Renegade HBA

Membership Drive Myths and Realities

2011-04-12T15:20:00.000-07:00

If increasing HBA membership is important to you I hope you will take just a minute or two to read the information that I am about to share.

I’m calling it Membership Drive “Myths and Realities” and I think it’s pretty important to understand them in the “new economy”.

If you are an email “scanner” just go straight to the HEADLINES below.

This is not a “commercial” for the Direct Drive process that we have shared with HBA’s across the country – although we are working on what I’ll call Direct Drive 2.0 for now that I hope you will take a look at later in the week.

Feel free to reply and share any comments that you have. I do value and appreciate your comments!

Kate and I have had the privilege to work with State and Local HBA’s in about 45 states across the country on membership, retention and non-dues revenue.

We have seen two-day membership increases of anywhere from 5% to over 160% at least 400 times in the last six years or so.

20% - 25% increases are common when a HBA membership is done correctly – and fast!

Below are some of the common “myths” about membership drives that I think you will find interesting.

The “realities” I am sharing come from our own experiences and the experiences of the HBA’s we have worked with.

Here you go:

#1 Membership Drive “Myth and Reality”

Myth: Slow and steady membership growth is the only “healthy” way to grow.

Reality: Of course, steady membership growth is important to any HBA. Steady growth is equally as critical for your member companies.

The “dilemma” with only choosing the “steady” path to growth is that it often goes unnoticed by your members. The membership “numbers” do go up and down a little on a monthly basis but don’t make much of a “ripple” when it comes to generating enthusiasm, excitement and optimism with your current members. Don’t get me wrong here; I am a huge supporter of steady membership growth!

But, when you have a “surge” in membership at least once a year or so and have a ten, twenty, thirty or more percent increase in membership in a short period of time it gets NOTICED!

Imagine the impact of mailing out a list of 100 “brand new” members could have on your current members. They will know that they are part of a HBA that is growing and thriving! They’ll even get a chance to see some of their “business” friends and associates on the list. In some cases they will also recognize some of the new members as their competitors and will want to “protect their turf” at the HBA.

When you have a fast and strong boost in membership, attendance at your HBA events and functions will spike as well – with new people that bring new ideas, excitement and enthusiasm with them. If you are seeing most of the “same old” people at your general membership meetings over and over – a fast increase in membership can and will really “shake up” your events immediately following your membership “drive”!

Oh, and the fast increase in revenue to your HBA won’t go unnoticed either – imagine the level of service you could provide to your current members with a quick influx of tens of thousands of dollars to your HBA budget in just a few days!

Yes, grow slow and steady – but make a plan to have at least one big “surge” in membership every year or so. You will be amazed at the level of pride, excitement and enthusiasm it will have on your HBA and your members!

#2 Membership Drive “Myth and Reality”

Myth: The “quality” of members drops when you have a membership drive and add a lot of new members all at once.

Reality: It can happen, but only if the membership drive process consists of “cold calling” strangers and “twisting their arms” to get them to join the HBA.

When membership drives are conducted this way there are no “filters” in place and you really have no control over who is invited to join your HBA. Although the “numbers” can be OK, quality of membership and retention can become real challenges.

In a properly organized membership drive your current members will be the enthusiastic “recruiters” and will typically “self filter” who actually gets invited and joins your HBA.

Your members have an incredible “sphere of influence” in your business community. If they participate in your membership drive and are coached properly about how to invite their friends and business associates the quality of your new members will likely be that same as your current members. Your odds of turning these new members into long-term members will also go up significantly.

We call this “self filtering” process “like attracts like”.

Your members that participate in your membership drive will invite potential members to join that are a lot “like” themselves. Most of your members spend time with and associate with other business people with similar interests, ideas and business goals.

Your members are the best recruiting tools. If you give them the tools and information they needed in a simple, step by step program that encourages them to leverage their own “sphere of influence” you shouldn’t have to worry about the “quality” of members they will attract and your retention rate for new members will be much higher.

Membership Drive – Myths and Realities

#3 Membership “Myth and Reality”

Myth: “Our HBA is too small to have a membership drive”

Reality: We have had the opportunity and privilege to work with Associations with over 4,000 members and as few as 37 members – the results are always amazing. Membership increases of 50% to over 150% are actually commonplace with Associations that have anywhere from 37 members to 250+ members.

The key factors that drive membership success in smaller organizations are enthusiasm, optimism and a strong commitment by a relatively small group of members to share the true value of HBA membership with other business people in their own sphere of influence.

There is real value in the thought “everybody knows everybody” that is common in smaller communities. When you can combine that kind of familiarity with a set group of steps and action items designed to “leverage” local influence in the “world” of HBA membership the results are typically astounding!

If you have been searching for a way to increase membership fast but believe membership drives are only for the “big guys” – think again.

What would a 10%, 20%, 30% to over 100% increase in membership do for your HBA in the “new economy”? Think about the possibilities and then set “outrageous” goals to increase membership.

When it comes to increasing membership fast – size really doesn’t matter. It’s all about attitude, optimism and TAKING ACTION NOW!

#4 Membership “Myth and Reality”

Myth: It takes way too much time and energy to put a membership drive together.

Reality: Yes, it takes time and energy to have a successful membership campaign. But, not TOO much time. A well run, properly managed membership drive shouldn’t take more than forty-five days from inception to completion. In fact, long and drawn out membership campaigns can be a lot more “painful” and in many cases far less successful than a fast, focused and almost “laser” like approach.

Successful membership campaigns or drives also let your members help with the details and even some of the “heavy lifting”. Finding ways to get your members onboard in a “win-win” situation is crucial to a successful drive.

I’m not suggesting that membership drives are the only way to increase membership but if the efficient use of time and energy (and money) is a concern consider some of the alternatives like:

-continually trying to come up with new ways to get your members, committee members and board members to “recruit” new members
-setting up and monitoring (and managing) year long campaigns that you have to remind people about over and over again
-discounting dues to get people to join – I recommend you never use a dues “discount” as a sales tool
-sitting in meeting after meeting resetting membership goals (usually lower) and looking for quick fixes
-spending hours and hours motivating and cajoling people to help with membership

A fast, successful and fun membership drive not only boosts membership. It FREES UP TIME to concentrate on retention, non-dues revenue, member services and other important things at the HBA.

It also doesn’t hurt to get a big “influx” of cash in addition to your usual membership dues. Some of the new cash generated from a membership drive can be used to invest in ways to increase the value you can offer your current members.

As I mentioned above, your comments are always welcome and I do read each and every one of them.

We will be releasing information later this week about Direct Drive 2.0. We’re pretty excited about releasing it but it will be available for just a short time and for a limited number of HBA’s across the country. I think we will be able to get you the details this Thursday.

2009-10-13T03:00:00.000-07:00

Are you Ready for a Challenge in the "New Economy"?

Shhhhh – don’t tell Rob but I (Kate) am filling in this week!
This week’s Renegade HBA Tip will be just a little bit different. I have a challenge for every association staff person who wants to take this “New Economy” on with both feet forward.

Are you ready for an easy challenge that will (if you aren’t already) get you on the path to doing business different then you did in the “Old Economy”?

Do you want to stand out in the community, keep the members you have and even get new members?

Do you want to make your current members feel appreciated and motivated to refer new members to your association?
Click here to read more…

Quick Update: We are currently getting ready to leave for Florida and New York. We have had an amazing fall schedule sharing with Home Builders Associations across the country how to increase membership, keep the members they have and even increasing non-dues revenue. In the last five weeks or so we have been to 17 States, met with 74 Local Home Builders Associations and their staffs . MOTIVATED staff people who are all waking up everyday with the same goal of growing their association and keeping their current members motivated to renew their membership. After talking to so many of them I wanted to give you a “Renegade HBA Direct Marketing Challenge” this week. And this will be easy enough that you can start today, spend a quick ten minutes doing this easy to accomplish task and begin to see results NOW. Are YOU Ready?

If you know me, you will know how passionate I am about the “written note”. NOT emailing – really writing a note – do you remember handwritten notes?

So, when was the last time you really sent a thank you note or any note of appreciation to someone in your association or your community?

Challenge: Start today and write one note.
Write one note a day each day this week. That is four notes to start (if you are ready this on Tuesday).

IF you start this new habit you may even continue next week, and send five more. Don’t get caught up in how it is written or the paper it is written on. Just start by getting out a note card or even a yellow tablet and write a note from your heart in your words. The person receiving this note will know it is from you by how you write it and will be pleased that you took the time to do it. Here are some ideas of who you could send a note to:

Past member – maybe someone who dropped in the past year
(I hope you have not lost your way – we want you to find your way back to us.)

Current member – thanking them for being in the association and for what they do for you
(We appreciate your membership and know that it is members like you that keep our association growing)

Employee/staff person – for doing all that they do to help keep your association growing
(Times get busy in our work day and I wanted you to know I noticed you going the extra mile to make our association a success)

Vendor – for taking care of your association and providing you with their service
(We know how busy your day is and we appreciate you going the extra mile to provide our association with excellent service)

Potential member – someone you want to join your association
(You are someone our association wants as a member with and we have a special offer for you to join now.)

Last Tips For the best results:
Hand address the envelope
Put a real stamp on it – CROOKED!
Put your first name above the return address
Put your business card inside with a short note on the back
And if you want to really go the extra mile – make the envelope “Lumpy”.

There is your challenge! If you really want to grow your association in this “New Economy” you will have to do things different to stand out and be noticed.

Let me know how you did!

2009-09-22T03:00:00.000-07:00

Don’t Stop Believing

We’ve been contacting some of the HBA’s around the country about some of the tools that we offer to help increase membership, retention and non-dues revenue. It’s a pretty interesting environment out there as you might guess. We have had limited success, but that’s really not the point here. The real point is that in challenging times there is a reflex to just kind of “freeze” everything and “wait it out”.

We hear things like:

“It doesn’t really matter what we do, no one is going to join right now”.

Someone forgot to tell that one association – they increased their membership by 10% in two days last month.

“No one is sponsoring anything right now”.

