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Leadership Training AcademyJim Walker
April 6, 2014
Agenda A&WMA Membership 101 The Value of AWMA Membership
Newly Developed Membership Benefit Guide Membership Development Basics AWMA Tools to Enhance Membership Development
Guide to Membership Reports Monthly Action Item Checklist
Volunteer Resource Center Sections and Chapters Council
Membership Moments – Don’t Miss One. Break-out
10 Membership Marketing Ideas You Can Use Right Now.
The BasicsCategoriesDues StructureHeadquarters Procedures
4 Primary Membership Categories Individual Organizational Young Professional Student
There are also emeritus and electronic only types of memberships.
All “International” members are assigned to a local member unit (Section/Chapter).
This promotion can be used as a stand alone membership recruiting campaign or in conjunction with a meeting.
This is an opportunity to encourage lapsed members (lapsed over 12 months) or individuals who have never been members to participate in the organization and utilize its benefits.
$165 New Member Special Rate for Sections and Chapters
Open to companies and organizations with multiple individual members.
Allows organizations to show supportfor A&WMA, encourage the
professional development of their employees, and receive discounts to
Association services.• Government Organizational Primary $470*
• Individual Organizational Primary (with up to 10 members) $495*
• Individual Organizational Primary with more than 10 members $1,050*
Provides a cost-saving membership to theyounger professional who is 35 years of age or
younger. This membership is limited to five consecutive years or to the age of 35. Upon reaching one of the two limits, members are
eligible for Individual membership.
Anyone participating in a full-time undergraduate/graduate degree program at an
accredited college/university. At the completion of the degree requirements, student
members are eligible for either Young Professional membership or Individual membership.
The Graduation Gift A special offer, one year FREE membership, is given to student members at the time of graduation.
Application received and processed.
Automatic e-mail acknowledgement with member number.
Welcome letter and new member packet mailed on the 1st and 15th of each month.
Now included on distribution lists for monthly member e-mail, publications, and announcements.
First renewal notice sent via email from Headquarters one month prior to membership lapse.
Second renewal notice sent via postal mail from Headquarters in month of membership lapse.
Lapsed member call campaign eight weeks after membership lapse. Telephone call and exit survey.
What’s in it for me?
The chance to be part of the most respected
network of environmental
professionals in the world, where you can
increase your knowledge, advance your career, and
demonstrate your commitment to
global environmental responsibility.
Access to technical knowledge Journal of the Air & Waste Management Association EM, the magazine for environmental managers The Online Library, featuring more than 10,000
downloadable articles A&WMA Update, a monthly email with industry and
association news Sister publications through the Taylor and Francis Books, CDs, and downloadable materials Books and Journals (e.g., Atmospheric Environment)
from respected publishers
Discounts on programs, products, and services designed to expand your knowledge
Section and Chapter programs and events at member rates Special student and young professional programs at
A&WMA’s Annual Conference & Exhibition Specialty conferences, courses, webinars, and workshops
Opportunities to network and develop leadership skills
Serve on Committees, Councils, and the governing Board at Various Levels
Instant access to the network and career-enhancing tools
Searchable online membership directory Career Center
The Preceding Benefits of Membership have been Professionally produced to be marketed in the recently developed Membership Benefit Guide!
Membership Development Basics What do you need?
Local Resources A Plan Tools
Membership Development Basic Steps
Step 1: Create a Membership Committee Bylaws: a standing Committee Bylaws: a standing Membership Chairman
Permanent invitation to the BOD Regular report at BOD meetings
The key to maintaining local memberships is a Committee Chair. An opportunity for growth is provided with a Committee Chair with a Committee to support activities
Membership Development Basic Steps (cont.)
Step 2: Organize it General Membership Chair Lapsed Member Coordinator New Member Coordinator Have regular Committee meetings
Minutes Action Items
Number one reason people don’t renew: they simply forget: Remind Them!
Membership Development Basic Steps (cont.)
Step 3: Develop a Membership Development Action Plan
Marketing Message: What value proposition is most attractive to prospective members.
Membership Offer: What price points, benefit packages, and special incentives will attract members.
