The New World of (Member) Engagement: Great Ideas that Work!

The New World of Engagement: Great Ideas that Work!

Monday, March 14, 20161:00 – 2:00 PM

Christopher Mitchell, ADAChristopher Wojcik, SME

Eric Berkowitz, IEEE Computer SocietyErik Schonher, MGI

What we Hope to Accomplish Today

• Define Member Engagement• Present tactics effective with increasing member engagement.• Introduce a new approach in developing the tactics used to

promote and market member engagement.

From the Association’s Perspective, Member Engagement is Important

IndividualTrade Combination

Top reason for not renewing: 31% 49% 38%C-Suite ranks engagement

as very important: 65% 73% 68%

It…• Promotes your association’s culture• It allows for individual’s to integrate into the association• It fulfills the primary function of most associations:• Transmission of knowledge• Information dissemination

- 2015 Membership Marketing Benchmarking Report

The process of moving members and prospects

from observers into users of the products and

services made available by your organization and

strengthening their emotional, physical and fiscal investment in the

organization.

Engagement …

The “Typical” Member Engagement Toolbox:

• Governance• Annual Convention• Discipline-specific

divisions• Leadership

Conferences• Magazines &

Journals• Grants & Prizes

• Webinars• Other Digital

Content• Email• Member Directory• Online Advocacy• Government

relations

Using Research To Drive Engagement

If you’ve always do what you’ve always done, you’ll always get what you’ve always got.

Albert Einstein – Henry Ford

We’ve always done it that way.Grace Hopper

Eric Berkowitz

Overall Satisfaction

7

30%

50%

14%

5%1%

Overall, how satisfied are/were you with your IEEE Computer Society membership? (N = 3,518)

80%

Satisfaction increases with age. Sixty-two percent of

respondents under the age of 30 are satisfied, compared to 82% who are 60 and older.

Cost versus Value

8

Far greater than the cost

Somewhat greater than the

cost

Equal to the cost Somewhat less than the cost

Far less than the cost

Unsure

6%

23%

40%

23%

5% 4%

Based on the cost of membership for the IEEE Computer Society, would you say that the value you have received is/was: (N = 3,518)

29%

Younger members were less likely to

agree that the value of membership

exceeded its cost.

Computer magazine Magazines

Computer Society Digital

Library

Online technical training courses

Bodies of Knowledge resources

Conference proceedings

Academic (N = 699) 66% 51% 60% 27% 23% 59%

Software design/dev.(N = 591) 65% 58% 41% 39% 40% 20%

Consulting (N = 329) 77% 61% 53% 42% 39% 22%

Engineering and engineering management (N = 318) 74% 57% 46% 39% 39% 19%

Research and development engineering (N = 296) 74% 56% 51% 28% 23% 43%

System admin/IT support (N = 126) 67% 60% 51% 67% 55% 17%

Design and development engineering (N = 107) 66% 56% 39% 36% 36% 25%

Other (N = 410) 70% 58% 54% 38% 38% 28%

Benefits by Job Function

Assumptions• Help grow membership by eliminating

barriers related to cost

• Focus on retaining members and recapturing lapsed members, in addition to attracting new ones

• Position the Society to build the pipeline of future members

• Provide flexibility to engage members with diverse needs

• Be feasible within the context of IEEE-at-large

• Be built on sound principles that helps CS set realistic and achievable goals

The Future Model Should…

A New Approach!

Content Bundle which provides flexibility to meet member needs and is adjusted to align with price tolerances of young professionals.

Basic+Training & Education

+Research and Information

All Access

Higher Grade $40 $15 $15 $60

Nov-14-2011 12

The Path Forward

13

Member growthEngagement

Customization and flexibility

RevenueComplexity for the

member

14

Computer Society Today

Content Bundles

Create customized value and flexible

price points to eliminate cost barriers

and grow membership base.

The Future….

Ten Great WordsObserve

ThinkChange

DareTry

EmpowerQuestionBanishGrowDo

Chris Mitchell

Predictive ModelingWho’s not going to renew this year?

• What do we know about our nonrenews?

• Build a statistical model to predict which dentists will become nonrenews

• Using the model to move members out of this category

What we know about our non-renews

• Current ADA retention rate is 93.9%.

• 43.3%: “I want to be a member, but could not afford the membership dues.”

• 29.1%: “The member benefits are not valuable to me”

• Percentages even higher for new dentists

Building a statistical model

• 22 variables were examined• Analysis produced a 6-variable

model• Correctly predicted 7 of 10 non-

renews (tested against 2013, 2014 and 2015 renewal cycles)

• Predictive variables• Who’s at highest risk?