“It’s really hard to get people to part with money right now”.

Side Note: I personally generated about $15,000 dollars last fall for a first time business event our company is producing in the giant metropolis of Wenatchee, WA (population about 30,000 including the surrounding areas).

AND: We just helped a Humane Society in a very small and depressed area of Washington State generate about $24,000 in a three-day period.

Now I know that the business climate is a real challenge right now, but there are millions of business people that get up every day and look forward to getting more customers, keeping more customers and generating more revenue per customer. These motivated business people actually “believe” they can succeed.

I heard someone say at a NAHB event that “non-profit” is a tax classification – not a goal.”

In business, if the times get tough and the solution becomes just to “wait it out” the consequences can be dire. Smart businesses look at their processes and systems, products and services, performance and productivity and then look for ways to become more efficient, innovative and productive while watching the income and expenses like a hawk. They take control of their destiny and don’t commiserate about the lack of business and just “hole up” for the winter.

If your HBA were a “for profit” business would you act differently?

If you are reading this article you have already set yourself apart as someone that is not going to just sit around and wait for something to happen, so I know that I am sort of “preaching to the choir”. You have already decided to take action and continue to learn, implement and execute the plans and strategies that are necessary to “compete and win” in the world HBA’s.

Don't just take our for it, there are thousands of resources on the web that you can access to get new ideas, tools and strategies. Type “member retention” or “non-dues revenue” or “increase membership” in a search engine and you will be amazed at what you can find. Get about four or five pages deep in the search and you will see retention plans for health clubs, Lions Clubs, Rotary Clubs, churches and more. I recommend that you take some time and do a little “surfing” and stretch your mind even a little bit more.

And most importantly, continue to do SOMETHING! Don’t fall into the “wait and see” trap.

Think like a business and implement like a business…and “don’t stop believing”

2009-09-15T03:00:00.000-07:00

Your Newsletter is a Powerful Recruiting Tool

Nearly every HBA produces a monthly or at least quarterly Association Newsletter. I have copies from at least 100 locals that we have actually worked with. In many cases we have been to their offices and met the staff and some of the members. The interesting thing about the newsletters that we get is they really do reflect the values, enthusiasm, excitement and commitment of the staff and the membership. When we get a newsletter from a HBA that we haven’t built a relationship with yet or have not visited their office, we can get a pretty good idea of the “culture” of the local by reading the newsletter.

How many potential members do you send your newsletter to? If you are already using your newsletter as a recruitment tool – congratulations! If you are not you should consider it. Your newsletter contains nearly all of the things you want a potential member to know. Your newsletter tells a potential member what projects and issues you are currently working on. It also contains names and in most cases, photos of current active members that a potential member may recognize. Typically, there is a list of upcoming classes and educational opportunities that you are offering. There is always a list of new members and renewals. Some of these are either business associates or competitors of your potential member. But, most importantly your newsletter lets a potential member get a real “taste” of what your association represents and the value you add to your member companies.

Here’s a sample “plan of attack” to put your newsletter to work recruiting for you.

Step One: Make a “hit list” of five, ten, fifty or even one-hundred companies that your association can add value to that are not current members. Brainstorm with staff, committee members and board members to make the list.

Step Two: Print the extra copies you need and bring them to a membership committee meeting or board meeting. During the meeting have each member present “autograph” the newsletter with a signature and even a short note.

Step Three: Create an “abbreviated” application form and include it in a hand-addressed,
9 X 12 envelope using real stamps.

Step Four: Do the same thing every month for three months and mail your newsletter to the same “hit list”. Always get the autographs and always include the application. Do not short cut the process as you will also lower the response.

Step Five: Make a follow-up call and send a “sales letter” after you have sent at least three autographed newsletters in the special hand-addressed envelopes with real stamps. Include a special “enhancement” if they make a decision by a specific date. (See “Direct Marketing 101” in this issue for more information)

Step Six: Continue sending the potential member your newsletter for three more months and repeat Step Five. If they join, you win. If they choose not to join, at least they know about your HBA and may support you on important issues in the future.

Step Seven: Add new potential members to the “system” as you remove others.

Note: The key to success using this system is consistency and persistency. In most sales situations the highest level of success usually happens after at least five contacts. Don’t give up to fast and make sure to get those “autographs”.

2009-09-09T03:00:00.000-07:00

Sales 101 – Features and Benefits
Increase non-dues revenue by “changing the ask”

I am on a lot of email and newsletter lists for HBA’s around the country so I get the opportunity to see just how “offers” are made for things like sponsorships, publication advertising, event participation and a whole variety of other non-dues revenue generating items.

Here is a typical sample email soliciting sponsorship for an event. I’m keeping it generic just for this example but it’s pretty similar to dozens of offers I have received.

“Sponsorships available for upcoming Parade of Homes”

Show your support for your HBA by becoming a Presenting Sponsor

Your donation will be greatly appreciated – call for details

What do you think? Sounds like a little “begging” to me. For what it’s worth, these types of “asks” have worked OK over the years but in a tighter economy where member companies are searching for tools to increase their revenue and bottom line words like “support” and “donation” just do not have quite the same impact that they used to.

Your Association is one of the most powerful marketing tools a member can use to improve their business. The key is to show your members the value in terms that they can understand. Making comparisons to other marketing tools they use can really open their eyes to the “bargain” they are getting when it comes to Association dues.

When offering sponsorships for events compare the benefits your event offers to other types of media.

Let’s say you are selling a sponsorship for your upcoming Annual Banquet. This might sound a little over the top but it really is the truth. For example, if the attendance at your Annual Banquet is 150 business people you might consider presenting your sponsorship offer like this:

“Make One Sales Presentation and Reach 150 of the most Powerful, Successful and Influential Business People in the Community in Just 5 minutes!”

As the Presenting Sponsor of our most attended business event of the year you will have the opportunity to present your company to an audience of 150 business decision makers that directly or indirectly influence the buying decisions of literally thousands of employees, co-workers, family members and friends.

Calculate the lifetime value of just one or two new business relationships based on using this event as a powerful marketing tool and you will see that the marketing value far exceeds the investment of just $2500.00.

In addition to reaching 150 business decision makers and fellow members all at once in a gala setting, you will also receive a list of all attendees that you can follow up on in the coming year.

Compare this marketing tool to running an ad in the paper for a day or two or any other “mass media” advertising. By choosing this sponsorship as a marketing tool for your company you will get “face-to-face” with a specific, targeted audience that you can continue to work with to build business relationships long after the initial investment.

Since this sponsorship is an “exclusive” marketing tool you are assured that other businesses in your category will not be able to share in this one-time marketing opportunity.

Your HBA looks forward to working with you to help increase your bottom line.

It will be a pleasure to offer our support to your company.

The above is not just a sample of a sales letter or sales script. It is also a thought process. Your HBA offers tremendous “bang for the buck” to your members. Remember – “you have the carrot”. Use this same thought process for other sponsorships and non-dues revenue opportunities. Take a look at your current offers a make a list of all of the “features and benefits” and make sure your member “prospect” is aware of the real value you are offering.

Note – I have used and taught this “thought process” personally and it has generated literally millions of dollars in revenue for HBA’s around the country as well as other Associations and Organizations. For information on a custom Non-dues revenue sales and marketing process, send me an email – rob@theolivergroupllc.com.

2009-09-01T06:00:00.000-07:00

“Get ‘em off the fence” using Direct Marketing 101

Are you ever frustrated waiting for people to make a decision about participating in an event, sponsorship, advertising in the newsletter or buying a ticket to a big function? Do people tend to wait until the last minute to make a financial commitment to something you are promoting or supporting?

Direct Marketing 101 is a simple, effective and very powerful tool to get people “off the dime” and get a decision from them. Businesses that use this “tool” properly increase sales and profits almost instantly…so can you.

Here’s the #1 Rule in Direct Marketing:
Always have an offer
Always enhance the offer
AND always have deadline for the offer
I know that it sounds way too simple but let’s take a closer look and see how we can apply it at the HBA.

The goal in using this three step process – “offer, enhance it, deadline” is to eliminate one of the toughest responses to overcome and you know what it is – “I’ll think about it”. How many times have you heard that phrase? How do you respond? Don’t you wish you get a simple “yes” or “no” and move on?

Before we go on it’s important to understand something. There are two kinds of manipulation. There is “negative” manipulation when trying to get someone to take an action or make a decision that is not in their best interest. I don’t ever recommend using Direct Marketing 101 for that purpose. But, there is also something called “positive” manipulation. Some people need to be “nudged” in the right direction to make a decision even if it is clear that it will be in their best interests. Other people (like me) tend to put decisions off until the very last minute. If you know that the offer you have (sponsorship, membership, event participation, etc.) is a good one and will be valuable to the person or company you are presenting it to, it’s OK to use a little “positive” manipulation.

Here is a quick overview of how to use Direct Marketing 101 when presenting a sponsorship offer:

When selling sponsorships you must always have a clear offer. An easy way to create an offer is to write a “top 10” list. Just make a list of ten ways (more or less) the sponsorship you are offering will benefit the “prospect”. Note: In future issue of this newsletter we’ll go into deep detail on how to make and present your offers.

Once you have your offer, the next thing that you need to do is “enhance” the offer (make it even better). The way to do this is to create a special “bonus” package that includes extra benefits that have a high perceived value but a low “cost” of goods. This package may include a free ad in your newsletter, a “seasons pass” to your General Membership Meeting, an additional smaller sponsorship (create one if you need to) to another non-related event or even waiving membership dues for a year (depending on the sponsorship investment). The goal is to create a package of “extras” that make the value of the sponsorship “far exceed the price”…kind of like a “but wait, there’s more!”

Lastly, here is the “key” to this whole process. You have to have a definite deadline for a response in order to give them the “enhancements”. Creating the deadline is a way of applying gentle “positive” manipulation and getting a decision much faster. All you have to do is follow these three steps:

1.) You present your sponsorship offer and the necessary financial investment with your “Top 10” list of benefits…not just features. Make sure the value exceeds the price and explain why.

2.) Present the additional “bonus” package in detail and the true value in dollars that it represents.

