2. Team approach is a must for success.
http://www.youtube.com/watch?v=3tRRYm-ZZHo

3. ELEMENTS OF MEMBERSHIP TO CONSIDER
• Existing full member renewals
• Entry to practice conversion to full members
• Student recruitment
• Lapsed member recruitment
• New member recruitment
• Student conversions to entry to practice

4. NEW WORLD ORDER
THE END OF MEMBERSHIP AS WE KNOW IT!
Shifting demographic and psychographics of workforce
Less value on lists of THINGS
More value on CULTRE of organizations
It’s about the membership EXPERIENCE
EMOTIONAL connection counts

5. WHAT’S VALUED??
Traditional pillars of membership benefit plans are no more
Networking
Information /Resources/Products
Advocacy
Member Loyalty

6. WHAT’S IN IT FOR ME? – WHAT’S THE ROI?
These are just FEATURES or ASSETS of membership but
not the outcome focussed benefits or VALUE of what
you get from your membership.
It’s not enough to just be the nice to have anymore you
must do something different to create a MUST HAVE
membership proposition.

8. EMBODY THE ESSENCE OF THE ORGANIZATION
Choose the
power/emotional
words that embody the
essence of
CDHA/province?
These must be used
throughout marketing
Materials.

9. ASSET AUDIT
Compile list of everything we have to offer
Identify level of driver of membership
are they
Low
Medium
High

10. ASSESS ASSETS AND ADJUST ATTRIBUTES
What is it ABOUT these THINGS that are our
VALUE proposition?
What problems does membership in
our association help solve?
Instead of the website, directory, conference….what
ADVANTAGES do each of these give our members?
The CDHA/provincial
ADVANTAGE
We give you.....

11. CUSTOMIZATION & FLEXIBILITY
• Basic membership plans + + + or opt outs with discounts
• Choice of online or hard copy delivery with incentives
• Pricing incentives for early renewal
• Rewards/privileges
• Limited time offers, free trial offers, satisfaction guaranteed
or money back.
• Monthly or quarterly pre-authorized payments
• Pro-rated payments

12. DATA MINING
• Use of notes fields in iMis
• Areas of expertise populated
• Website addresses
• Cell phone numbers
• Twitter IDs collected

13. MEMBER CENTRED PHILOSOPHY
• Listen twice as much as you talk!
• Know everything you can about the organization.
• Training provincial front-line staff?
• Be knowledgeable on how to navigate website to
assist members,
• Engage with and ask questions of members -
understand what motivates and why.
• National and provincial staff must be accountable to
and play a part in membership.

14. MEMBER CENTRED PHILOSOPHY
• Discussions on membership services and value
should be regular part of all meetings and planning.
• Stop using term e-blast – shouldn’t be BLASTING
anything – SHARE useful items of VALUE
• Use the word YOU in copy wherever possible

15. CONNECTING NOT CONTACTING
Create as many “touches” as possible
Not always “selling” products or “pushing “information
but just touching base
Opening doors for two way engagement and participation
whenever possible.

16. WE WANT TO BE “RTU” NOT “ROT”
Relevent /Timely / Useful
not
Redundant / Old/ Trivial

17. CHALLENGES – ACKNOWLEDGING LIMITATIONS
• iMis capabilities
• Memberships paid via provinces
• Insurance cycle variance

18. DO IT DIFFERENTLY!
• Greater use of iMis fields and improved data gathering
• Exit strategy for dropped members
• Shorter, simpler messaging & less hard copy mail
• When non-members fill out form to create an online
account – ask why they aren’t members

19. 2013 CAMPAIGN IDEAS
Play on the 2013 50th anniversary theme–It’s our birthday
but we’re giving you 50 reasons to join– create a list of
50 reasons why membership is beneficial. 50 reasons to help
us grow - Sign up a new member, get $50 CDHA gift certificate.
Trial membership with temporary free access to one
issue of magazine or other benefit for lapsed members.
Feedback Friday – once a month encourage members to
post, email, call with any comments/suggestions on how
we can improve their member experience.

20. LAST 7 WORDS SPOKEN BY EVERY FAILED
COMPANY

21. OPEN MIC – THE FLOOR IS YOURS
Any other thoughts, comments, suggestions, feedback,