Using the model to increase renewals

• Overview document to share with state dental societies

• Share monthly lists of those who fall into this category

• What we can do to increase renewals among within this group

• Measurements

Delivering Value 20

But what is “Value?”

Noun…The regard that something is held to deserve; the importance, worth or usefulness of something.

Engagement is the emotional fabric that drives an association’s success.

#1 Challenge“Difficulty in communicating value”80% of our life is emotion, and only 20% is intellect. I am much more interested in how you feel

than how you think. I can change how you think, but how you feel

is something deeper and stronger, and it's something that's

inside you.

- Dr. Frank Luntz, PBS Interview

Emotion, 80%

Intellect, 20%

Schonher’s 80/20 Rule

What does a member WANT?

• Stand out from the crowd- Project a unique social identity

• Feel a sense of belonging- Feel like part of the group

• Be the person I want to be -Fulfill a desire for ongoing self-improvement

• Succeed in life-Find worth that goes beyond financial or socio-economic measures

Christopher Wojcik

What does this mean to me?All marketing collateral should contain a version of these basic elements:

Background on your organization Mission statement, history, etc.

Elevator pitch for membership “As a member…”

Narrative(s) illustrating how membership impacts potential member Member segmentation or separate collateral WIIFM

Move beyond the elevator pitch…The member narrative connects on a visceral level• It highlights member aspiration and should

create passion in the prospect• The narrative directly demonstrates value

without discussing ROI

Why Focus On The Narrative?It places the spotlight on engagement.

You avoid the ROI trap.Simplifies recruitment.

Identify WHY members engageUse members in materials

Implementation

Communications and Message Refinement

Effective marketing communication is moving away from “mass marketing” tactics

and moving towards more intimacy.

29

One-to-One Engagement

NewPerspective

Partnering for Mutual Success

The Key to planning an effective Member Engagement Program is to make it a …

Conversation

Take a lesson from techniques used in developing “Adult Education”

PersonalizePromote dialogue

Be authenticThen…Close the Loop

A New Perspective in Developing Your Next Member Engagement Program

• Working definition of engagement and it’s importance.• Case Study by Eric Berkowitz on “Using Research to Drive

Engagement.”• Case Study by Christopher Mitchell on “Predictive Modeling.”• Value, emotion and “Schonher’s 80/20 Rule.”• Christopher Wocjik and the importance of the Narrative.• Key to planning an effective member engagement program is to

make it a Conversation. • Personalize, Promote Dialogue, Be Authentic, Close the Loop

Summary (close the loop)

Questions & Discussion

Contact UsEric BerkowitzMembership Director IEEE Computer [email protected](202) 778-4735

Christopher WojcikDirector, [email protected](313) 425-3128

Christopher MitchellDirector, Membership Marketing and Research, [email protected](312) 440-2864

Erik SchonherVice PresidentMarketing General [email protected](703) 706-0358

THANK YOU

Hand Outs

Erik SchonherVice President

Marketing General [email protected]

(703) 706-0358

2015 Membership Marketing Benchmarking Report50%+ MEMBERSHIP ENGAGEMENT

COMBINATION

Participation in your public social network.Attendance of annual show and webinars.Participation in young professional pgm.

Participation in your Private and Public Social Networks.# of visits to members-only website.

Donations to your association foundation.

TRADE

Participation in young professional program,& public/private social networks.

# of visits to members-only section of your website.Attendance at your annual conference, professional

development meetings & webinars.Number of members who get a certification or

membership upgrades.

INDIVIDUAL

Participation in your professional program, public /private social

networks and certification programs.Attendance to webinars and meetings.

Number of visits to members-only section of website.

Practical Advice…Always tie recruitment efforts to a specific membership benefit that they can access for free immediately…so they can experience a great benefit that will compel them to join.

Set up an automated email campaign to send weekly then monthly, introducing new member benefits and engagement opportunities depending on how they entered the org and/or topics relevant to

their job titles.

Early engagement is especially critical for retaining first-year members. Need to reinforce the value of joining in the first year.

1. A welcome email .2. A New Member Packet .3. An email containing a one-question survey asking which benefits

/resources the member is most interested in (sent one month after joining).4. A welcome phone call to anyone who did not respond to the one-question

survey. 5. After 3 months , a new member survey to determine which benefits and

services they found most useful so far.6. An email encouraging them to get involved by writing a blog post,

presenting a webinar, or self-nominating for a board seat (six months after joining).

At 9 months begin the renewal process.

New Member Onboarding Model