Member Retention Programs Debbie Fillinich

Member Retention Programs

Debbie FillinichAmerican Chemical Society

CESSE – July 2003

Member Retention Programs

Please Introduce Yourself How many members? Staff? Is your position customer service?

Membership? What is your interest in this topic?

Member Retention Programs

Debbie FillinichManager, Membership Retention

American Chemical Society

American Chemical SocietyMembership Activities Department

Dee Valencia, Assistant DirectorHilary Baar, Manager

Debbie Fillinich, Manager

Member Retention Programs

Member Retention Programs

Hilary Baar, Manager Membership recruitment Merchandising Web Presence

Member Retention Programs

Debbie Fillinich, Manager Affinity programs Award-winning science features publication Recognition Program Renewals

Member Retention Programs

Membership Renewals National and local dues Technical division dues Journal and web edition subscriptions Contributions

The 3 “R’s”

Retention Recognition

Member Retention Programs

What to Expect Recognition Renewal Series Information Sharing

Member Retention Programs

Information Sharing Recognition Renewal Series Customer Service Personalization

Member Retention Programs

The Third “R”

Recognition

What do you recognize?

Member Retention Programs

Recognize to renew members

Member Retention Programs

Recognize to renew members First step in our renewal effort Focus on at-risk groups

Member Retention Programs

Recognize to renew members Measure your results

Run qualified tests Did it improve the renewal rate????

Member Retention Programs

Recognize to renew members Measure your results Build community

Promote your benefits and services Establish increasing value of membership Personalize

Member Retention Programs

ACS membership anniversaries

Member Retention Programs

10 years15 years25 years35 years50 years!

1 year2 years3 years4 years5 years

Information Sharing – Recognition How does/can your recognition program

retain members?

Member Retention Programs

Information Sharing – Recognition How is your recognition program

personalized? What role does your customer service –

the front line – play in personalization?

Member Retention Programs

Information Sharing – Recognition Information sharing here and at home What can I afford? Choosing the right vendor

Member Retention Programs

Information Sharing – Recognition New ideas? Questions?

Member Retention Programs

So Far . . . The 3 “R’s”

Recruitment Retention Recognition

Member Retention Programs

The Third “R”

Recognition

Recognize to _________________ ?

Member Retention Programs

Recognize to renew members

Member Retention Programs

The Second “R”

Retention

The ACS Control Package First effort direct mail Second effort direct mail Third effort direct mail Fourth effort direct mail Fifth effort telemarketing Sixth effort direct mail

Member Retention Programs

The ACS Control Package First effort direct mail

Timing in advance of the renewal date Appreciation message

Member Retention Programs

The ACS Control Package Second effort direct mail

Also in advance of the renewal anniversary Still thanks them, acknowledges the first notice

Member Retention Programs

The ACS Control Package Third effort direct mail

Immediately after the renewal anniversary date Reminds them of benefits now lost

Member Retention Programs

The ACS Control Package Fourth effort direct mail

Not a business letter, but a memo format Refers to delinquent account

Member Retention Programs

The ACS Control Package Fifth effort telemarketing

First objective is to renew membership If they don’t renew, we ask them why

Member Retention Programs

The ACS Control Package Sixth effort direct mail

One last offer to renew them Official notification of their membership lapse

Member Retention Programs

The ACS Control Package The Control does not change

Member Retention Programs

The ACS Control Package The Control does not change without a test

Member Retention Programs

Test EVERYTHING Color Envelopes Teasers Signatures

Member Retention Programs

Test against your control At the same time In the same quantity An nth select

Member Retention Programs

The ACS Control Package The purpose of the renewal series is

renewals Do not enclose promotional pieces and

general information

Member Retention Programs

The ACS Control Package Acknowledgement Package

Thank you Membership card Up-sell other programs and affinity program plans Solicit contributions Promotions and general information Society/governance business Surveys Tax receipt

Member Retention Programs

Methods of Payment Online renewals

Member Retention Programs

Information Sharing – Renewals What does your renewal series look like? How do you use telemarketing and at what

effort? Is your telemarketing conducted in-house?

Member Retention Programs

Information Sharing – Renewals How is your renewal program

personalized? What role does your customer service –

the front line – play in renewals?

Member Retention Programs

Information Sharing – Renewals Information sharing here and at home What can I afford? Choosing the right vendor

Member Retention Programs

So Far . . . Recognition Retention

Member Retention Programs

Recognize to renew members

Member Retention Programs

The purpose of the renewal series is ______________ ?

Member Retention Programs

The purpose of the renewal series is renewals

Member Retention Programs

Test What?

Member Retention Programs

Test EVERYTHING

Member Retention Programs

Member Retention Programs

Debbie FillinichAmerican Chemical Society

Manager, Membership Retention(202) 872-4369

d_fillinich@acs.org