Membership Promotion - Eurochambres Academy

Why do new Members Join?• Legally required to• Business contacts - new business -networking• Membership services• Have their say on business issues - Tobe represented

Why do new Members Join?• Discounts and Special offers• Good public relations• Because their friends are members –social contacts• Solidarity - supporting their local area

What is our attitude toMembers• Customers• Clients• Participants• Supporters• Strength

Obstacles to New Members• Subscription rates• Too big or exclusive for me• Too small for me• Nothing in it for me• Not relevant to my business

Trends Affecting MembershipCompetition from other employerorganisations/State Agencies/Privateorganisations/Media• Competition• Changing Business StructureSsmall business growing - large businessdeclining; Mergers - acquisitions increasing;Corporate downsizing leading to more homebased-electronically electronically based business; globaloutsourcing, technology.

Trends Affecting Membership• “Joining” no longer popular• Members demanding more, and betterquality services, at the same price• Specialization - Direct benefits for specificmarket niches are extremely important• Chambers must be seen by members as abusiness in their own right• Must continue to re-package existing services

Trends Affecting Membership• Business development services becomingmore important (brokering training,management development) - helpingmembers become more profitable• We must be closer to the customer - establishbranches, neighbourhood teams• Economies of scale are important - mergersand greater regionalisation of Chambers –collaboration with other organisations

Trends Affecting Membership• Political System Changing -Recognise and engage with newlydiversified special interest groups andleaders in the community• Population Changing - Need tomodify programmes and services torespond to diverse multi-culturalpopulation growth

Goals for a SuccessfulChamber• In population areas over 500,000 atleast 10% of the business communityare members - smaller population,larger percentage• Sectors are represented in line withtheir distribution in the wider businesscommunity

Winning New MembersPreparation• Identify why existing members joined inthe first place (Survey)• Why have members left in the past• Identify what are the important issuesfor local business (Survey)• Identify your own strengths• List the Unique Selling Points of yourChamber

Winning New MembersThe Message• Match the message to the target group• Simple (maximum of 3 concepts)• Show what you have already achieved• Show you are well established, efficient,etc• Include testimonials from existingmembers

Recruitment Tools• Recruitment Leaflet – brochure• Limerick, South Dublin,• Application Form• Savannah• Annual Report – Brochures• Liverpool• Newsletters• Website

Recruitment Strategies• Integrate into on-going operationsUse existing staff and volunteers• Launch Recruitment drive- Use existing staff and volunteers- Hire Recruitment Professional (full-time or on a contract-commission)commission)- Executive loaned from a membercompany

Winning New MembersMaking Contact2. New Member Evening• Name badges - personal greeting• Short (1 hour)• Have an interestingspeaker/location/gimmick• Mix existing members with newmembers• ASK the new member to join

Winning New MembersMaking Contact3. Referrals• Existing members are the best sourceof new members• Monitor phone/letter contacts from non-members - follow-up with invitation tojoin

Winning New MembersMaking Contact4. Offer Incentives• Special discounts for joining by acertain date• Money-back guarantee• Plaque - Decals - Certificate ofMembership• New member benefits - Manhattan• Introductory Gifts

Winning New MembersMaking Contact5. Target Invitations• Identify specific non-members andinvite them as your guest to specialevents• Soft sell approach• Follow-up with invitation letter 1-21weeks later

Winning New MembersMaking Contact6. Advertising and Public Relations• Include information on how to join in alladvertising and website• Use Press Statements and public eventsto emphasise that new members arealways welcome

Winning New MembersMaking Contact7. Web Site• Use Chamber Web site as a recruitmenttool• Design the site to appeal to newmembers• Make it easy to join (simple form - email hyperlink)

Winning New MembersThe First Impression• Response to application should be fast,personal and warm• New Members should receive aninformation pack• Letter of welcome - identifyingupcoming events• Invitation to call to Chamber offices,meet staff, officers

Why do members stay ?• Good service – good contacts• Value for money – discount schemes• Chamber is relevant to their needs• Feel appreciated• Feel involved in what is happening• Feel consulted about what is planned• Feel Proud of their Chamber

7 Steps to Membership Retention1. ProductClear Goals and Objectives and aProgramme of Work2. CredibilityDelivering the Programme of Work3. CommunicationAnnouncing benefits, celebratingsuccess

7 Steps in Membership Retention4. RelevanceSpending money on what memberssee as important5. Staff Attitudes6. Volunteer Leadership andCommitment7. Good Management Practices

COMMUNICATIONSTO the membersaboutwhat the Chamber isdoing• Newsletter• Press/Radio/TV• Events• Personal contactFROM themembersabout what they• think - feel -• saying - doingre the Chamberbusiness, politics, etc

Keeping MembersINFORMATION• Membership Records (MIS-CRMCRM-Database)• Record every contact with the member,phone, personal, letter, e mail,• Record attendance at all events• Identify members who have not been incontact with the chamber for 6 monthscall them and say hello!

Keeping MembersAPPRECIATIONThank members• for attending events• for sending in their subscriptions• for giving their opinions• for replying to queries• for giving their time to committees• for supporting their Chamber

Keeping MembersFEEL GOOD FACTOR• Identifying with success• Chambers gets good media coverage• Chamber projects a professional image• Chamber runs efficient, well organisedevents• Chamber has important people at itsfunctions

Keeping MembersVALUE FOR MONEYDiscount Schemes - Customer Loyalty• Group Insurance (Business, Home, car,health)• Group Discounts (national or local) -computer equipment, internet package,car rental, hotels, travel, major events,shopping

Keeping MembersINVOLVEMENT• Consulted through regular surveys• Involved in electronic response groups• Involved in Committees• Met and spoken to by staff/officers atchamber events

Keeping MembersPUBLICATIONSNewsletters - Website• Headlines that GRAB - Minnesota• Graphics and photographs• No jargon - simple - clear• Sell the Chamber• Inform - relevant information for business• targeted at the right audience