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©SHRM 2015
SHRM is#AdvancingHR
Laurie McIntosh, SHRM – SCP, CAE
SHRM Director– Membership
SHRM Membership CLA Champion
Phyllis Shurn-Hannah, SHRM-SCP
Scott D. Ferrin, SHRM-SCP, PMP
Field Service Directors
September 10, 2015
Membership CLA
Quarterly Webinar
©SHRM 2015
Today’s Agenda
• Welcome/Introduction
• Membership trends
• Goal Setting
• Fall membership drives / promotions
• Member Engagement YTD
• Effective Practice Sharing
©SHRM 2015
Mark Your Calendars! (late submissions = no SHAPE award)
November 19-21, 2015 SHRM Volunteer Leader Summit; Washington DC
December 1, 2015(if you transition mid-year, send it in 15 days before the term
starts)CLIF & SCLIF due
December 31, 2015Deadline for receipt of SHRM Foundation donation for 2015
January 31, 2016Chapter SHAPE Year-End Report due
January 31, 2016State Council SHAPE Year-End Report due
Important Dates & Deadlines
Important Dates & Deadlines
©SHRM 2015
STAR 0% - 2.99%
SUPER-STAR3.00%+
2015 Membership Goals
©SHRM 2015
SHRM Affiliation Requirements
SHRM Chapter Membership Requirements as of January 1, 2012
Applies to all existing and new chapters - no grandfathering. Chapters not currently meeting new affiliation requirements will have a five-year period to do so (by December 31, 2016).
100%-Chapters
• Minimum of 25 SHRM members AND
• 100% SHRM membership
Non-100%-Chapters
• Minimum of 25 SHRM members
AND• 51% SHRM membership
1 year & 4 monthsto meet the requirements
©SHRM 2015
Membership Trends
Goal Setting
Phyllis Shurn-HannahNortheast FSD
©SHRM 2015
Meeting Objectives/Agenda
At the close of this session, you will be able to:
• Understand Membership Trends• Recognize the difference between
goals and objectives• Importance and example of setting
your goals and objectives• Overview of the goal setting process
and setting realistic or SMART goals/objectives
• Prep you to complete your initiative for the year.
©SHRM 2015
Top challenges for growing membership
N = 742
Difficulty in communicating value 33%
Insufficient staff 20%
Difficulty attracting and/or maintaining younger members 18%
Declining member/employer budgets 18%
Competitive association(s) or sources of information 17%
Membership too diverse; difficulty meeting needs of different segments 17%
©SHRM 2015
TOP 10 REASON FOR JOINING ORGANIZATION
(N = 798)
1. Networking with others in the field 23%
2. Access to specialized and/or current information 12%
3. Advocacy 10%
4. Continuing education 9%
5. Learning best practices in their profession 6%
6. Discounts on product or meeting purchases 6%
7. Conferences/trade shows 5%
8. Prestige of belonging to the association 5%
9. Accreditation or certification 3%
10. Association Publications 3%
©SHRM 2015
Top 10Recruitment Marketing Channels
N = 799
1. Word-of-mouth recommendations 49%
2. Email 32%
3. Association website 23%
4. Direct mail 21%
5. Cross-sell to non-members who buy your products or attend your conferences
19%
6. Personal sales calls 16%
7. Local events/meetings 14%
8. Promotion to/at your own conferences/trade shows 14%
9. Association-sponsored events 14%
10. Chapters 11%
©SHRM 2015
Top 10 Reasons for not renewing membership
N = 755
1. Lack of engagement with the organization 38%
2. Left the field, industry, or profession 30%
3. Could not justify membership costs with any significant ROI 30%
4. Employer won’t pay or stopped paying dues 28%
5. Budget cuts/economic hardship of company 28%
6. Lack of Value 18%
7. Forgot to renew 17%
8. Too expensive 15%
9. Company closed or merged 15%
10. Retirement 14%
©SHRM 2015
Goals & Objectives
Although the terms “goals” and “objectives” are often used interchangeably, there is a
difference between them.
©SHRM 2015
Goals vs. Objectives
Goals• General• Intangible• Broad• Abstract• Strategic – long-range
direction, set by top executives
Objectives• Specific• Measurable• Narrow• Concrete• Tactical – short-
range, set by volunteers to accomplish goals
©SHRM 2015
SMART Goals/Objectives
S Specific
M Measurable
A Achievable
R Realistic
T Time-oriented
©SHRM 2015
Specific Goals/ObjectivesSpecific objectives are:
Concrete
Detailed
Focused
Well-defined
Straight-forward
Action-oriented
©SHRM 2015
Specific Goals/Objectives When setting objectives that are specific, ask:• What am I going to do? Use action verbs such as develop, executive, conduct, build• Why is it important to do this?• Who is going to be involved?• When do I want this to be completed?• How am I going to do this?
