{"id":455,"date":"2012-11-05T09:33:50","date_gmt":"2012-11-05T09:33:50","guid":{"rendered":"http:\/\/www.naylor.com\/associationadviser\/index.php\/2012\/11\/05\/newsletter23994_455\/"},"modified":"2012-11-05T09:33:50","modified_gmt":"2012-11-05T09:33:50","slug":"newsletter23994_455","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/newsletter23994_455\/","title":{"rendered":"Membership Sustainability: 2011 and Beyond"},"content":{"rendered":"<p><span style=\"font-size: 10pt;\"><a href=\"http:\/\/staging.naylornet.com\/associationadvisor\/wp-content\/uploads\/sites\/2\/2012\/07\/Features.jpg\"><img decoding=\"async\" class=\"alignleft  wp-image-31\" style=\"margin-left: 5px; margin-right: 5px;\" title=\"Features.jpg\" src=\"http:\/\/staging.naylornet.com\/associationadvisor\/wp-content\/uploads\/sites\/2\/2012\/07\/Features.jpg\" alt=\"Hank Berkowitz\" width=\"108\" height=\"105\" \/><\/a>As our society\u2019s seismic technological and demographic shifts collide with a prolonged economic slump, the association membership director&#8217;s job has never been more challenging or more vital to the long term <\/span><span style=\"font-size: 10pt;\">health of their respective organizations. Despite these challenges\u2013or maybe because of them\u2013several leading associations are developing innovative solutions for maintaining and growing their membership rolls, even if employment in the industries they represent has been stagnant or declining.<\/span><\/p>\n<p><span style=\"font-size: 10pt;\">&#8220;You\u2019ve got to find ways to keep the front door open and the back door closed,&#8221; related Ed Robinson, a San Antonio-based motivational speaker, author and coach to many financial and professional associations. &#8220;By that I mean you\u2019ve got to find ways to be relevant to new members entering the profession while simultaneously staying relevant with existing members. You can\u2019t take your longstanding members for granted in this economy. If you put all your efforts into attracting the next generation business leaders and don\u2019t keep reinforcing your value proposition to your longstanding members, they\u2019ll slip out the back door and right off your membership list.&#8221; <\/span><\/p>\n<p><img decoding=\"async\" src=\"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/takeaways.png\" alt=\"\" \/><\/p>\n<table style=\"width: 100%; border-collapse: collapse;\">\n<tbody>\n<tr>\n<td style=\"text-align: left; padding-bottom: 0px; padding-left: 5px; padding-right: 15px; background: #dcdcdc; vertical-align: middle; padding-top: 15px; border: #000000 1px solid;\">\n<ul>\n<li><span style=\"font-size: 10pt;\">The membership experience you deliver to members is as important to next generation business as the tangible membership benefits you offer. <\/span><\/li>\n<li><span style=\"font-size: 10pt;\">The value of meaningful face-to-face communication with members cannot be discounted in today\u2019s age or 24\/7 electronic communication.<\/span><\/li>\n<li><span style=\"font-size: 10pt;\">Perceived value, relevance and career development potential seem to have more impact on membership renewal decisions than pricing plans and affinity programs.\u00a0<\/span><\/li>\n<li><span style=\"font-size: 10pt;\">Always put yourself in a member\u2019s shoes and never take a renewal for granted, no matter how long a member has been affiliated with you.<\/span><\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><span style=\"font-size: 10pt;\">&#8220;Our membership\u2019s been holding steady&#8221; despite the unsettling economic conditions around us both regionally and nationally, said Kurt Wehrs, CAE, senior director of education and membership at the Texas Pharmacy Association (TPA) in Austin. TPA has shored up its technological capabilities while simultaneously increasing good old-fashioned human outreach efforts, said Wehrs. TPA has an online education portal, as well as regular in-person town-hall meetings with members and TPA Executive Director Joe DaSilva. <\/span><\/p>\n<p><span style=\"font-size: 10pt;\">Regardless of whether you\u2019re a local, national or regional organization, Wehrs said associations need to get out there and shake hands with members as much as possible. &#8220;I don\u2019t think association leaders have been stressing the interpersonal side as much as they used to. We\u2019re fortunate to have a guy like Joe DaSilva at the helm. He really thrives in the chief communication officer role and draws a crowd wherever he goes. We have very experiential members, and it\u2019s important they see the human side of our organization. We send members a timely recap of our town hall meetings and it shows them: \u2018we heard you loud and clear and we\u2019re implementing your suggestions.