Membership Recruitment and Retention PowerPoint

Recruiting and Recruiting and Retaining MembersRetaining Members

Southeast Region Southeast Region Leadership Meeting July Leadership Meeting July

20042004

Why do you join an Why do you join an association?association?

What’s the VALUE ??What’s the VALUE ??

• Save organization Save organization moneymoney

• Current information Current information for decision-makingfor decision-making

• Maximize impact of Maximize impact of RIM RIM

Make an impact through Make an impact through information and information and education!education!

What are the key issues What are the key issues for RIM professionals?for RIM professionals?

The impact of technology is driving the RIM industry today, including conversion to electronic records; data retention, storage and recovery; and software implementation. Despite the demands of technological innovation, many employers don’t provide enough support to records management.

MOST CRITICALISSUES

MOST CRITICALISSUES

Q12. What are the one or two most critical issues you face in your position today with respect to records and information management?

NET ERM 28%

Electronic records management 18%

Converting from paper to electronic

information 5%

Electronic records control/ Controlling

electronic information 5%

Time to input data in electronic management

systems 1%

NET SUPPORT FOR RIM 26%

Lack of support for records management 10%

Gaining respect/recognition for profession 8%

Financial resources/funding/ Time budgets 7%

Employer buy-in 2%

Personal development 1%

NET RETENTION, STORAGE, RECOVERY 15%

Retention scheduling 9%

Records/information storage 5%

Disaster recovery/ Emergency preparedness 3%

Movement of information 1%

NET SOFTWARE, OTHER TECH. 10%

Implementation of new

programs/software/technology 4%

Emerging technologies 4%

Effective records management software 2%

NET EFFICIENCY/TIMELINESS 7%

NET INDUSTRY STANDARDS 6%

NET GOV'T REGULATIONS 3%

NET OTHER 23%

56%

75%

58%

37%

59%

65%

43%

55%

34%

21%

35%

41%

35%

29%

42%

35%

10%

4%

7%

22%

7%

6%

14%

10%

Q21. Document management systems

Q22. Electronic records management

Q23. Standards and best practices

Q24. Records centers/ archives management

Q25. Information protection (security, digitalpreservation, disaster recovery, vital records)

Q26. Legal consideration, records retention

Q27. Privacy

Q28. Impact of legislation on records management(e.g., HIPAA, corporate accountability)

High Moderate Low

INTEREST IN EDUCATION

INTEREST IN EDUCATION

Members show the most interest in technology and its risks, including ERM, information protection and legal issues. Industry standards and legislation also draw strong, widespread interest.

Q21-28. Please indicate your level of interest in pursuing ARMA educational offerings in each of the following topics as either high, moderate or low interest.

(Continued)

86%

62%

48%

40%

19%

15%

11%

Educational seminars in your area

Online Courses

Annual Conferences

Internet Seminars

Video Conferences

Audio Tapes

Teleconferences

PREFERRED CHANNELS PREFERRED CHANNELS

Most members like to receive education at local seminars; online courses and seminars are also gaining widespread acceptance. Thus, localized and Internet distribution top the agenda for supplementing education at the annual conference.

Q30. What are your preferred delivery method(s) for future educational sessions?

68% in Canada, 82% International

53% International

Keys to effective Keys to effective membership membership recruitmentrecruitment

Keys to effective Keys to effective recruitmentrecruitment

PersonalizePersonalize the the messagemessage

CustomizeCustomize the the approachapproach

EmpathizeEmpathize with the with the prospectprospect

Understanding your Understanding your audienceaudience

• What’s their work What’s their work situation?situation?

• What professional What professional challenges do they challenges do they face?face?

• What knowledge or What knowledge or education do they education do they need?need?

• How has ARMA helped How has ARMA helped you in those areas?you in those areas?

Understanding your Understanding your audienceaudience

• Prospects want to know if you know Prospects want to know if you know who they are and what they face every who they are and what they face every day. – This is how you day. – This is how you personalizepersonalize..

