Membership Matters: CDHA Membership Marketing strategies

Team approach is a must for success.

http://www.youtube.com/watch?v=3tRRYm-ZZHo

ELEMENTS OF MEMBERSHIP TO CONSIDER

• Existing full member renewals

• Entry to practice conversion to full members

• Student recruitment

• Lapsed member recruitment

• New member recruitment

• Student conversions to entry to practice

NEW WORLD ORDER

THE END OF MEMBERSHIP AS WE KNOW IT!

Shifting demographic and psychographics of workforce

Less value on lists of THINGS

More value on CULTRE of organizations

It’s about the membership EXPERIENCE

EMOTIONAL connection counts

WHAT’S VALUED??

Traditional pillars of membership benefit plans are no more

Networking

Information /Resources/Products

Advocacy

Member Loyalty

WHAT’S IN IT FOR ME? – WHAT’S THE ROI?

These are just FEATURES or ASSETS of membership but

not the outcome focussed benefits or VALUE of what

you get from your membership.

It’s not enough to just be the nice to have anymore you

must do something different to create a MUST HAVE

membership proposition.

EMBODY THE ESSENCE OF THE ORGANIZATION

Choose the

power/emotional

words that embody the

essence of

CDHA/province?

These must be used

throughout marketing

Materials.

ASSET AUDIT

Compile list of everything we have to offer

Identify level of driver of membership

are they

Low

Medium

High

ASSESS ASSETS AND ADJUST ATTRIBUTES

What is it ABOUT these THINGS that are our

VALUE proposition?

What problems does membership in

our association help solve?

Instead of the website, directory, conference….what

ADVANTAGES do each of these give our members?

The CDHA/provincial

ADVANTAGE

We give you.....

CUSTOMIZATION & FLEXIBILITY

• Basic membership plans + + + or opt outs with discounts

• Choice of online or hard copy delivery with incentives

• Pricing incentives for early renewal

• Rewards/privileges

• Limited time offers, free trial offers, satisfaction guaranteed

or money back.

• Monthly or quarterly pre-authorized payments

• Pro-rated payments

DATA MINING

• Use of notes fields in iMis

• Areas of expertise populated

• Website addresses

• Cell phone numbers

• Twitter IDs collected

MEMBER CENTRED PHILOSOPHY

• Listen twice as much as you talk!

• Know everything you can about the organization.

• Training provincial front-line staff?

• Be knowledgeable on how to navigate website to

assist members,

• Engage with and ask questions of members -

understand what motivates and why.

• National and provincial staff must be accountable to

and play a part in membership.

MEMBER CENTRED PHILOSOPHY

• Discussions on membership services and value

should be regular part of all meetings and planning.

• Stop using term e-blast – shouldn’t be BLASTING

anything – SHARE useful items of VALUE

• Use the word YOU in copy wherever possible

CONNECTING NOT CONTACTING

Create as many “touches” as possible

Not always “selling” products or “pushing “information

but just touching base

Opening doors for two way engagement and participation

whenever possible.

WE WANT TO BE “RTU” NOT “ROT”

Relevent /Timely / Useful

Redundant / Old/ Trivial

not

CHALLENGES – ACKNOWLEDGING LIMITATIONS

• iMis capabilities

• Memberships paid via provinces

• Insurance cycle variance

DO IT DIFFERENTLY!

• Greater use of iMis fields and improved data gathering

• Exit strategy for dropped members

• Shorter, simpler messaging & less hard copy mail

• When non-members fill out form to create an online

account – ask why they aren’t members

2013 CAMPAIGN IDEAS

Play on the 2013 50th anniversary theme–It’s our birthday but we’re giving you 50 reasons to join– create a list of 50 reasons why membership is beneficial. 50 reasons to help us grow - Sign up a new member, get $50 CDHA gift certificate. Trial membership with temporary free access to one issue of magazine or other benefit for lapsed members. Feedback Friday – once a month encourage members to post, email, call with any comments/suggestions on how we can improve their member experience.

LAST 7 WORDS SPOKEN BY EVERY FAILED

COMPANY

OPEN MIC – THE FLOOR IS YOURS

Any other thoughts, comments, suggestions, feedback,