Todays Missing Link for Explosive Growth CSAE Niagara Falls - - PowerPoint PPT Presentation

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Todays Missing Link for Explosive Growth CSAE Niagara Falls October 29, 2014 Ed Rigsbee, CAE, CSP Copy pyri right ght 2014 Ed Rigsbee www.R .Rig igsbee.c .com Available @ CSAE Bookstore Copy pyri right ght 2014 Ed

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Copy pyri right ght 2014  Ed Rigsbee  www.R .Rig igsbee.c .com

Today’s Missing Link for Explosive Growth

CSAE Niagara Falls October 29, 2014

Ed Rigsbee, CAE, CSP

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Copy pyri right ght 2014  Ed Rigsbee  www.R .Rig igsbee.c .com

Available @ CSAE Bookstore

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Walt Disney

  • Vision
  • Heritage
  • Magic
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Member Recruitment Member Assimilation Member Engagement Member Retention Member Evangelist Ed Rigsbee’s Member Recruitment System

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2 Basic Member Paradigms

  • The Givers, they join to participate in

and, be a part their industry’s association.

– Regularly attend association events; regardless of quality.

  • The Takers, they join to take advantage
  • f collaborative synergies; want to get

more than they give.

– Will attend association events if they see immediate value & an ROI.

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Four Key Points

  • 1. See Your Organization from the

Eyes on the Non-Member

  • 2. Measure Your Features of

Membership in Dollar Value

  • 3. Explain the Benefits, Not the

Features

  • 4. Create Member Recruitment

Evangelists

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What Do You Believe is the One Top Reason Members Join?

Source: 2014 Membership Marketing Benchmark Report, Marketing General Incorporated

*

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Member-Only

  • r

Industry Stakeholder

Chapter 2

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Member Retention = Customer Service Member Recruitment = Sales

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Measure Your Features of Membership in Dollars

Chapter: 4 Page: 47

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Hierarchy of Credibility

  • 1. Self
  • 2. Friends & Family
  • 3. Organizations
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Qualitative Research

  • Focus Group Methodology
  • Interview Methodology
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Rigsbee’s Member ROI Valuation ProcessTM

  • 1. Pre-Focus Group Preparation
  • 2. Explain Features of Membership
  • 3. Attendees Add to the List
  • 4. How to Determine the Actual Value
  • 5. Multi-Year Value Determination
  • 6. Zero is Acceptable
  • 7. Multiply Per Employee for Corp. Members
  • 8. Calculate the Numbers

Chapter: 4 Page: 50

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Facilitator

Chapter: 4 Page: 41

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IAAP Member ROI 2014: Individual

  • Annual conference (EFAM) discount-$300
  • Technology Education Conference (TEC)

discount-$250

  • Local area education (Chapter meetings) -

$45

  • Division Annual Meetings discount -$50
  • Access to IAAP HQ Staff -$200
  • Access to IAAP Board Members –n/a
  • IAAP Webinars discount-$100
  • CAP-OM Certification Exam & Recert.

Discount-$25

  • OfficePro Magazine Discount-$32
  • OfficePro Express Newsletter-$50
  • Connections Newsletter-$25
  • IAAP logo merchandise-n/a
  • Ability to influence vendors w products-n/a
  • Volunteer leadership opportunities locally-

$2,000

  • Volunteer leadership opportunities at

International level -$2,500

  • Web Community eGroups= members-only
  • nline community-$750
  • Web Community Library-$250
  • Member of Excellence Recognition

Program-$250

  • Web Community Member Directory-$25
  • Affinity Programs (Geico, UPS)-n/a
  • Networking -$5,000
  • Total Value:$11,852
  • Total Cost: $138 + $20 Chapter +

$20 Division = $178

  • $11,852 ÷ $178 = $66.58
  • ROI: 66.58X
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  • Knowledge Management:
  • Legislative Update-$2,500
  • Liaisons with Agencies (CDOT,

CDPHE, FHWA, State Engineer, City & State Offices)-$5,000

  • Easy access to

legislators/Influencers-$1,000

  • Weekly Voice-$400
  • Access office & staff-$1,000
  • Educational Seminars-$200 (per

employee)

  • Business Solutions:
  • Promotional/Credibility Value of

Using ACEC/CO Logo)-$250

  • Ability to Participate @ (AGC, AIA,

APWA, etc.)-$500

  • Engineering Excellence Awards-

$2,000

  • ACEC National Benefits- $150 (per

employee)

  • Trusts Discounts
  • Listserves & Forums
  • Commu of Practice

ACEC-CO ROI 2014: Company

  • Affinity programs/Endorsed Partners

(Salary Survey, EJCDC Contract Documents, Job Board, Books)-$600

  • Opportunity to transcend from Success

to Significance-$500

  • Career Development:
  • Opportunities for involvement &

leadership; councils, committees, board-$2,500 (per employee)

  • Future Leaders Series-$1,000 (per

employee)