• Prospects need to know that ARMA Prospects need to know that ARMA knows what they do for a living. This is knows what they do for a living. This is customizingcustomizing

• Prospects must believe that ARMA can Prospects must believe that ARMA can help them do their job more effectively. help them do their job more effectively. This is how we This is how we empathizeempathize..

Know ARMA’s programsKnow ARMA’s programs

• Bi-monthly journalBi-monthly journal• Books, videosBooks, videos• Online seminarsOnline seminars• Chapter seminarsChapter seminars• Annual conferenceAnnual conference• Web-based Web-based

resourcesresources• StandardsStandards• Leg/Reg infoLeg/Reg info

The membership The membership recruitment and recruitment and retention planretention plan

Have a planHave a plan

• Membership function - is to try to Membership function - is to try to recruit and retain as many members recruit and retain as many members as possible. as possible.

• Membership goals and the strategies Membership goals and the strategies used to accomplish them should be used to accomplish them should be part of a structured plan of action.part of a structured plan of action.

• Think of all points of entry and ways Think of all points of entry and ways to reach prospectsto reach prospects

• Reach outside the box to gain Reach outside the box to gain membersmembers

Member Recruitment Member Recruitment PlansPlans

• Goals / Objectives / Goals / Objectives / AssumptionsAssumptions

• Measurement criteriaMeasurement criteria• Implementation strategiesImplementation strategies• BudgetBudget• Evaluate / Re-toolEvaluate / Re-tool• Celebrate accomplishments!Celebrate accomplishments!

The membership The membership recruitment and retention recruitment and retention

planplan• Lessons Learned:Lessons Learned:

– The membership plan will help keep The membership plan will help keep your membership efforts focused.your membership efforts focused.

– A well thought out plan will help A well thought out plan will help limited resources to be used in the limited resources to be used in the most productive way.most productive way.

– Plus it helps define success and gets Plus it helps define success and gets the board and members committed to the board and members committed to accomplishing the objectives and accomplishing the objectives and being successful as a team.being successful as a team.

The membership plan: The membership plan: Evaluate / Re-tool / CelebrateEvaluate / Re-tool / Celebrate

• WWW / WNIWWW / WNI• Improve the Improve the

programprogram• Keep at it!Keep at it!• Recognize the Recognize the

work of all work of all involvedinvolved

MembershipMembership

• ProspectsProspects• ReferralsReferrals• New MembersNew Members• ReinstatementsReinstatements• RetentionRetention

ProspectsProspects

How do we get people to How do we get people to stay?stay?

• Listen to / meet expectations Listen to / meet expectations • Introduce them to othersIntroduce them to others• Engage them in meaningful Engage them in meaningful

activityactivity– Based on their needsBased on their needs– Based on their skillsBased on their skills– Achievable, non-threateningAchievable, non-threatening

• Give recognition for contributionsGive recognition for contributions

Recruitment Tips: Recruitment Tips: Greater Columbus Greater Columbus

ChapterChapter• Add a personal touchAdd a personal touch• Welcome members and guests upon arrivalWelcome members and guests upon arrival• Introduce members to members / guestsIntroduce members to members / guests• Ensure no one feels excludedEnsure no one feels excluded• Develop a camaraderie of fellowship Develop a camaraderie of fellowship • Entice members and guests to come backEntice members and guests to come back• Follow-up / Follow-up / Follow-up !Follow-up / Follow-up / Follow-up !

ProspectsProspects

• Tailor your message to your Tailor your message to your audience -audience -

A good message aimed at the A good message aimed at the wrong audience is about as wrong audience is about as effective as giving a great effective as giving a great speech to an audience that speech to an audience that

doesn’t speak your language.doesn’t speak your language.

