American Public Health Association

Transcription

1 American Public Health Association Slide 1 Slide 2

2 Slide 3 Slide 4

3 Overview What Keeps of Survey Your Members Findings up at Night? Slide 6 What Does This Mean?

4 What Overview Does A Successful of Survey Findings Membership Program Look Like? Slide 8 The People Staff Local and National Industry/Public Member Volunteers Member Community

5 Slide 9 The Actions Benefits Research/ Data Member/Customer Service Member Marketing/ Messaging Champions Best practices Slide 10 The Ideal Membership is Everyone s Business Member-Centric Organization

6 Slide 11 Survey Themes Word of mouth an important aspect of raising awareness of ASHHRA 71% of lapsed members first heard of ASHHRA through a colleague Top three reasons for allowing their membership to lapse (in order of most commonly cited): Cost of membership Why dues Does exceeded It value Matter? Could only select one organization and chose SHRM Other including: Planning on renewing, Perception that their company is a member, ASHHRA s focus is more on hospitals and not healthcare Important to note that some people were not aware that their membership had lapsed Takeaway: ASHHRA s member referral value is higher than member lifetime value. Prospective members trust their peers far more than traditional marketing and advertising. Slide 12 How Would You Feel? Dues Revenue to Date

7 Slide 13 What Would It Mean to Public Health if APHA Didn t Exist? Slide 14 Survey Themes Word of mouth an important aspect of raising awareness of ASHHRA 71% of lapsed members first heard of ASHHRA through a colleague Member-Centric Top three reasons for allowing their membership to lapse (in order of most commonly cited): Cost of membership dues exceeded value Could only What select one organization Does and It chose Mean? SHRM Other including: Planning on renewing, Perception that their company is a member, ASHHRA s focus is more on hospitals and not healthcare Important to note that some people were not aware that their membership had lapsed Takeaway: ASHHRA s member referral value is higher than member lifetime value. Prospective members trust their peers far more than traditional marketing and advertising.

8 Slide 15 Our vision was to create the world s most member-centric company, the place where you can find and buy anything you want online. Jeff Bezos CEO, Amazon.com Slide 16 Products come and go and new technologies develop at ever increasing rates, but relationships with high value customers must be established and deepened over time to generate truly sustainable profitable growth. The Customer Centricity Suite Wharton, The University of Pennsylvania

9 Slide 17 Member-Centric Learns what members/customers want and delivers according to those desires and motives Knows which members to focus on Adds value by exceeding expectations and delivering an experience Creates benchmarks for monitoring success Defines success around the value to members Understands customer expectations Monitors and predicts new developments in the industry Invests in the long-term Slide 18 What is Preventing Your Organization from Becoming Member-Centric? 1. Lack of resources Staff Money Core infrastructure 2. Competing Priorities Other revenue streams Strategic goals/direction 3. Challenges in the industry 4. Lack of awareness or tools 5. Lack of commitment and/or discipline 6. Comfort/familiarity with old ways

10 Slide 19 Survey Themes Word of mouth an important aspect of raising awareness of ASHHRA 71% of lapsed members first heard of ASHHRA through a colleague Top three reasons for allowing their membership to lapse (in order of most commonly cited): Cost of membership The dues exceeded Roadmap value Could only select one organization and chose SHRM Other including: Planning on renewing, Perception that their company is a member, ASHHRA s focus is more on hospitals and not healthcare Important to note that some people were not aware that their membership had lapsed Takeaway: ASHHRA s member referral value is higher than member lifetime value. Prospective members trust their peers far more than traditional marketing and advertising. Slide 20 Headlines

11 Slide 21 What is Your Headline? Slide 22 Aspiration Challenge Headline

12 Slide 23 Survey Themes Word of mouth an important aspect of raising awareness of ASHHRA 71% of lapsed members first heard of ASHHRA through a colleague The Day-to-Day Top three reasons for allowing their membership to lapse (in order of most commonly cited): Cost of membership dues exceeded value Could only select one organization Actions and chose SHRM Other including: Planning on renewing, Perception that their company is a member, ASHHRA s focus is more on hospitals and not healthcare Important to note that some people were not aware that their membership had lapsed Takeaway: ASHHRA s member referral value is higher than member lifetime value. Prospective members trust their peers far more than traditional marketing and advertising. Slide 24 The Actions Benefits Research/ Data Member/Customer Service Member Marketing/ Messaging Champions Best practices

