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membership committee Archives - Syneka Marketing

Alex as a charter member of the Rotary eClub fo Greater Melbourne

Rotary eClub of Greater Melbourne Charter Event

By | Advice for Not-for-profit Organisations and Charities, News | No Comments

The Rotary eClub of Greater Melbourne provides an opportunity to diversify the membership of Rotary by providing flexible meeting arrangements. The eClub’s Charter Event was held this afternoon which officially launched the first Rotary eClub in Victoria.

Traditional Rotary Clubs meet on a weekly basis and the eClub utilises forums and online chats to replicate a meeting environment. The use of technology enables people to partake in Rotary, even if they are not able physically meetings due to work, travel or other commitments.

Today’s charter event was held at the Sky High Restaurant in Mt Dandenong with a view that overlooks Melbourne. The location reinforced the the notion that the eClub is not constrained by traditional locality boundaries, but instead is available for people across Melbourne and beyond.

Alex as a charter member of the Rotary eClub fo Greater Melbourne

Alex as a charter member of the Rotary eClub fo Greater Melbourne

Work is underway to identify local and international service projects and several prospective members have already expressed interest in joining Rotary’s newest club. The Rotary eClub provides a significant opportunity to introduce new members into Rotary and several target markets have already been identified through the eClub Membership Committee.

Syneka Marketing developed the website for the Rotary eClub of Greater Melbourne and is now developing a marketing plan utilising the strengths of the eClub to encourage new membership into Rotary. We look forward in working with the Rotary eClub of Greater Melbourne.

Rotary Club of Ringwood

Rotary eClub of Greater Melbourne Membership Committee

By | Advice for Businesses, Advice for Not-for-profit Organisations and Charities | No Comments

The Rotary eClub of Greater Melbourne was formed by Rotary District 9810 with the aim of providing new meeting options for Rotarians and to diversify the membership base.  The Rotary eClub of Greater Melbourne is the first eClub within Victoria and the website was developed by Syneka Marketing.

I have been nominated as the Chair of the Membership Committee, responsible for membership recruitment and retention, as well as the overall marketing of the eClub.  As a Rotarian and Managing Director of Syneka Marketing, I have offered to lead the creation of a marketing strategy for the eClub.

Tonight marked the first meeting of the Membership Committee, which will meet via teleconference on a monthly basis.  The committee is being utilised to workshop the marketing plan and to identify potential membership opportunities.

Already we have identified the following target markets for the eClub:

  • Former Rotarians
  • Generation ‘X’ & ‘Y’
  • Business Professionals
  • Rotaract
  • Rotary Alumni
  • Former Melbourne residents located overseas or interstate

Subsequent meetings will determine the key messages to reach each target market, as well as suitable communication tools.

Rotary as a service Club, is uniquely positioned to enable members to utilise their professional skills.  As a marketing professional I’m looking to utilising my marketing knowledge to assist the eClub in the development of its marketing plan and membership strategies.

Rotary Club of Ringwood

Rotary District 9810 Changeover Dinner for 2012-2013

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The Rotary District 9810 consists of 48 Rotary Clubs across Melbourne’s eastern and southeastern suburbs. Rotary positions are held for an annual term and each year individual Clubs and the District hold a changeover function to highlight goals for the year ahead.

This evening I attended the Changeover Evening for District 9810, with Brian Martin entering the role of District Governor from Juliet Riseley. As a Rotarian, through my membership of the Rotary Club of Ringwood and the Rotary eClub of Greater Melbourne, Syneka Marketing has been able to assist Clubs in developing marketing strategies and a cohesive online presence.

Syneka Marketing has created a consistent and integrated website presence for several Clubs over the past year, including:

This approach has ensured cohesive branding for Rotary, while also enabling individual Clubs to demonstrate their local community focus. Consistent branding helps convey the key themes of Rotary, making it easier for prospective members to recognise the core element of community service and how they can make a difference.