3.) Explain that in order to receive the additional “bonuses” that you must have a decision by a specific date and explain why. Your reasons will vary from offer to offer.

If you are offering a sponsorship, the reason for the deadline to get the bonuses can be as simple as “by getting your commitment early we can focus our energy and resources on creating the best event possible instead of on selling sponsorships so we are offering the “extras” to get a faster decision”. Isn’t that the truth? Another reason could be that “the faster we get our sponsors in place the faster we can start producing marketing materials and avoid last minute “rush charges” from suppliers”.

Be completely honest about why you are willing to offer “enhancements” for a quicker decision.

If you apply the Direct Marketing 101 Tool consistently to your offers you can not only get faster decisions and “eliminate” the “I’ll think about” response, in many cases you can raise the “investment” as well.

Make a list of other things you “sell”. Then think of ways to use Direct Marketing 101 to make the process faster and more profitable. Whether it’s selling ads in the newsletter, event tickets, golf event participation, Parade of Homes builder participation, PAC fundraising or anything else – Direct Marketing 101 is a great tool that you can use to get the results you want.

“Make the offer, Enhance the offer, Put a deadline on the offer” – Direct Marketing 101

2009-08-25T03:00:00.000-07:00

How to Better Communicate with your Members

Your members pay their dues and belong to the Association. There are certain benefits they expect to receive with their membership. They look to you to provide valuable information – information that will help better their business, ensure that they’re operating up to code or industry standards, info that could increase productivity and maybe increase networking opportunities that will ideally generate revenue possibilities.

When members first join, many are eager for information from their association. But by the end of the year, many may have become less enthused and even disenchanted with correspondence from their Association. Why does this happen? Because the information that they have received is often uninteresting or worse yet, completely irrelevant to them.

When Nick’s Painting received the 4th fax about plumbing classes, the 5th email blast recruiting volunteers for the economic affairs committee, or the 6th email about WHATEVER, you’ve lost him. Just like the boy who cried wolf, when the Association really does have pertinent and valuable information for Nick, he’s going to miss it. There has been so much irrelevant information sent to him that Nick has become weary of the “junk mail” and now, he just ignores or deletes all incoming emails from his association.

The only way to rectify and prevent this from happening is to make every message count. Segment your members. I know that this may take some time, but once you’ve categorized your members into “niches” the end result will be significant. If only builders received faxes about building code updates, only painters received information about painter networking round tables and only plumbers received coupons or special offers from a plumbing supplier, more of your messages will be read. That is a retention tool.

If a member feels that the Association really knows who they are and cares about them because they really do receive valuable information, then they will be more apt to renew. Sharing pertinent information with your members shows that you know them and care about them. By communicating with your members on a personal or “individual” basis, you are demonstrating that you “know” them and that they are not just one company out of 800 member companies - they are special. Creating this type of bond is a powerful and effective retention tool.

Make your message matter. Sending “blast” emails and faxes to your entire membership is ineffective, impersonal and borders on spam. Yes, your members provided their email addresses when they joined, but it wasn’t to get bombarded with irrelevant information. All day long we are continuously hit with marketing messages. If your association is part of that flood, there is no way the message is getting through unless you figure out a way to stand out and make it matter. Sending out useless information 8 out of 10 times is not the way to break through the clutter.
When they joined, your members gave you permission to communicate with them to build relationships and provide valuable information that will help them. It is your job to deliver these services.

Side Bar: From Kate O
Having been a part of associations and having heard from so many leaders and staff talk about how busy your day gets and how fast the day goes by I have a couple of fail safe tasks to make sure that you really are sending what "They - Members" will benefit from and stay away from wasting their time. And if you are the EO and have staff sending out these members make sure everyone is on the same page here - It's ALL about the renewals - RIGHT!

STOP before you press end, fax, or mail and ask yourself:
1. Is this the right group or groups to receive this message?
2. Will I be wasting a members time by sending this message or could it beneficial to their business?
3. Have I segmented the list to verify the needs and interests of our members before mass-blasting information?

2009-08-17T14:44:00.000-07:00

The Ebb and Flow of Association Life

What now? Membership is sagging. Retention is slipping. The Sky is falling.

We get to talk to a good cross section of associations all over the country, many of whom seem to have adopted this attitude as their mantra.

So how does an association break out of this rut? By asking themselves some hard, serious and honest questions:
1) “When is the last time I looked really hard at my current membership?”
2) “When is the last time I evaluated our mission statement?”
3) “When is the last time we introduced or even evaluated our member benefits?”
4) “When is the last time we looked at or changed our event calendar?”

Believe it or not, many associations have never taken the time to evaluate their Association. They follow the same event schedule and go about each event the same way they always have – in terms of promotion, sponsorship, agenda, etc. They continue to do things the way they’ve always done them without considering:
1) Who started doing things this way
2) When were these practices put into place
3) (maybe most important) What was the association or “economy” like at that time.

There is something to be said for the old adage “if it’s not broke, don’t fix it” but the feeling of the moment seems to be “despair” and the cry of the day seems to be a desperate need for change.

If you don’t know what needs to “change”, then it’s pretty hard to make one.

In Renegade Retention Secrets Vol. II, I state that Associations need to have an Honest Awareness. This means they need to make an honest assessment of their plans, purposes and goals, a reality check of sorts.

Maybe it’s time to introduce a new member benefit. First, look at your current benefits and determine if they are really meeting the current needs of the current members. There’s an idea in sales for when times are tough that is applicable to membership: “They’re just not buying what I’m selling.” Associations need to ensure that everything they offer – to current or potential members – is a real and perceived benefit.

In addition to continually evaluating organizational benefits, Associations need to be constantly evaluating and adapting their recruitment and retention programs. They need to determine what is really happening versus what the “staff” says is happening.

Maybe you’ve heard me say “Every day is a money day.” That means that every day, every decision I make is aimed at moving me closer towards achieving my goals of success.

In an Association, before a new program, benefit, system or event is implemented, the staff needs to have a plan of implementation – steps to success. Then they need to evaluate whether or not these steps will move them closer to or further away from their goals. More importantly, they need to consider if this new plan or program will cause them to reach their overall goals even when it is implemented.

Having an honest awareness means an association should look at everything it does and offers and analyze whether or not it is for the betterment of the membership as a whole. Are these events really geared towards the betterment of the members, or are they just recycled from an events calendar from 1983?

Making an Honest Assessment ask yourself these questions:
1) “Who are my members?”
2) “Why are they Members?”
3) “What do they want?”

The answers you get should be the first steps towards gaining an Honest Awareness. Associations must never forget why they are here – for the protection and well being of their members. It’s not a Superior/Subordinate, Teacher/Student relationship. The association works for its members and everything it does should be about them. Everything it provides must meet their needs and represent their purpose for being in the Association. Not vice versa.

Following the Leader?
Often times, HBA’s get their plans (recruitment, retention, non-dues revenue events, plans of action, etc.) from one another. One local shares its “plan” with another who then adopts it as their own, whether it works for and benefits their specific members or not. Associations are as unique as the members within them and what works for one Association doesn’t necessarily work for another. When Local Associations begin copying each other blindly – just because it’s “something” and “we’ve gotta do something” – there is no longer an Honest Awareness and the stage is set for an ineffective, out of touch and sometimes, completely unaware relationships between the advocate (the Local) and its beneficiaries (its members).

In order to work towards the betterment of the association, an honest assessment of current practices, plans and direction needs to be made. Look at when and why the current plans were implemented. Was it a “follow the leader” mentality? If so, it may time for a restructure or a new direction.

Your association is a living, breathing entity. You have the power to adapt. What are you going to do?

2009-08-11T06:00:00.000-07:00

DO “Sweat the Small Stuff”

There was a book written a few years ago titled “Don’t Sweat the Small Stuff”. The truth is I bought it, skimmed it and set it aside so I really can’t beat it up or give it a fair critique. But, what I can say is that when it comes to running and operating a member based association like an HBA, it’s critical that everyone sweats the small stuff.

Here’s just a sample list of things to “sweat”:

Get new member packets out fast, not a month or two after a new member joins. Imagine, joining a group or making a purchase and getting no “recognition” for 60 to 90 days – not a great start for a member relationship.

Take the time to make a “personal” contact several times a year with each member. Use handwritten cards, phone calls, personal visits and at least one personal call per year from the Board President or the Executive Officer. That one phone call could increase your retention rate substantially.

Return member phone calls immediately. When a member actually takes the time to try to communicate with your association – for any reason – consider it an opportunity to enhance and strengthen the relationship and act accordingly.

Send out “relevant” emails. Don’t waste your member’s time by sending them a continuous “stream” of emails that have no value to the recipient. Your Title Company member doesn’t need to get the email about the “plumber’s certification and licensing class”. Take the time to segment your email lists into smaller groups. Your members will appreciate the fact that you understand the value of their time…and might even start reading the emails again.

Take the time to pick up the phone whenever possible. Voicemail automation is a powerful tool, but it will never be a substitute for a friendly, live human voice.

Choose productivity over activity. Make sure that the methods that you use to communicate and interact with your members are effective, efficient, and get you to your stated goals. Sometimes, a simple phone call to invite a member to a general membership meeting or special event can replace a “pile” of emails, flyers and letters…and get greater results. Make a list of your daily “activities” and make sure that they are getting you closer to your goal.

Create a pleasant and professional office atmosphere, regardless of the size of your HBA. Take a look around the office. Get rid of outdated flyers, magazines, brochures and anything else that doesn’t add value to the members “experience” in your facility. The reception area is a place to welcome visitors – not a personal museum for the family of the office manager to hang photos or the latest “artwork” by a two-year old Picasso.

Finally, just make a list of other little things that you can do “just a little better” in the future. This could be everything from how your office looks, how the phones are answered, how members and non-members are greeted at the door to who people "feel" when they participate at a committee meeting, board meeting or other events. Sometimes, just “sweating” a couple small things can make a huge, positive difference in your association.

2009-08-04T00:30:00.000-07:00

Monetize your Member Benefits and Increase Membership and Retention

Can you put a true dollar value on a membership in your Association?

