Tom Morrison and Tony Karrer hosted a webinar on maximizing member engagement for associations. The webinar covered 6 keys to member engagement: 1) understanding threats to the industry, members, and association, 2) having an effective communication strategy, 3) providing programs and services members cannot do themselves, 4) using the right metrics to motivate change, 5) narrowing your focus, and 6) consistently asking questions to improve. The webinar provided advice on value propositions, innovation, challenges with different demographics, and maximizing revenue per member.

1. Maximizing Member Engagement
Tom Morrison Tony Karrer
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2. Maximizing Member Engagement
What to Expect Today
• It's All About You
• 6-Keys to Member Engagement
• Recap and Conclusion

3. Maximizing Member Engagement
How to Get Your
Members to
Scream Your
NAME and Beg
for MORE!

4. Maximizing Member Engagement
Who is Tom Morrison?
• CEO - Chief Energy Officer
• 17 Years Association Management
• 3rd Non-Profit – 2nd Trade Association
• Love 80’s Music and to Dance
• Played Drums Since I Was 5
• Wife DeAnna and 3-Grown Children
• Best Known For Pulling Out Beer Pong
Game and Instantly Becoming the
Coolest CEO in History

5. Maximizing Member Engagement
Poll Time!
Now that the election is over, how do
you feel about the future of your
industry/association?
• Great
• Not Sure
• Worried

6. Maximizing Member Engagement
Its All About You
Who Is the Electric Outlet
Of Your Association?

7. Maximizing Member Engagement
Leader or Manager
Managers are focused Leaders create shared
focused
Managers take credit Leaders take responsibility
Managers seek to be heros Leaders make heros of others
on the team
Managers exercise power Leaders develop power within
over people over people

8. Maximizing Member Engagement
Leader or Manager
Managers direct groups Leaders create teams
Managers communicate Leaders persuade
Managers have good ideas Leaders implement ideas
Managers react to change Leaders create change
Managers have employees Leaders win followers

9. Maximizing Member Engagement
The Power of Associations

10. Maximizing Member Engagement
Myths About the Association Business Model
1. The association model is broken
2. Membership doesn’t work
3. Young people are not joiners
4. Free dues is the future
5. People don’t see associations as relevant
6. Virtual meetings will do away with live
meetings
7. Social media will make associations
irrelevant

11. Maximizing Member Engagement
Association 101
Aka… Why People Join Associations
1. Organize themselves
2. Coordinate their efforts (cause)
3. Leverage the costs over many people
4. Build trust for partnerships/business
opportunities
5. Do things for themselves they could not do
individually more effectively

12. Maximizing Member Engagement
Association 101
Emotions WHY People Join an Association
1. People WANT to be a part of something
BIGGER than themselves
2. People WANT to be a part of something
EXCITING
3. People WANT to believe in an organization
that can EMPOWER them to make it happen

13. Maximizing Member Engagement
What Problems Do Your Members Have
Right Now and In the FUTURE?
You Should NEVER Take Action Just
Because Everyone is DOING IT!

14. Maximizing Member Engagement
INNOVATION!!!!
WHAT IS IT???

15. Maximizing Member Engagement
What is Innovation
Innovation is when you have the right
programs and services that continually
match up with the biggest on-going
challenges and opportunities that face
your members.
The KEY in “On-going”

16. Maximizing Member Engagement
The Big Problem With
Innovation?
Disconnect Between Board, Staff and CEO
on What You Should Do With Innovation.
Why? Fear and Change

17. Maximizing Member Engagement
Member Value

18. Maximizing Member Engagement
Member Value

19. Maximizing Member Engagement
Any Questions So Far?

20. Maximizing Member Engagement
Key #1
Understand Your Threats to:
• Your Industry
• Your Members
• Your Association
Are The Threats Controllable or Uncontrollable?

21. Maximizing Member Engagement
Which Ones are Controllable and
Which Ones are Uncontrollable?
1. Build contingency plans for the
uncontrollable ones
2. Focus your programs and services on
the ones you can control

22. Maximizing Member Engagement
Sample Challenges for Any Association
• How do we give the smallest member in the
most remote location a voice to participate
• How to we connect our members, volunteers
and staff in a cost effective way to minimize
administrative cost and leverage our time
• How do we connect with the next
generation of members
• How do we help our members expand there
marketplace

23. Maximizing Member Engagement
Sample Challenges for Any Association
• How do we engage the members who do
not attend live meetings
• How do we connect the non-attending
member with resources and networking as if
they were attending meetings
• How do we give our members a competitive
advantage in the labor marketplace

24. Maximizing Member Engagement
The Keys to a Great Value Proposition
Specifically defining what the challenges and
opportunities in your industry are.
Identifying things you can for your members
they cannot do themselves effectively in time,
effort or financial resources.
This is where INNOVATION kicks in

25. Maximizing Member Engagement
Defining Your Potential Member’s
Challenges or Opportunities
3 Keys to Developing Your Value
Proposition
1. Identify Your Member’s Biggest Pains
2. Give Them the Right Medication
3. Set Dues Appropriately

26. Maximizing Member Engagement
So What Do YOU
Need MOST?
Key #2
An Effective
Communication Strategy

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31. Maximizing Member Engagement
The Question is???
What Business Are You In?

