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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
