Trade Association and
Professional Society Growth through Member Recruitment, Engagement and Retention
Today's potential association and
society members are asking one simple question, What's in it for me?
Trade associations and
professional societies are better able to recruit and retain members when the
association leadership can explain the true ROI of membership. This is possible through
Ed Rigsbee's Member ROI Valuation Process (qualitative research focus
group method) for determining the yearly sustainable real-dollar value of member.
Learn how to tell your prospective members just how much ($$$) they can expect to receive from
their financial and time investment. Select Ed Rigsbee, CSP, CAE, to assist in
Organic Grassroots "member-get-a-member"
for Recruitment, Engagement, & Retention
Members in Your Organization Means More Influence in Your State House and
in Washington DC
in Your Organization
Means More Business Improvement Programs
in Your Organization
Means More Value for Your Current Members
in Your Organization
Means More Value for
1: Ed will conduct his proprietary Member ROI Valuation Process for determining the yearly sustainable
real-dollar value of membership at your next mid-year meeting, chapter
meetings, or similar
gathering. This will become the cornerstone of the campaign.
2: Ed will help you to develop a new member recruitment tool; your full-color membership recruitment
brochure, incorporating results from your Member
Value Process findings. The brochure will easily explain why it is
a good business decision to belong to your association. This information
both helps in member retention and in recruitment. ROI
3: Ed will deliver a keynote presentation, Growing Your Business
with Smart Alliances, at your annual meeting. The presentation starts
out explaining various collaborations. Then Ed moves into the idea of your
association being one of the best collaborations in the industry. He then
transitions to sharing the benefits and return on investment (ROI) your
members enjoy, enroll your members in seeing the value they already
receive and recruit your members to become evangelists for your
association. Ed will evoke a commitment from your members to go back to
their geographical locations (grass roots) and handout at least 10 brochures each, to
colleagues and suppliers. Ed's job it to help you turn your current
members into Membership
for the association. This is just the beginning...
4: Your board of directors will divide up the membership and make member
calls after 30 days to inquire on their results. No pressures, just
friendly follow up and an offer to refill their brochure supply. Soft
follow up throughout the year is quite important.
5: Paid staff and the board of directors will start to work on improving
member retention through better member engagement using technology to
increase capabilities. Many of these ideas will have come from the Member
Value Process session. The board and staff will be charges with
finding even more ways to deliver value to the members. At this point
having Ed Rigsbee travel to present findings at regional and chapter
meetings could prove useful if you have determined a member recruitment
target; percentage or actual number.
6: You will need to plan for a larger convention the following year, enjoying the
participation of both new and younger members. You will also need to
decide how you will use the additional revenue from new members to better
serve your industry through education and influencing legislators.
is an annual meeting breakout session for the Member Value ProcessTM
or regional workshops at which to conduct the process.
of member mindset from the cost of membership as being an expense,
to the cost of membership as an investment in their career and
rank-and-file members into advocates, or possibly evangelists, for
new member recruitment tool, the tri-fold brochure, will be an effective
member recruitment and retention tool for at least five years.
General Session "launch speech" at the annual conference
included. This is an additional pocket from which to fund the member
the Board of Directors and their assigned committee follows up from the
conference launch, generally the organization will enjoy 5% to 10%
increase in new members the first year.
the directors repeat yearly, there should be 5% to 10% membership
increase yearly without need for hiring consultant back.
in annual renewals when recruitment brochure is mailed with member
renewal invoices. And, no extra charge for postage. Reminding members
each year how much the ROI is on their membership will help them to make
the decision to renew.
the annual convention, prior to launch, Ed Rigsbee will meet with the Board
of Directors to examine the organization's services and products that
are offered to the members, give ideas to help them be perceived more
valuable, and make additional recommendations.
the campaign launch, member recruitment and retention will be top-of-mind
for the Association's Board of Directors. This top-of-mind status
dramatically increases member value awareness.
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