member loyalty Archives - Syneka Marketing

Loyalty stages – moving members forward

By Advice for Not-for-profit Organisations and Charities No Comments

Members become (and remain) loyal one step at a time. Here are the key loyalty stages you will need to understand as you ‘move’ your members forward and build that loyalty … and trust.

  1. Who are your suspects, where are they, how will you approach them?
  2. What do you do to qualify suspects and turn them into genuine prospects – what value and benefits do they see? How innovative are you in attracting …
  3. First time members. How do you treat them? New member value package? New member event? Mentoring plan for new members? Or – do you count their membership fees and smile? If you don’t plan to build new member loyalty, you won’t be smiling for long.
  4. Members. This is the person who belongs to your organisation, pays their fees, attends meetings, attends games, contributes something to your organisation. They spend a fair and reasonable amount of their money (and their time) with you.
  5. Valued Members. These people tend to spend more, and more often. They are loyal and generally enjoy being a member of your organisation. This is not to imply that the (d) Member is not of value – simply, an (e) Member contributes more in terms of revenue, time and effort to your organisation.
  6. Advocates. These Members are your volunteers, leaders in the recruitment of new members, ‘cheerleaders’ at every event and major revenue contributors. They take their turn on the board, serve on committees and are generous and selfless with their time (and their money).

Do you know who your members are and in which classification they belong? The ideal situation is to move first year members to ongoing members, then to valued members. Ensure that your
incorporate moving your members forward.

Membership Growth

Ten Ideas for Welcoming New Members to Your Organisation

By Advice, Advice for Not-for-profit Organisations and Charities, Resources 3 Comments

You have put in the time and effort, spent the money, promoted your organisation far and wide … now you are reaping the reward of a growing membership base.

Yet in so many not-for-profit organisations, more members leave after the first year than at any other time. I have conducted surveys in this area and the reasons are numerous and complex – financial and changed circumstances are a couple of reasons; however, other responses relate to things such as a lack of benefits, poor service, lack of opportunity, poor facilities … in other words there is something deeper, particularly with first year members.

Below are ten ideas and suggestions which, if combined properly and worked well, can reverse the ‘first year member drop-out’ syndrome.

Ten Ideas for Welcoming NEW Members to Your Organisation

  1. Send them a ‘Membership Road Map’ – a total package that contains some free ‘goodies’ for them and, more important, a road map that takes them on a tour (virtual if on a PC or in the form of a printed brochure) of your organisation – location(s), people, how to contact, who to contact, events, meetings and all relevant information/timeframes.
  2. Invite them to a new member orientation night. Make it a fun and memorable event (avoid a sleep inducing ‘welcome’ from someone lacking genuine skills in this area) ensure they are made welcome and to feel at home.
  3. Move from free to fee – they get the goodies in the ‘Membership Road Map’ package (it can be a calendar, key ring, personalised membership card, boxer shorts … BOXER SHORTS?!? Hey, no one does boxer shorts, right? Be different!). Also, offer them a discount on an item of merchandise or memorabilia, kind of a ‘new member’s special offer’. It works! However, you should not offer discounts to new members at the expense of your current members – ensure the new members special offer is available to current members also, perhaps under a different promotional banner such as a ‘member loyalty’ offer.
  4. Contact them within 30 days of joining, by telephone if possible, and…
    • welcome them;
    • ask them if they have any specific questions regarding their membership;
    • update them on any events, seminars, functions that are about to happen;
    • ensure they are happy and utilising their membership benefits.
  5. Membership Benefits? Well, why did this new member actually join your organisation? If you don’t know – find out (refer back to #2 or #4, you can ask the question/record the response at either of these early interactions). You see, this person joined the organisation for their reason, not yours. If you know why they joined, you need to focus on that reason in future dealings with the member.Record all feedback on your database.Did they join to gain new friends, save time and effort in studies, improve their social position, build a network, get closer to their team or …? Once you know the reason … you can personalise offers and target them for events and functions that they are interested in.Perhaps they will volunteer their time for a cause that interests them, or utilise their skills to help the organisation or …?This is where a good ‘relational’ data base becomes invaluable.
  6. Appoint a mentor or buddy, which is a good idea for smaller organisations but can be utilised by larger organisations as well. There are people within most organisations who are willing to reach out and help others. Sometimes they will take on more than one person. If your organisation has educational/professional development requirements it would be an excellent idea to appoint your new members with a mentor, who can guide them over the initial hurdles. Retired members are a great recruiting source for this task.
  7. Call them a ‘New Member’ for the first full year of membership. It is absolutely vital that you develop a 12 month retention plan – first year members are your biggest defectors.Ensure you make quality contact (phone, email, social media, post) – yes, post. 37% of members of an organisation prefer their contact via the mail. Who says this? Why, Australia Post, at planned intervals, e.g. seasonal, cyclical or prior to major events, throughout the year.
  8. Commence the Member Renewals process early. Segment first year members within your database and target them. Although you should be trying to renew all of your members early – first year members need to be tracked and monitored.A phone call just before renewals time … a planned contact … won’t hurt either!
  9. Everyone, and I mean everyone, who has contact with members – and here we are talking about that new member – should be trained in delivering superior member service. Your people should be absolutely the best in telephone response, first time contact when a member visits, managing their complaints and concerns and simply making them feel that they are #1 at that point of interaction.An old US corporate study identified that 65% of people did not return to an organisation because of ‘an indifferent attitude from an employee’. Some boffins refer to Service Excellence as a ‘soft skill’. Well … it isn’t  It is an absolute necessity to give your people the skills and knowledge to be the best at what they do.
  10. Your Bonus. You have given the new member a lot of benefits and value throughout the year, now it is your turn to gain some value back, for your organisation:
    • Promote ‘Member-get-Member’. If they are happy with you, do you seriously think they won’t tell others? Well, prompt them!
    • Conduct a new member survey – what did they like, dislike and what changes would they
      recommend from the experiences they had in their first 12 months.
    • Say ‘thank you’ … that will gain you a ton of value!

Kevin Cahalane and Alex Makin will be presenting at Membership Mastery for Professionals on Thursday 14th of March.  The full-day workshop is available for just $595 (GST inclusive).  Visit membershipgrowth.com.au/membership-mastery-for-professionals-2013 for details.

Introducing Survive and Thrive – the Not-for-Profit Masterclass – Thursday 29th March

By Advice, Advice for Businesses, Advice for Not-for-profit Organisations and Charities, Government, News, Presentations 2 Comments

Grow your Membership – Improve your Communications – Strengthen your Marketing

You simply cannot afford to miss the best opportunity you will have in 2012 to grow your membership, build member loyalty, strengthen your marketing (and image) and ensure long term sustainability for your organisation.

Survive and Thrive – The Not-for-Profit Masterclass – 29 March 2012

In a highly intensive, interactive three hours – Alex Makin (social media, website and marketing expert) and Kevin Cahalane (membership growth and revenue earning specialist) will provide you with the knowledge, resources and tools to bring you outstanding results in developing and growing your membership, strengthening your communications and building your revenue in 2012 … and beyond.

Survive and Thrive – the Not-for-Profit Masterclass will be held from 1.30pm – 4.30pm on Thursday 29 March 2012 at the Frankston Mechanics’ Institute.

Registration is great value at $127.50 per person – however, if you register by 2 March 2012 … you will save money with our Early Bird Special at only $99 per person (gst inclusive). Take advantage of this great rate – book today.

Register Now

To register for this exclusive and interactive masterclass please visit www.surviveandthrive.com.au or contact us on 1300 965 989.