Establishing groups
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The document outlines a 12-month member onboarding plan to reduce membership loss among first-year members. It proposes engaging new members through various touchpoints to familiarize them with benefits and opportunities, encourage participation in at least one activity, and provide value to influence renewal. The plan breaks engagement into three phases: initial introduction and resources in months 1-4, promoting involvement in months 5-9, and focusing on renewal leading up to month 12 through communications highlighting benefits, surveying experiences, and reminder calls/letters. Tracking members' progress and renewals will help evaluate the plan's effectiveness.
Establishing groups
- 1. MEMBER ONBOARDING DISCUSSION The biggest membership loss occurs among first year members. However a new member who has engaged in at least one activity during the first year of membership is highly likely to renew compared to one who did not. The Member Onboarding Plan proposed here is a 12-month program comprising various member touch points, designed with the goal of: Familiarizing the member with AESP and its benefits Pushing the member to engage in at least one member activity, if not more Provide a perception of value i.e. I am getting a lot from my membership investment even if the member does not participate in a single member activity Increase the renewal rate Nurture long term member engagement and satisfaction Lets break down the 12-month member experience into 3 phases, each with its own distinct purpose and messaging: Month 1-4: Getting to know AESP Month 5- 9: Getting involved Month 10-12: Turning it into a long term relationship i.e. focus on renewal Groundwork (Pre-Launch) Establish a process and staff to continually build and maintain list of first year members Segment them by phase in the membership, as outlined above Ensure that member touch points are delivered systematically with no one falling between the cracks or receiving repeated information. Establish process to track renewals after the first full cycle of the plan. Tracking groups: Based on date of sign up Approvals, Receipts of Purchase and Welcome email Weekly Send out Welcome packages every two weeks From point of contact on, tasks are monthly Phase 1: Getting to Know You Month 0-4 Step 1: Approval and Receipt of Purchase o Weekly Approve new members weekly o Manual process by Claudia and Shannon, respectively Step 1: Welcome email o Weekly send Welcome email weekly to align with approval/receipt o Touch base- make that first connection/communication o State that welcome package is on its way, give them the resources to begin o If possible group with Receipt of purchase within YM. Step 2: New Membership Packet o Group Biweekly- send them every two weeks o Comprising of welcome letter, membership card, login and password information, and list of member benefits. o Mailed to all individual and group members. o April mails these as and when they come in.
- 2. Step 3: Personal Welcome Email from Point Of Contact: April introduces herself as point of contact in AESP; include her photo. o Monthly- Send out email group o Emailed out to all individual and group members, same time as (1). Step 4: Attractive emailed invitation card, inviting new members to a New Member Orientation. Make the process passive for completion, yet interactive. They need an incentive to complete the New Member Orientation. o Monthly o Interactive game and win prize. Game tasks include watching videos and completing small tasks. Suggestions Scavenger Hunt Complete it, get an AESP Prize o Passive completion, yet have incentive to complete. Make it fun, and challenging o Give date to collect prize by, give them a month or two to complete. o See New Membership Orientation Outline for Examples Phase 2: Get Involved Month 5-9 Step 5: Mail or email a fun postcard on 10 Ways to Get Involved or Take your membership to the next level to all members in the Phase 2 list. o Monthly o Focus on how to get involved with chapters, topic committees, board, on social media, submit abstracts, awards, press releases, jobs, etc. See Get Involved list for examples. o Printed by Despins, and mailed by Advantage Mail. o Also a game- to complete tasks to get involved. Step 6: Email blast reinforcing message above o Send out pre-designed email every 4 months. o Remind them of the incentive Step 7: Courtesy phone call o Call every member in the Phase 2 list, following script provided. Ask if member has any questions, solicit suggestions for member benefits, webinar/conference topics, etc. Phase 3: Renewal Month 10-12 Ease members into the renewal process of Onboarding. Start by sending communications about benefits and reflection. Then end with asking to renew. 1. Step 8: Email: Featuring Member Benefits 2. Step 9: Email: Experience Survey 3. Step 10: Letter: 4. Step 11: Call 5. Step 12: Letter 6. Step 13: Past Due Letter/Email