sources: BrandHook: 2016. Who is Today’s Man? BrandHook 2016. FMV Member and Non-Member Evaluation
Inventing the Future of FMV
Sources: BrandHook: 2016. Who is Today’s Man? BrandHook 2016. FMV Member and Non-Member Evaluation
Freemasonry is perceived to be for rich white men
DIVERSITY IS EMBRACED
Freemasonry is perceived to be a secret organisation
BRANDS ARE TRANSPARENT
Freemasonry looks like it could take up a lot of time
MEN ARE LOOKING FOR A THIRD PLACE
I don’t even know about Freemasonry
I’M INTERESTED COMMITTING TO BEING IN A GROUP
BUT
BUT
BUT
BUT
Sources: BrandHook: 2016. Who is Today’s Man? BrandHook 2016. FMV Member and Non-Member Evaluation
A Danger to Ourselves
PERSONAL DEVELOPMENT
MEMBER EXPERIENCE
CONNECTION ENGAGEMENT
Sources: BrandHook: 2016. Who is Today’s Man? BrandHook 2016. FMV Member and Non-Member Evaluation
According to Our Members - No Danger
Good men who support each other, their families and their communities.
We believe in a community built on true friendship, compassion and honesty.
Strategic Plan: Vision 2025
2018
2020
2025
Positive Media Exposure (independent value of how much we would need to pay for editorial media)
$850,000
$1m
$2m
Social Media Engagement (followers/connections/fans)
20,000
30,000
40,000
Unique Website Visits (2016: 56,000)
70,000
85,000
100,000
To Build the Brand for Today’s Man Key Measures:
Strategic Plan
To Attract Membership by Engaging Today’s Man Key Measures: Attract Members
2018
2020
2025
Member Numbers (April 2017 9,300)
8,800
9,000
10,000
Average Age (April 2017 67)
67
65
63
Retention Rate (April 2017 90% - 3% deaths, 6% resign, 1% excluded)
93%
94%
95%
Average Lodge Meeting Member Attendance (April 47%)
55%
60%
65%
Strategic Plan
To Refine the Member Experience Key Measures:
Strategic Plan
Membership Experience
2018
2020
2025
Net Promoter Score (willingness to recommend membership)
30
30
30
To Further enhance Capacity for Compassion Key Measures:
Strategic Plan
Compassion and Philanthropy
2018
2020
2025
Lodge of Transition
December 2016: 171
80
60
30
Exclusions for non-payment of fees (April 2017: 132)
100
70
50
To Strengthen the Organisation to Enable the Change Process Key Measures:
Strategic Plan
Organisation for Change
2018
2020
2025
Staff Satisfaction (30%)
36%
Baseline 45%
Baseline 54%
Financial
Delivery to Budget
Delivery to Budget
Delivery to Budget
Property Portfolio
Delivery to Property Plan
Delivery to Property Plan
Delivery to Property Plan
Investment Portfolio
Delivery to Investment Plan
Delivery to Investment Plan
Delivery to Investment Plan
Eastbourne Project
Delivery to Project Plan
Delivery to Project Plan
Delivery to Project Plan
Getting Involved Our members are pivotal in this strategy as it can only be achieved for members with member engagement Member commitment in supporting the strategies and objectives are fundamental.
Members
Lodges
Districts
Statewide
Our Brand – Past and Present
FMV in the Community
FMV in the Community
FMV in the Media
The Link, Australian Broadcasting Corporation 31 March, 2017
Men’s Health Week Suicide Prevention Campaign Launch Parliament House
Men’s Health Week Suicide Prevention Campaign
Article on John Patterson - Geelong Advertiser, 10 January 2017
Social Media Reaction to Men’s Health Week Campaign Launch
- Geelong Advertiser, 17 March 2017
The Suicide Prevention Launch - Nine News, 7 June 2017
Social Media
ATTRACT MEMBERS
KPI 2018
PROGRESS
TRACKING
KPI 2020
KPI 2025
Member Numbers April 2017 9,300
8,800 9,298 9,000 10,000
Average Age 2016/7: 67
67 67 65 63
Retention Rate April 2017 90% 3% deaths, 6% resign, 1% excluded
93% 90% 94% 95%
Average Lodge Meeting Member Attendance April 2017 47%
55% 47% 60% 65%
Value Proposition
Why Join?
Member Attraction
What do FMV Members Say?
Sources: BrandHook: 2016. Who is Today’s Man? BrandHook 2016. FMV Member and Non-Member Evaluation
What do FMV Members Say?