\u2019&#8221; <\/span><\/p>\n<p><span style=\"font-size: 10pt;\">&#8220;We\u2019re holding our own despite the decimating layoffs affecting the teaching profession,&#8221; said Joe Syrowik, membership director for the 160,000-member ASCD in Alexandria, Virginia, formerly known as the Association for Supervisors and Curriculum Developers. &#8220;We\u2019ve totally revised the look, feel, timing and frequency of our renewal series, introduced an online-only membership option and increased the use of e-mail blasts and added more &#8216;Join ASCD&#8217; links within the organization\u2019s e-newsletters to members.&#8221;<\/span><\/p>\n<p><span style=\"font-size: 10pt;\">In response to member requests, ASCD has added five Twitter channels, Facebook, LinkedIn, an instant blog and recently launched <a href=\"http:\/\/ascdedge.ascd.org\/\">ASCD EDge<\/a> a professional networking site for educators, which Syrowik says has attracted 6,000 members and 4,000 nonmembers within 70 groups in just six months. Despite members\u2019 average age of 51, Syrowik says the teaching profession has always been receptive to digital communication, web-based research and social networking. In response to shrinking school budgets, ASCD introduced a reduced-fee &#8220;online-only&#8221; membership plan four years ago, and it\u2019s been his fastest growing membership category. On this plan, members get all ASCD publications in electronic form, full access to the online education portal, the social networking site and the online resource library. <\/span><\/p>\n<p><span style=\"font-size: 10pt;\">The American Society of Association Executives (ASAE) has also leveraged the web to bring new value to members in this cost-conscious (and time-pressed) era. For the first time, ASAE will allow members to attend its highly anticipated annual conference and expo virtually. The conference, which attracts\u00a0more than\u00a05,000 live attendees, gets rolling in Los Angeles over the weekend\u2013not on a Monday morning\u2013and virtual attendees will be able to access nearly two-dozen live, on-site presentations and events throughout the meeting. As ASAE President &amp; CEO John Graham told us <a title=\"From the Corner Office: John H. Graham, American Society of Association Executives\" href=\"http:\/\/staging.naylornet.com\/associationadvisor\/index.php\/newsletter21944_461\/\">last month<\/a>, his organization has seen very encouraging numbers on both the live and virtual registration fronts and opened up its valuable learning component to many professionals who otherwise wouldn\u2019t be able to attend. <\/span><\/p>\n<p><span style=\"font-size: 10pt;\">Like Syrowik and Wehrs, Amy Davidson, assistant membership director for the Washington, DC-based National Court Reporters Association (NCRA), is also a keen student of membership demographics. But, she\u2019s taken a different tack. Davidson noticed that NCRA\u2019s membership includes many second-generation families, as well as many &#8220;second-career&#8221; new entrants to the profession who are not &#8220;22-year-olds fresh out of school.&#8221; She\u2019s really upped her efforts to foster inter-family referrals and encouraged members and the instructor community to serve as both official and unofficial mentors to NCRA\u2019s new and prospective members. The virtual mentoring program has been very successful, as well, Davidson related, both from recruiting and member-retention standpoints. <\/span><\/p>\n<p><span style=\"font-size: 10pt;\">&#8220;Putting myself in a new member\u2019s shoes, I\u2019d want to find out how I\u2019m going to meet the most number of people who can help me in my career,&#8221; said Davidson. &#8220;I\u2019d be asking: \u2018How can this organization help me connect with people who are actively doing important things in this profession? Who can I trust to tell me what to look out for in this profession, and most of all: &#8216;How can this organization help me rub elbows with the people who\u2019ll honestly tell me what they never taught us in school?