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Membership and Local Member Engagement

Membership and Local Member Engagement. Stephen Fox, Sr. Dir., Membership and Constituent Relations Maddie Grant, Consultant, Culture that Works. How Does ANA Rank on Membership Growth?. ANA’s 2015 growth ranks in the top 3-7%. ANA = 9.5% Central Billed = 14.5%.

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Membership and Local Member Engagement

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  1. Membership and Local Member Engagement Stephen Fox, Sr. Dir., Membership and Constituent Relations Maddie Grant, Consultant, Culture that Works

  2. How Does ANA Rank on Membership Growth? • ANA’s 2015 growth ranks in the top 3-7% ANA = 9.5% Central Billed = 14.5% Data from MGI 2014 Association Benchmarking Study

  3. ANA’s Member Acquisition Via Direct Mail 2012-2014 YTD Thru Oct

  4. Annual Retention Rate by Segment

  5. Why Member Engagement? • Engagement drives satisfaction -- which drives loyalty • Driver of member retention and membership growth • Every interaction can raise association awareness and connection • Engagement needs to be more than a buzzword! • Member engagement in foundational to our Strategic Plan “Establish an integrated system to drive increased member engagement, including enhancing and broadening engagement experience options and systematically matching members with relevant experiences through targeted communication by Q3 2015.”

  6. ANA Member Engagement Definition Member Engagement is the investment -- of time, money, attention, and participation -- by both members and the national organization and C/SNAs, focused on providing meaningful, mutually beneficial experiences and ongoing relationships that advance the profession and the professional nurse

  7. Assessing Member Engagement Activities

  8. Strategic DiscussionTrends in Local Engagement • Trend 1: Changing faces of leadership • Trend 2: Changing volunteer model • Trend 3: Changing relationship between online and face to face • Trend 4: Changing membership business model

  9. TREND 1: Changing faces of leadership: From leadership by role/position to leadership in real time “We are experiencing the burnout or retirement of the small handful of dedicated volunteers who are the glue - there has been very little succession planning. ”

  10. TREND 2: Changing volunteer model: From the volunteer ladder to micro-volunteering “I feel as though people have less time to commit on any level of engagement so we need to come up with different opportunities for people to be involved with less of a time commitment.”

  11. TREND 3: Changing relationship between online and face to face: From separate spaces to fully symbiotic relationship between online and offline engagement “Members are so busy they cannot attend meetings so using this electronic method gives all members the same access and they can take advantage of what interests them in their own time. ”

  12. TREND 4: Changing membership business model: From “join us” to “try us out” “[Members are] more difficult to entice; incentives must be high; must have perfect storm of right topic, right time, right place”

  13. Exercise: Ideas for Local Engagement • See handouts on your tables with suggestions. • CHOOSE ONE IDEA YOU COULD IMPLEMENT. • COME UP WITH ONE NEW IDEA OF YOUR OWN. • Discuss at your tables. Did you choose the same idea? Different ideas? Share why you chose the one you did.

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