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Communicating the Value of AFP:
Member Recruitment & Retention
June 13, 2012
Agenda & Housekeeping
Part 1: Recruiting new members
Part 2: Retaining members
Part 3: Retaining senior professionals
Part 4: Resources from IHQ
Q & A/Information SharingPlease place your phone on mute (press *6)
until the sharing portion of the call.
AFP Membership Growth
5,400
16,049
24,42926,348
30,47728,266 28,066 28,935
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
1985 1995 2000 2005 2008 2009 2010 2011
Database Conversion
Outcomes on Membership
Effects of declining retention
• Low retention affects your budget, programming, diversity, volunteer leadership, advocacy efforts and more.
• Keeping your current members has a greater ROI than seeking new members.
Recruiting New Members
Set a goal for number of new members
Engage members in recruitment
Develop a prospect list
The personal ask is the most effective
Membership Categories
Young Professional Category
Open to fundraising professionals who are age 30 or under
Annual Dues: $75
IHQ: $50
Chapter: $25
Open to persons who hold some degree of responsibility for fundraising
Annual Dues: $250 + Chapter Dues
Professional Category
Small Nonprofit Organizational Membership
Annual Dues : $150 IHQ: $100Chapter: $50
•Operating Budget less than $1,000,000•2 or less full time FTE fundraisers•Individually incorporated•Not affiliated with a larger institution supporting it’s operations
Retention begins the moment you get a new member!
• Make them feel welcome
*Buddy system
*Welcome message
*New member orientation
Retention begins the moment you get a new member!
• Help them use their benefits
• Engage them immediately
Financial Benefits of MembershipFINANCIAL BENEFITS OF MEMBERSHIP
Member’s Savings Through our Chapter•Chapter Educational Meetings (10 per year) $ •Chapter One Day Conference $ •Webinars (2 per year) $ •Course Offerings (Fundamentals, CFRE Review, etc.) $•Other (job postings) $
TOTAL $
Member’s Savings Through AFP INTERNATIONAL*•International Conference Registration $400•Ready Reference Series (9 Titles) $180•Resource Center Research $ 50•Advancing Philanthropy Subscription $100•HEP Matching Gift screening $ 60•AFP Webinars (per session) $136 •AFP Compensation and Benefits Survey $ 95•CFRE Application $160
TOTAL $1181
GRAND TOTAL (Chapter + $1181)
* Does not include non-quantified benefits such as legislative advocacy, fundraising news eWires, free Webinars, Hot Topics information, Toolkits, Ethics Inventory Assessment, Information Exchange papers, Action University learning, online forums, 20% off any AFP Bookstore Purchase, 45% off North Park University Tuition, etc.
Engaging Senior Professionals
• Make them feel valuable*Ask them to share knowledge
*Provide special recognition
*Provide special discounts
Engaging Senior Professionals
• Remind them to use their benefits
• Ask them to do something specific
*Target a discrete project
*Escalate their International involvement
Resources AvailableAFP Printed Marketing Materials and Logos for Chapters:http://www.afpprintq.com/
AFP Chapter Administration Portal for Reportshttp://www.afpnet.org/audiences/chapters.cfm?navItemNumber=525
AFP Online Membership Toolkit:http://www.afpnet.org/Audiences/ChapterNewsDetail.cfm?ItemNumber=1693#memchair
My AFP Profile:http://www.afpnet.org/About/content.cfm?ItemNumber=3083&navItemNumber=531
Open Discussion
Contact Information Ann Hale, CFRE
Val Lay
Director, Chapter Services, Central U.S.
Chapter Services
800-666-3863
Thank you for all you do for AFP!