In addition, Syneka Marketing worked with the Rotary Club of Ringwood to develop a marketing plan to attract corporate members.  This marketing plan focused on the key Rotary themes of service to the community, professional networking and personal development. The program includes a regular series of business seminars to connect Rotary with the business community and to demonstrate the merits of membership.

Syneka Marketing also developed the website for the Rotary eClub of Greater Melbourne, enabling the creation of a virtual Rotary Club, while replicating a traditional meeting environment through forums and online chat functionality. The eClub will enable Rotary to reach new markets for membership and Syneka Marketing will be developing a marketing plan as part of the Membership Committee.

The Three Steps to Membership Success

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

Are you serious about gaining more members? Are you serious about earning more revenue from your members? I constantly hear the words ‘of course we are’, yet, the reality is often different.

Building a strong, loyal membership in your organisation takes time; it is a systematic process; it needs total commitment from all of those on your team and your executive committee; it takes money – a wisely spent investment will gain you explosive membership growth.

This is what causes the problem … few people have the time; many people haven’t got a clue how to create a sustainable, dynamic system; membership development is often buried deeply (and sometimes irretrievably) in a committee’s agenda and, as for investing some money in a worthwhile member development program … it is easier to take the ‘safe’ option – bury ones’ head in the sand and do nothing.

Here is an example of a campaign I conducted for a non profit organisation, part of a larger group. I worked with this organisation’s manager and developed a recruitment, retention, renewal / reactivation membership program.

We developed a system for each of the above steps, worked with his staff to actively encourage visitors to join, conducted a targeted direct mail (and some telemarketing) campaign, actively sought out new members in the community and … grew their membership by 47% in one year. Also, we achieved a 98% renewals rate amongst their current membership.

We worked well together. It was a great outcome. The Manager won a ‘highest category membership growth’ award.

Did that bring other organisations within this group knocking at my door? Yes, there was a lot of interest shown and I gained a further … one assignment.

But the interest shown was huge!!

I was asked to write two reports for the main groups executive committee, meet the committee and make a presentation, meet the CEO, meet with a number of different executives and managers and so forth. Yet no one else hired me. And this is a group where membership is falling and new members are hard to find.

Was I too expensive? Hardly, if people choose to deal with commercial reality, my fees are very reasonable … and the rate of financial return to the Club I worked with would be around 1,000%.

No, it was the usual excuses … financial, time, committee procrastination and the unwillingness to put in the effort.

If you really, seriously want to grow your members and earn more revenue, here are three steps to follow:

1. Develop a Proactive Member Recruitment Campaign

  • Define exactly what it is you wish to achieve e.g. new members from new target markets, a 10% increase in membership, a 15% increase in revenue … if you don’t set realistic objectives – don’t commence the campaign.
  • Develop a series of strategies all designed to achieve your objectives such as appointing a dedicated membership person, appointing at least one dedicated membership committee member, seeking volunteers to assist you, a ‘member-get-member’ program or …?
  • Create a culture of member recruitment (and retention) – everyone talks membership (e.g. collects business cards, recommends the organisation to others at every opportunity), every phone call is from a potential member, every visitor is a potential member. Live and breathe membership.
  • Create a prospect (potential member) data base. If you haven’t got a good data base … obtain a good data base! You cannot succeed without a good data base. Full stop.
  • Gain as much publicity and promotion for your organisation as you can. It can be surprisingly inexpensive.
  • Develop a great membership kit for prospects – follow through with every prospect you gain. Ask them to join (or find out why they don’t join) your Organisation, offering them benefits and value.

2. Develop a Member Retention Strategy, to build loyalty and relationships

  • Acknowledge every new member – write to them, phone them, invite them to a new member’s night. Appoint a mentor for new members. Many current members will volunteer, if they are asked.
  • Be aware of the fact that your first year member is your biggest potential loss. More members fail to renew after their first year than at any other membership stage. Keep in touch with all of your members, but especially your first year members.
  • Build your data base, record member likes and needs and use it to keep in touch with members. Create a retention system.
  • Consider your ‘Member Only’ benefits – are you meeting their needs / expectations?
  • Survey your members, or at least a reasonable cross section of them. Find out what you are doing well, not so well and how you can do things better.
  • Your staff should treat your members as the number one reason they are employed. Excellent service is every member’s right. If staff cannot give 100% excellent service … employ staff who can (and, yes, I have some horror stories!).

