Today’s 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 Rigsbee www.R .Rig igsbee.c .com
Walt Disney • Vision • Heritage • Magic Copy pyri right ght 2014 Ed Rigsbee www.R .Rig igsbee.c .com
Ed Rigsbee’s Member Recruitment System Member Engagement Member Retention Member Assimilation Member Evangelist Member Recruitment Copy pyri right ght 2014 Ed Rigsbee www.R .Rig igsbee.c .com
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 of collaborative synergies; want to get more than they give. – Will attend association events if they see immediate value & an ROI. Copy pyri right ght 2014 Ed Rigsbee www.R .Rig igsbee.c .com
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 Copy pyri right ght 2014 Ed Rigsbee www.R .Rig igsbee.c .com
What Do You Believe is the One Top Reason Members Join? * Source: 2014 Membership Marketing Benchmark Report , Marketing General Incorporated Copy pyri right ght 2014 Ed Rigsbee www.R .Rig igsbee.c .com
Chapter 2 Member-Only or Industry Stakeholder Copy pyri right ght 2014 Ed Rigsbee www.R .Rig igsbee.c .com
Member Retention = Customer Service Member Recruitment = Sales Copy pyri right ght 2014 Ed Rigsbee www.R .Rig igsbee.c .com
Measure Your Features of Membership in Dollars Chapter: 4 Page: 47 Copy pyri right ght 2014 Ed Rigsbee www.R .Rig igsbee.c .com
Hierarchy of Credibility 1. Self 2. Friends & Family 3. Organizations Copy pyri right ght 2014 Ed Rigsbee www.R .Rig igsbee.c .com
Qualitative Research • Focus Group Methodology • Interview Methodology Copy pyri right ght 2014 Ed Rigsbee www.R .Rig igsbee.c .com
Rigsbee’s Member ROI Valuation Process TM 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 Copy pyri right ght 2014 Ed Rigsbee www.R .Rig igsbee.c .com
Facilitator Chapter: 4 Page: 41 Copy pyri right ght 2014 Ed Rigsbee www.R .Rig igsbee.c .com
IAAP Member ROI 2014: Individual • • Annual conference (EFAM) discount-$300 Volunteer leadership opportunities locally- $2,000 • Technology Education Conference (TEC) • discount-$250 Volunteer leadership opportunities at International level -$2,500 • Local area education (Chapter meetings) - • $45 Web Community eGroups= members-only online community-$750 • Division Annual Meetings discount -$50 • Web Community Library-$250 • Access to IAAP HQ Staff -$200 • Member of Excellence Recognition • Access to IAAP Board Members – n/a Program-$250 • IAAP Webinars discount-$100 • Web Community Member Directory-$25 • CAP-OM Certification Exam & Recert. • Affinity Programs (Geico, UPS)-n/a Discount-$25 • Networking -$5,000 • OfficePro Magazine Discount-$32 • Total Value:$11,852 • OfficePro Express Newsletter-$50 • Total Cost: $138 + $20 Chapter + • Connections Newsletter-$25 $20 Division = $178 • IAAP logo merchandise-n/a • $11,852 ÷ $178 = $66.58 • Ability to influence vendors w products-n/a • ROI: 66.58X Copy pyri right ght 2014 Ed Rigsbee www.R .Rig igsbee.c .com
ACEC-CO ROI 2014: Company • • Knowledge Management: Affinity programs/Endorsed Partners • (Salary Survey, EJCDC Contract Legislative Update-$2,500 Documents, Job Board, Books)-$600 • Liaisons with Agencies (CDOT, • Opportunity to transcend from Success CDPHE, FHWA, State Engineer, City to Significance-$500 & State Offices)-$5,000 • • Career Development: Easy access to • legislators/Influencers-$1,000 Opportunities for involvement & • leadership; councils, committees, Weekly Voice-$400 board-$2,500 (per employee) • Access office & staff-$1,000 • Future Leaders Series-$1,000 (per • Educational Seminars-$200 (per employee) employee) • Networking-$5,000 (per employee) • Business Solutions: • Total ACEC+CO (average) cost: $2,500 • Promotional/Credibility Value of • Total value (first employee): $22,600 Using ACEC/CO Logo)-$250 • • First employee ROI = 9.04x Ability to Participate @ (AGC, AIA, APWA, etc.)-$500 • Plus an additional: $8,850 (per employee) • • Average company = 14 employees Engineering Excellence Awards- • $2,000 Potential average company ROI if half of employees are engaged in ACEC-CO • ACEC National Benefits- $150 (per • 14 ÷ 2 = 7 (emp.) employee) • -1 (1st emp.) = 6 x $8,850 = $53,100 • Trusts Discounts • +$22,600 (1st emp. value) = $75,700 • Listserves & Forums • ÷ $2,500 (cost) = 30.28x (avg. Co. ROI) • Commu of Practice • 30.28x Average Company Potential ROI Copy pyri right ght 2014 Ed Rigsbee www.R .Rig igsbee.c .com
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 Copy pyri right ght 2014 Ed Rigsbee www.R .Rig igsbee.c .com
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) Copy pyri right ght 2014 Ed Rigsbee www.R .Rig igsbee.c .com
Professional Development • $981 for Component, Constituent, Chapter and Special Interest Group Access • $897 for Access to National Organization’s Meetings and various other 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) Copy pyri right ght 2014 Ed Rigsbee www.R .Rig igsbee.c .com
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) Copy pyri right ght 2014 Ed Rigsbee www.R .Rig igsbee.c .com
After Focus Group: Decide ROI Numbers Strategic Publish & Work Campaign Copy pyri right ght 2014 Ed Rigsbee www.R .Rig igsbee.c .com
Grow Your ROI with the Features of Membership Value Discovery Exercise Copy pyri right ght 2014 Ed Rigsbee www.R .Rig igsbee.c .com
Member Value/Resource Allocation Framework Low Member Perceived Value High Ch: 5 Plot Your Products & Services Pg: 88 Low Cost of Product/Services to Org High Copy pyri right ght 2014 Ed Rigsbee www.R .Rig igsbee.c .com
Member Value/Resource Allocation Framework Low Member Perceived Value High ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● Low Cost of Product/Services to Org High Copy pyri right ght 2014 Ed Rigsbee www.R .Rig igsbee.c .com
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