If you are asked how you came up with the dues price or “membership investment” could you explain it?

The “value vs. price” equation is a tool that a lot of businesses use to justify the price of their goods and services. Consider creating a “tangible” value for your membership dues that is easily understood and creates a compelling reason to “buy” (join) and continue to “buy” (renew).

Here is just a quick example that you can tailor to fit your Association. Remember that many member benefits are nearly impossible for a member to calculate so the dollar value that you put on them will in most cases be perceived as correct.

Benefits and Value

Company name and contact information listed in newsletter as a new or renewing member and sent to over 300 subscribing member companies – value $155.00

Company name and contact information listed on HBA website for twelve months at a minimum value of $22.00 per month – annual value $264.00

Company name and contact information listed in the annual Membership Directory that is a buying resource direct mailed to 300 member companies representing nearly 3000 co-workers, employees and family members – annual value at just $1.25 per member company – value $375.00

Committee participation: Participating on a committee is one of the most powerful direct marketing tools the HBA offers. At the committee level you will have direct face-to-face access to some of the most powerful, successful and influential business in the community. Building just one or two new business relationships in this networking environment can significantly increase your bottom line – annual value $$225.00

General Membership Business Meetings: Over 100 business decision makers attend these events 10 times per year. The networking value and exposure for member companies to this powerful and valuable audience has facilitated thousands of new business relationships and transactions over the years. Marketing value per meeting - $75.00
Member investment $25.00 – annual net value - $500.00

Total membership value so far – $1519.00
Total membership dues price – $575.00

…and the list goes on and on and on!

Make a list of all of your member benefits, marketing tools and opportunities. Put a dollar value on each. You’ll find that the total benefits can easily be valued at several thousand dollars. Using the value vs. price equation gives you the tool you need to increase membership and increase retention.

Note – The same process can be used for sponsorships, newsletter ads, event participation and any other revenue producing item in your association.

2009-07-26T16:16:00.000-07:00

Do you have a list of your TOP 100 “Dream Members”?

The first step in the member recruiting process is to make a list of specific companies that you want as members. It’s not “rocket science” but this step gets overlooked often. Sure, every HBA has a giant list of “non-member” contractors and sub-contractors or a drop list or some other document listing a whole variety of companies that should join the HBA. My guess is that every once in a while someone peruses the list, gets overwhelmed and then nothing happens.

Take the time to look at your “lists” and create a TOP 100 “Dream Members” or a TOP 100 “Most Wanted” list and then create a specific plan to recruit them that includes your “spikes”, board members, committee members and staff. Decide which “tools” you will use (phone, fax, email, personal visit, member affinity) that will be the most effective when trying to recruit a “TOP 100 Member”. It’s important to note that a recruiting tactic or strategy that works on one individual or company may be totally ineffective on another potential member company.

HOT TIP: Post the name and phone number of your TOP 100 list on a “BIG SHEET” of paper and put it in a highly visible location where staff, board members, committee members and visitors can’t miss it. In many cases, just making it easy to identify who should or could be recruited will result in some kind of a personal contact. If you are really daring, publish the list in your newsletter (printed and email) and “accidentally” send it out to not only your members but everyone on the TOP 100 “Dream Member” list.

Note – Be sure to set up some type of criteria for your TOP 100 list that may include things like community influence, industry excellence, leadership potential, non-dues revenue potential and “spike” potential. This list really should be a specific TOP 100 list and not just a general list of non-members.

If you "write it down" you will have a much higher rate of success in recruiting them.

2009-07-21T00:30:00.000-07:00

Possibility Thinking Can Increase Your Retention
and Non-dues Revenue!

I had a conversation with an Executive Officer recently about doing a retention mailing to a “lost” member list and as usual the word “budget” came up. Although the odds of this particularly creative mailing being successful and paying for itself many times over was very high, the necessary upfront investment just wasn’t in the budget.

This particular mailing would consist of an oversized envelope with a personal letter signed by EVERY member of the board, a business card with a signed short personal note on the back from every board member, and some sort of promotional item to make the envelope “lumpy”. The oversized envelope would be hand-addressed and real stamps would be used for the postage. Finally, there would also be a stamped, self-addressed envelope included to make the response as convenient as possible.

The real obstacle was simply the upfront cost to do a true “direct marketing” mailing as opposed to just another number 10 envelope with a dunning notice inside.

A mailing of this type could easily run $2 to $3 per piece. Sending just twenty per month for twelve months (240 in a year) would rack up a $700 - $800 expense. The upside was that if the mailing generated just seven or eight renewals over the course of the year, it would pay for itself and then some.

Here is a solution to the budget issue that is often overlooked, yet offers a benefit to all of the parties involved. GET A SPONSOR – NOT A DONATION.

For just $95 per month a member company that sponsors the “lost member” mailing can receive the following benefits:

1. They can provide the promotional item (pen, key chain, mini-flashlight, etc.) that will go inside every “lost member” envelope.

2. They can include their business card and a note that will be included in each mailing.

3. Their company logo and bio can appear in the newsletter during the month they sponsor.

4. They can receive recognition at the General Membership Meeting during the month of their sponsorship.

5. Their logo and a link to their website can be included on the HBA website.

6. A thank-you email announcing their sponsorship with a link to their website can be sent to the entire membership.

7. They can be invited to the next membership committee meeting to be recognized again.

8. They can receive a list of any “lost members” that renew so they can follow-up with a thank-you and request an appointment.

9. Their promotional item (pen, keychain…) will be handed out to all board members at the board meeting during the month of their sponsorship.

10. Get the idea? What other tangible benefits could you offer?

As you can see, that’s a lot of “bang for the buck” for just $95.00!

Where else can you apply this type of thinking in your Association?

Committed to Increased Membership, Retention and Non-Dues Revenue,
Rob Oliver

2009-07-13T21:10:00.000-07:00

"Monetize your Member Benefits and Increase Membership and Retention"

Can you put a true dollar value on membership in your Association?

If you are asked how you came up with the dues price or "membership investment" could you explain it?

The "value vs. price" equation is a tool that a lot of businesses use to justify the price of their goods and services. Consider creating a "tangible" value for your membership dues that is easily understood and creates a compelling reason to "buy" (join) and continue to "buy" (renew).

Here is just a quick example that you can tailor to fit your Association.

Remember that many member benefits are nearly impossible for a member to calculate so the dollar value that you put on them will in most cases be perceived as correct.

Benefits and Value

Company name and contact information listed in newsletter as a new or renewing member and sent to over 300 subscribing member companies - Value: $155.00

Company name and contact information listed on HBA website for twelve months at a minimum value of $22.00 per month - Annual Value: $264.00

Company name and contact information listed in the annual Membership Directory that is a buying resource direct mailed to 300 member companies representing nearly 3000 co-workers, employees and family members - Annual Value: at just $1.25 per member company, $375.00

Committee participation: Participating on a committee is one of the most powerful direct marketing tools the HBA offers. At the committee level you will have direct face-to-face access to some of the most powerful, successful and influential business people in the community. Building just one or two new business relationships in this networking environment can significantly increase your bottom line - Annual Value: $225.00

General Membership Business Meetings: Over 100 business decision makers attend these events 10 times per year. The networking value and exposure for member companies to this powerful and valuable audience has facilitated thousands of new business relationships and transactions over the years. Marketing value per meeting - $75.00, Member investment $25.00
- Annual Net Value: $500.00

Total membership value so far: $1,519.00
Total membership dues price: $575.00

...and the list goes on and on and on!

Make a list of all of your member benefits, marketing tools and opportunities. Put a dollar value on each. You'll find that the total benefits can easily be valued at several thousand dollars. Using the value vs. price equation gives you the tool you need to increase membership and increase retention.

NOTE - The same process can be used for sponsorships, newsletter ads, event participation and any other revenue producing item in your association.

Committed to Increased Membership, Retention and Non-Dues Revenue,
Rob Oliver

2009-07-13T20:57:00.000-07:00

"Six Sponsorship Tips"

It seems like October is "Sponsorship Month" at HBA's all over the country. I'm getting at least one email, letter or flyer every couple days soliciting a sponsorship of some sort.

Having been on the buying and selling side of sponsorships for years I'm going to offer a few tips on offering sponsorships to your member companies.

1. Match the quality of the offer with the amount of the "investment" you are offering.
This means you don't mail your offer on a cheap, black and white photocopied piece of paper - if you are trying to get someone to consider spending $250 - $10,000 (or more). Take some time to craft a great letter, personalize it and print it on something other than 20lb. bond paper and enclose it in a 9 x 12 envelope with real stamps and a real persons name in the address area.

2. Send only ONE sponsorship offer at a time.
Do not confuse the "buyer" with three or four offers at a time. Take the time to learn about the potential sponsor's company and offer a package or program that is customized to get them the highest value for their investment. If you must send "multiple choice" sponsorship offers at least limit them to one type of event at a time - don't mix a General Membership Meeting sponsorship offer with a Home Show sponsorship offer.

3. The benefits are more important than the features.
Features are what the sponsorship includes like: your company logo on a 4 x 8 ft. banner.
Benefits are explanations about why the feature is valuable like: Over 225 of the most powerful, successful and influential business people in the area will pass by your company identified as a major supporter and sponsor of this event. The banner will be placed in a high traffic area near the buffet line and then moved to the exit door to get your company maximum exposure from this influential group of decision makers. Estimated number of times your company logo will be seen over the course of the evening - 775 impressions!

3. Sell the event, then the sponsorship.
Before offering a sponsorship to an event, sell the event. In order for a potential sponsor to make a decision about an investment they need to know as much as possible about the event and why it will be valuable to their company. Too often, there is a very brief, if any, description of the event followed by two pages of sponsorship opportunities. Take a little time to write a great and detailed description of the event and don't assume just because the event has been produced annually for 26 years that all of your members know what the event is. Remember, a good share of your members don't even know what goes on at a General Membership meeting!

