Chapter Leader Training WeekMembership Track

FACILITATED BY TARA LIASCHENKO

April 30, 2009

Chapter VP/Director of Membership

Speakers: Tara Liaschenko, CMM

Charlie Spiegel, Director of Member CareHolly Dotson, CMP, Chapter Business

Manager

Webinar Objectives

• Review MPI’s Vision, Mission and Strategic Imperatives

• Understand your role as VP or Director of Membership

• Review Chapter Metrics • Review resources available

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Vision & Mission

MPI Vision & Mission

• Vision: Build a rich global meeting industry community

• Mission: Make our members successful by building human connections to:– Knowledge & Ideas– Relationships– Marketplaces

Strategic Imperatives

EVOLVE to a global community

RE-IMAGINE our business relationship with chapters

ELEVATE the member conversation and experience

BUILD a great organization

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Why is it important to know?

• Will make our members and chapters more successful

• Be advocates of our Vision/Mission• Increase member involvement in MPI

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Role of VP/Director Membership

• Member Care • Recruitment/Retention• Monthly Reports• Monthly Calls

• New Members• Cancel Members• Pending• Prospects

• MPI HQ Quarterly Campaigns

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What is Member Care?

• Member Care is the on-going process of identifying the needs of members and ensuring their satisfaction and retention.

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Four (R’s) of Member Care

• Successful Member Care should always include:

1. Recruit

2. Recognize

3. Reward

4. Retain

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Recruitment

• Recruitment = Sales– Identify specific needs Sell benefits

• Identifying needs Open ended questions

– Market the right message to the right customer

– “Think outside the box”

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What can you do?

• Leverage your relationships • Follow-up with prospects• Provide quality member care and education• Work with Headquarters staff

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MPI Recruitment Efforts

• Campaign/Referrals• E-mail Recruitment & Retention Campaigns• Tradeshows• Advertising• Social Media

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Oregon

Northern California

Arizona Sunbelt

Rocky MountainUtah

New Mexico

Dallas Fort Worth

Oklahoma

Kansas St Louis Area

Heartland

Chicago

Wisconsin

Minnesota

Michigan

IndianaOhio Valley

Kentucky Bluegrass

Gulf States

Georgia

Carolinas

Tennessee

Eastern Great Lakes New England

Northeastern New YorkPittsburgh

New JerseyPhiladelphia Area

Aloha

Washington State

MEMBER CARE TEAM TERRITORIES4/22/2009

Jimmie

Potomac

Orange County

Southern California

Michael Trevor

Sacramento

San Diego

Texas Hill Country

Houston Area Greater Orlando

South Florida

Puerto Rico-Club

Virginia Chapter

North Florida

Tampa Bay

Greater New York CRV

ConnieMarlene

Westfield

Mexico

Alaska

MPI – Retention Strategies

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Touch point Timing Communication

1 (On-line registrations only) Automated response to registration

E-mail welcome – your member kit is coming

2 1 week post join date Welcome New Member CD and welcome letter

3 **2 weeks post join date Personalized welcome (card/call/e-mail – what works best with their resources) from local chapter/ invitation to next meeting

4 1 Month post join date Welcome call from Chapter Business Manager engaging them, introducing their local chapter and any upcoming chapter events/conferences.

5 **2 Months post join date Outreach from local chapter through vehicle that best works with their resources – new members who have not attended at meeting or event should be the primary target

6 3 Months post join date Call from the Member Care Center about the most valued benefits and upcoming events – run through check list of activities

MPI – Retention Strategies

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Step Months to Renewal

1 6 months E-mail invitation to take the MPI renewal survey to be re-positioned to “Tell Us How We are Doing”

2 2 months Letter with invoice

3 1 month Phone call from Member Care Center

Renewal Date Anniversary letter - critical reminder to renew and continue to realize the value of the MPI community

4 1 month post renewal Postcard reminder

5 2 months post renewal Phone call from Member Care Center

6 2 mos. - Final TMP edition Last issue cover card with renewal reminder

7 3 months post renewal E-mail – why have we lost you?