\u2019&#8221; <\/span><\/p>\n<p><span style=\"font-size: 10pt;\">Mentoring is also an important ingredient baked into TPA\u2019s long-term sustainability plan. According to Wehrs, longstanding members really want to help the new pharmacists succeed. TPA has introduced a half-price membership plan for retiring members that\u2019s been very successful for keeping them in the game and is a great member benefit for the industry newcomers.<\/span><\/p>\n<p><span style=\"font-size: 10pt;\">NCRA has introduced a discounted partial-year membership to new members, said Davidson, and has tapped the goodwill of the association\u2019s member volunteers to make dues calls to existing, prospective and lapsed members who have not yet committed for the following year. Typically volunteers make 3,500 calls over a two-day drive, and the success of the initiative stems from the fact that calls are being made by fellow members and\u00a0not professional telemarketers or NCRA staff. &#8220;It\u2019s clear our volunteer members really can really relate to the trials and tribulations of what the person is going through on the other end of the line. That really hits home and often makes or breaks dues renewal decisions.&#8221; <\/span><\/p>\n<p><span style=\"font-size: 10pt;\"><strong>Overcoming impediments to long-term growth <\/strong><\/span><\/p>\n<p><span style=\"font-size: 10pt;\">ASAE data for both trade and professional associations found that the average retention rate hovered between 82 and 90 percent before the onset of the recession and is now several percentage points lower. Further, a recent Marketing General, Inc., (MGI) benchmarking study found that only 25 percent of trade associations saw growth in the past year. <\/span><\/p>\n<p><span style=\"font-size: 10pt;\">While more than 90 percent of respondents to a recent <a title=\"2010 Executive Director Survey Results\" href=\"http:\/\/staging.naylornet.com\/associationadvisor\/index.php\/newsletter21928_500\/\">Association Adviser <span style=\"font-size: 12pt;\">e<\/span>News reader survey<\/a> said &#8220;economic concerns&#8221; or worries about their &#8220;industry\u2019s overall strength\/health&#8221; were negatively impacting membership retention at their organizations, the actual cost of the annual membership did not seem to be the overriding factor. More than 40 percent of surveyed readers pointed to the aging of the baby boom generation, 30 percent blamed the advent of social networking and 15 percent cited staffing shortages or the dearth of degrees or academic programs tailored to their industries. <\/span><\/p>\n<p>&nbsp;<\/p>\n<p><strong>Factors\u00a0Impacting Membership Retention, percent reporting<\/strong><br \/>\n<img fetchpriority=\"high\" decoding=\"async\" style=\"width: 296px; height: 240px;\" src=\"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/aaenews.graph.8-9-2010.jpg\" alt=\"\" width=\"390\" height=\"297\" \/><\/p>\n<p><span style=\"font-size: 8pt;\"><em>Source: Association Adviser <span style=\"font-size: 12pt;\">e<\/span>News and Naylor, LLC 2010 <\/em><\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 10pt;\">The aging of the boomer population was particularly concerning to the experts we contacted for this article. Most expected 70 percent of their membership to reach retirement age during the next decade, or so. &#8220;We know 40 percent of our members are over age 55,&#8221; said Syrowik, &#8220;and another third (31 percent) are in the 45-to-54 range.&#8221; That demographic challenge is not only worrisome from a membership retention standpoint, but, as ASAEs John Graham notes, it has profound implications from a leadership standpoint. &#8220;The next generation of professionals is smaller in size, which means there\u2019s a smaller talent pool for organizations to draw from. What you\u2019re seeing is people assuming leadership roles at a younger age than they used to, and the preparation isn\u2019t always there.