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PINs Workshop:
Knowing your members
December 3, 2014
Toronto Civic Centre – Metro Hall
PINs: Goals and objectives
Goal: To collaborate with professional immigrant
associations to increase their capacity to connect
their skilled immigrant members to employment.
We do this by:
• Raise awareness of the associations to skilled
immigrants and to employers
• Foster collaboration between the
associations and key partners – employers,
professional associations, service providers,
government, and other relevant stakeholders.
• Develop leaders of professional immigrant
associations by providing learning opportunities
and refer them as experts on immigrant
employment at consultations and in the media.
Workshop Objectives
1. Why it’s important to understand your members
(despite your organization size)?
2. What are the best practices and challenges in
membership management?
3. How knowing your members can help you better
position your association in sponsorship
opportunities?
4. Ideas on how to get your organization ready to
survey and better understand your members
Who’s in the room?
PIN Associations
• Association of Professionals in
Thorncliffe (APT)
• Council of Filipino Canadian
Professionals of Ontario (CFCPO)
• EXATEC Ontario
• Hispanotech Canada
• Latin American MBA Alumni
Network (LAMBA)
• Latin Project Management Network
(LPMN)
• M-Bridge Society and Culture
Integration
• Mexican Talent Network
• New Canadian’s Media
Professionals (NCMP)
• PINS@YorkU
PIN Partners
• Desjardins Financial Security
Independent Network
• Durham Centre for Excellence
(DCENTEX)
• North American Association of
Asian Professionals (NAAAP)
• Thorncliffe Neighbourhood
Office (TNO)
PIN Observers
• City of Toronto
Agenda
5:30 pm Registration and Networking
5:50 pm Welcome remarks and introduction
Monina Febria (TRIEC)
Venue host: Toronto Employment and
Social Services (TESS)
6:00 pm – 7:00
pm
Workshop presentation – Knowing your
Members
Ben Hum (NAAAP, Toronto chapter)
7:15 pm – 7:45
pm
Best practice sharing (group discussion)
Ideas going forward (PINs team)
7:45 pm Questions, final remarks and wrap up
8:00 pm Close
Welcome to our venue host:
Fehmida Murji
Supervisor, Employer Services
Toronto Employment and Social
Services (TESS)
Welcome to our facilitator:
Ben HumPresident, North American Association of
Asian Professionals (NAAAP),
Toronto Chapter
Ben HumChapter President
Vice chair | NAAAP Presidents’ council
North american Association of Asian professionals
(Toronto Chapter)
A canadian chapter of the
national association of asian american professionals
We build leaders!
Evolving Membership Management
Top Challenges
1. Communication and InformationContact information not up to datePoor communication to members and back up to organizing team
2. NetworkingLack of interaction with other membersNot being proactive in seeking support to themselves and building their networks
3. Capacity DevelopmentAdministration and databases. Retaining members. Participation and adding value to our membersBeing able to fulfill association objectives
4. Engagement of members (i.e. at events, response to emails etc.)Lack of enthusiasm from membersUnderstanding the culture, ownership
Reboot your Membership Program• When was the last time a member survey was conducted for your
organization and are you asking the right questions?
• WOW Membership Experiences =
membership benefits + organizational programs/services
• Have you performed a gap analysis of the membership process and operations?
• Is your membership experience an extension of your organizational brand?.
Your members are your customers and
your membership experience is your loyalty program
Success Factors• Develop a holistic strategy where a lot of little things add to the
overall result.
• Focus on correcting the process and the result will take care of itself.
• Create stakeholder opportunities so members have reasons to be engaged.
• Evolve from a member benefit framework to one of member experiences.
• Thread membership into other organizational committees. Membership should not operate as an isolated silo.
Creating WOW Member Experiences• NAAAP Member Showcase Table at events
• NAAAP Success Moments (share your stories)
• NAAAP Event Host Program, NAAAP Networking Builder Tools, Post Event Photo Gallery
• NAAAP Toronto Chapter Year in Review
• Contribution to NAAAP AList Magazine
• Collaboration with 18 different community partners for a broad range and diversity of events
• Engaging and collabration with corporate ERGs
• NAAAP Members can joined 14 different operational committees
Creating WOW Member Experiences
• No charge or reduced fee access to NAAAP Toronto Signature (Networking & Workshop) Events,
• Exclusive NAAAP Member rates to special events, sponsored events and NAAAP National and other Chapter events in the United States and Canada,
• Advance notification and invitations to upcoming events, programs and special offers,
• Exclusive invitations and access to events and programs only for NAAAP Members,
• Access leadership development Webinars, mentorship program and community partner events,
• Access the NAAAP Online Career Centre exclusive to members,
• A monthly eNewsletter subscription keeps you connected to current news and events in the community,
• Full discount program to performances, hotels and participating vendors (Perkopolis)
• North American Wide Membership - Membership is recognized at all NAAAP Chapters throughout the United States and Canada.
Creating WOW Member Experiences
New for 2015
• Mastermind POD Program
• NAAAP International Marketplace
• Digital Membership Cards
• Members Reward Points System
• Professional credits for leadership workshops
Membership MetricsDetermining the Lifetime Value of Members | How Much to Budget for Retention and Recruitment?
What is the economic benefit to our Chapter if a member renews for 10 consecutive years? What is the cost of recruiting a new member and how much are we willing to spend? What’s the average length of membership in our association?
These are important questions when developing a budget and campaign for retaining and enrolling members. Use these formulas to determine the Lifetime Value of a Member:
Retention Formula - How many members are you likely to retain each year?