Sources: BrandHook: 2016. Who is Today’s Man? BrandHook 2016. FMV Member and Non-Member Evaluation
MEMBER EXPERIENCE
KPI 2018
PROGRESS
TRACKING
KPI 2020
KPI 2025
Net Promoter Score Willingness to recommend Freemasonry
30
30
30
30
Net Promoter Score Willingness to recommend Freemasons Victoria
14
14
15
16
Member Benefits Program
FRIDAY NEWS
FRIDAY NEWS
FRIDAY NEWS
Grand Re-Installation of MW Bro Don Reynolds and March Quarterly Communication
ANZAC Day A Personal Ode: Commemorative Plaques
Member Ready Lodges
Engagement Officers
Strengthen the Lodge’s place in the community
Develop member experience and engagement
Member Experience
Member Education
Member Numbers
656 648
532
04/2014 - 03/ 2015 04/2015 - 03/2016 04/2016 - 03/2017
Resignations
18% Reduction Resignations, 39% Reduction in Exclusions
04/2014 - 03/2015
04/2015 - 03/2016
04/2017 - 03/2017
656 648 532
397 373
304
219 200
122
TOTAL ATTRITION
Resignations Deaths Exclusions
COMPASSION AND PHILANTHROPY
KPI 2018
PROGRESS
TRACKING
KPI 2020
KPI 2025
Lodge of Transition December 2016: 171
80
155
60
30
Exclusions for non-payment of fees
100
119
70
50
Freemasons Foundation Victoria Ltd
Monash Children’s Hospital
Think Pink
APCR
Royal Children’s Hospital Good Friday Appeal
Philanthropy – Lodges
Philanthropy – Lodges
Elrona Lodge
KPI 2018
PROGRESS
TRACKING
KPI 2020
KPI 2025
Staff Satisfaction 36% 30% 45% 54%
Financial Budget Ahead Budget Budget
Property Portfolio Property Plan On track Property Plan Property Plan
Investment Portfolio Investment Plan Review Investment Plan Investment Plan
Eastbourne Project Project Plan On track Project Plan Project Plan
STRENGTHEN ORGANISATION TO ENABLE CHANGE
Our Behaviour: Values and Principles
Principles Masonic teaching is at the essence of Freemasons Victoria. Teaching is based on Brotherly Love, Relief and Truth and is enabled through ceremonial structure and a network of Lodges that reinforce these values and stimulate care, trust, empathy, respect, fellowship, networking, support and a generous community compassion in which diversity is embraced.
Values Responsiveness Integrity Impartiality Accountability Respect Leadership Human Rights - enabling care, compassion, dignity and pride
Governance Tools – Board
Board of General Purposes
BGP Committees
Volunteer Action Teams
Code of Conduct
Charters / Terms of Reference
Board Policy Protocols
Board Skills Matrix
Board Effectiveness
Reviews
Strategic Plan 2017 – 2025
Book of Constitutions
Governance Tools – Staff and Volunteers
Code of Conduct
HR Policies & Procedures
Financial Management Policies
& Procedures
Delegations of Authority
Operations Plan 2017 – 2018
OHS Manual Enterprise Risk Management
System
Strategic Plan 2017 – 2025
Guidelines
establish context
identify risks
analyse risks
evaluate risks
treat risksC
omm
unic
ate
and
Con
sult
Mon
itor a
nd R
evie
w
Assess Risk
Set Directions - Risk Appetite - Policy - Approach
Define Structural Arrangements - Board Charters - Board Committee Charters - Roles and Responsibilities
Governance Process
Governance Process
Go
verna
nce
Pro
cess
Risk Information System - Risk reporting database
Manage & Facilitate - Risk Activities Coordination - Trends and Changes in Risk Environment Monitoring - Training and Education
Report and Assure - Organisation Risk profile - Incident Reports and Analysis - Audit and Assurance Reports
Go
vern
an
ce
Pro
cess
1 2
3 4
5 Methodology
Guidelines for Assessing Risks
Report and Assure - Organisation Risk profile - Incident Reports and Analysis - Audit and Assurance Reports
Report and Assure - Organisation Risk profile - Incident Reports and Analysis - Audit and Assurance Reports
4
Enterprise Risk Management System
Source: Wyndarra Consulting
STRENGTHEN ORGANISATION TO ENABLE CHANGE
Eastbourne
Bayside Masonic Centre
Traralgon
Construction of a new Masonic Centre for the members within the Latrobe Valley well underway, with an anticipated construction completion date of mid December 2017
Internal refurbishment inclusive of the Amenities, Foyer, Lodge Room and Supper Room
Bairnsdale
Façade Upgrade with internal refurbishment to Foyer and Ante Room
Hamilton
30/6
Undertaking refurbishment upgrade of amenities and foyer, supper room, meeting rooms, Lodge Room
Essendon
o
Internal refurbishment Amenities, Foyer, Lodge Room, Supper Room, upgrade access with ramp
Alexandra
C
Wise Freemason’s Words
Lodges must send members home smiling! Have fun!
The rest will take care of itself.
Smart Member
Outcomes
• 32% improvement in annual membership trends • $1.4m increase valued media • 27,600 social media followers • 10,000 website visits pcm • Net Promoter Score - Freemasonary 30
- FMV 14 - Events 50
CMO MOMENTUM CHAMPIONING CHANGE
20 July 2017