  • Networking-$5,000 (per employee)
  • Total ACEC+CO (average) cost: $2,500
  • Total value (first employee): $22,600
  • First employee ROI = 9.04x
  • Plus an additional: $8,850 (per employee)
  • Average company = 14 employees
  • Potential average company ROI if half of

employees are engaged in ACEC-CO

  • 14 ÷ 2 = 7 (emp.)
  • 1 (1st emp.) = 6 x $8,850 = $53,100
  • +$22,600 (1st emp. value) = $75,700
  • ÷ $2,500 (cost) = 30.28x (avg. Co. ROI)
  • 30.28x Average Company Potential ROI
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Member Stated Real-Dollar Value of Key Features of Membership*

  • $7,153 for Business Solutions
  • $3,944 for Professional Development
  • $2,764 for Networking
  • $2,430 for Knowledge Management

*Average among all associations & societies in study (2001-2012)

Chapter: 5 Page: 81

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Business Solutions

  • $3,018 for Affinity Program Savings on Actual Usage
  • $1,495 for Training; Business, Technology, Marketing, Sales, Management,

Leadership and Industry Specific Topics

  • $3,814 for Safety Programs, Education and Resources
  • $1,021 for Access to Headquarter and Field Office Executives and Staff
  • $2,091 for Innovative Business and Practice Solutions
  • $2,169 for the Cost Savings and Opportunity to Find New Suppliers and Service

Providers

  • $560 for Cost Savings in Finding New Employees
  • $410 for Legal Seminars and Consultations
  • $650 for Product Knowledge gained through meetings
  • $828 for Credibility with Customers, Publicity and Image through Membership

and Logo usage

  • $1,692 for Access to other Industry or Related Organizations through

Organization’s Affiliation and Membership

  • $1,060 for Coupons and Discounts or Access to Organization’s Goods and

Services

  • $3,673 for Organization Enabled Business Development Opportunities and Peer

Referrals Average among members valuating the specific features (2001-2012)

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Professional Development

  • $981 for Component, Constituent, Chapter and Special Interest

Group Access

  • $897 for Access to National Organization’s Meetings and various
  • ther Resources
  • $634 for Career Development Opportunities and Services
  • $1,240 for the gained Knowledge and Education afforded through

the Opportunity to Participate in Leadership Positions

  • $3,300 for income differential enabled through Industry

Certifications

  • $555 for Certification Study Groups and Local Testing
  • $1,020 for Peer Support and Mentoring (receiving and giving)
  • $625 for Peer and Industry Prestige, Recognition and Awards
  • $807 for Job Leads
  • $1,189 for Travel Cost Tax Savings from Conference and Other

Meeting Attendance

Average among members valuating the specific features (2001-2012)

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Knowledge Management

  • $542 for Weekly and Monthly e-zine or e-news
  • $146 for Printed Magazines and Newsletters
  • $1,849 for Legislative Updates
  • $658 for Member-Only Section on Organization’s

Web Site

  • $587 for Industry Standards and Codes.
  • $261 for Member Directory and Directory Services
  • $1,957 for Industry Research, including

Benchmarking and Compensation Studies

  • $308 for Print and Electronic Journals and

Resource Access

Average among members valuating the specific features (2001-2012)

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After Focus Group: Decide

ROI Numbers Publish & Campaign Strategic Work

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Grow Your ROI with the Features

  • f Membership

Value Discovery Exercise

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Member Value/Resource Allocation Framework

Low Member Perceived Value High Low Cost of Product/Services to Org High

Ch: 5 Pg: 88

Plot Your Products & Services

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Member Value/Resource Allocation Framework

  • ● ●
  • Low Member Perceived Value High

Low Cost of Product/Services to Org High

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Member Value/Resource Allocation Framework

High Value/Low Cost ROI Delivery Quadrant Excellent Aristocrat Quadrant Okay if Strategic Comfortable or Sacred Cow Quadrant Okay if Strategic Low Value/High Cost Organization Killer Quadrant Awful

Low Member Perceived Value High Low Cost of Product/Services to Org High

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Priceless

Chapter: 1 Page: 3

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Price Everything

Chapter: 5 Page: 78

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Chapter: 6 Page: 98

Learn to Write Benefit Sales Copy for Your Features of Membership

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Sell Features of Membership through Understanding Buying Motives

  • 1. Profits or Gain
  • 2. Fear of Loss
  • 3. Comforts and Pleasure
  • 4. Avoidance of Pain
  • 5. Loving and Affection
  • 6. Pride and Prestige

Chapter: 6 Page: 106

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Feature of Membership Benefit of Feature Average Real- Dollar Value

Access to Headquarter and Field Office Executives and Staff Two important benefits to consider here, one is the shear cost/time savings of getting questions answered by headquarter staff and the second benefit of the availability of hard to find information. Frequently, a call to the association/society’s headquarter office would save members several hours and more times than not, also several dollars…into the thousands. Having a daily live person resource available can also eliminate costly mistakes and potential fines. This is one of the most under-realized benefits of membership. $1,021