Target market: What market segments or lists of prospective members are most responsive to the message and offer.
The Membership System –Developing an Ongoing Relationship
Awareness
Engagement
Renewal
Interdependence Recruitment
Membership GuideThe Web Site
Membership ReportsVolunteer Resources Center
Sections and Chapter Council
Guide to your Membership Reports
Membership Chairs should generate four lists monthly:
Current members New members Lapsed members Recently renewed members
Member Reports Portal
Member Reports Portal
Member Reports Portal – Renewed Members
Member Reports Portal – Renewed Members
Member Reports Portal – Renewed Members Excel File
Monthly Action Item Checklist
Generate these four listsContact lapsed member phone/letters/e-mailsSend new member welcome letters/e-mailsSend recently renewed members e-mailPrepare membership report for next BOD
meetingLapsed members, # and contacts madeNew members, by name and contacts madeRenewed members, # and contacts madeCurrent total members, # and % change
Personal Contacts Assign shared responsibility among Membership
Committee, BOD members, to complete these tasks.
Recruitment and retainment is a TEAM effort, year round.
Volunteer Resources Center
This part of the web site currently under construction – see me or Harry if needed soon
Volunteer Resources CenterAMS – A&WMA
New Member Welcome Letter Date Name Address 1 Address 2 City State Zip Dear _______,
We’re Delighted You’re With Us! On behalf of the Board of Directors for the Allegheny Mountain Section (AMS) of the Air & Waste Management Association, I wanted to take this opportunity to say, “hello” and welcome you to our section. We trust you have received a New Member Welcome Packet from A&WMA international headquarters in Pittsburgh. This package of information explains your new member benefits and contains website login information as well as the first copy of your publication of choice – Environmental Manager (EM) or the J ournal of A&WMA. Soon, you will receive a monthly e-mail from A&WMA headquarters highlighting conferences, webinars, publications, and networking opportunities. If your contact information changes, please update your information at AWMA.org, so that we can stay in touch with you.
Volunteer Resources Center
Display material available from HQ for shipping.Brochures available too.EM and Journal.Logo merchandise.Scholarship and membership applications.
Volunteer Resources Center Create your toolkit with Chapter logos
Welcome, Reminder and Thank You LettersProspect letterBrochures for member benefitsE-mail templatesMember Application Forms (always bring
these!)Standard Membership Report for your Board
Information Exchange
Volunteer resources exchange
Communicate best practices
Circulate ideas from local units/members
Materials and discussions on Community page
Involve Sections, Chapters, Members
Improve training (e.g. webinar recording on web)
Help Local Unit Membership Committees
Annual Local Unit Performance Recognition Program
Recommend Improvements
Keep membership focus in A&WMA
Procedural improvements (e.g. member reports)
Recognize Sections and Chapters with superior performance
When are Membership moments?
Dinner meetings Brownbag lunches Annual Conferences Specialty workshops Non-AWMA Events
Work Colleagues Sporting Events Church Events Hobbies
What to do in a Membership moments? Benefits of membership
o Elevator Speecho Membership Benefit Guide - Printed
Brochureso AWMA Business Cards
Invitation to joino Provide forms, link
Invitation to become involvedo Officero Committee membero Host a meeting o Speak at events
Do Membership Activities stop upon joining AWMA?
Of course not! Don’t take existing members for granted!! The goal is to develop a mutually beneficial long term
relationship: recruitment and retainment As a local Chapter or Section, we must pay attention to
existing members while recruiting new members.
Move ‘casual’ members to ‘fully-participating active’ members
Non-Member/attendee
Member/regular attendee
Volunteer
Officer/Leader
Interdependence The process of growing a deep customer loyalty and
affinity to our organization.
This is the relationship where a member has his/her identity tied to our organization.
Interdependence and Engagement
Common, shared vision – A powerful force that ties you to the organization. The belief that through membership, together, a common vision can be accomplished.
Reward – Getting something back for your dollar. The most common reward that members look for from their professional association is valuable information resources.