# of Renewals % Retention = ----------------------- X 100
# Eligible to Renew
For example, 920 of 1,000 members renew, the retention rate is 92%.
Loss Formula - The adverse of retention: How many members are likely to drop out this year?
# of Dropped Members % Loss = ----------------------------- X 100
# Eligible to Renew
For example, 80 members drop out from an eligible renewal base of 1,000, the loss rate is 8%.
Membership MetricsTurnover Rate - This is a key to the formula for determining lifetime value. The turnover rate is time in which the entire membership will disappear at the "loss rate" and no new members.
100 Turnover Rate (years) = --------------
Loss Rate
Thus, with a 8% loss rate per year, it would take about 12.5 years to wipe out the membership base.
Cost of Serving Members - A high level simplified formula to determine the cost per member is to divide the number of members by the total expenses.
# of Members Average Cost = --------------------
Total Expenses
For example, if there were $350,000 in expenses per year, and a membership of 1,000 members, the cost to service a member is $350 each. (It may be practical to remove some expense line items, such as special events and scholarships, if they are part of independent programs.)
Membership Metrics
Lifetime Value of a Member
The lifetime value of a member includes the annual dues and projected non-dues income (i.e. convention registration, sponsorship, program registrations, donations, etc.) Using the illustrated examples, you have determined that the average member stays for 12.5 years and that the turnover rate is 8%.
• Lifetime Dues Income Formula
When you multiply the turnover rate by the annual dues amount, you obtain the dues income value of a new member. For example, $400 annual dues x 12.5 years results in a $5,000 expected dues income from one new member.
• Lifetime Non-Dues Income Formula
If you don’t know the non-dues income value, use this simple formula. Add all the non-dues income line items in your budget and divide it by the total number of members. For example, with $400,000 income, let’s say $125,000 is generated from non-dues. Thus, divide 1,000 members by $125,000 and you determine the non-dues income value per member of $125 per member. Multiply this x 12.5 years (turnover rate) and you generalize that the non-dues lifetime value of a member is $1,562.50.
Add the lifetime dues income to the lifetime non-dues income (i.e. $5,000 + $1,562.50 = $6,562.50) which will be anticipated revenue over the 12.5 year expectancy of the member’s renewals. Thus, for every new member, approximately $6,562.50 will be received over the lifetime of his or her participation in the association. If you can keep the member longer than 12.5 years, you’ve improved the value of the member.
Membership MetricsCost of Enrolling Members
Few associations know how much money to budget for getting new members each year. What should you plan to spend on printing, mailing, calls and staff time, for instance? The premise is that if you know the lifetime value of a member, you are willing to focus additional energy and funds on membership development. There is a formula for determining the cost of enrolling members.
Enrollment Cost = Lifetime Value minus (Avg. Cost Serving a Member x Turnover Rate)
Thus, in our example, the lifetime value of a member is $6,562.50. It should be subtracted from the cost of serving a member over the 12.5 year period of membership ($350 x 12.5 = $4,200) to determine the "profit" for enrolling the member.
In this case, enrolling a new member who is likely to remain in the association for 12.5 years, the profit is $2,362.50. Naturally, the influences on quality of services impact duration of membership. With a strategy, a Chapter may be able to reduce the costs of serving a member, or increase the non-dues income per member – thus improving the profitability per member.
Knowing the lifetime value of a member allows the association to realistically determine how much should be spent in a membership campaign to enroll new member.
Note: Apply this set of formulas for estimating budgets to use as a guide. For member driven associations, this financial perspective adds a powerful strategy for a membership committee to create a budget for retention and recruitment.
Membership Drive Programs“A Membership That Pays"
• Between _____- _______, year | Join as a NEW MEMBER and get $10 CASH BACK. Increase of 45% new sign ups compared to average 3 month period.
• Between _____- _______, year | Renew your existing membership and get $15 CASH BACK. - Resulted in 72% membership retention for time period indicated.
•
• Membership Referral Program | Existing Members Can Earn A FREE Membership. Receive $10 credit voucher towards your next RENEWAL every time you REFER a NEW NAAAP member. Resulted in 30% participation for 3 month period.
Membership Drive ProgramMembership Appreciation Content
It's simple to enter!
• Existing Members (automatically entered) 1 Ballot Entry• Join as a New Member 1 Ballot Entry• Join as a new Corporate Member 3 Ballot Entries
Increase your chances to win!
• Refer any New Member 1 Additional Ballot Entry• Refer any new Corporate Member 2 Additional Ballot Entries
Prizes Included: Color Television, Microwave Oven, Digital Camera, Cordless Telephone, Portable Stereo System, Mont Blanc Pen Set and lots more!
*No limit to how many ballots a entrant can earn.
Gamify Membership Acquisition and Retention Programs to make it fun!
Questions?
Thank you!
Best practices discussion:
Are there any other practices/approaches
not yet discussed that are effective in
helping you get to know your members
better?
Do you know of helpful tools/resources that
are effective in membership management?
PINs Membership survey discussion
Objectives:
• PINs associations to share survey with their members
between December 2014 to February 2015.
• Create a comprehensive database of the skills and
experiences of your members
• Inform who are your members that are connected to
employment commensurate with their skills
• Inform what services are effective in the job search
process as shared by your members experiences
PINs Announcements
• Magnet Canada – sign up as a supply partner
• Upcoming events Workshop on Mentoring models – January 24th
9:30-3pm
PINs Annual Event – Feb or March 2015
• Evaluations: please complete
• PINs Insider LinkedIn Group
• Any other announcements?
Thank You for joining us today!
Any questions or concerns come speak to a
PINs Team member
or
email us at: [email protected]
