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DOMAIN 7: MEMBERSHIP DEVELOPMENTAssociation 101
Got Membership Development?
DOMAIN 7: MEMBERSHIP DEVELOPMENTAssociation 101
What we cover today• Member Relations
• Member Retention and Recruitment
• Ethics Program
• Standard Setting Programs
DOMAIN 7: MEMBERSHIP DEVELOPMENTAssociation 101
How will we cover it today
Explanation
Examples
Engagement
DOMAIN 7: MEMBERSHIP DEVELOPMENTAssociation 101
Member Relations
Develop communication strategies to keep members engaged and informed.
Audience-- Who
Message --What
Vehicle -- How
DOMAIN 7: MEMBERSHIP DEVELOPMENTAssociation 101
Member-relations strategy addresses diverse needs/views of Current &potential members.
DOMAIN 7: MEMBERSHIP DEVELOPMENTAssociation 101
Strategies for diverse current potential Members
DOMAIN 7: MEMBERSHIP DEVELOPMENTAssociation 101
Strategies for diverse current potential Members
DOMAIN 7: MEMBERSHIP DEVELOPMENTAssociation 101
Analyze &implement, if appropriate, industry awards and member recognition
programs
Association
programs and strategic goals.
DOMAIN 7: MEMBERSHIP DEVELOPMENTAssociation 101
Membership Recruitment & Retention
Plan and implement membership recruitment and retention programs
guided by the strategic plan and the
results of a membership-needs analysis to expand and retain the
membership base.
DOMAIN 7: MEMBERSHIP DEVELOPMENTAssociation 101
Example: NCRGEA Attracting new members
• dues structure?
• incentives to new members?
• membership survey to evaluate?
Strategic Plan
DOMAIN 7: MEMBERSHIP DEVELOPMENTAssociation 101
Example: NCRGEA Attracting new members Cont.
Strategic Plan
• What is our inspiring vision of future?
• Who are we? What do we do?
• What are our priorities?
• What are our Goals and objectives?
DOMAIN 7: MEMBERSHIP DEVELOPMENTAssociation 101
Utilize market segmentation & targeting to develop strategies, messages, and delivery vehicles for current and potential members
DOMAIN 7: MEMBERSHIP DEVELOPMENTAssociation 101
Example from NC Soybean Producers AssociationStrategic Plan
Priority: Communication and Outreach
DOMAIN 7: MEMBERSHIP DEVELOPMENTAssociation 101
NC Soybean ProducersGoal 3: Review message and ways of communicating this message.
Evaluate who is target of specific messages: farmers, consumers, the public, Universities, partners, elected officials, and others.
Evaluate ways to send the message according to the target audience. This may include newsletter, social media, face to face meetings, and “visit a farm day”.
DOMAIN 7: MEMBERSHIP DEVELOPMENTAssociation 101
Research and identify strategies and tactics that increase member return on investment (ROI).
• Why should I join?
• Why should I participate?
• What should I care?
DOMAIN 7: MEMBERSHIP DEVELOPMENTAssociation 101
Communicate the value and relevance of association to diverse populations of members & potential members to enhance membership retention and recruitment.
DOMAIN 7: MEMBERSHIP DEVELOPMENTAssociation 101
Evaluateincluding membership satisfaction and membership trends
DOMAIN 7: MEMBERSHIP DEVELOPMENTAssociation 101
Group Exercises Doing
Each person works with help of rest of group
What is particularly important in a recruitment and retention plan for your association. Are there unique
features of your association?
DOMAIN 7: MEMBERSHIP DEVELOPMENTAssociation 101
Group Exercises Sharing
Each group appoints one person to share some of the lessons learned.
DOMAIN 7: MEMBERSHIP DEVELOPMENTAssociation 101
Ethics
Overall:
1. Is it moral?
2. Is it Legal?
3. Would it look bad on the front page of the papers or to be modern front page of the internet?
DOMAIN 7: MEMBERSHIP DEVELOPMENTAssociation 101
Also Codes of Ethics
Standard-Setting Programs
DOMAIN 7: MEMBERSHIP DEVELOPMENTAssociation 101
In Review from AENC Strategic Plan
Goal 3 Increase and improve membership engagement is a revision of 2011-2012 goal“Provide quality networking in events and all
programs”. The current plan retains the importance of offering high quality
networking events. This years’ goal expands by focusing also directly on member
engagement especially on engaging new members.
DOMAIN 7: MEMBERSHIP DEVELOPMENTAssociation 101
In Review from AENC Strategic Plan
Goal 4 Create a vibrant culture that engages and welcomes younger professionals is a new
goal. The focal point of this new goal is the creation of a group of young professionals
(association and affiliate members) in-between 21 and 35 years of age who will
present recommendations to the Board and communicate with similar young professional
groups.
DOMAIN 7: MEMBERSHIP DEVELOPMENTAssociation 101
In Review from AENC Strategic Plan
Goal 5 Add membership from at least two associations who are not currently a part of AENC focuses efforts not only on adding members but also on adding new
associations.