4. Face-to-Face is always best.
There is no more effective way to offer a sponsorship than "in person". If you are offering a $2500 sponsorship for a Parade of Homes it might be valuable to offer to meet for lunch or breakfast at your member's location or facility and bring box lunches or a platter of pastries and fruit. It may seem like a "shameless bribe" but the odds of success will increase exponentially over a cheap black and white photocopy or worse - a mass email offer.

5. Follow-up is critical.
Sometimes it takes a second, third or fourth contact offering new information each time to get your member company to make a "good" decision. Don't give up after just one "try". Follow-up can be done in person, by telephone or by mail. Email is ok as a support tool but it is not a stand alone sponsorship sales tool. For most consumers it takes nine separate contacts before they make a new purchase. Most sales people give up at one contact.

6. Getting a "no" is not the end of the world!
One of the biggest challenges in selling sponsorships is fear. The fear of getting a "no" stops most event coordinators or directors and sales people from making a personal call or presentation. Instead, emails and flyers are sent eliminating the fear of rejection but also lowering the odds of success dramatically.

When someone says "no" they are not making a personal judgement about you. They are just saying "no" to your offer. In our office we have our own way of responding to "no's" - we say "NEXT".

Committed to Increased Membership, Retention and Non-Dues Revenue,
Rob Oliver

2009-07-13T20:53:00.000-07:00

"Try 777 at Your Next GMM"

First, let me admit that this is not an original Oliver Group idea. I actually found it on a Chamber website. All I have done is "twisted" it a little so that it can be used as a retention tool.

It's really, really simple.

At your next GMM invite 7 new members to take 7 minutes and give 7 business or industry tips each to the audience. That's it - 777.

Now a little detail about the process. A lot of business people cringe at the idea of giving a presentation or speech. Some people actually prefer "death". But almost anyone can be comfortable offering 7 "quick tips" about their industry or business for just 7 minutes. It's even more comfortable because it is in a group setting with 6 other members.

With 7 new member "panelists" each allowed just 7 minutes to give 7 tips, each of your members will get 49 tips in 49 minutes.

The 777 format is great for the "presenters" but is also fun and informative for the GMM attendees.

Why have new members participate in the 777 program?

It's a great "Trojan Horse" to get them to come to a GMM, introduce themselves and begin the business relationship building that will demonstrate the value of membership in your HBA.

The 777 format can really be used with any segment of your membership. You can even reduce it to a 333 program or a 555 program. The point is that the more you can get your members exposed to the rest of the membership, the better your retention rate will be.

And besides, a fast moving, entertaining and informative 777 program can really add some "life" to a GMM.

Committed to Increased Membership, Retention and Non-Dues Revenue,
Rob Oliver

2009-07-13T20:29:00.000-07:00

“Get Attention and Get Renewals!”

Get Attention and Get Renewals - The ABC's

At our office we get about twenty pieces of mail each day. At home I get five to ten pieces of mail each day. So, on average I get to sort through over five-hundred pieces of mail each month or around six-thousand pieces each year - and we are a pretty small business. As usual, the 80/20 rule takes over, meaning about 80% of the mail is deemed "junk" right away and goes straight to the "round file". Of the other remaining 20% about half goes into the "look at it later" pile and the final 10% gets opened right away. That means that one out of 10 pieces of mail actually gets opened and dealt with immediately.

Those averages don't bode real well when it comes to using the US Mail as a communication device.

Now, imagine the barrage of mail most of your members get each day, month and year.
How many times a year do you mail something to your members (notices, invoices, announcements, letters, newsletters, event updates, etc.)?

Where do you think the mail that you send your members rates when it comes to the 80/20 rule?

I'm not suggesting for a minute that your members "toss" all of the mail you send them. I am suggesting that with the sheer volume of mail they receive that some of yours will end up in one of three "piles.

The "C" mail pile: "C" mail really doesn't go into a pile at all. It goes into the trash. Usually unopened or torn in half, "C" mail is considered junk mail with zero importance and is quickly discarded. Think for just a second about how you sort your own mail. Do you ever sort it over the garbage can? I believe that most of the mail that you send your members does NOT end up in this pile. But, don't celebrate yet - beware of "B" mail.

The "B" mail pile: The "B" mail pile may be the most dangerous pile to have your members put your mail. The "B" pile is the place mail goes that will be opened or at least glanced at "later". Unfortunately, when your members are receiving hundreds of pieces of mail each week the "B" pile can stack up pretty quick and even become overwhelming.

At a certain point in time the "B" pile can get so big that when it comes time to look at it a good share of it winds up in the same place as the "C" mail. "B" mail usually contains good information and DUES RENEWAL NOTICES but because of the lack of urgency and the sheer magnitude of the "B" mail pile this valuable information and the DUES RENEWAL NOTICES often gets overlooked and eventually tossed. You do not want your HBA mail to fall into this category.

The "A" mail pile: This is the "good" place. "A" mail really doesn't find its way into a pile at all. "A" mail gets opened immediately. "A" mail is mail that contains checks (good bookkeepers can smell a check in an envelope). Tax notices, letters from family, birthday or holiday cards, utility bills, some vendor invoices and other "urgent" mail also falls into the "A" category.

If you want your mail to be noticed and opened by your members the best way is to figure out how to make it "A" mail.

Here are a few tips:

1.) If you really want your members to pay attention to something you mail them like a DUES RENEWAL NOTICE don't use a #10 double window white envelope. Most "C" mail arrives in this format. The goal is to make your mail stand out so that it gets opened. Try a goldenrod colored envelope that is a little bigger than a regular #10. Your open rate will go up.

2.) Use real stamps when sending important notices. Metered mail has the look and feel of junk mail. It may take a few extra minutes and might cost a couple cents more but if you want it opened use a real stamp. For extra impact, put the stamp on a little crooked. Really, a crooked stamp will create curiosity and create a higher "open" rate.

3.) Either hand address important mail or at least take a felt tip marker and circle the address label. I know it sounds crazy but mail with a personal touch is way more likely to get opened upon receipt.

4.) Make the envelope lumpy. Add a pen, key chain, letter opener or some other type of promotional item (provided by your members - some will pay $$$ for the privilege) that will cause curiosity. Lumpy mail almost always becomes "A" mail.

5.) This is the "killer" tactic that breaks through all of the clutter. THE FEDEX ENVELOPE. FedEx envelopes get opened and get opened fast. They convey urgency and importance to the recipient. Use FedEx envelopes for sponsorship requests, that third renewal notice, very important "thank you" notes and any other type of information that is critical. You will pay a little more but the return on investment can be huge.

If you take a little more time and INVEST a few cents more you can make the mail you send to your members "A" mail.

When it comes to retention the more RELEVANT information you can get into the hands and the minds of your members the more success you will have keeping them ENGAGED.

Committed to Increased Membership, Retention and Non-Dues Revenue,
Rob Oliver

2009-07-13T20:17:00.000-07:00

“Your Members are a Media!”

Your Members are Your Best (and least expensive) Form of Media

Promoting and marketing Home Shows, Parades and other "open to the public" events can get really expensive. By the time you pay for newspaper, radio, TV and direct mail advertising your event marketing budget can go through the roof.

One of the least utilized forms of media tends to be your own members and their huge sphere of influence.

Kate and I have produced all kinds of HBA events including Home Shows, Tours (Parades), Golf Events and Membership Drives. Typically, there wasn't a pile of cash just waiting to be spent on event advertising and marketing so we had to put on our "Renegade Direct Marketing Hats" and find inexpensive ways to get the word out about the events.

The number one tool that has been the most effective and inexpensive is using the association members as a media. The real key to the success of this type of marketing is to make it very easy for your members to help. Most of your members will be happy to participate in the marketing of your event if you just give them the tools they need and tell them what to do.

Here are just a couple ways we were able to take advantage of the vast network of connections the members have access to:

1.) All of your members send out some type of mail every day. This mail includes invoices, statements, vendor payments, sales letters and the list goes on and on. They are already paying for postage so there is no additional cost to add a "statement stuffer" (a small 1/3 of a page flyer about your event) or "Dollar Off admission coupon" to their existing mail. All you have to do is make it easy for them.

At the general membership meeting or committee meeting prior to your big event just create bundles of flyers or coupons and ask your members to take as many as they need and add them to their own mail when appropriate. Guess what? They will be happy to help and the reality is in many cases that your member's sphere of influence is exactly the target market you are looking for. We have used and tested the response using this process and the results are amazing.

2.) Nearly all of your members have huge email contact lists that they will happily send promotional information about your event to - if you make it easy. Remember, you can't just email to their lists for them - that's spam. But, if they send the information for you to their friends and business associates it's perfectly appropriate.

For your next event create a simple promotional letter in "Word" with the key points about your event. Do not make it a PDF. Send the "Word" document along with a sample note your members can send with your promotional letter to their contact list.

It might look something like this:

"The HBA that I belong to is hosting their 25th Annual Home Show on October 15th an 16th. It's a great event and they have asked me to invite everyone I know. The information below will give you all the details. I hope you can attend".

Pretty simple, I know. Send the sample "note" and the "Word" document and ask them to "cut and paste" the text from it into their email and send it to their list (attachments tend to get stuck in spam filters). It's that simple.

If you ask your members to help and give them the tools they need, most are more than willing to promote your event for you for free. Imagine if just 10% of your members promoted your event to their "lists" for you. The numbers really can be staggering!

Just give it a try!

Committed to Increased Membership, Retention and Non-Dues Revenue,
Rob Oliver

2009-07-13T20:12:00.000-07:00

“Everyday is a Member Day!”

Gene Simmons of the rock band KISS (and amazingly successful business man) has a credo that he lives by every day. According to Gene, "Every Day is a Money Day". At the conference we attended Gene said that every morning when he gets up to "go to work" he asks himself what actions and activities should he take that will result in generating more revenue and profits for his company - and then he implements and executes them. Period. It's really not "rocket science".

How does that quote relate to your HBA? Try this credo for your Association:

"EVERY DAY IS A MEMBER DAY!"

What does that mean? Take a look at a "typical" day at your HBA. Take a hard look at the activity around the HBA office - even if you are a one person office.

