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Revamp your Membership
Marketing Strategies: Keep
New Members Engaged -
Develop Effective Onboarding
Strategies
Ericka Ochoa
Development Manager
ASHP Foundation
October 26, 2016
Presenter
Erika Ochoa
Ericka Ochoa is the Development Manager, ASHP Foundation. In this role, she implements effective fundraising programs across various donor segments. She is instrumental in developing and tracking the effectiveness of donor recruitment and retention initiatives. She began her tenure at ASHP as Marketing Manager, Membership within the Marketing & Sales Office. She worked in conjunction with ASHP’s Office of Member Relations staff to plan and implement effective recruitment and retention programs for all membership categories and groups. Previous to her work at ASHP, Ericka served as the Membership Manager at the Association of Community Cancer Centers (ACCC) and as Membership Coordinator at the National Association of Community Health Centers (NACHC). Ericka holds a Master’s Degree in Business Administration from the University of Maryland University College. She is a member of the American Society of Association Executives (ASAE), and was selected as the ASAE Diversity Executive Leadership Program (DELP) Scholar for the class of 2007-2008.
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Revamp your Membership
Marketing Strategies: Keep
New Members Engaged -
Develop Effective Onboarding
Strategies
Ericka Ochoa
Development Manager
ASHP Foundation
October 26, 2016
Objectives
• Retention
• New Member Onboarding
• 2016 Benchmarking Report by
Marketing General, Inc.
Challenges to Membership
Growth
Source: 2016 Membership Marketing Benchmarking Report, Marketing General, Inc.
New Member Recruitment in
the Past Year
Source: 2016 Membership Marketing Benchmarking Report, Marketing General, Inc.
Why Do Members Join?
Source: 2016 Membership Marketing Benchmarking Report, Marketing General, Inc.
New Member Onboarding
So, new member onboarding is getting your
valued members started on the right foot,
supporting them through their first month of
membership, and seeing dramatic improvements
in your 12-month retention rates.
Source: http://blog.mobilefit.com/what-is-new-member-onbaording/
New Member Onboarding Tips
• Don’t wait until renewal time
• Acknowledge new members
• Don’t sell products within the 1st month of
membership
• Follow up with a phone call
• Check-in at midpoint during membership
Strategies
• Know your Target Markets
• Segment
• Plan
• Personalize
• Cross-sell
• Multi-Marketing Channels
• Test
• Analyze Results
Communication Methods to Onboard
New Members
Source: 2016 Membership Marketing Benchmarking Report, Marketing General, Inc.
Welcome Email Messages
Samples Hello, Ericka!
On behalf of the Western Maryland Chapter of the Association of Fundraising Professionals, I want to welcome you to our chapter. It's great to have you on board!!
We are a small chapter (about 70+ members), but we are growing, and we offer many programs of benefit to our members. I'd like to extend a personal invitation to have you join us for our next program -- a a morning workshop on Tuesday, September 20 from 8:00 – 10:00 am. The topic will be “Stewarding our Board members – ethical, fiduciary and legal responsibilities.” It will be a great one to bring a CEO and/or Board member(s) to. The program will be held at Maryland National Golf Club, 8836 Hollow Road, Middletown, MD. Cost is $20 for members and $35 for non-members in case you want to bring a guest, and it includes breakfast.
I refer you to our website http://afpwesternmd.afpnet.org
There are many ways to get involved in our chapter. We are always seeking folks who would like to help on a committee including Membership, Program, Communications, Diversity, and National Philanthropy Day. I also recommend our Discovery groups, an informal way to meet with a smaller group of members for networking/sharing/brainstorming in Carroll, Frederick, and Washington counties. If I can answer any questions, please do not hesitate to reach out to me. Welcome, and I hope to see you very soon.
Sincerely,
Source: Western Maryland Chapter of the Association of Fundraising Professionals
Follow Up Sample Message
Hi Ericka,
Happy Tuesday! My name is ___ and I am on the Membership Committee for the Association of Fundraising Professionals Western Maryland Chapter. I wanted to reach out to you to get to know you better, make sure that you are getting what you need/want out of your AFP membership, and answer any questions you might have. There is a great event coming up on September 20th-AFP Stewarding Our Board Members: Ethical, Fiduciary and Legal Responsibilities at the Maryland National Golf Club in Middletown. Will you be attending? There are other great events coming up before the end of the year including National Philanthropy Day on November 15 that may interest you as well.
All of the events for the rest of the year are available on the website: http://afpwesternmd.afpnet.org/event/index.cfm?navItemNumber=5322
On behalf of the Membership Committee, I wanted to thank you for your membership! Let me know if you have any questions or are interested in joining any chapter committees. Should you need it, my cell phone number is ______.
Thank you for the work that you do!
Source: Western Maryland Chapter of the Association of Fundraising Professionals- Received one month after welcome message
ASHP Foundation Welcome Message
New and Renewing Members
Samples Continued
Engagement Efforts
• Should be targeted
• Frequent- Not Overwhelming
• Welcome messages
• Short surveys
• Test target markets
Member Research
• Survey your members
• Survey by member segment
• Analyze results
• Repurpose communications
Utilization of Products/Services
Net Promoter Scores none 1%
1-3 22%
4-7 49%
8 or more 28% 1-3 NPS = 2%
4-7 NPS = 32%
8 or more NPS = 63%
Number Utilized (out of 20)
Current Members
(Overall 33%)
Source: 2015 ASHP Speak Up Survey
Involvement Activities
Net Promoter Scores
none 13%
1-3 58%
4-7 22%
8 or more
7% None NPS = 29%
1-3 NPS = 25%
4-7 NPS = 42%
8 or more NPS = 72%
Number Activities (out of 17)
Current Members
(Overall 33%)
Source: 2015 ASHP Speak Up Survey
Helpful Resources
• ASHP Webinar: Revamp your Membership Marketing Strategies: Keep New Members Engaged-Develop Effective Onboarding Strategies
• 2016 Membership Marketing Benchmarking Report www.marketinggeneral.com
• The Art of Membership: How to Attract, Retain and Cement Member Loyalty, Sheri Jacobs
• How Not To Fake Your New Member Onboarding Process
https://www.eventmobi.com/blog/2016/09/29/not-fake-new-member-onboarding-process/
• Mobilefit http://blog.mobilefit.com/what-is-new-member-
onbaording/
Contact Information
Ericka Ochoa
ASHP Foundation
Development Manager
eochoa@ashp.org
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