Physical vs. virtual Physical vs. virtual participation: participation:

BothBoth have value! have value!• Chapter Chapter

meetingsmeetings• Chapter Chapter

seminarsseminars• Annual Annual

ConferenceConference

• Information Information Management Management JournalJournal

• Chapter Chapter newslettersnewsletters

• Online Online resourcesresources

• Leg/reg updatesLeg/reg updates• Books Books

ReferralsReferrals

ReferralsReferrals

• Referrals are nonmembers who Referrals are nonmembers who participate in the participate in the organization’s programs, organization’s programs, unsolicited inquiries, former unsolicited inquiries, former members, and purchased lists. members, and purchased lists.

• Can be brought to the chapter Can be brought to the chapter through your membersthrough your members

ReferralsReferrals

How to have a referral program How to have a referral program through your chapter membersthrough your chapter members- – send a referral card to members and send a referral card to members and

asking them to send back the names asking them to send back the names of prospective membersof prospective members

– Articles in chapter newsletter with a Articles in chapter newsletter with a reply card or a phone number to call reply card or a phone number to call for more information, for more information,

– Have referral forms available Have referral forms available meetings meetings

ReinstatementsReinstatements


• Reinstatements are former Reinstatements are former membersmembers

• ARMA provides this list to the ARMA provides this list to the chapters in the Chapter Connectionchapters in the Chapter Connection

• We can’t approach former We can’t approach former members the same way we do first members the same way we do first time prospects.time prospects.

• First, know when and why they First, know when and why they left.left.


• Your message is “what’s new?” Your message is “what’s new?” Tell them what has happened Tell them what has happened since they left the organization since they left the organization that makes it meaningful to them that makes it meaningful to them to join again right now.to join again right now.

• Make it clear that you know that Make it clear that you know that they use to be members and that they use to be members and that there is a reason for them to come there is a reason for them to come back at this particular time.back at this particular time.

Membership Membership retentionretention

Four Step PlanFour Step Plan

Membership RetentionMembership Retention

What we know:What we know:• It costs more to get a new It costs more to get a new

membermember• First and second year members First and second year members

are less likely to renew – if are less likely to renew – if they initially do not see the they initially do not see the valuevalue

Four step program for Four step program for retentionretention

Step One – Focus on new Step One – Focus on new membersmembers

• Try to identify why they are Try to identify why they are joining - reinforce those joining - reinforce those benefitsbenefits

• Establish a system of new Establish a system of new member orientationmember orientation

• Allow new members to attend Allow new members to attend their first meeting free…their first meeting free…


Step two: Try to get everyone involved in Step two: Try to get everyone involved in an activityan activity

• individuals and companies involved individuals and companies involved are less likely to drop out - they get are less likely to drop out - they get more of a return on their investmentmore of a return on their investment

• Not necessarily a leadership position Not necessarily a leadership position - it can be - it can be participation in activitiesparticipation in activities

• Track their involvementTrack their involvement


Step three: Give Some Form of Step three: Give Some Form of Recognition to those Who Do Get Recognition to those Who Do Get InvolvedInvolved

• Every time someone gets Every time someone gets involved on all levels, including involved on all levels, including programs and meetings, programs and meetings, someone needs to say “thank someone needs to say “thank you”you”


• Step four: Develop an Effective Step four: Develop an Effective Renewal Invoicing ProcessRenewal Invoicing Process

• ARMA makes six contacts with the ARMA makes six contacts with the member before marking their member before marking their record inactive. One of the six record inactive. One of the six contacts is a telephone call and contacts is a telephone call and another is a hard copy invoice in another is a hard copy invoice in the mail.the mail.

Overcoming Overcoming objectionsobjections

Overcoming objectionsOvercoming objections

• Overcoming objections effectively is a Overcoming objections effectively is a skill that all of us need to master if we skill that all of us need to master if we are going to really maximize our are going to really maximize our membership efforts.membership efforts.

• The most important thing when The most important thing when overcoming objections is to overcoming objections is to listen listen carefullycarefully before responding. before responding.

• It is natural for recruiters to become It is natural for recruiters to become defensive when someone presents their defensive when someone presents their objection.objection.