Will the activities of the day help increase membership?

How many items on the "to do" list are aimed directly at member retention?

Is there a focus on increasing non-dues revenue or just maintaining the status quo?

At our office there is usually so much activity going on that it's easy for me (a true procrastinator) to just kind of move through the day and look back at the end of the day to see what happened. Usually, when I let myself just make it through the day the level of real productivity slips - actually it kind of plummets.

One of the things that has helped me is to make a very short list of at least three activities or actions that are directly aimed at getting a new client, retaining an existing client and creating a new product or service for our clients.

My goal each day is to implement and execute at least one activity in each of those areas, regardless of whatever else happens around me.

If your day tends to get away from you occasionally or at the end of the day you sometimes wonder if you really accomplished what you set out to - you might create a simple, three item action list that will help make "Every Day A Member Day".

These daily actions do not need to require a lot of time and effort to be effective - they just need to implemented consistently.

Here's a really easy and simple three-step "Every Day is a Member Day" plan:

1.) Send a short letter to a non-member each day that describes the benefits of membership and contains at least five "testimonials" from current members. The letter can be a form letter but should be written in a conversational "tone" and include a handwritten note and signature.

2.) Call or send a short note to a current member that is not one of the "regulars" at meetings and functions. I recommend either a personal call or a handwritten note just to let them know you appreciate and value their continued membership.

3.) Send a past event "sponsor" an "unexpected" thank-you note (never an email) each day and include a list of current sponsorship opportunities or marketing tools that you have available.

These are just three ideas to get you thinking. There are all kind of small but effective things that you can do make "Every Day a Member Day".

All three of the above activities can be completed in just a few minutes each day. You will be pleasantly surprised at the the results but will also have real sense of accomplishment each day, week and month.

Committed to Increased Membership, Retention and Non-Dues Revenue,
Rob Oliver

2009-07-13T20:07:00.000-07:00

“Is There Wind in your Sails?”

I subscribe to a number of marketing newsletters and magazines. I got one yesterday and it had a quote that kind of "hit home". I'm not going to write a long letter today. I just want to give you a little "food for thought".

Every HBA has kind of a "way to do things", whether it's adding new members, retaining new members or increasing non-dues revenue.

Most of the time, all of those systems or processes work really well. But, once in a while even a tried and true way of doing things can lose its effectiveness due to the economy, local business climate, competition or some other outside force. Sometimes, we see it coming and sometimes we don't.

In the "world" of HBA's there is a lot of talk about how hard it is to get new members in this "down market".

Retention rates have become cause for concern.

Non-dues revenue is not quite as easy to generate as before. The way it has "always been done before" just doesn't quite have the same impact it used to.

Here is the quote (maybe one of you knows who said it, I don't):

"When there is no wind in the sails, start rowing"

How doe's that quote apply to an HBA?

If you've been "sailing along" for the past several years and are finding that some of the things you are used to doing just aren't working as well as they used to now is the time to start "rowing". It's not the time to just sit in the boat and wait for the "old wind" to come back. It's time to "row" until you get the wind behind you again.

Look for new ways to increase membership. Really get a "focus" on retention and start a systematic approach to keeping your members and try some new tactics. Set aside some of the "old ways" of doing things and try some new ones.

Take some time with your committees and brainstorm new ways of generating non-dues revenue - without any preconceived notions or ideas.

I'm not suggesting at all that you abandon your current systems and processes. I am suggesting that when the wind stops (or slows way down) you can either sit in the boat and wait for something to happen or you can "grab an oar" and make things happen.

Here are a couple of things that might help you get some fresh ideas and strategies:

Go online and do a search on "increasing membership", "increasing member retention" and "non-dues revenue". You're going to find literally thousands of web pages that you can look at for ideas. Be sure to go a little "deep" in the search and check out what other types of associations and organizations are doing in these areas. Nearly every type of group puts increasing membership, retention and non-dues revenue right up at the top of the "to do" list. You will find a lot of "junk" but you will also find a whole slew of new ideas and ways to "row".

Finally, call some of your members that have successful businesses and ask if they would be willing to participate in a brainstorming session on recruiting members, increasing retention or increasing non-dues revenue. Let them know they won't have to join a committee or get on a board. No strings attached - you just want a little input.

Most of these businesses are working on the same things you are - they call it increasing
customers, retaining clients and increasing the number and size of their transactions.

Committed to Increased Membership, Retention and Non-Dues Revenue,
Rob Oliver

2009-07-13T20:03:00.000-07:00

"Are Your Emails Relevant?"

I just finished deleting the 197 emails that accumulated in my in box during our office move. I'm getting pretty good at scanning the "subject" line and hitting the "delete" button. I know that inside some of those emails there is probably some information that I would have an interest in, but after receiving so much "irrelevant" email from the same people or businesses I have to assume it's going to be more of the same so I just hit "delete".

Here is a great example from "Renegade Retention Secrets" Vol. 2.

Kate and I fly a lot. We are also frequent flier mile collectors so we sign up with every airline we use.
Here's typically what happens: We fill out a form that has all of our "vital statistics" like address, nearest airport, how many times a year we fly, email addresses and all of the information they ask for. We get an automated "thank you" email and then a funny thing happens.

They start sending special offers on cheap flights. I always like a bargain so when I get the "Hi Rob, we have a special airfare just for you" email I open it and look. Guess what? Even though they know I live in Washington State and the nearest airport is SeaTac in Seattle they send me an email with a special low price fare from Denver, Colorado to Miami Beach, Florida. I delete it and over the next couple of weeks I continue to get the same "junk" from them even though they know where I live, what type of flights I prefer, the nearest airport, etc.

Of course, after getting six or seven irrelevant emails I just start hitting "delete" and probably miss out on that one offer for a $69 flight from Seattle to Los Angeles that would have been perfect for me. Oh, well.

They kind of lost me at "hello".

Are you sending relevant email to your members?

Do you create an email for a "plumbers" certification class and then send it out to the entire membership?

Do you send the latest "build green" idea to the 60% or 70% of your non-builder members?

We are members of several HBA's around the country so I get a pretty good cross-section of emails from them (keep them coming) but, I have to admit that after getting the 3rd reminder about the "carpentry safety" class I start using that delete button pretty aggressively. You can bet your members do the same.

I know this will take some time, but in the long run it will be amazingly valuable when it comes to getting your emails read by the right people.

Begin segmenting your membership list and only send relevant emails.

If it's for plumbers, send it to plumbers. If it's to enter a home for your "Parade of Homes" send it to builders. If it is for the membership committee, send it to the membership committee. If it's an announcement to come and proof your Home Show Guide ad, send it to people who bought ads.

As you know, time is at a premium for most businesses. If you send them timely and relevant information they will know that you really are interested in their future. If you send them all kinds of "stuff" because it's easier to just "hit the send button" you will lose their attention quickly and in many cases forever.

As in the airline example, you too have the "vital statistics" on your members. Use them to your advantage - and theirs!

Just one more tip - be as specific as possible in the "subject" line of all of your emails. Make sure that the "subject" line tells your member what's inside. It will increase the "open rate" with the people that you really want to reach and also allow the uninterested to scan and delete.

Committed to Increased Membership, Retention and Non-Dues Revenue,
Rob Oliver

2009-07-13T19:52:00.000-07:00

"Little Hinges Open Big Doors"

I've always been kind of a "big picture" guy. Sometimes it pays off really well, but often times it slows me down and puts us in a ready, aim, aim, aim situation while I wait for everything to be perfect. Although, there's nothing wrong with being a little cautious and having all my "ducks in a row",

I have learned, at least for me, just getting a project started gets it over halfway completed.

What I'm getting at, is in most cases it's not the big things that create successes, but a series of small ongoing activities that create the most value and biggest successes - "little hinges open big doors".

Here's some tips on increasing membership, retention and non-dues revenue using "little hinges":

Call one current member a day (not only when their membership is past due) with no other agenda other than interest in their business.

1.) It may be as simple as asking this question: - "As your HBA we would like to know what your biggest challenge is the current business climate?" Let them answer and note the response. If just one call is made per day that's five per week and about 250 per year - just one call a day.

2.) Send a catered lunch to the sponsor of your last Home Show or Parade of Homes "just to say thank you". That catered lunch will pay for itself 100 times over.

3.) Call one committee member a week and just say "thanks for all your help and support". Follow it up with a simple thank you card signed in advance by the entire Board of Directors.

4.) Prior to your next General Membership Meeting personally invite by phone or email just five members that you haven't seen for awhile, if at all. It doesn't matter if they come or not - it's the personal contact they will remember at renewal time - contacting five just isn't that hard.

5.) Once a week pick an industry like "electricians" and then go to the internet and "Google" something like "electrician marketing". You will find dozens and dozens of articles online. Pick one and forward to all of your electrician members with a note that says "ran across this on the internet and thought you might find it interesting". You will be amazed at the responses you will get - just one industry a week.

6.) Add just one new sponsor category to each of your events. Could be as simple as the "dessert sponsor" for a General Membership Meeting. For $2.00 per attendee they can be listed as the dessert sponsor in the program, recognized from the podium and announced one more time as dessert is served. Cost to you - Zero. Value to them - Huge.

7.) Write a good new member "invitation" letter (not stuffy and stiff). Make one hundred copies and take them to your next board meeting. While the meeting is going on send the letters around the table and have them personally signed by all of the board members. Each week pick ten companies you would like to join the HBA and hand address ten envelopes, use real stamps and include a "brief" member application (you can follow up later for all the other information) and a stamped return address envelope. What if you only sign up 2 or 3 in 100? The math does work.

8.) At your next General Membership Meeting have everyone that has been a member for less than two years stand up and say their name and what company they represent. That little bit of recognition will go a long way at renewal time.

Ok, I know these are all simple, easy, and mostly cost free "little hinges" that individually don't seem like they will amount to much.