Involvement and Recognition – You know me, and I want to be known as one of you. The fact that a member is known, deepens his/her commitment and interdependence to the association.
Elevator speech - a short summary used to quickly and simply define a person, profession, product, service, organization or event and its value.
Activity – each group develop 1 minute speech to sell AWMA. Define audience and situation.
Presentation – One person will deliver the speech and one or more may be the audience.
Time to Prepare – 20 minutes
10 Membership Marketing Ideas You
Can Use Right Now
Have a Unique Selling Pitch
On average, your selling message has less than ten seconds to grab attention or it’s lost.
Have a strong opening and provide reasons to read it, give proof it’s the best offer, and triggers to get an
IMMEDIATE response.
Otherwise, don’t waste the prospect’s time.
Personalization Works
Use it! It’s a fact that using a name and other general information about me as a member or prospect
makes me feel that you know me and my needs . . .
Using “Dear Colleague” or
“Dear Friend” doesn't.
Go After the Low Hanging Fruit
This would include your lapsed members and your non-member buyers.
They’ve already expressed an interest in our association, so now is the time to convey how
important membership is for their own success . . . particularly,
in the difficult economic environment.
Send a Special Certificate of Thanks to
First-Time RenewalsStatistically speaking, the first two years of membership produce the vast majority of the
annual drops, so it makes sense to add special efforts for the retention of these members.
Send a Special Certificate of Thanks to
First-Time Renewals
List “First Time Renewals” or “First Anniversary Members” in your newsletters and on the website.
Saying thank you gets the member’s second year off to a good start. And, if we can keep members for at least two years, we have a good chance of keeping them for many more.
When Using Testimonials, Include Some from Members Who Aren’t Active but Still Feel Membership Is Valuable
Empathy is a cornerstone of membership retention.
Hearing from another member about the value of renewing, even when it is impossible to attend organizational functions, could convince members that A&WMA is worth supporting.
Use “Jeopardy Marketing” to Remind
Members of BenefitsWhen explaining the value of membership to prospects, reword
benefit statements in the form of a question.
Instead of saying, “We offer a wide range of professional journals and other publications,” ask “Wouldn’t it be nice if every month someone brought to your door another form of continuing education and a place to find out about job openings?”
Using questions instead of answers gets the prospect to mentally agree with the statements, and creates the
impression that the association must have empathy for the members.
Include Networking Tips in Your Newsletter and New Member PacketsNetworking is a primary reason for joining and one of
the most important benefits to offer.
Why not help the members get the most out of these opportunities and their participation?
Include Networking Tips in Your Newsletter and New Member Packets
Among the tips included on this “effective networking list”:
Bring plenty of business cards.
Get a list of preregistered attendees before the meeting and pinpoint the people you want to meet.
When exchanging business cards, always write one or two words on the back of the other person’s card as a way of remembering who he/she was and what you discussed.
Effectively Use Your Website
Awareness is the first step to any purchase, right? Websites remain the leading source of information for most people.
Good membership development starts with the use of an up-to-date web site, a home page where prospects
can enter your site and obtain all the necessary information to join, buy, review benefits, and take
advantage of all your products and services.
Track hits and evaluate messages on different pages to learn what works and what needs to be changed.
DoHave sincere, committed Board involvement in
all membership development efforts
Be respectful when someone has a legitimate reason not to renew.
Use the opportunities to educate members that their memberships are portable and they should update all contact information.
Celebrate your successes.
Don’tTry to do it all by yourself. Enlist the support of everyone
you can. This is a huge project, make it a team effort.
Procrastinate – the calendar is your friend.
Rely totally on email reminders. Yes, it is cheaper, but you get what you pay for. The personal touch is EXTREMELY effective.
Forget to thank your volunteers.
Don’t get your dos and don’ts mixed up!
Stephanie GlyptisDirectorAir & Waste Management AssociationOne Gateway Center, Third FloorPittsburgh, Pennsylvania 15222 USADirect Phone 412.904.6006Fax [email protected]
Jim Walker Consumers Energy 1945 W. Parnall Rd
P21-121 Jackson, MI 49201Phone 517.788.0428