&#8221; <\/span><\/p>\n<p><span style=\"font-size: 10pt;\">Younger members seem more demanding, said Davidson, a perception that nearly half (45 percent) of Association Adviser <span style=\"font-size: 12pt;\">e<\/span>News readers intimated in last month\u2019s online survey. &#8220;They expect so much more from their associations. We\u2019re responding to their requests for e-newsletters, Facebook, Twitter, LinkedIn, RSS feeds and tweeting from our meetings, and we just introduced a new convention app for smartphone users [<a href=\"http:\/\/ncraonline.org\/Live\/app\">http:\/\/ncraonline.org\/Live\/app<\/a>]. But, it\u2019s a challenge providing all this real-time member communication when you have limited staff. It\u2019s like being on call 24 hours a day and guess what, members still tell me: \u2018I never got this\u2019 or \u2018I never heard about that.\u2019&#8221; <\/span><\/p>\n<p><span style=\"font-size: 10pt;\">As ASAE\u2019s John Graham shared: Members of all ages still want to congregate, but you&#8217;ve to be more creative about how you get them together. Now it&#8217;s all about: I want what I want when I want it and how I want it.&#8221; There are so many ways to send and receive member communication. Just sending out a magazine and some membership promos through the mail isn&#8217;t going to get it done. It&#8217;s a lot more complicated and a lot more difficult. <\/span><\/p>\n<p><span style=\"font-size: 10pt;\">Ed Robinson agreed: It\u2019s a real &#8220;WIFM&#8221; (what\u2019s in it for me?) mindset. What have you done for me lately? How can you help me make money? How can you help me minimize my expenses and how can you help me minimize catastrophe down the road? <\/span><\/p>\n<p><span style=\"font-size: 10pt;\">&#8220;Since the Watergate scandal (1970s), each succeeding generation has grown up with an increasing level of mistrust of authority than my generation had,&#8221; shared Graham. &#8220;We just assumed we could trust society\u2019s foundations\u2013the government, church, companies, law enforcement\u2013we\u2019re ethical and doing the right thing. That applied to our politicians, sports figures, celebrities, too. As you know, that\u2019s not the case today. Now, trust has to be earned\u2013it\u2019s not implied. And that\u2019s one of the most important things an association can stress to members and especially prospective members. Earning that trust.&#8221; <\/span><\/p>\n<p><span style=\"font-size: 10pt;\"><br \/>\n<em>Hank Berkowitz is the moderator-in-chief of Association Adviser <span style=\"font-size: 12pt;\">e<\/span>News <\/em><\/span><\/p>\n<table style=\"width: 100%; border-collapse: collapse;\">\n<tbody>\n<tr>\n<td style=\"text-align: center; white-space: pre; background: #dcdcdc; vertical-align: middle; border: #000000 1px solid; padding: 5px;\">\n<p align=\"center\"><strong><span style=\"font-size: 10pt;\"><em>Rate this article 5 (Excellent) to 1 (Poor). Send ratings and comments <\/em><\/span><\/strong><a href=\"mailto:associationadviser@naylor.com?subject=Membership Sustainability\"><strong><span style=\"color: #000000; font-size: 10pt;\"><em>here<\/em><\/span><\/strong><\/a><strong><span style=\"font-size: 10pt;\"><em>.<\/em><\/span><\/strong><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n","protected":false},"excerpt":{"rendered":"<p>The art of keeping your front door open and your back door closed. Listen closely, provide a meaningful experience and tell &#39;em what they never learned in school.<br \/>\n<em>By Hank Berkowitz<\/em><\/p>\n","protected":false},"author":24,"featured_media":31,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[31],"tags":[],"class_list":["post-455","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-features"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Membership Sustainability: 2011 and Beyond - Association Adviser<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.naylor.com\/associationadviser\/newsletter23994_455\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Membership Sustainability: 2011 and Beyond - Association Adviser\" \/>\n<meta property=\"og:description\" content=\"The art of keeping your front door open and your back door closed. Listen closely, provide a meaningful experience and tell &#039;em what they never learned in school. 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Listen closely, provide a meaningful experience and tell &#39;em what they never learned in school. 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