Maximizing Member Engagement

Maximizing Member Engagement
Tom Morrison Tony Karrer
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What to Expect Today

• It's All About You
• 6-Keys to Member Engagement
• Recap and Conclusion


How to Get Your
Members to
Scream Your
NAME and Beg
for MORE!


Who is Tom Morrison?

• CEO - Chief Energy Officer
• 17 Years Association Management
• 3rd Non-Profit – 2nd Trade Association
• Love 80’s Music and to Dance
• Played Drums Since I Was 5
• Wife DeAnna and 3-Grown Children
• Best Known For Pulling Out Beer Pong
Game and Instantly Becoming the
Coolest CEO in History


Poll Time!

Now that the election is over, how do
you feel about the future of your
industry/association?

• Great
• Not Sure
• Worried


Its All About You

Who Is the Electric Outlet
Of Your Association?


Leader or Manager

Managers are focused Leaders create shared
focused

Managers take credit Leaders take responsibility

Managers seek to be heros Leaders make heros of others
on the team

Managers exercise power Leaders develop power within
over people over people


Leader or Manager

Managers direct groups Leaders create teams

Managers communicate Leaders persuade

Managers have good ideas Leaders implement ideas

Managers react to change Leaders create change

Managers have employees Leaders win followers


The Power of Associations


Myths About the Association Business Model

1. The association model is broken
2. Membership doesn’t work
3. Young people are not joiners
4. Free dues is the future
5. People don’t see associations as relevant
6. Virtual meetings will do away with live
meetings
7. Social media will make associations
irrelevant


Association 101
Aka… Why People Join Associations

1. Organize themselves
2. Coordinate their efforts (cause)
3. Leverage the costs over many people
4. Build trust for partnerships/business
opportunities
5. Do things for themselves they could not do
individually more effectively


Association 101

Emotions WHY People Join an Association

1. People WANT to be a part of something
BIGGER than themselves
2. People WANT to be a part of something
EXCITING
3. People WANT to believe in an organization
that can EMPOWER them to make it happen


What Problems Do Your Members Have
Right Now and In the FUTURE?

You Should NEVER Take Action Just
Because Everyone is DOING IT!


INNOVATION!!!!

WHAT IS IT???


What is Innovation

Innovation is when you have the right
programs and services that continually
match up with the biggest on-going
challenges and opportunities that face
your members.

The KEY in “On-going”


The Big Problem With
Innovation?

Disconnect Between Board, Staff and CEO
on What You Should Do With Innovation.

Why? Fear and Change


Member Value


Any Questions So Far?


Key #1
Understand Your Threats to:

• Your Industry
• Your Members
• Your Association

Are The Threats Controllable or Uncontrollable?


Which Ones are Controllable and
Which Ones are Uncontrollable?

1. Build contingency plans for the
uncontrollable ones

2. Focus your programs and services on
the ones you can control


Sample Challenges for Any Association

• How do we give the smallest member in the
most remote location a voice to participate
• How to we connect our members, volunteers
and staff in a cost effective way to minimize
administrative cost and leverage our time
• How do we connect with the next
generation of members
• How do we help our members expand there
marketplace


Sample Challenges for Any Association

• How do we engage the members who do
not attend live meetings
• How do we connect the non-attending
member with resources and networking as if
they were attending meetings
• How do we give our members a competitive
advantage in the labor marketplace


The Keys to a Great Value Proposition

Specifically defining what the challenges and
opportunities in your industry are.

Identifying things you can for your members
they cannot do themselves effectively in time,
effort or financial resources.

This is where INNOVATION kicks in


Defining Your Potential Member’s
Challenges or Opportunities

3 Keys to Developing Your Value
Proposition

1. Identify Your Member’s Biggest Pains

2. Give Them the Right Medication

3. Set Dues Appropriately


So What Do YOU
Need MOST?

Key #2

An Effective
Communication Strategy


The Question is???