32. Maximizing Member Engagement
What Business Are You In?
Associations are in the business of performing
the mission and purpose as defined in their
governing documents and/or strategic plan with
absolute excellence.
By performing your purpose combined with an
effective value proposition, your industry
should have a desire to be members.

33. Maximizing Member Engagement
The Association Challenges
Membership is a Balancing Act:
1. Recruiting New Members
2. Serving Current Members to Maximize
Revenue
Which Side Holds More Weight?

34. Maximizing Member Engagement
The Association Challenges
Managing a variety of different demographic
groups who all have varying expectations and
give/receive messaging in dramatically different
ways.
Continuing and fast paced technology shift in
how we communicate and do business with
each demographic group.

35. Maximizing Member Engagement
Membership = Pay Dues
Movement = Believers/Revolution

36. Maximizing Member Engagement
Key #3
Doing Things For Your Members
What They Can’t Do For
Themselves More Effectively?

37. Maximizing Member Engagement
Three Type of Association Programs / Services
1. Ones you can get for FREE anywhere
2. Ones you are going to do whether I’m a member
or not
3. Ones you can do for members more effectively in
time, effort and financial resources

38. Maximizing Member Engagement
Your Members Will Tell You What They Want
• Survey your members periodically to get their
input and buy in
• Get members involved in an innovation creative
team to help drive your value proposition
• Don’t think you know more than your members

39. Maximizing Member Engagement
Any Questions So Far?

40. Maximizing Member Engagement
Key #4
Show Your Board the RIGHT
Metrics to Engage Change

41. Maximizing Member Engagement
5 Key Metrics to Graph
Total Membership by Quarter - Shows health in membership

42. Maximizing Member Engagement
5 Key Metrics to Graph
Per Member Revenue - Shows health of member engagement
in all revenue producing programs. Include dues and meetings
in your revenues.

43. Maximizing Member Engagement
5 Key Metrics to Graph
Rolling 12 Month Average of Annual Revenues and Expenses -
Shows revenue related to expenses to identify quickly when
either is heading the wrong direction.

44. Maximizing Member Engagement
5 Key Metrics to Graph
Total Assets, Liabilities and Net Worth – Shows overall
health of association.

45. Maximizing Member Engagement
5 Key Metrics to Graph
Return on Management – Measures for every dollar
association is investing in management, how many dollars do
they have in net assets at any given time. Want to measure
this annually.

46. Maximizing Member Engagement
Key Metrics Are Critical
• Shows the overall health of the association
• Help staff to see where change needs to happen
• Motivates the Board to make change

47. Maximizing Member Engagement
Question??
Are You Maximizing Your
Revenue Per Member?

48. Maximizing Member Engagement
Three Bodies of Knowledge in Recruitment
1. Things Your Members Know They Know
2. Things Your Members Know They Don’t Know
3. Things Your Members Don’t Know They Don’t
Know

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50. Maximizing Member Engagement
The Keys
• Recruitment is all about Value, Expectations &
Marketing
• Engagement is all about the right
Programs/Services, Communications and
Outreach
• Retention is all about doing #1 & #2 effectively
• If you have a retention problem, you have an
even bigger problem with #1 & #2

51. Maximizing Member Engagement
Association Challenges
Two Fast Paced and Dynamic Shifts
• Fastest Shift in Technology in Our History
• Largest Swing in Demographic Groups

52. Maximizing Member Engagement
Challenge: Different Demographic Groups

53. Maximizing Member Engagement
Keys to Engaging Younger
Members In Your Association
•See the world in ways never thought possible
•Experience an amazing journey where they are
better off at the end
•Fighting for an incredible cause
Does Your Association Offer These?

54. Maximizing Member Engagement
Key #5
Narrow Your FOCUS

55. Maximizing Member Engagement
Key #6
3 Questions to Consistently Ask in Membership
• What are we doing that we should be doing
differently?
• What are we NOT doing that we should be doing?
• What are we doing that we should STOP because
it’s completed or irrelevant to the membership?

56. Maximizing Member Engagement
RECAP: 6 Keys to Maximizing Member Engagement
1. Understand Your Threats to Industry, Members
and Association
2. Have an Effective Communication Strategy – Do it
All in Print, Electronic, Video and Social
3. Do Things Your Members Can’t Do Themselves
Effectively
4. Show the Right Metrics to Motivate Board and
Staff to Change
5. Narrow Your Focus

57. Maximizing Member Engagement
RECAP: 6 Keys to Maximizing Member Engagement
6. Ask the Three Important Questions Every Year:
• What are we doing that we could be doing
differently?
• What are we NOT doing we should be doing?
• What are we doing that we can stop due to its
done or irrelevant?

58. New World of Member Engagement
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60. Maximizing Member Engagement
Tom Morrison Tony Karrer
904-249-0448 tony.karrer@aggregage.com
@tommorrison
tom@heattreat.net
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