8 Post 90-day lapsed membership

Member Care Center Win-back Call Campaign

2009-2010

Chapter Metrics

Chapter Dashboard Metrics

1. Net Member Growtha) Measures chapter member growth and rebates

b) Allows for chapters to track their member growth patterns

2. Chapter Membership Satisfactiona) Assessment of overall member satisfaction with chapter

b) Allows for chapters to gauge member satisfaction in 3 areas; Network, Education and Marketplace

3. Engagement/Participationa) Gauges member participation and involvement in chapter

activities

b) Allows for chapters to track event/volunteer success

4. Chapter Financial Managementa) Calculates financial management not budgeting skills

b) Allows for chapter the freedom to manage finances and track educational expenses

Net Member Growth

19  Net Member Growth (Monthly Performance)                 Meet Goal 5.00%         Exceed 6.00%         Far Exceed 7.00%                    FY07-08 FY08-09 Meet Exceed Far Exceed

  July 481 521 505 510 515   Aug 478 527 502 507 511   Sept 492 523 517 522 526   Oct 504 523 529 534 539   Nov 510 516 536 541 546   Dec 503 505 528 533 538   Jan 504 502 529 534 539   Feb 509 513 534 540 545   Mar 506 517 531 536 541   April 509   534 540 545   May 513   539 544 549   June 512   538 543 548             

Membership Satisfaction

• Pre-define satisfaction goal– MPI Chapter

Satisfaction Survey

– Option to use chapter’s own survey at no more than 49% weight.

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Member Engagement & Participation

Select 3 of 81. Increase attendees at educational programs

2. Increase planner attendance at educational programs

3. Increase web site visits

4. Increase volunteers

5. Increase number of new members participating

6. Increase satisfaction of education programs

7. Increase regional/annual program attendance

8. Increase attendance at networking events

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Chapter Financial Management

• Gross Margin– Total Revenue less Total Expenses divided by Total

Revenue– Allows for financial management liberty

• Educational Investment Ratio– Educational Investment divided by Total Revenue– Gauges investments in education

Note:– Needs to note if in-kind contributions are included– Should Exclude Investment activities from calculations– Transfers into reserves, if any, need to be noted

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Chapter Financial Management (Example)

Revenues

Educational $ 7,624

Fundraiser $ 3,710

Membership Dues $ 5,379

Total $ 16,713

Expenses

Board Retreat $ 4,948

Community Outreach $ 1,030

Donations $ 1,120

Educational $ 8,091

Total $ 15,189

• Gross Margin

(16,713 – 15,189) =1,524

1,524 / 16,713 = 9.11%

• Educational Investment Ratio

8,091/16,713 = 48.42%

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Membership Rebate Practice

• Membership Rebates* – 11.4% (Clubs)– 18.0% (US) – 23.0% (EU)

• Examples– Yearly Full Member Rate = $325 USD

• Chapter Rebate = $58.50 USD

– Increase in installment plans this year• Quarterly = 4 x $81.25 = 4 x $14.63• Monthly = 12 x $27.08 = 12 x $ 4.86

*exceptions exist.

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Resources Available

Tools & Resources

• Your Chapter Business Manager• The Chapter Toolkits on the Web –

Check here first. Don’t reinvent the wheel.• MPI Group-Space• Industry Calendar • MPI Director of Member Care• MPI Member Care Team• MPI Quarterly Chapter Campaigns

Tools & Resources – Continued

• Your fellow Chapter Leaders on this call

• Past Chapter Leaders

• Membership Advisory Council

• Quarterly European/Canadian Conference Calls

• Chapter Needs Assessment

• MPI Membership Survey

• Chapter Satisfaction Survey

• FutureWatch Study

• MPI Foundation - Grants

Tools & Resources – Continued

Tools & Resources – Continued

• Other MPI Leadership Training:

Chapter Leaders Conference (CLC)

Chapter Leaders Forum (WEC)

Chapter Leadership Forum (MD)

• Canada and Europe:

Canadian Leadership University

European Chapter Leadership Forum

Tools & Resources – con’t

Member Care Team:– Charlie Spiegel, Director Member Care– Sharnette Jackson, Membership Operations Manager– Trevor McCaffrey, Member Care Coordinator– Jimmy Boyd, Member Care Coordinator– Marlene Fredrick, Member Care Coordinator– Connie Kizziar Member Care Coordinator– Leslie Wright, Director of Canadian Operations– Bianca Manteuffel, Manager of Member Services EMEA

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Questions & Answers

Thank you for your time!