Membership Marketing

College of Association Marketing
Online and In-person Education Programs for Association Professionals

Membership Marketing
April 16, 2010
8:30am - 3:30pm
Mathematical Association of America Conference Center
1529 18th Street, NW
Washington, DC (map)

Although there are some that think things are changing, membership is still the lifeblood of most associations. This group of experts has over 55 years of experience in association membership and will break down the ways to recruit and retain members.

Goal: Our major goal is to solve one, if not more, of your major membership challenges in a collaborative format where every attendee benefits. We will also give you strategies and tips and techniques you can use the minute you walk back into the office.

Format: Our format strikes a balance between podium presentations and interactive round tables. We have purposely developed a structure that optimizes the knowledge and expertise of both the presenters and the attendees. Unlike association-sponsored conferences for which we are frequently speakers and sometimes planners, this format is designed to allow a small and well defined group of individuals to learn together over a longer period of time than most programs allow. It's better for making true contacts, and for learning a lot you can implement at work starting the next day.

CAE Credits: 5 (attendee must submit to ASAE)

Presenters: Scott Oser, Kevin Whorton, Maggie McGary

"Homework": Before each session we ask all registrants to think about their challenges and what they want the speakers and the other attendees to help them address. We also ask registrants to bring materials they want reviewed.

Schedule

8:30am - 9:15am	Breakfast and Networking
9:15am - 9:30am	Introductions and Goals
9:30am - 10:30am	Membership Marketing: Core Principles
10:30am - 10:45am	Break
10:45am - 11:45am	365 Days of the Year Customer Communications
11:45am - 12:00pm	Break/Lunch Service
12:00pm - 1:00pm	Brainstorming: Challenges and Solutions
1:00pm - 2:00pm	Data-Driven Membership Marketing
2:00pm - 2:15pm	Break
2:15pm - 3:15pm	Unlocking the Power of Social Media
3:15pm - 3:30pm	Final challenges/group discussion

Or pay by check:
Scott Oser Associates, Inc.
10504 Prairie Landing Terrace| North Potomac | MD | 20878

Areas of Focus
The key elements of our presentation include:

Membership marketing: core principles

The ten key functions of membership: marketing and leveraging them for successful revenue growth
Retention & acquisition
Relationship management & volunteer engagement
Top-down market management & database marketing
Serving as a change agent

365 Days of the Year customer communications

Profile/case study of year-long cultivation for members & non-members
Retention strategies: pre- & post
Optimal timelines & frequency of contact
Sample letters, scripts, other materials

Data-driven membership marketing

Data collection and interpretation
Benchmarking to gauge your success
Using past results to guide future tactics and strategies
Using your back-end software functionality to market smart and hard
Tips for getting the most out of your current database & market knowledge

Unlocking the power of social media

Using social media to recruit and retain members
Monitoring the status of your industry and your association using social media
Determining where you need to be to make the most out of social media

Case Studies/Discussion

Critiques: positioning, graphics, themes fitting the association culture/brand
Use of pricing, positioning, timing, and audience management to affect membership
Audience/segmentation by history
Success & failure factors: key mistakes to avoid in membership marketing
Integrated communications: mail, e-mail, phone, web, PR, social media

Check out Kevin Whorton's intro to his presentation at our Membership Marketing Seminar