Overcoming ObjectionsOvercoming Objections

There is one technique that can There is one technique that can be used to overcome virtually be used to overcome virtually any objectionany objection

Feel-Felt-Found methodFeel-Felt-Found method

Feel-Felt-FoundFeel-Felt-Found

When prospects say that they think the When prospects say that they think the membership is too expensive or that membership is too expensive or that

they don’t have time to participate, the they don’t have time to participate, the person asking them too join simply says:person asking them too join simply says:

““I know how you I know how you feelfeel, I , I feltfelt the same way the same way myself, but I myself, but I foundfound that membership that membership

really was a great investment”really was a great investment”**8383

Communications and Communications and OutreachOutreach

CommunicationsCommunications

Letters - Letters - • Personalize all letters including Personalize all letters including

earned designationsearned designations• Match the level of formality with the Match the level of formality with the

level of who is receiving the letter level of who is receiving the letter with the level of who is sending the with the level of who is sending the letter.letter.

• Determine if it is appropriate to use Determine if it is appropriate to use first or last names. Depends on the first or last names. Depends on the culture of the organization.culture of the organization.

TelemarketingTelemarketing


• Volunteers placing membership Volunteers placing membership calls is better than HQ staff or a calls is better than HQ staff or a telemarketertelemarketer

• Can be more effective than direct Can be more effective than direct mail because of the direct mail because of the direct interactioninteraction

• Must start with a list of good, Must start with a list of good, qualified prospectsqualified prospects

• Have an effective script...Have an effective script...


• Other uses of telemarketingOther uses of telemarketing– follow up tool with a mailingfollow up tool with a mailing– can be used as invitations to can be used as invitations to

meetingsmeetings– to gain valuable information if the to gain valuable information if the

prospect does not join.prospect does not join.

– Should not be perceived as a hard-Should not be perceived as a hard-sell techniquesell technique

MediaMedia

• Public Service Announcements (PSAs) Public Service Announcements (PSAs) promote services of general interest to promote services of general interest to a wide audience of viewers or listenersa wide audience of viewers or listeners

• Shred day or How to organize your Shred day or How to organize your personal files and recordspersonal files and records

• Short lengths of air time radio, T.V. and Short lengths of air time radio, T.V. and newspapernewspaper

• Call public affairs at station – or editor Call public affairs at station – or editor of paperof paper

**

MediaMedia

• Remember that your message Remember that your message has to be brief and to the has to be brief and to the point.point.

• Give the listener an address to Give the listener an address to write or a number to call for write or a number to call for more informationmore information

• Or provide Web site for more Or provide Web site for more information.information.

NewspaperNewspaper

NewspaperNewspaper

• Write letters to the editorWrite letters to the editor• Send chapter events to the Send chapter events to the

business journal calendar of eventsbusiness journal calendar of events• Write articles - think about who is Write articles - think about who is

reading it and how/who it impacts reading it and how/who it impacts on a business level.on a business level.

• Focus on the discipline of the Focus on the discipline of the profession as an important part of profession as an important part of doing businessdoing business

NewspaperNewspaper

• Send press releases before and Send press releases before and after an eventafter an event

• After the event - focus on what After the event - focus on what was done, the benefits and resultswas done, the benefits and results

• Needs to be for a good cause such Needs to be for a good cause such as improvement of some sort.as improvement of some sort.

• Invite the media out but have Invite the media out but have someone who can talk about it.someone who can talk about it.

RadioRadio

RadioRadio

• Don’t forget about Radio - send Don’t forget about Radio - send releases to the Public Affairs Directorreleases to the Public Affairs Director

• ““Look at it as the good side of Look at it as the good side of business”, it’s not about ARMA and business”, it’s not about ARMA and who we are, it’s about the ability to who we are, it’s about the ability to compete or serve in community compete or serve in community business at its best.business at its best.

• Don’t sell your name, sell the Don’t sell your name, sell the messagemessage

Trade show and Trade show and information boothsinformation booths

Trade shows and Trade shows and information boothsinformation booths

• Most industry associations, Most industry associations, chambers of commerce and chambers of commerce and professional societies have several professional societies have several opportunities throughout the year.opportunities throughout the year.