Here's a quick reality check and how the little activities really add up:

250 personal member calls per year - one per day
Two catered "thank you" lunches for sponsors - one renewal is worth thousands of dollars

50 Committee Member "thank you's" and a follow up card - one call and card per week.

60 General Membership Meeting personal invitations - just five per meeting

One "industry news" email per week - reach fifty member industries per year

Adding one new low cost - high return sponsor per event - thousands of dollars annually

500 new member invitation letters personalized by the board members - just 10 per week

Recognizing one group (by tenure) at each general membership meeting - you decide the value

There are hundreds and hundreds of "little hinges" out there. Get staff, board and committee members together for a casual lunch and brainstorm more. I hope the ones that I just listed will simply be a catalyst to dozens more.

To "little hinges" and Committed to Increased Membership, Retention and Non-Dues Revenue,
Rob Oliver

2009-07-13T19:39:00.000-07:00

There's "Riches in Niches"

Every Association has a wide variety of member companies.

There are "Builder" members and "Associate" members. Inside the "Builder" category are dozens of types of companies from custom builders to "spec" builders, small production builders to builders that produce hundreds of homes per year and more.

In the "Associate" category the range is even wider - subcontractors, financial companies, title companies, professional services, media and marketing companies, suppliers and the list goes on and on.

One of the most powerful things you can do to "tap" into these different groups is to "slice and dice" them into as many specific "niches" as possible. Once you have done this you can create programs and non-dues revenue projects designed to have a high value to these specific niches.

Let's use the financial services group as an example. This group can be easily segmented into several specific niches. Under the umbrella of financial services you will find banks, mortgage companies, leasing companies, credit unions, insurance companies, accounting and bookkeeping services and more.

Each of these sub-categories is a niche. Each niche can and should be looked at as unique with its own set of needs. The companies inside these niches also will feel compelled to respond when you recognize them as a special group and give them special attention.

Here is a really simple way to generate non-dues revenue and provide a valuable benefit to one of your financial niches.

Give your next general membership meeting the theme "Banking on a Healthy Building Industry" or something similar. Create a "package" for "banks only" that includes the following (as applicable):

Special seating at the meeting or function (remember the "secret of the blue tablecloth" from "Renegade Retention Secrets" Vol. 1?)

- The ability to bring and hang a company banner at the event
- Two tickets to the event
- Half price tickets for their management and staff
- Recognition from the podium
- Three minutes at the podium to address the guests
- One handout or flyer at each place setting
- Their company logo in a "shared" thank you ad in the newsletter before or after the meeting
- A database of the attendees to use as a follow up tool
- The opportunity to provide a drawing prize
- and any other tools you can offer

Call the package "Passbook to the Most Powerful, Successful and Influential Business People in the Community". People like packages -they are easy to understand and place a value on.

Do not call this a "sponsorship". Companies tend to believe that when they "sponsor" something they are doing it out of support and it is a favor to the Association. That is often true and isn't a bad thing. In this case though - you have the "carrot". This is a great opportunity for BANKS to get exposure, develop relationships and ultimately get new customers and clients!

Now, none of the "benefits" above are unique and most have been offered before in some way, shape or form. But, here is the critical difference - THIS IS FOR BANKS ONLY! No insurance companies, accountants, credit unions or mortgage companies can have this package at this meeting or function.

This is an exclusive offer to an exclusive niche. When offered it has to be clear that this package was created to showcase the "BANKS ONLY" niche. When presented as a special marketing tool for a specific niche the perceived value of the "package" will increase to a very high level.

When you make this type of offer to a niche a few things happen.

First, the niche is made to feel special because you are highlighting them and only them.

Second, knowing that you are highlighting their niche they won't want to be left out.

Third, by making the same offer to all of the banks (and alerting each bank of this) two powerful emotions come into play - fear and greed. If you are highlighting banks at your event and one bank chooses not to participate they may allow all the other banks to get exposure to your members that they will miss out on - that's fear. On the greed side, just knowing that if they can impress one or two member companies or develop one new relationship they can get a return on their investment several times over will be appealing.

Finally, recognition is one of the most powerful motivators of all. When the bank management knows that they will get specific recognition by participating in your event the odds of them participating and perceiving a high value will go up.

Using the "niche approach" provides a real benefit to the participants. This is a huge marketing opportunity. Where else can they get this kind of exposure and face-to-face access to a specific set of business people (your members) in a relaxed, yet business atmosphere and be the focus of attention?

This is not a donation! They are not "supporting" the Association by participating. This is a direct marketing opportunity that can be compared in value to any other forms of marketing this niche uses.

The value that you put on the investment is up to you - but here is a recommendation - each business person attending your event is a specific opportunity for the participating banks. Take the average attendance of this type of function or event and multiply it by at least five dollars.

If you have an average of 75 attendees charge at least $375 for each participant. Get five banks and generate $1875. If you have 200 attendees charge $1000 for each participant. Get five banks and generate $5000.

I used banks as an example because it's really easy to provide value to this niche.

The next meeting or function may feature insurance companies only. Call it "Insuring a Healthy Building Industry" and offer the same package.

Look at all your "niches" and create opportunities for each.

Have a section in your newsletter for "plumbers" and call it "Pipeline to a Healthy Building Industry" and create a special size ad with a special price for "plumbers only".

Designate one hole at your next golf event the "Money Hole" and let all of your accounting members have their logo on one sign. The possibilities are endless when you break your membership into exclusive niches and brainstorm ways to give them real value.

Steps to Success

1.) Make a list of all of your niches breaking them into as many specific categories as possible.

2.) Make a list of all of your events, publications, meetings and programs.

3.) Decide which niches go best with each of them.

4.) Have your events or membership committee brainstorm "packages" for each niche.

If possible, assign a niche to each committee person to contact about the package or require a committee person to go with a staff person when they share the opportunity. This is a great way to get staff and committees to work together and also creates "courage" to actually get it done.

In closing, remember there is no "arm twisting" to get niches to participate. You have the "carrot". When you market to a niche it is your responsibility to make sure all members of the niche have a chance to participate. You are simply giving them information so they can make a good decision for there business.

In our office when someone says no, we just say "NEXT".

Committed to Increased Membership, Retention and Non-Dues Revenue,
Rob Oliver

2009-07-13T19:32:00.000-07:00

A Special Message on OPTIMISM and ATTITUDE from the "front lines" - from Kate Oliver - Rob's other half and HBA Associate Member

Happy summer to everyone! It is hard to believe that just a couple of months ago we were talking about the rough winter many of you were having around the country and then summer just showed up for all of us to enjoy.

I know that each of you and your Local Associations are busy planning summer BBQ's, Golf Tournaments (Outings) and other events for your members. I hope that you are enjoying the fact that you are creating excellent situations and opportunities for members to get together and meet each other.

As members ourselves, we look forward to the events that get planned and seeing and talking to other people like us who get up every morning and "try to do what we do better" and "try to figure out how to do more of it".

Getting an opportunity in our busy week to see other folks that are out "fighting the good fight" is inspiring and I truly appreciate all the Local Associations we belong to for doing what they can to put those opportunities together.

Your efforts and hard work is applauded!

Rob and I talk throughout our day about Home Builder Associations and what we can do to help them grow their membership, keep the members they have and increase non-dues revenue. Being the "cheerleader" of our team, as well as one who believes wholeheartedly that if you BELIEVE with all your heart in something you will succeed, I decided that Rob should write his article on that subject this week.

But Rob, who is always ten steps ahead of me on his thoughts and being the "informer - educator" type said I should write about the "power of believing" and he would give you another "tool" and hopefully a new way of looking at HOW you do it now.

"I probably won't add my two cents very often in this weekly newsletter but I was very inspired this week to share some thoughts with you".

Please understand I am writing to you from a fellow member's point of view. I hope that I can help you better understand the place you have as a "Non-Profit" Association working with and for "For-Profit" Companies in their drive to succeed in business and support the issues you and they have within the industry.

We have been members of Home Builders Associations for over 15 years. We believe whole-heartedly in the mission and goals of the associations we belong to. But, in the end we belong not only to support the industry but also to meet other companies who want to grow and do business together.

That said and being the optimist that I am in believing that everyone and every business can succeed with the right mind set and goals, it makes me crazy to watch TV and read the paper and hear the media and the government make us feel like with the "state of our economy" every business in the country should just "close up shop" and wait for the end.

Trust me, I know that the price of doing business is getting higher and also know first hand the pinch the government has on small business. But I feel even stronger that the sky is NOT falling. If each of us does everything we can do in a day to make it a "money day" and give our customers the best product and best service, odds are strong that we will survive and even prosper.

I bet you're asking yourself how that applies to a Home Builders Association. YOU and your entire staff can be the voice in the background that helps lead your members to success in their businesses.

Believe it or not your members listen to you and your board and follow your lead.

We hear often now that membership is down and that locals are concentrating on retention. Some associations don't want to pursue new members because they believe businesses just don't have the extra money to "support the industry".

Remember YOU have a tool for businesses that want to grow and succeed - your association is that tool.

Remember YOU have the carrot!

If you have been to a membership drive training with us you have gotten a dose of the passion Rob and I share on that subject.

I promise you, as we do everyone at our DIRECTDrive trainings, there are thousands of companies (potential members of your association) who are looking for the marketing tool that your association offers. There are countless companies that understand the value of meeting other serious business people that want to succeed and find consumers who want to buy from them.

They are out there for the asking. YEP - you just have to ask, not beg for support or donations.

I found a quote that I want to share:

"It is attitude, not aptitude that determines your altitude"
- Zig Ziglar.

If you BELIEVE people will succeed in business and that you can be the uplifting voice they hear at events, meetings, committee meetings and even your association staff meetings THEY WILL FOLLOW!

Case in point - We were privileged to meet the Helena Building Industry Association in Montana last spring and help them do a membership drive.

If you have been to that part of the country it truly is an amazing place to see (Rob was born there).

When we arrived we found a room full of HBA folks ready to take their area by storm. Being led and inspired by their EO, Elaine Marcille and her new assistant Tony, they rounded up their most positive board members, membership committee members and just plain old hard-working members who didn't have a clue as to what they were about to accomplish.

They all just put their "I Believe" hats on and got ready to do whatever they needed to do to help their association.