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Features Value Strategy Map

10 9 8 7 6 5 4 3 2 1

F1 F2 F3 F4 F5 F6 F7 F8 F9 F10 F11 F12 F13 F14 F15

List Your Features/Activities Considered Least valuable from Left

Plot How Well You Execute 1-10; 10 High

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Plot Your Org, Then a Competitor

10

  • 9

8

  • 7
  • 6
  • 5
  • 4
  • 3
  • 2

1

  • F1

F2 F3 F4 F5 F6 F7 F8 F9 F10 F11 F12 F13 F14 F15

List Your Features/Activities Considered Least valuable from Left

Plot How Well You Execute 1-10; 10 High

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Strategy Map: Yours & Competitor

10 ●

  • 9
  • 8
  • 7
  • 6
  • 5
  • 4
  • 3
  • 2
  • 1
  • F1

F2 F3 F4 F5 F6 F7 F8 F9 F10 F11 F12 F13 F14 F15

List Features/Activities least valuable from left to most valuable right

Plot How Well You Execute 1-10; 10 High

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Evangelist’s Tool: The ROI Brochure

Chapter: 5 Campaign Step 2 Page: 123

Fits in a #10 Envelope

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Recruitment Evangelist ROI Brochure Elements

  • Brochure best as:

– 11” x 8.5” tri-fold – 4 color double sided

  • Brochure covers:

– Front cover should always state, “Membership is a Good Business Decision.” – Back cover offers factual and/or historical information about your

  • rganization and complete contact information.
  • Upon opening, visible on the right side, should be the results from

your Member ROI Valuation Process, proving that membership in your organization is a good business decision. List “member-only” features of membership.

  • Left should include, the “What’s in it for” the various industry

stakeholder segments or organization’s membership categories.

  • Last open:

– Far left, What’s in it for the individual – Center page, What’s in it for your business – Right section, What’s in it for your industry. This is the place for your

  • rg to toot it’s legislative and advocacy prowess horn. This is because,

from a non-member perspective, they are already getting this value even though they do not hold membership in your organization.

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Outside left: Results from Rigsbee’s Member Value ProcessTM including all line items valued and totals. Outside center: A bit of history on your

  • rganization and all

contact information on the bottom. Outside right: This is your brochure

  • cover. In addition to your
  • rganizations logo on the

top, title the brochure: “Membership, It’s A Good Business Decision!” Inside left: What’s in it for the prospect personally? Include a paragraph for all member categories— member, allied, supplier, etc. Inside center: What’s in it for the prospect’s business? Skip the features and list benefits (how your

  • rganization will make

the member’s company better.) Inside right: What’s in it for the prospect’s industry? This is last because it offers the least real-dollar ROI to the member. Remember, they get legislative benefit even if they are not a member.

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Grassroots Member Recruitment Campaign

  • Step 1: Do the qualitative research to

determine your Member ROI number

  • Step 2: Develop new member

recruitment tool; ROI Brochure

  • Step 3: Conference Keynote for

Campaign kick-off with brochure.

  • Step 4: Keep Fueling the Fire: Board
  • f directors drive campaign…paid

staff follow up & help drive accountability.

Chapter: 7 Page: 122

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Member Recruitment Models

(All member recruitment efforts are contained in

  • ne of the below three strategies)
  • 1. Direct Selling; Door-to-door, Telemarketing, & Telethons
  • 1. Generally requires commissioned sales persons
  • 2. Reasonably quick results
  • 2. Pull Marketing (Pulling Prospects to Org)
  • 1. Direct Mail Campaigns (expensive)
  • 2. Internet Marketing (expensive)
  • 3. Member-Get-a-Member (Ed’s Approach)
  • 1. Organic Grassroots Effort
  • 2. Member “Recruitment Evangelists” are Key to Success
  • 3. Need Correct Tools (ROI brochure)
  • 4. Takes Work
  • 5. Needs Accountability Element
  • 6. Best Method for New Member Assimilation

Chapter: 7 Page: 117

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Additional Resources from Ed Rigsbee, CAE

  • Association Resources:

http://www.rigsbee.com/association.htm

  • Association Articles:

http://www.rigsbee.com/associationarticles.htm

  • How to Conduct Ed Rigsbee’s Member ROI Valuation Process article:

http://www.rigsbee.com/association-member-retention-1.htm

  • All Ed's articles & permission to reprint:

http://www.rigsbee.com/morearticles.htm

  • Linkedin Member ROI Group; only for association/society staff and

executives, no volunteer leaders and no vendors are invited.

http://www.linkedin.com/groupRegistration?gid=2672904

  • For questions about the above resources or to engage Ed Rigsbee to

help you implement any of the phases of his Member Recruitment System, call 805-498-5720 or email to ed@rigsbee.com

  • Ed Rigsbee’s association client list & client comments:

http://www.rigsbee.com/clientlist.htm

  • Ed Rigsbee’s client testimonials at Linkedin:

http://www.linkedin.com/in/edrigsbee