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Presentation given by me and Kathleen Wilson, CAE, Executive Director of NATLE, at ASAE's 2009 Annual Meeting. Be sure to download the tips document that goes with it.
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Membership Marketing on a
Shoestring Budget Tuesday, August 18, 2009
9:00 – 10:15 a.m.
Content Leaders:Elizabeth Weaver Engel, MA, CAE, Director of Marketing &
Sponsorship, NACHRIKathleen Wilson, CAE, Executive Director, NATLE
Connecting Great Ideas and Great People
www.asaecenter.org
www.asaecenter.org
Case Study:American Political Science
Association
What happens when you have TONS of Word of Mouth
…and it’s all BAD?
www.asaecenter.org
Case Study:American Political Science
Association
Membership is
(say it with me)
EVERYONE’S business
www.asaecenter.org
Case Study:American Political Science
Association
Who is allowed to say…
“Yes”
www.asaecenter.org
Case Study:American Political Science
Association
Take the long view
www.asaecenter.org
Case Study:American Political Science
Association
Bad WOM Good WOM
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The Membership Culture
How does your board viewmembership recruitment?
www.asaecenter.org
The Membership CultureCreate Your #1
Membership Marketing Team!
www.asaecenter.org
The Membership CultureVolunteer Leaders
The Courtship The Engagement
Membership W
ork
www.asaecenter.org
www.asaecenter.org
The Membership CultureVolunteer Leaders
Get promises and keep score
www.asaecenter.org
Come on Down to the Membership Roundup!
Who: The FSA BoardWhat: A Membership PhonathonWhen: September 15th Noon – 3:00 p.m. BBQ & fixins will be servedWhere: The FSA Corral, 123 Main Street
www.asaecenter.org
The Membership CultureVolunteer Leaders
Reward & Celebrate!
www.asaecenter.orgThanks to Susan Smith, Development Director, MI Association for Justice
MAJ Board BaseballBatter Up for the 2008-09 Game!
Grand Slams!Barry Adams (5)
Richard Chalmers (4)
Sue Pyle (7)Martha Stewart
(11)Gary Wilkins (6)Tom Wright (8)
Louise Zambri (9)
SinglesMichelle
BloomfieldPetra GreenFreddie King
Otis RushHubert Sumlin
M. WatersDinah WintersDoubles
Cindy AxelrodJohn BlainePat BlaireJeff Caster
Mimi Caster
TriplesEric ClaptonRobert CrayRonnie EarlBuddy Guy
Steven R. Vaughan
The DugoutClive Akins
Merry SchmidtTommy Ponders
Stu RobinsonAlexis W. Senn
www.asaecenter.orgSAMPLE CHART FOR BOARD
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Membership Fun
M&Ms –The Real Meaning
m
mm m
m
mm
m
m
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Year Dues Seminars
Other member services
purchasesAffinity
ProgramsVoluntary
Giving
Total (Running
Sum)1 $195 $300 $100 $10 $250 $855.00
2 $195 $300 $100 $10 $250 $1,710.00
3 $195 $450 $100 $10 $125 $2,590.00
4 $295 $200 $250 $10 $125 $3,470.00
5 $295 $300 $200 $15 $125 $4,405.00
Totals $2,120.00 $2,450.00 $1,075.00 $115.00 $1,475.00 $7,235.00
Lifetime Value of a MemberLifetime Value of a Member
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The Membership CultureProfessional Staff
Paying Members = Paid Employees
Everyone works in membership
Orient, train, teach
www.asaecenter.org
The Membership CultureProfessional Staff
Earners vs. SpendersBomb the
“silos”Every contact
counts
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Case Study: Consortium for School Networking
It’s all in the details
www.asaecenter.org
Case Study: Consortium for School Networking
Word of Mouth
(again)
www.asaecenter.org
Case Study: Consortium for School Networking
Volunteers are your BEST resource
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Case Study: Consortium for School Networking
DO sweat the small stuff
(sometimes)
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Tie it all up!
TIPS FOR THE SHOESTRING MARKETER
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Your TurnAudience Q & A
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Mark Your Calendars
2010 Online Conference for Small Staff Associations
January 26-28, 2010
Visit www.asaecenter.org for more information
www.asaecenter.org
Contact InformationElizabeth Weaver Engel, MA, CAEDirector of Marketing & [email protected] 703.797.6041
Kathleen Wilson, CAEExecutive [email protected] 850.668.6905
SEE YOU NEXT YEAR!Annual Meeting & Expo
August 21 - 24, 2010Los Angeles, CA
