MembershipLindsay Groth, Manager

1. Membership Goals

2. Membership 101 + Tools(some of this may sound familiar from last year. )

3. We need YOUR help.

Agenda

Membership Goals

180,000 Members By 2017.

That’s 65 NEW members EVERY DAY. For the next FOUR years.

Progress Report

85,000

85,500

86,000

86,500

87,000

87,500

88,000

88,500

89,000 Paid Members

Recession, Focus on Engagement

Past Membership TrendFocused On Engagement = Declining Membership

Just How Much Engagement?

2003 2005 2007 2008 2009 20110

50,000

100,000

150,000

200,000

250,000

300,000

350,000

189,963

268,477

330,000

Alumni Engagement

Membership Trend

Jul-10

Sep-10

Nov-10Jan-11

Mar-11

May-11Jul-1

1

Sep-11

Nov-11Jan-12

Mar-12

May-12Jul-1

2

Sep-12

Nov-12Jan-13

Mar-13

May-13

Jul-13

Sep-13

Nov-13Jan-14

Mar-14

May-14

83,000

84,000

85,000

86,000

87,000

88,000

89,000

90,000

Paid Members

BuildingBrandAwareness Testing

M’ship Mktg

Past Membership Trend

Recession, Focus on Engagement

Jul-10

Sep-10

Nov-10

Jan-11

Mar-11

May-11

Jul-11

Sep-11

Nov-11

Jan-12

Mar-12

May-12

Jul-12

Sep-12

Nov-12

Jan-13

Mar-13

May-13

Jul-13

Sep-13

Nov-13

Jan-14

Mar-14

May-14

83,000

84,000

85,000

86,000

87,000

88,000

89,000

90,000 Paid Members

DevelopingFocus onMembership

Recession, Focus on Engagement

BuildingBrand+ M’ship Testing

Past Membership Trend

Membership Trend

Jul-10

Sep-10

Nov-10

Jan-11

Mar-11

May-11

Jul-11

Sep-11

Nov-11

Jan-12

Mar-12

May-12

Jul-12

Sep-12

Nov-12

Jan-13

Mar-13

May-13

Jul-13

Sep-13

Nov-13

Jan-14

Mar-14

May-14

83,000

84,000

85,000

86,000

87,000

88,000

89,000

90,000

Paid Members

Recession, Focus on Engagement

BuildingBrand+ M’ship Testing

DevelopingFocus on Membership

Present Membership Trend

*As of January 31, 2014

FY14 Performance + FY15 Goals

FY11FY12

FY13

FY14 Projection

August Projecti

on

FY15 Forecast -

20,000

40,000

60,000

80,000

100,000

120,000

140,000

42,900 44,400

64,100 71,600

53,100 56,600

96,459 107,000

116,000

Life Total Annual Total Paid Annual Total Membership

Acquisition – how are we doing?

Digital Media

(ex: Search, Promoted

Posts)

Social Content

Direct Mail

EmailTele-market

In-Person

(ex: Grassroots, Club Events)

12,000 Total New

Memberships (YTD)

Annual 3 Year 5 Year New Grad Recent Grad Parent Comp0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0% 75%

61%

49%

15%

52%48%

34%

74%

63%

51%

15%

51%

40%

29%

FY '12FY '13

Membership Type

Rene

wal

Rat

e

Annual Membership is the anchor

Retention – how are we doing?

Paid = 71% Paid + Free= 61%

Membership 101 + Tools

Who Are We?A Membership Organization

What Do Membership Dues Fund?Everything We Do!

If An Alum Wants To Join…

5-Year $289

Life $1,200

3-Year $189

1-Year $69

Recent Grad $25

Profiles Of Our Alumni …

Members Lapsed NON Donor Lapsed Donor Never

NON Donor Never Donor

Median Age: 56 Life: 62 Annual: 49

45% Female

Median Age: 40

51% Female

Median Age: 54

46% Female

Median Age: 44

48% Female

Median Age: 58

45% Female

44% Michigan 44% Michigan 40% Michigan 46% Michigan 39% Michigan

45% Grad ‘70-’9953% Undergrad

69% Grad >’9071% Undergrad

65% Grad >’8054% Undergrad

60% Grad >’9055% Undergrad31% Grad degree

55% Grad >’8035% Undergrad 28% Grad degree

54% Given $0-$500

63% Given $0-$500

69% Given $0-$500

48% Lapsed 10+ yr

43% Annual 1 yr47% New Grads

56% Lapsed 10+ yr

74% Annual 1 yr

Coming this Fall …Individual Club Alumni Profiles

Membership Webpage for Clubs

In Closing…

We Need Your Help! 180,000 Members By 2017.

1.) Talk about Membership2.) Ask them to join/renew3.) Show the value of membership through events/activities

Questions?