Innovations and New Model Thinking for Association Membership Greg Melia, CAE Chief Member Relations & Strategy Development Officer ASAE: The Center for Association Leadership Email: [email protected] Twitter: @gmeliaCAE
Apr 12, 2017
Innovations and New Model Thinking for Association Membership
Greg Melia, CAEChief Member Relations & Strategy Development OfficerASAE: The Center for Association LeadershipEmail: [email protected] Twitter: @gmeliaCAE
“It’s important to learn the sheet music and the harmonies,
but after you’ve learn them,
it’s equally important to throw them away.” John Kao, Innovation expert and author
Photo credit: IntraLink Global on Youtube
Traditional Membership Thinking
www.marketinggeneral.com/solutions/the-membership-lifecycle
Important Fundamental Practices
• Strong presence in the marketplace
• Reliable prospect identification
• A valued offer• Effective marketing
execution• Awesome on-boarding &
engagement • Well planned membership
renewal• Continued Follow-up
Keys to New Model Thinking
• Explore the challenge through the eyes of what the customer wants to accomplish
• Think “many niches” rather than “one size fits all”
• Look for ideas everywhere
• Use the SCAMPER technique to escape “one size fits all”:
• Substitute • Combine • Adapt • Modify • Put to another use • Eliminate • Reverse
What are some innovations membership organizations are using?
Looking Through the Eyes of the Customer
The Whitney MuseumThe Art of Membership by Sheri Jacobs, CAE
Insider Membership Family Membership
The Art of Membership by Sheri Jacobs, CAE
Same Product, Different Interests
Niche: Students• What are the challenges?
• What might be solutions?– Sponsored student dues– Training at introductory levels– Connections to mentors– Helping to find internships/jobs– Connecting to other young professionals
http://www.aiche.org/
Student Membership Category
Gain networking contacts, develop leadership skills and give back to the community while in school
20 students who were selected by the chamber's Recognition Committee based on applications they submitted. Each student will attend chamber events and programs - and they will also complete a job shadow at one of our local businesses
Engaging Students
Student Membership Program
Niche business needs
Individual membership for those exploring starting a business. 1 year limit.
Entrepreneur Home-based Businesses
Targeted welcoming messages; Home-based Business Roundtable; co-working facilities
Membership category with three tiered levels
10 membership categories including taverns (with limited PR), government, and home demonstration businesses
Niche Based Tiers
Niche: Retired• What are the challenges?
• What might be solutions?– Ask retiring members to share insights based on their
career– Develop a “connectors” directory of retired members
who can help build or facilitate relationships with external entities
– Provide a variety of engagement options – some will want to give time, others talents, other treasure. Some, all three!
Serving IndividualsRetired Individuals
Initial processing, plus annual membership fee
Individuals
*Listed by individual name, not business or firm
For Independent Real Estate & Mortgage Agents, Financial Planners, Politicians
Job Seeker Membership
Allows individuals to join the Chamber for a limited time
Ideas Everywhere!
The Model: An Analogy
Credit : The Pizza Review on Flickr
Credit:http://www.foodaroo.com/pixsRestaurant/71/bruno2.png
Adding “Toppings”
Adding “Toppings”
• Instituting new tiers of bundled credits to make it easier to facilitate engagement in Chamber programs
“Specialty Pizzas”
• Three membership tiers
• Durham 2.0 – “key investor group”, highest level
• Business 2.0 – mid-level, mid-benefits
• Entry-level – $99, all electronic
• Custom options – Enhanced online listing.
• Customer options – Non-member Cert. of Origin; Relocation Guide; Map
OthersAIGA, the professional association for design
SubstitutingCombiningAdaptingModifying
Putting to another useEliminatingReversing
• Dual membership structure: Hi tech, and Hi touch• Core membership - geared to provide a relevant and immediate
response to members' most frequent questions through peer assistance and a sophisticated online knowledge system . $250
• Premium membership - access to an account management team which provides advanced business consulting, customized research, public relations consulting, peer assistance, and a professional e-journal. $2500
Group Enrollment - Save Money, Simplify Enrollment, and Reduce Hassles
Groups of five or more physicians: 100% participation, 30% discount 90% participation, 20% discount 80% participation, 10% discount 75% participation, 5% discount
Additional benefits include Valuable practice benefit to new-hire prospects by offering free MMS membership
• Institutional Membership
• 10 “personal membership groups” in specialty areas like healthcare engineering, risk management, and human resource administration. Personal membership includes access to some (but not all) AHA benefits, such as members only website and hospital literature.
• American Bankers Association too!
• Individual ($50 - $90)– Build Job Skills (development programs and networks)– Manage Your Career (member logo, mentoring)– Stay Informed (magazine, e-news)– Save Money (registration discounts, fellowships)– Make the Case for Museums (advocacy)
• Museum Membership (Pay what you can - $8,000)– Strive for Excellence (standards, resources)– Distinguish Your Museum (directory listing) – Stay Informed (magazine, e-news)– Save Money (registration discounts, fellowships)– Make the Case for Museums (advocacy)
Prospect communications
Each landing page includes Programs (Past and Current), Benefits, & Additional Resources
Extending your reach“Friends”
Ongoing affiliation to stay informed about the Chamber, involvement.
There is a fee, but friends get member pricing, services.
Ongoing affiliation to stay informed about the Chamber
It is free, but does not give access to members only content or pricing.
Social media connection to stay informed about the Chamber, involvement.
It is free, but does not give access to members only content or pricing.
Nat’l Defense Industry Assn.
• Government members were an underserved segment – changes grew membership from a handful to 21,000
• Automation of join process removed barriers to joining• Allow individuals to join, then sell upgrade to organizational
membership
• Data-mining & Business Intelligence from AMS enabled segmentation
• Results: Doubled revenue with same staff
An example that brings it all together …
US Chamber Of Commerce
Tiers: Individual through Advisor Benefit bundles: Conference call updates, Access to committee service, Customized GR web portal
Friends
Members
Potential Directions
• Create a portfolio of engagement options – from friend to customer to varied membership opportunities
• Appeal to both individuals and organizations – maintain a focus on companies, but seek to have relationships with individuals
• Serve many niches – create a model and systems that provide value to demographic and functional niches.
• Leverage technology – to allow for targeted, customized service (and self-service) in cost-effective ways
BE CREATIVE!
Thank you!
Email: [email protected]
Let ASAE help you succeed.www.asaecenter.org
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Greg Melia, CAEChief Member Relations & Strategy Development OfficerASAE: The Center for Association Leadership