Making the Most of the First Year: Crafting Plans for Lasting Engagement

Making the Most of the First Year: Crafting Plans for

Lasting Engagement

Megan Fritz

FACT:

Members who are not engaged leave

What is Engagement?

Why do People Join?

Engagement Plans

Measuring Engagement

So what exactly is Engagement?

?Wedding Day

Who here wants a smaller membership base?

Who here wants people to term. their membership

after the first year?

What organization are you a part of where you feel a strong sense of value within your membership?

Members have choices

Price

Value

Price

Value

What does the perfect engagement plan look

like to you?

Relationship + ActionEngagement

Engagement is an

interaction that results

in an exchange of value

Top Engagement Strategies• Increasing membership engagement74%• Increasing membership retention &

acquisition74%• Increasing the understanding of

member needs38%• Increasing revenue from members33%• Increasing membership acquisition16%

Source: 2013 Membership & Marketing Benchmark Report by Marketing General Inc.

Engaged members …-are nearly 3 times as likely to be extremely satisfied with their organization,

-are twice as likely to volunteer, and

-give up to 3 times more money

... as members who are either Not Engaged or Actively DisengagedSource: Gallup.com

Just look at FSAE…

28

Things to consider:• Actionable• Starting point• End goal• Mix up communication• Segment members• Ability to adapt• Measurable

Sample Plan- …How could it be better?

Loyalty: Net Promoter Score (NPS)

Based on your experience, how willing are you to refer the xyz Association to a friend or fellow colleague?

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Loyalty: Net Promoter Score (NPS)

THE DETRACTOR

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Loyalty: Net Promoter Score (NPS)

PASSIVE

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Loyalty: Net Promoter Score (NPS)

PROMOTER