Membership Series – Part 2:

Auto-Renewals & Monthly Installments - A Membership Game Changer?

Joint MembershipBenefits, Pitfalls, & Is it right for

you?

Part 1

Auto Renewals & Monthly InstallmentsBenefits, Pitfalls, & Is it right for you?

Part 2

https://www.youtube.com/watch?v=NAaIGl-MCzw

National Success StoryThe American Occupational Therapy Association

Results Early concerns that complaints about unexpected

renewal charges would flood in were unfounded. Plan participants were 27 percent more likely to

renew after the first year than new members who didn’t choose the payment-plan option

Based on the success of the plan, AOTA then offered the option to all members.

renewals up 15 percent among participants

15%

https://www.asaecenter.org/resources/articles/an_plus/2013/october/can-a-monthly-payment-option-work-at-your-association

Does this sound familiar?“We can work on more valuable member services than being a billing administrative association in which we’re spending all our time kicking dues notices.”

- Mark Jones, CAE, president of enSYNC Corporation

**

http://associationsnow.com/2016/11/perpetual-membership-study-auto-renewal-reality-check/?utm_source=AN%2BDaily%2BNews&utm_medium=email&utm_campaign=20161109%2BWednesday

ObjectivesBenefits

Pitfalls

Your Next Steps

Kyle BazzyDirector of Growth

Proud Detroiter

BillhighwayTechnology built for CRPs

Founded in 1999

Why Are We Qualified?

Do You Know Who Pays Your Members’ Dues? • Is it out of their pocket?

• Is it professional development paid by their employer?

• Other?

Tip: If you’re looking for a new question to add to your member surveys, ask questions that get to the root of who pays for the membership and why.

What do YOU want to learn about auto renewals/monthly installments?

Help Me, Help You!

State of Auto RenewalsMember Opt-InOn average, about 23 percent of members opt in to automatic renewal at associations that said they offer it.

TokenizationJust 14 percent of associations offering automatic renewal said they use tokenization, a payment card industry (PCI) practice recommended for secure data storage.

CancellationOnly 41 percent of associations offering recurring billing said they require members to initialize a cancellation instead of still sending an annual renewal notice.

Of members opt in to automatic renewal at associations

23%

http://blog.ensync-corp.com/survey-provides-details-on-perpetual-payments-plans/

Why?

01 Convenience

02 Automation

03 Predictable revenue stream

04 No decision points

Convenience

ChapterDon’t have to send renewal reminders

MemberSet it & forget it

NationalCan focus time on bigger initiatives than renewal

of new members to ACCA have chosen the monthly auto-renewal plan

40% Tips from ACCA:• Create a single dues rate

• Don’t hide how much dues are

• Make it easy to join

http://associationsnow.com/2015/10/monthly-membership-as-easy-as-possible/

Automation

ChapterLess legwork for staff – increased revenue via monthly payments

MemberMembers don’t have to mail in a check or go online

NationalMembers are a part of it until they’re not = perpetual membership

Tip: Monthly amounts are more affordable for members paying out of their own pocket – frame your membership as “Easy Pay”

Monthly membership cost is more than yearly

Extra cost covers additional administration

ASCA Example

http://associationsnow.com/2015/06/auto-renewal-and-monthly-payments-the-perfect-mix/

Predictable Revenue Stream

ChapterMore support for volunteers/staff

MemberMore affordable – a set fee people can count on like utilities

NationalShared information in real-time

of associations offering multi-year renewal options saw an increase in renewal rates

44%

http://membershipmarketing.blogspot.com/2014/04/what-can-be-done-to-increase-renewal.html

Remove Decision Points

ChapterStaff don’t have to spend time sending renewal notices

MemberMember can’t forget to renew – it’s already taken care of

NationalValue isn’t as closely scrutinized, also provides a great opportunity for National to share throughout the year the value members are receiving

Considerations: Implementation Annual versus monthly KISS Dunning management PCI Compliance Expired cards Starting small Trust

Tips:• Find a company that offers automatic credit

card/account updater technology• Survey exiting members to better understand

their frustrations & improve processes

“Because there is no obvious spot to reconsider the membership—especially in cases of automated payments—when members reach the point where they are unhappy enough to cancel, they are usually genuinely unhappy.”

- Robbie Kellman Baxter, The Membership Economy

http://www.marybyers.com/auto-renewals-planning-for-success/

http://associationsnow.com/2015/06/auto-renewal-and-monthly-payments-the-perfect-mix/

Define Your Goal

Senior leadership buy-in Chapter buy-in Retention, staff efficiency

and membership growth (recruitment)

Other Ways to Increase Renewals

71% of associations that extend a grace period two months or more to allow members to renew have renewal rates over 80% compared to 50% of associations that limit the grace period.71%

69%66%

69% of associations that include phone contacts as part of their renewal efforts have renewal rates over 80% compared to 44% of associations who do not use phone efforts.

66% of associations that use direct mail as part of their renewal efforts have renewal rates over 80% compared to 45% of associations who do not use direct mail.

http://membershipmarketing.blogspot.com/2014/04/what-can-be-done-to-increase-renewal.html

Tips to Get Started

Create a business case

Evaluate your current process

Measure success

Test options

http://www.marybyers.com/auto-renewals-planning-for-success/

Date: Thursday, December 22nd

Time:12:00-12:45 PM E.S.T.

Top 10 Takeaways for Chapter-Based Associations

2016 Webinar Finale:

Did you miss any of our 2016 webinars?

No worries, we’ll recap our best tips, tricks and advice from our previous webinars

Register: http://bit.ly/2hwJSnO

Fact FindersYou bring the challenge, we find the answers.

IT’S FREE!

ProjectDo you have a chapter project on your plate?

Business CaseTrying to make a business

case but need some external supporting

resources?

ResourcesAre you looking for

resources or research to guide your project?

http://www.billhighway.co/assn-fact-finders/

KnowledgeBankhttp://www.billhighway.co/knowledge-bank/association/

Q&A – Ask Away!