13 Slide 25 What Do You Know About Your Members? Slide 26 Building the Member Experience Importance versus Satisfaction Accreditation tools and resources 41% 61% Education and professional development 41% 60% Programs to ensure the quality of teacher education 44% 67% Importance Satisfaction Advocacy efforts 52% 76% Netw orking opportunities 46% 60% Timely updates about the field 62% 77% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

14 Slide 27 Industry Trends What Brings Members Back Member-to-member connection High quality benchmarking/best practices More networking opportunities More virtual opportunities Communicating value More opportunities for engagement Being asked to come back Slide 28 Build It And They Will Come Reminder: The Most Important Benefit Your Association Can Offer Is the Knowledge, Experience and Resources of the Collective Membership

15 Slide 29 Anticipate Member Needs and Respond with Innovation and Relevance Slide 30 Best Buy Growth Segments Identified five customer segments to drive future growth: Affluent professionals Young males The "family man" The "busy suburban mom" Small-business owners

16 Slide 31 Best Buy Customer-Centric Initiative Solutions are designed to address the specific needs of the growth segments: Geek Squad Personal Shopping Assistants Slide 32 Best Buy Customer-Centric Initiative Best Buy found that efforts to provide more tailored offers and services to various customer segments resulted in measurable business improvements. For example, store sales gains averaged 7 percent higher during the fourth quarter of 2003 in test stores. Source: CRM Daily, July 15, 2004

17 Slide 33 Member Benefits What if the what keeps you up at night changes instantaneously and dramatically (remember the headlines)? Slide 34 Member Benefits Responsive What Are These Benefits? Stable What Are These Benefits?

18 Slide 35 The Actions Benefits Research/ Data Member/Customer Service Member Marketing/ Messaging Champions Best practices Ask Questions and Listen Annual Research E-surveys, focus groups, one-on-one interviews Benchmarking What are others doing well? What might be influencing your members expectations? Poll new/recently terminated members Use Every Opportunity to Ask Questions and Gather Key Data

19 Possible Questions and Topics Unmet needs Tools and services that will help members do their jobs better Perceived value of membership and member benefits Motivations to join Experiences as a member Differences between expectations and experiences Factors that might have led to continued membership Tips 1. Find out what nonmembers think. Conduct 5-minute interviews at industry events One association interviewed hard to reach dentists who were waiting in line at a large industry exposition 2. Bring back lapsed members. On the exit survey, include I would remain a member if they One association improved retention rates by 10%

20 Slide 39 The Actions Benefits Research/ Data Member/Customer Service Member Marketing/ Messaging Champions Best practices What Problem Are You Solving? What are your members challenges? What causes your members grief or inconvenience? How can members help each other? How does what you offer alleviate those challenges? Are you the first or only organization who can help? (Unique value)

21 Why is it Worth Joining? How will people benefit from what you are offering? What will they do, know or be if they try it? List three benefits people will receive from joining. Delivering the Message Members Are Your Best Marketers Mutual dialogue People will want to find others to share their experiences Storytelling It has been found that people respond best to humor, surprise or fear People are more persuaded by an emotional approach Pass-along effect People like to have the answers The first to know

22 Delivering the Message Members Are Your Best Marketers 10% of the population tell the other 90% of us what to buy, where to buy it and how to buy it. They are the influencers. Only 10% of Americans say they trust advertising. 87 million Americans signed up for the Do Not Call registry Word of Mouth is relatively inexpensive. Getting people to talk about you is free advertising. Be Purposeful You have less than one minute to deliver your message. Be clear about: What you re offering What problem membership will solve Why it s worth joining Who the target audience is Who your competitors are and how you re different What resistance or objections people will have to this The purpose of your pitch When, where and how you want people to take action

23 Barriers What might contribute to a person s decision not to join? Perceived value Message Price Lack of information/understanding When, Where, and How Do I Want People to Take Action? Be clear. Don t be vague in asking for the sell, people won t know what to do. How exactly are people supposed to take action?

