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Sunday, May 6
Chapter Leader Day
#ATDCLD
W E L C O M E !
#ATDCLD
ATD Chapter Services Team
Erin MurphySenior Manager, Chapter Services
Samantha HermanSenior Project Manager,
Chapter Services
Natasha PorterCustomer Project Manager
Kylie MalloyChapter Relations Manager
Eastern Area
Sarrah AbbasiChapter Relations Manager
Western Area
#ATDCLD
National Advisors for Chapters (NAC)www.td.org/NAC
• Volunteers who are past presidents
• Liaisons between chapters and ATD
• Mentors and advisors to chapter leaders
ATD National Committees
NAC Chair represents chapter interests on ATD Board of Directors
Applications are due Monday, June 3!
#ATDCLD
National Advisors for Chapters
Michelle Baker
Home Chapter:Central Indiana
Chris Coladonato, CPLP
Home Chapter:Maryland
Roger Buskill
Home Chapter: Kentuckiana
Elizabeth BeckhamCRC Chair
Home Chapter: Baton Rouge
Bernadette Costello
Home Chapter: Metro DC
#ATDCLD
National Advisors for Chapters
David Hofstetter
Home Chapter: Central
Massachusetts
Lisa Goodpaster
Home Chapter: Heart of
Central Illinois
Stephanie Hubka, CPLP
Home Chapter: Metro DC
Tracie Cantu
Home Chapter: Austin
Krishna ClayALC PAC Chair
Home Chapter: Nebraska
Bonnie Moore
Home Chapter: Houston
#ATDCLD
National Advisors for Chapters
Lorinda Schrammel
Home Chapter: Tulsa
Jennifer Rogers, CPLP
Home Chapter: Piedmont
Tiffany Prince
Home Chapter: Chicagoland
Laura Renaud, CPLP
Home Chapter: Valley of the Sun
Katie Vaillancourt
Home Chapter: Maine
Linda Warren, CPLP
Home Chapter: Austin
#ATDCLD
Join the conversation using: #ATDCLD
We’ll be engaging with you and with chapter leaders who couldn’t
make it today.
Share your ‘tweetables’ throughout CLD!
#ATDCLD
Today’s Agenda
Breakfast
Welcome and Introductions
Break
Engagement: Impact the Member Experience
Retention: Enriching the Value
Closing Announcements and Wrap-Up
Power Member & Chapter Excellence Awards
Optional Networking Lunch
#ATDCLD
Chapter Recognition Committee (CRC)
www.td.org/CRC#ATDCLD
The mission of the SOS program is to foster strong, healthy chapters and promote synergy through rewarding and recognizing chapters that share their best practices with other chapters.
SOS = Sharing Our Success
www.td.org/SOS#ATDCLD
Submitting your chapter’s best practices through the SOS program allows the chapter to share its knowledge and organizational learning with other chapters and helps raise the number of successful ideas available to other chapter leaders. You also earn national recognition for the great work your chapter is doing.
• A description of the submission will be featured on the SOS webpage
• A listing will be featured in the Leader Connection Newsletter (LCN)
• Recognition at the ATD Chapter Leaders Conference (ALC) in Arlington, VA
• An SOS logo for your chapter’s website
• A press release template for use with local news sources
#ATDCLD
Share Your Success During ATD 2019!
#ATDCLD
ATD Chapter Leader Conference (ALC PAC)
www.td.org/ALCPAC#ATDCLD
www.td.org/ALC#ATDCLD
Has your chapter achieved excellence in membership, marketing, volunteer engagement, or programming?
Does your chapter have stand-out successes and best practices to share with other chapter leaders?
Submit a proposal!
• Session facilitators receive a complimentary conference registration.
• Help other chapters achieve success by sharing your chapter’s ideas and insights.
• Facilitate groundbreaking discussions and be recognized by your peers as a thought leader.
