Planning for growth – Essential research for developing your member recruitment strategy

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

Planning For Growth Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object]

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

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

1. Essential Recruitment Research ,[object Object],[object Object],[object Object],[object Object],[object Object]

Do Your Own Assessment In This Session

1.1 Organisational Review Sets The Scene ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],1.2 Membership Review

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

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

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[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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

Awareness Attention Interest Action Members Desire No Interest Apply Help Advance

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?

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

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Harley Davidson Executive ,[object Object]

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1.3 Industry Review Environmental Scan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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1.4 Departmental Review ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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

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

2. What To Include In Your Recruitment Plan Structure & Sections ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

2.1 One Page Summary ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

2.2 For Each Recruitment Goal ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

2.3 Managing The Execution & Delivery Of The Plan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

2.4 Appendices ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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2.5 Other Possible Inclusions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

3. My All Time Favourite Recruitment Campaign ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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

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

4.1 Maverick Approaches ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Facts & Figures Positive & Optimism Devil’s Advocate Cool & in Control Emotions & Feelings Creative & Alternatives ,[object Object],[object Object],[object Object],[object Object]

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

Deep Dive Techniques ,[object Object],[object Object],[object Object],[object Object]

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

Use Lateral Thinking I’m a member of the …. What might they be thinking? ,[object Object],[object Object]

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

Monitor Social Media LinkedIn, Facebook, Twitter… ,[object Object],[object Object],[object Object],[object Object],[object Object]

Analyze Clickstreams ,[object Object],[object Object],[object Object],[object Object]

Planning for growth – Essential research for developing your member recruitment strategy

Planning for growth – Essential research for developing your member recruitment strategy

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Planning for growth – Essential research for developing your member recruitment strategy

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