The document discusses planning for growth and essential recruitment research. It outlines a four-step planning process: 1) organizational review, 2) membership review, 3) industry review, and 4) departmental review. Each step involves collecting different types of data about the organization, membership, industry trends, and internal processes. The recruitment plan should then include targets, messages, tactics, and appendices based on the research findings. Maverick approaches to research like using metaphors, lateral thinking, and social media monitoring are also recommended to gain deeper insights.

2. Association Congress, July 2011 © Sue Froggatt, Sue Froggatt Training & Consulting E: sue @suefroggatt.com W: www .suefroggatt.com T : 0870 747 9185 Planning for Growth Essential research for developing your member recruitment strategy

4. Planning for Growth The Planning Process 1.1 Organisation 1.2 Membership 1.3 Industry 1.4 Department Sections Structure Options Input from members

5. The Planning Process How Much Time Is Spent On Each Stage?

7. Do Your Own Assessment In This Session

10. Member Turnover Analysis Trend Sparkline 2007 2008 2009 2010 2011 Members At The Start Of The Year New Members Joining That Year Members Renewing Members Leaving Members At The End Of The Year Net Gain or Loss

11. Recruitment Attrition ***WARNING*** Don’t recruit if you have a very leaky bucket!

15. New Member Review Segment Profile Joining Triggers Possible Recruitment Messages & Themes Influencers 1 2 3 4 5 6

16. Put Yourself In Their Shoes

17. Awareness Attention Interest Action Members Desire No Interest Apply Help Advance

18. Who failed to join? What happened? ‘Fail-To-Join’ Research Make sure your efforts are going to be productive! Wrong target? Wrong message? Poor impression? Weak benefit package? Not convinced of value for money?

20. Net Promoter Score How likely are you to recommend membership to a colleague or friend? Who currently recommends membership?

28. How Does The Planning Process Need The Research Data? Raw  Interpreted  With Recommendations Useful Analysis Tools SWOT  CATWOE  6 Hats  5 Whys  MoSCoW

29. Now You Have The Research You Need To Start The Formal Planning Session Targets Messages Tactics etc…

31. Recruitment Plan Structure

36. Free download at www.suefroggatt.com

42. G Guide Dogs for the Blind (NSW/ACT) 2 year membership - ‘Pups with Promise’ Register via Web then get updates via mobile phone Makes it easy to recommend to friends

44. 4. Maverick & Challenging Approaches To Use When Planning & Researching

47. 4.2 Challenging Research Techniques Familiarity and comfort mean we keep relying on ineffective research tools!

49. Use Metaphors “If the association was an animal, what would it be?” “What makes you say that?”

52. Use Cards Choose which images best illustrates where you want to be Why have you chosen those pictures?

53. New Research Tools

57. Conclusion