To make a long story short, (although it is an amazing story if you ever want to hear it - email Elaine in Helena) that "little" association in the middle of Montana with 250 members on a Tuesday, ADDED 261 NEW MEMBER COMPANIES IN THE NEXT 48 HOURS. They more then doubled their size and took first place on National Membership Day.

WHY? They believed they could. They also knew that there were companies in their area regardless of the "business climate" who did want to grow their businesses and were just waiting to be asked to join.

YES - waiting to be asked to join a growing, business-centered and fun association.

My challenge to each of you, starting at the top - every EO, staff member (no matter what position), and board member - BELIEVE in business and your community and have the right SUCCESS attitude every day as you walk into your association. Strive for success for your association and for the success your members.

If your members succeed - your association will succeed and grow.

Attitude - attitude - attitude will help everyone succeed. I encourage you to take a look at yourself, staff and board members and see if there are small changes that can be made in order to help create a better business environment in your community.

Ask yourself today how you can make every event and meeting "just a little" better opportunity for members to do business with members.

In closing, please remember your association has the "carrot" and if your members succeed your association will succeed and grow. Attitude, even if you have to fake it, will over time help you win - BIG.

Wishing you success in all that you do to make your association great!
Kate O

2009-07-13T19:19:00.000-07:00

Pay It Forward and Increase Membership Now

Did you see the movie "Pay It Forward" with that cute Haley kid?

He had a pretty simple idea about doing something nice for someone and asking that person to simply "pay it forward" by doing something nice for just two other people and asking them to 'pay it forward" too. After that, the laws of math would take over and literally thousands of people would benefit.

Stay with me for a minute while I kind of "set you up" for the steps you can take to make this powerful process work for your HBA.

Do you know the number one reason a company doesn't join your HBA? They never get asked. Why? Even though you work on your "Spikes", and bring it up at every committee and board meeting getting your members and staff to "sell" memberships is tough. Often it's a lack of time and energy but there is one other big reason.

Fear. Nobody wants to admit it, but for a lot of people the thought of calling someone (friend or not) and asking them to join the HBA is not real comfortable so it gets put off or never happens at all.

There are plenty of companies willing and eager to join your HBA if someone would invite them.

Here's an extreme example.

A few months ago we worked with the local HBA in Helena, Montana on one of our "DIRECTDrive" membership drives. They had about 250 members at the start of the Drive and 48 hours later they ADDED 261 new paid members. That's over a 100% increase in two days. Again, I'm not telling you this so you think I'm great or anything. I'm telling you this so you know that there are still lot's of companies (thousands and thousands) that will join your HBA if they are asked. Some will say "no" but the secret to increasing membership is in increasing the "asks" exponentially.

So here are the steps to a "Pay It Forward" membership process that will increase the number of "asks" dramatically.

1. Write or have written a strong "sales letter" for your Association. The key words here are "sales letter". Don't expect all of your members to be experts at convincing people to join the HBA. A good sales letter will have a powerful headline, create an emotional bond with the reader and offer several examples of how they can improve their business and lifestyle by joining as soon as possible. Always include testimonials. Finally the "sales letter" will always have an offer, an enhancement and a reason to respond easily and quickly. Do not confuse a sales letter with a "plea for support".

2. Decide on a two to four day time frame to conduct your "Pay It Forward" campaign. Don't stretch it out any longer or it will lose it's excitement.

3. Send an email or letter to your members about the new "Pay It Forward" membership campaign and dates and let them know you will be sending them more information soon.

4. About two days prior to the Campaign, email or mail a copy of the sales letter (if by email include a link to your online payment system if you have one. If you don't, email me and I'll tell you how we do it.)

In your email or letter ask your members to simply write a short personal email and attach the sales letter you provided and "forward" it to their own "sphere of influence" using their email contact manager (like "Outlook") or any other method they have to reach their business contacts. Remember, it's not spam if they only use their sphere of influence.

Parable's lists work really well! Make sure the personal email or note includes something like "please forward this letter to anyone else you know that benefits from a "healthy building industry and would like access to some of the "most powerful, influential and successful business people in the area".

5. Provide some sort of recognition for all that participate.

Here's is why this process works. It takes away the fear by using email and mail only. No cold calls. Equally, if not more important the "sales letter" you provide does most of the "heavy lifting". All the participant's have to do is add a little note and pass it on to their "list".

These are the basic steps to a "Pay It Forward" membership campaign. I would have to make this letter many more pages to go into every detail, but I hope you get the idea.

We have used this process successfully and you can too.

If you want information about having us help you put your "Pay It Forward" campaign together including detailed training by phone, a sales letter and all the materials you need just send me a reply email or click on the link below and type "PAY IT FORWARD" in the subject line and I'll get you the details in just a few days.

Otherwise, go ahead and "Pay It Forward".

Committed to Increased Membership, Retention and Non-Dues Revenue,
Rob Oliver

2009-07-13T19:09:00.000-07:00

The Power of Affinity

There are dozens, if not hundreds of ways, processes and strategies for increasing retention. There are eight point plans, twelve step plans, eighteen "touch" plans and more.

Most of them would probably work pretty good if they were implemented and used on a regular basis. A lot of times the main reason that these plans go by the wayside or are used occasionally is because they require a fair amount of human interaction from board members, staff and committee members.

Guess what? When you add the human piece there is automatically room for procrastination, fear, discomfort and a whole variety of other obstacles and emotions to get in the way. The "affinity" tool I'll describe below eliminates most of the roadblocks and is a great baseline for starting a true retention "system".

Instead of sending out the typical renewal form letter signed by the Executive Officer, Board President or Membership Director I want you to try using the "power of affinity".

If a renewing member is "sitting on the fence" about renewing their membership there is often little hesitation to quit if the only one asking them to renew is a staff person or a Board President.

Here is where you can use affinity to keep that member from quitting.

Affinity is really just a big word for having a common goal or having familiarity with a certain group. Here's what all this means to you. If a member is considering whether to renew or not the way to sway them is not by a second notice or a "we're sorry to lose you" letter from the HBA office.

The people that have the most influence are those that the renewing member has "affinity" or familiarity with.

Here are the steps. This really will work.

1. Call or email all of you board members and tell them to bring 100 business cards with them to the next board meeting. That's pretty simple.

2. At the board meeting while business is being conducted have the board members write "I'm glad you are a member" or "thanks for your support" or some other very short personal note on the back of each of their business cards and then sign them.

Note: To be effective they must be handwritten not stamped, printed or copied.

3. When you send out your renewal letter simply drop in one card from each board member with the personal note and signature on the back. If you have twelve board members then there should be twelve individually signed business cards in the envelope.

4. Watch the power of affinity do the "heavy lifting" for you. When your member believes that ten, twelve, sixteen or more of their "peers" (people they have affinity with) are all aware and watching for there renewal, not just an EO, Membership Director or bookkeeper their odds of renewing will go up dramatically. Your renewing member does not want to let his or her affinity group down by leaving the Association. They will also appreciate the fact that so many individuals have taken an interest in their membership.

Do those four steps sound to simple to be effective? Just give it a try. It will work. All it takes is a little effort during a board meeting and a little extra "stuffing" with the renewal letter. What if just one member that was going to quit renewed because of the power of affinity? What is you increased your retention by just one or two percent?

Committed to Increased Membership, Retention and Non-Dues Revenue,
Rob Oliver

2009-07-13T18:53:00.000-07:00

Sponsorship or Donation - Your Event IS a Media

Selling sponsorships is easy. Sure. Have you ever felt like you were going "back to the well" just one time too many? Do you feel like the same companies just keep on giving and giving? You are not alone. If you use words like support and donation when you are offering sponsorships to your events then those are pretty natural feelings.

Here's a different way of thinking about sponsorship:
Your event is a form of media just like a newspaper, radio station, magazine or television network or even direct mail. But yours is even better.

Here is an example:
Suppose you have a bank as an Associate member. Banks use all of the media I mentioned above on a regular basis. They spend thousands using a "shotgun" approach by advertising to "mass audiences" hoping that someone in that "mass audience" has an interest in what they are offering. After the ad runs the bank has no way of knowing specifically who even saw it unless someone walks in and mentions it.

Let's take look at your event sponsorship as a form of media. What audience can you deliver? Other media deliver audiences, so do you.

If your event is a Home Show you deliver a specific, targeted measurable audience. They might be middle income, 50% male, 50% female, average age of around 42 (guessing). If you get 3000 attendees plus the exhibitors then your media is delivering an audience of 3000+ specific individuals. In addition by including your sponsors in your own marketing and promotion you are giving them "credibility by association" with potentially thousands more people. If you have collected names and addresses through a drawing or contest at your event, you can even hand your sponsor a specific list to follow up with. See if a newspaper, radio station or television network can or will give you a specific list by address of listeners, watchers or readers. It won't happen.

Once you understand the audience your event (media) offers and the different ways companies can use your event as another form media the words support and donation can go away. You have the carrot! There are hundreds of companies looking for alternatives to traditional advertising that can't be measured and is getting them the results they want.

Here's a simple process that you can follow:

1.) Make a list of your events. Include Home Shows, Tours, Golf Tournaments or Outings, General Membership Meetings, Annual Banquets and any others you can think of.

2.) Define in general terms the type of audiences that attend. Each event draws a different audience. You don't have to be ultra specific. For example, your Annual Banquet may draw 250 of the "most powerful, successful and influential" business people in the community". That's a pretty valuable audience for the right company.

3.) Make a list of types of companies (not specific names) that would benefit from reaching the audiences you have defined.

4.) Now look at your membership list and see what companies match up with which audiences the best. Now you have a list of companies to "offer your media".

5.) Set your sponsorship values carefully. Usually, when we are asked to evaluate a sponsorship plan the value far exceeds the price. Remember, when pricing your sponsorships compare yourself to other media. Do not base your pricing on how much of a "donation" you think you can get.

Your event is a powerful and effective marketing tool. If you treat it like the valuable asset it is getting sponsors will be easy and even fun.

Committed to Increased Membership Retention and Non-Dues Revenue,
Rob Oliver