©SHRM 2015
Recruitment Strategy and Goals
Things to remember • Review your marketing efforts in 2014
– Were they effective – What was your response rate
» Response Rate – Total number of responses/Total number of Prospects contacted x 100
– What was the renewal rate» Renewal rate = (# of members today – new members over the past 12
months)/# of members 1 year ago• What was the cost of your campaign
– Which campaign was financially more affective» The cost to obtain a member = costs of acquisition/# of total members
acquired• What areas do we need to focus in 2015
– Young professionals– Diversity
» Maybe we need to partner with other organizations» Maybe we need to change our programming model» Maybe we should start using different or more marketing channels to attract
new members
©SHRM 2015
GOAL #1 - MEMBERSHIPTHOUGHT LEADERSHIP
2015 Goal(s) Critical Steps How Plan Will Work Success Metric(s)1. Increase Membership retention to 80%
2. Increase Membership
Risks• HR Professionals do not see the value in joining our organization.
Acquire New Members
Retain current Members
Acquire and retain members to remain the largest HR organization in the community.
Increase use of data analytics (demographic and behavioral) to guide acquisition and renewal strategies.
Increase targeted membership engagement.
Develop a value proposition
10% increase in current membership.
80% Retention rate.
5% Increase in young professional members.
Core Activities
Develop membership committee to focus on retention, recruitment, and at-large communities.
Committee to focus on Young professionals in the community and at the local colleges and universities.
Engage in marketing and branding campaigns to continue to brand SHRM and the chapter in the community.
Partner with diverse organizations in the community to increase chapter visibility.
18
©SHRM 2015
Fall membership drives / promotions
Member Engagement YTD
Effective Practice Sharing
Scott FerrinSouthwest Central FSD
©SHRM 2015
Key Ideas for Successful Retention
• Engagement Drives Retention
• Retention Drives Renewals
• A planned, proactive, methodical process of engaging a new member
• A 2-way conversation
• Members find value from involvement – when there is an increase in involvement there is an increase in retention!
What About Retention
©SHRM 2015
Keys to New Member Retention
• Cultivate a one-to-one relationship
• Remind them of how to access benefits
• What is important to them? Ask them…then remember what they told you
• Have new-member “radar”
• Just one more engagement after before renewal can increase renewal chance by an additional 50%!
What About Retention
©SHRM 2015
Checking Member Engagement
Annual Engagement Checkup
• Do you know who has not attended a meeting during 2015? – Data is power
• Run a list of membership and compare it to attendees at all chapter events for 2015
• Additional comparison could happen for 2014
• Identify and assign to Chapter Board Members
• Create the personal connection
• Must have a minimum of 2 interactions to renew
©SHRM 2015
Member Get A Member
• Involve everyone in the chapter
• Get a ticket for each guest
• Drawing at December meeting for Gift Card!
New Member Bonus – 12 Gets You 15
• New members who join in 4th Quarter get 2016
• Adds immediate value and creates the act now!
Fall Membership Campaign
©SHRM 2015
SHRM At-Large Member List
Chapter at-large member list requests
There are two types of listings for your at-large members; the process to request an at-large member list depends on the purpose of your request:
• If a mailing, we will need you to complete the request form and provide a copy of what you plan on sending to the at-large members. The form can be found at http://www.shrm.org/Communities/VolunteerResources/ResourcesforChapters/Documents/Chapter_Member_Label_Request_20090730.doc • If you are looking for a copy of the list for internal chapter purposes, we will need you to complete and return a separate request form, which can be found at http://www.shrm.org/Communities/VolunteerResources/ResourcesforChapters/Documents/Chapter_At-Large_List_Request_20120615.doc For your future reference, these forms are available on the VLRC in the Resources for Chapters >> Forms. The direct link to this area of the VLRC is http://www.shrm.org/Communities/VolunteerResources/ResourcesforChapters/Pages/CHAPRforms.aspx
©SHRM 2015
Effective Practice Sharing
Time to share –
What has been your most effective membership activity?
What is the biggest challenge you are facing with membership?
©SHRM 2015
Questions?
©SHRM 2015
Contact US
Phyllis Shurn-Hannah, SHRM-SCPField Services Director
1-800-283-7476, Option 1, Ext. 6293
Scott D. Ferrin, SHRM-SCP, PMPField Services Director
1-800-283-7476, Option 1, Ext. 6453
Laurie McIntosh, SHRM-SCP, CAEDirector, Membership
1-800-283-7476, Option 1, Ext. 6408
©SHRM 2015
(Please note that these slides are copyrighted material and may only be distributed to an audience at a SHRM speaker presentation. Further distribution is not allowed, except with permission by SHRM.)