3. Develop an Effective Renewals Campaign

  • Establish realistic objectives for renewal e.g. how many or what percent of your members did you renew last year? How can you improve on this figure next year?
  • One organisation who utilised my services over a three year period in their renewals, achieved a 42% renewals increase over that timeframe – simply by developing and following a system …
  • Your renewals system should include:
    • timelines – the earlier you commence, the better;
    • offers (if applicable) – what is in it for them if they renew with you? Members want innovation and value;
    • promotion – your direct mail campaign, an email campaign and (dragging in the more reluctant ones) a telemarketing campaign.Together, these are dynamite.
  • If they don’t renew, find out why not. At least their feedback will help you to improve your member benefits.
  • Conduct a lost member win back campaign for members who have not renewed over the last 1 – 2 years (any further back is a waste of time). Results will amaze you – if it is conducted professionally.
  • Measure what you have accomplished, benchmark your renewals with previous years. Strive for improvement with detailed, systematic feedback, and apply what you have learned to the next renewals campaign.

If you apply basic business and marketing principles; put in the time and effort; develop systems for measurement / monitoring / review, work with quality, dedicated people within your organisation, you will build your membership and earn extra revenue.

The front cover and panels for the Rotary Club of Ringwood Brochure

Membership Strategies for the Rotary Club of Ringwood

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

Membership is a significant challenge facing Rotary with the ongoing need to generate interest in Clubs and community service.

The Rotary Club of Ringwood is one of several Clubs exploring corporate membership and this has provided an opportunity to review existing membership resources. As part of the membership committee I have assisted the Club in producing new membership brochures, as well as updating the website to reflect the projects undertaken by the Club.

The front cover and panels for the Rotary Club of Ringwood Brochure

The front cover and panels for the Rotary Club of Ringwood Brochure

It is important that the Club highlights the projects they create and support to demonstrate the outcomes that are achieved through Rotary. Volunteers are increasingly focused on projects, rather than the organisation itself, and it is therefore imperative that membership recruitment focuses on outcomes rather than purely the organisation.

A launch of the new Corporate membership package is planned for early in the new year and will be highlighted at the Rotary Club of Ringwood Annual Golf Day on the 25th of November.

For further information on the Rotary Club of Ringwood please visit www.ringwoodrotary.org.au.

Rotary Club of Ringwood – September Board Meeting

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The Rotary Club of Ringwood has several committees that focus on specific areas of interest, including International activities, community events and the membership of the Club. Board meetings enable all members to receive updates on the many activities undertaken by the Club.

Tonight’s meeting included an update on the community activities that have been developed by the Club, including the support provided to community organisations through fundraising and other initiatives.

The Rotary Club of Ringwood is holding its third annual Golf Day on the 25th of November at Ringwood Golf Course. The Golf Day is a major fundraising initiative by the Rotary Club of Ringwood with proceeds supporting the community and not-for-profit organisations. Last year’s Golf Day raised funds for the introduction of CCTV cameras at Ringwood Station and this year the Club is aiming to contribute to the purchase of a fully accessible vehicle for use within the wider community.

Membership is also an important aspect of the Club and I have been assisting the Membership Committee in considering options for the introduction of Corporate Members. The inclusion of a Corporate Membership category will assist the Club in linking businesses with the wider community and planning is underway to determine the best methods for developing a Corporate Membership program.

The Rotary Club of Ringwood meets each Wednesday evening at Club Ringwood, Corner of Maroondah Highway and Oban Road in Ringwood. For further details please visit www.ringwoodrotary.org.au.