#ATDCLD
Exploring the Member Experience Journey:
Member Engagement
#ATDCLD
What is “engagement?”• Registering and attending chapter programs, workshops, and networking
events
• Joining/renewing as a chapter member
• Connecting with other chapter members, leaders, and volunteers – both in person and online
• Volunteering at chapter events, serving on committees, and joining the board
• Website visits, page views, email open rates, search results
• Social media posts, likes, and follows
#ATDCLD
“Complaining about the association on message board is engagement! So is every customer service inquiry, complaint, voicemail, email or other message…Every forum where the issues that concern your members and industry are discussed (even if they are not yours) is engagement. Every email members, customers, or prospects open, every Facebook post they read (or “like” or share), every Twitter or RSS feed they follow, every phone call they make to the association or to another member is engagement.”
Andrea PellegrinoDemand Perspective Blog
It’s all engagement!
#ATDCLD
• How often do members and nonmembers register for events?
• How many new members did the chapter acquire in the past week, month, and year? How many of those members renewed?
• How and why do members connect with one another, chapter volunteers, and chapter leaders, in-person and virtually?
• How frequently do members volunteer at chapter events, serve on committees, and apply to join the board?
• How do members and nonmembers engage with the chapter on social media?
Key Questions for Assessing Engagement
#ATDCLD
Who should chapters engage?
#ATDCLD
Talent Development Professionals Across All Industries
• Talent developmentpractitioners• Consultants• Senior leadership• Human resource professionals• Facilitators
• People moving into or re-entering the industry• Students• People in transition
#ATDCLD
✔New members
✔Prospective members
✔Current members
✔Conference/program attendees
✔ATD members
✔Lapsed members
✔Members from other like-minded organizations
✔Past and present board members
✔Past and present volunteers
✔Current and potential partners and sponsors
#ATDCLD
Review the Member Experience Journey handout and take notes throughout the session.
#ATDCLD
With your table group, discuss:
What are your challenges in engaging potential members?
What are your challenges in engaging current members?
#ATDCLD
#ATDCLD
Time
Interest
Financial Limitations
Don’t Understand Value Proposition#ATDCLD
With your table group, discuss:
What solutions would you propose to address the challenges of engagement?
#ATDCLD
Keys to a Successful Membership Engagement Strategy:➢Set clear goals
➢Develop member personas
➢Collect information about members’ challenges
➢Create a compelling value proposition
➢Track engagement metrics
➢Determine communication preferences
➢Establish personal connections
#ATDCLD
Resources to Support Engagement
www.td.org www.td.org/clc
#ATDCLD
Chapter Leader Community Resources
Joint Membership Resources
The Power of Chapter and ATD Membership
Engaging Students and New Professionals Toolkit
Chapter and ATD membership
benefits
Member Experience Journey Handout
Sharing Our Success database
#ATDCLD
#ATDCLD
Personas Part 1: Engaging
How would you engage this member or prospective member ?
How will you connect and encourage this member to join and/or get involved?
Consider:
• Priorities
• Membership goals
• Work demands
• Family and other commitments #ATDCLD
• What engagement is
• Who to engage
• Challenges with engaging members
• Solutions to these challenges
• Resources available through ATD and chapter services
Today, we’ve talked about:
#ATDCLD
Now that members are engaged, how do we retain them?
#ATDCLD
B R E A K !
#ATDCLD
Exploring the Member Experience Journey:
Member Retention
#ATDCLD
”It is more cost effective to keep an existing customer than to
acquire a new one.”
What can we learn from customer service and loyalty fundamentals?
#ATDCLD
of companies see customer experience as a
key factor in driving customer loyalty and
retention.
Source: invespcro.com
#ATDCLD
Why do customers
leave?
#ATDCLD
…because they died?
Out of 100 people, how many stopped doing business with an organization…..
Source: Gallup
#ATDCLD
…because they moved away?
Out of 100 people, how many stopped doing business with an organization…..
Source: Gallup
#ATDCLD
…because they were referred elsewhere by friends/family?
Out of 100 people, how many stopped doing business with an organization…..
Source: Gallup
#ATDCLD
…because of the price?
Out of 100 people, how many stopped doing business with an organization…..
Source: Gallup
#ATDCLD
…because they were dissatisfied with the product?
Out of 100 people, how many stopped doing business with an organization…..
Source: Gallup
#ATDCLD
…because of an attitude of indifference from the
service provider?
Out of 100 people, how many stopped doing business with an organization…..