• Booths can help you Booths can help you qualifyqualify your your prospects, listen and talk to them.prospects, listen and talk to them.

• Make notes on business cards that Make notes on business cards that you collect and you collect and follow upfollow up with a with a personalized letter or call...personalized letter or call...


• An expensive display is not neededAn expensive display is not needed• samples of every promotional piece - samples of every promotional piece -

applications, magazines, newslettersapplications, magazines, newsletters• have a back drop or banner have a back drop or banner

indicating who we are.indicating who we are.• Send an advanced mailing to their Send an advanced mailing to their

prospective attendee list to prospective attendee list to encourage people to come by the encourage people to come by the booth...booth...


• Order promotional materials Order promotional materials and chapter display from and chapter display from ARMA HQARMA HQ

• Forms are in the Chapter Forms are in the Chapter ConnectionConnection

• Reserve booth at least four Reserve booth at least four weeks in advanceweeks in advance

• Materials allow 10 daysMaterials allow 10 days

FaxingFaxing

FaxingFaxing

• Has some appeal because it is Has some appeal because it is more important than mailing.more important than mailing.

• New rule – don’t fax to anyone New rule – don’t fax to anyone that is not affiliated with you. Give that is not affiliated with you. Give them a way to opt out of receiving them a way to opt out of receiving another fax.another fax.

• Develop a piece specifically for fax Develop a piece specifically for fax machines, no photos or colors, machines, no photos or colors, easy to respond and easy to readeasy to respond and easy to read

Member get a Member get a member campaignmember campaign

Member-get-a-memberMember-get-a-member

• The American Society of The American Society of Association Executives found Association Executives found in a study that member-to-in a study that member-to-member recruiting was found member recruiting was found to be the most effective way of to be the most effective way of getting people to join getting people to join organizations...organizations...

Member-get-a-memberMember-get-a-member

• Train volunteer recruiters how to Train volunteer recruiters how to recruit:recruit:– The goal is not to make sales people out The goal is not to make sales people out

of them but simply to give them of them but simply to give them confidence to recruit.confidence to recruit.

– Educate them in a professional way on Educate them in a professional way on reasons to joinreasons to join

– Group training works bestGroup training works best– Talk about challenges they are going to Talk about challenges they are going to

face and how they can overcome the face and how they can overcome the challenges...challenges...

Membership campaignsMembership campaigns

• Identify a volunteer leader as a head Identify a volunteer leader as a head of the campaign because it gives of the campaign because it gives added credibility asking for support added credibility asking for support from othersfrom others

• Adequately plan all activities Adequately plan all activities surrounding the campaign and set a surrounding the campaign and set a time frame for the campaigntime frame for the campaign

• Have clearly defined goals and Have clearly defined goals and objectives - challenging yet objectives - challenging yet achievableachievable

Membership campaignsMembership campaigns

• Members will make many Members will make many contacts with people who do not contacts with people who do not join - have a join - have a follow-up systemfollow-up system that that enables someone to call on enables someone to call on these prospects againthese prospects again

• If the member joins after the If the member joins after the follow up they should be follow up they should be counted as part of the campaigncounted as part of the campaign

Wrap UpWrap Up

• Features vs. benefitsFeatures vs. benefits• Keys for recruitingKeys for recruiting• Have a planHave a plan• Prospects, referrals, new Prospects, referrals, new

members, reinstatements and members, reinstatements and renewalsrenewals

• Overcoming objectionsOvercoming objections• Communications and OutreachCommunications and Outreach• Membership campaignsMembership campaigns

Member ServicesMember Services

Anita WillisAnita Willis

Director of Member ServicesDirector of Member Services

ARMA InternationalARMA International

[email protected]@arma.org

888-299-4319888-299-4319

mailto:[email protected]

Membership Recruitment and Retention PowerPoint

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