New Members and Member Retention: Finding Membership Value.

New Members and Member Retention:

Finding

Membership Value

Discussion topics

• Review of Membership Metrics–FY2008-09 Results–FY2009-10 Year to date

• Why Members Go, Why Members Stay

• Membership Committee– Our Planned Actions

• Concluding Comments

Membership MetricsFY2008-09 Final Results

Recruitment Results

• 20,157 New individual members –Full, Associate, Forum- & Division-Only,

Student, Org Individual–97% of budget (20,775)–91.3% of goal (22,078)–Weakest in 4th quarter

Recruitment Results

• 269 New Organizational members–K-12, Site, Enterprise–128% of budget (219)–109.8% of goal (245)–Strongest growth in Site–Exceeded goal in K-12–Missed goals for Enterprise – greatest

impact on budget

Retention Results

• Current renewal rate for individuals is 71.58% (3.24% behind last year)

– For the fiscal year 2008-09, all renewal groups are behind last year by 3-6%.

– For the fiscal year (2009-10), we are behind last year by 1.11%.

• At the end of July, 469 members enrolled in 100% dues relief unemployed member program.

• 84,454 Total members at FY end– 6,381 less than FY2007-08 FY end

Membership MetricsFY2009-2010 Year-to-Date

Recruitment Results

• New Members–July behind goal (-277)–August at 64% of goal–Certification deadline helping increase

new members–Increase in new members in

manufacturing market and globally in South Korea (above trends in current weeks)

Retention Results

• Behind last year by 1.66%

• Comparing fiscal year (2008-09) to fiscal year (2007-08) - all renewal groups are behind last year by 3.61%

• 525 members from the July renewal group enrolled in 100% dues relief unemployment program

Why Members Go, Why Members StayCurrent Data

Top 10 Reason for Leaving

Quarter 3 Codes1. Not in Quality 2. Retired 3. Jobs 4. Financial 5. Company not

paying/not supporting

6. No value 7. Enterprise &

Site Memberships

8. Not involved 9. Interest Change 10. No time 11. Can’t afford,

Certification test, Unemployed

Quarter 4 Codes1. Retired 2. Jobs 3. Company not

paying / not supporting

4. Not in Quality 5. Financial / No

value 6. Enterprise & Site

Memberships 7. Not involved 8. Interest Change 9. Unemployed /

No time 10. Can’t afford11. Certification test

Quarter 1 Codes1. Company not

paying / not supporting and Financial

2. Retired & Jobs 3. Not in Quality 4. No value 5. Enterprise & Site

Memberships 6. Interest Change7. Not involved 8. Unemployed /

No time 9. Can’t afford10. Certification test

Products41%

(+6%)

Pricing28%

(+8%)

Image45%

(+10%)

IndividualLearning

34%

(+14%)

ProfessionalResources

30%

(+10%)

Loyal + Positive

65%(+1%)

Hesitant + At Risk

35%

(-1%)Loyal30%

(+6%)

Positive35%

(-5%)

Hesitant29%

(NC)

At Risk 6%(-1%)

Overall Satisfaction

35%

(+7%)

Likelihood to Renew

64%

(-6%)

Likelihood to Recommend

47%

(+1%)

MEMBER LOYALTYMEMBER LOYALTY20092009

20062006

LOYALTY COMPONENTLOYALTY COMPONENT

Top Two Box Ratings2009

2006

FORUM/DIVISION & FORUM/DIVISION & SECTION SATISFACTIONSECTION SATISFACTION

Top Two Box Ratings2009

2006

FORUM/DIVISION RATING

19%(+2%)

SECTION RATING

25%(NC)

Loyalty Going Up: ASQ Loyalty 2009 vs. 2006

64%

36%

24%

40%

29%

7%

28%

70%

46%

35%

20%

35%

20%

20%

17%

25%

Pillars of Loyalty: Why Members Come, and Stay

• ASQ Products – Certification, Courses, Conferences.

• Pricing – The cost of ASQ products and services (including membership) provide value.

• ASQ Image – ASQ as the leading authority, most comprehensive community and best partner for those interested in quality.

Pillars of Loyalty: Why Members Come, and Stay

• Tools for Individual Learning – ASQ as a general resource to improve on-the-job performance (includes Publications).

• Professional Resources – Networking and support provided by HQ, Sections and Forums or Divisions.

Membership Committee

Membership Committee

• Chris Anderson - St. Louis, MO Manufacturing • Lloyd Barker - Danbury CT Manufacturing• Loreto Datu - Milwaukee, WI Government • Mike English- Dallas TX Consultant• Gary Gehring - Saskatchewan Canada SAC Liaison • Maurice Ghysels - Los Angeles CA Education •Jochen Jamelsberg - Germany International• Mike Mazu - Evansville IN  Manufacturing• Aimee Siegler – Trempealeau, WI Manufacturing  • Rick Perlman – Harrisburg PA DAC Liaison  • Kelly Roggenkamp - Louisville KY Healthcare• Vickie Volpano - Milwaukee WI Non-profit

Committee Action 1

• Action 1: Researching Section and Division engagement activities to implement best practices that impact value and retention

–Understand what is working and what is not working at Sections and Divisions

–Does not imply that Sections and Divisions have the same needs or functions.

Committee Action 1

–Create list of 10-20 top needs for Sections/Divisions to be successful (deliver value)

–Manage the change to implement new activities

• Communicate and gain buy-in• Implement• Track results

Committee Action 2

• Action 2: Implementing a “Senior Member Welcome to New Members” program

–Create instructions on how to use member lists

–Provide tools to make a successful program

–Share samples of communications – form may differ for sections vs. divisions

–Increase participation of members

Committee Action 3

• Action 3: Build Community of Practice for Section and Division Membership Chairs

–Develop a standardized online orientation process for all Membership Chairs that is linked to ASQ LMS and tracks training completion for individuals

–Develop a process for sharing membership chair procedures and best practices being used across sections

Committee Action 3

–Establish a network of contacts for Membership Chairs to be able to communicate and share amongst each other

–Run a quarterly WebEx to foster open lines of communication between ASQ, Membership Chairs and the Membership Committee.

CommentsContact information

Lloyd Barker [email protected]

Aimee Siegler [email protected]