Source: Gallup
#ATDCLD
DieMove Away
Leave w/friends
PriceDissatisfied w/product
Attitude of indifference
1 3 5
9 14 68#ATDCLD
• Members will likely want to stay involved, even if they move across town or change jobs
• Members will likely want to maintain their membership, even if you increase your dues occasionally
• Members don’t even have to think every program or event is entirely relevant
Now think about how this pertains to our members:
#ATDCLD
What members DO want is to know
they matter.
#ATDCLD
That we are looking out for
their experience.
#ATDCLD
That we SEE them.
That we HEAR them.
#ATDCLD
And ACT on their behalf.
#ATDCLD
Member Experience
Why
Image from Pixabay by Gordon Johnson
What made you decide that ATD was where you wanted to invest your time, effort, and energy?
#ATDCLD
ConversationListening
Gaining feedback
Image from Pixabay by Kristin Baldeschwiler
ContentOpportunities to
be involved
ConnectionRelationships
#ATDCLD
ConversationWe need to understand what
matters most to our members, collectively and individually.
#ATDCLD
It’s important to gain feedback through multiple touchpoints:
Throughout the year on a collective
basis
Throughout the member journey on an individual basis
This is where conversation
happens!
#ATDCLD
• Annual membership survey
• Program evaluations
• Onboarding survey about 90 days after joining chapter
• Periodic focus groups
• Stay interviews
• Exit survey after membership lapses
A few ways to facilitate this:
#ATDCLD
With your table group, discuss:
How do you capture member feedback throughout the year or throughout the member journey?
What has been successful for your chapter?
What has been challenging?#ATDCLD
At your table, discuss:
How do you provide meaningful opportunities on a consistent basis while honoring the many facets of diversity within your membership?
Image from Pixabay by TeroVesalainen
Content
#ATDCLD
Connection#ATDCLD
Long-term engagement
Volunteerism
Deeper relationships
+
+Increased renewals
#ATDCLD
We want our members to be
“sticky”
#ATDCLD
• Is there a common time of year when members leave?
• Are they leaving because of job/career changes?
• Have they not attended an event in awhile?
• Is there a lack of perceived value?
• Is it a financial reason?
• Did they simply forget to renew?
Why are lapsed members leaving? Use your data!
#ATDCLD
Renew (v):
To make like new: restore to freshness, vigor or perfection
Source: Merriam-Webster
#ATDCLD
With your table group, discuss:
What are you doing to stay top of mind at renewal time?
How do you show appreciation for renewing members?
#ATDCLD
Personas Part 2: Renewing
How have you engaged this member?
How will you connect and encourage this member to renew?
Consider:
• Priorities
• Membership goals
• Work demands
• Family and other commitments#ATDCLD
Personas Part 2: Renewing
How have you engaged this member?
How will you connect and encourage this member to renew?
Consider:
• Priorities
• Membership goals
• Work demands
• Family and other commitments#ATDCLD
Reflect and Act
In your chapter leader role, how will you:
• Better engage new members?
• Be more intentional about retaining existing members?
Image from Pixabay by Arek Socha
#ATDCLD
Resources for you...Chapter Membership on the ATD Store - bundling a Power Membership can make renewals easier! (visit the Chapter Leader Community - www.td.org/clc)
SIGs and GIGs can be a terrific way to encourage deeper relationships and “sticky” members - look for the Chapter Interest Group Guide in the Chapter Leader Community
Craft and refine your “elevator pitch” to discuss the value of membership! (https://www.buzzuka.com)
Get great ideas for encouraging Joint Membership: https://www.td.org/chapters/clc/care/joint-membership-activities
Find speakers through the ATD Speaker’s Bureau: https://www.td.org/chapters/clc/chapter-speaker-resources/speakers-bureau-search
Don’t reinvent the wheel! Learn from other chapters on the Share our Success (SOS) site: https://www.td.org/chapters/clc/care/joint-membership-activities)
Gain insight into what members want and need using the Annual Membership Survey Template on the Toolkits page: https://www.td.org/chapters/clc/toolkits
#ATDCLD
T H A N K
Y O U !
Your feedback helps ATD and the Chapter Leader Day planning team continue to provide top-notch programming for chapter leaders.
Please complete this short form to help us plan for ATD 2020 Chapter Leader Day.
#ATDCLD
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