What Business Are You In?


What Business Are You In?

Associations are in the business of performing
the mission and purpose as defined in their
governing documents and/or strategic plan with
absolute excellence.

By performing your purpose combined with an
effective value proposition, your industry
should have a desire to be members.


The Association Challenges

Membership is a Balancing Act:

1. Recruiting New Members
2. Serving Current Members to Maximize
Revenue

Which Side Holds More Weight?


The Association Challenges

Managing a variety of different demographic
groups who all have varying expectations and
give/receive messaging in dramatically different
ways.

Continuing and fast paced technology shift in
how we communicate and do business with
each demographic group.


Membership = Pay Dues

Movement = Believers/Revolution


Key #3

Doing Things For Your Members
What They Can’t Do For
Themselves More Effectively?


Three Type of Association Programs / Services

1. Ones you can get for FREE anywhere

2. Ones you are going to do whether I’m a member
or not

3. Ones you can do for members more effectively in
time, effort and financial resources


Your Members Will Tell You What They Want

• Survey your members periodically to get their
input and buy in

• Get members involved in an innovation creative
team to help drive your value proposition

• Don’t think you know more than your members


Key #4
Show Your Board the RIGHT
Metrics to Engage Change


5 Key Metrics to Graph

Total Membership by Quarter - Shows health in membership


Per Member Revenue - Shows health of member engagement
in all revenue producing programs. Include dues and meetings
in your revenues.


Rolling 12 Month Average of Annual Revenues and Expenses -
Shows revenue related to expenses to identify quickly when
either is heading the wrong direction.


Total Assets, Liabilities and Net Worth – Shows overall
health of association.

Return on Management – Measures for every dollar
association is investing in management, how many dollars do
they have in net assets at any given time. Want to measure
this annually.


Key Metrics Are Critical

• Shows the overall health of the association

• Help staff to see where change needs to happen

• Motivates the Board to make change


Question??
Are You Maximizing Your
Revenue Per Member?


Three Bodies of Knowledge in Recruitment

1. Things Your Members Know They Know

2. Things Your Members Know They Don’t Know

3. Things Your Members Don’t Know They Don’t
Know


The Keys

• Recruitment is all about Value, Expectations &
Marketing

• Engagement is all about the right
Programs/Services, Communications and
Outreach

• Retention is all about doing #1 & #2 effectively
• If you have a retention problem, you have an
even bigger problem with #1 & #2


Association Challenges

Two Fast Paced and Dynamic Shifts

• Fastest Shift in Technology in Our History
• Largest Swing in Demographic Groups


Challenge: Different Demographic Groups


Keys to Engaging Younger
Members In Your Association

•See the world in ways never thought possible

•Experience an amazing journey where they are
better off at the end

•Fighting for an incredible cause

Does Your Association Offer These?


Key #5

Narrow Your FOCUS


Key #6
3 Questions to Consistently Ask in Membership

• What are we doing that we should be doing
differently?

• What are we NOT doing that we should be doing?

• What are we doing that we should STOP because
it’s completed or irrelevant to the membership?


RECAP: 6 Keys to Maximizing Member Engagement

1. Understand Your Threats to Industry, Members
and Association
2. Have an Effective Communication Strategy – Do it
All in Print, Electronic, Video and Social
3. Do Things Your Members Can’t Do Themselves
Effectively
4. Show the Right Metrics to Motivate Board and
Staff to Change
5. Narrow Your Focus


RECAP: 6 Keys to Maximizing Member Engagement

6. Ask the Three Important Questions Every Year:

• What are we doing that we could be doing
differently?
• What are we NOT doing we should be doing?
• What are we doing that we can stop due to its
done or irrelevant?

New World of Member Engagement
https://www.eiseverywhere.com/ehome/50467

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Tom Morrison Tony Karrer
904-249-0448 tony.karrer@aggregage.com
@tommorrison
tom@heattreat.net

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