24 Eight Ways to Get People to Act Now 1. Give a deadline 2. Advise of a price increase 3. Give a trial/introductory period 4. Offer a FREE gift 5. Offer an upgrade 6. Use action phrases join today, renew today, register today, mail today 7. Avoid passive voices Let Them See What You re Saying

25 Slide 49 The Actions Benefits Research/ Data Member/Customer Service Member Marketing/ Messaging Champions Best practices What Can You Learn From Others Who Are Doing What You re Doing? National Office Other Affiliates Colleagues at associations in other industries ASAE and the Center for Association Leadership Others?

26 Slide 51 The Actions Benefits Research/ Data Member/Customer Service Member Marketing/ Messaging Champions Best practices Slide 52 Survey Themes Word of mouth an important aspect of raising awareness of ASHHRA 71% of lapsed members first heard of ASHHRA through a colleague The Day-to-Day: Top three reasons for allowing their membership to lapse (in order of most commonly cited): Cost of membership dues exceeded value Could only select one organization People and chose SHRM Other including: Planning on renewing, Perception that their company is a member, ASHHRA s focus is more on hospitals and not healthcare Important to note that some people were not aware that their membership had lapsed Takeaway: ASHHRA s member referral value is higher than member lifetime value. Prospective members trust their peers far more than traditional marketing and advertising.

27 Slide 53 The People Staff State and National Industry/Public Member Volunteers Member Community Slide 54 Staff Adventure Racing You re Only As Fast As Your Slowest Team Member

28 Slide 55 Building a Member-Centric Culture Commitment from the top Never ask for more than what you are willing to do yourself Set an example Build expectations for performance Show interest/curiosity Provide tools and resources to develop staff When you re unable to provide tools and resources, explain why Slide 56 Building a Member-Centric Culture Share challenges/successes Involve staff in big-picture and operational Share stories/profiles of members Develop creative ways to communicate benchmarks Regularly update staff on progress

29 Slide 57 Building a Member-Centric Culture Create and institutionalize a structure Integrate member-based benchmarks into every performance assessment tool Utilize technology to improve effectiveness and efficiency Set expectations and maintain accountability Do regular audits to gauge what it feels like to be a member Slide 58 Building a Member-Centric Culture Celebrate Provide employee incentives Acknowledge in public and private Be authentic Recognize creative ideas, innovation Reward problem solving

30 Slide 59 Some Ideas Thank you reception Personal day Membership ambassadors Member watch team Staff pictures and short profiles on the web site Out in the field (chance to visit a member) Other ideas? Slide 60 The People Staff State and National Industry/Public Member Volunteers Member Community

31 Slide 61 Building Loyal Volunteers Just ask! Clearly outline expectations and estimated time commitment for every volunteer role Match member interests around volunteer opportunities When volunteers are asked to contribute or help, develop clear goals and communicate progress Print letterhead that lists names of volunteers Recognize volunteers at public events (Annual Meeting, Board or Committee meetings, etc.) List volunteers on the website Identify a volunteer of the year and offer an incentive Create a Board/volunteer network that can assist with recruitment and retention Slide 62 The People Staff State and National Industry/Public Member Volunteers Member Community

32 Slide 63 Personalize the Membership Experience to Build Loyalty Are You a Member of an Association, a Buyer s Club, a Frequent Flyer Program or Some Other Organization? Slide 64 The People Staff State and National Industry/Public Member Volunteers Member Community

33 Slide 65 Building Partners Provide information about public health to the media, public, etc. Make your web site easy for the public to access Profile members on the web site with a story Identify and share trends, other important information about the industry Other ideas? Slide 66 Thank you. Shelley Sanner, CAE Managing Consultant McKinley Marketing, Inc. (202) x314 ssanner@mckinleymarketing.com