Membership Essentials Membership Essentials Recruitment, Retention, Roles, Responsibilities, and Resources Second Edition Sheri Jacobs, FASAE, CAE Cover design: Wiley This book is printed on acid-free paper Copyright © 2016 by The American Society of Association Executives All rights reserved Published by John Wiley & Sons, Inc., Hoboken, New Jersey Published simultaneously in Canada No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600, or on the web at www.copyright.com Requests to the Publisher for permission should be addressed 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United States at (317) 572-3993 or fax (317) 572-4002 Wiley publishes in a variety of print and electronic formats and by print-on-demand Some material included with standard print versions of this book may not be included in e-books or in print-on-demand If this book refers to media such as a CD or DVD that is not included in the version you purchased, you may download this material at http:// booksupport.wiley.com For more information about Wiley products, visit www.wiley.com Library of Congress Cataloging-in-Publication Data: Names: Jacobs, Sheri, author | American Society of Association Executives, sponsoring body Title: Membership essentials : recruitment, retention, roles, responsibilities, and resources / Sheri Jacobs Description: Second edition | Hoboken, New Jersey : John Wiley & Sons, Inc., [2016] | Includes index Identifiers: LCCN 2015041787 (print) | LCCN 2015046248 (ebook) | ISBN 9781118976241 (pbk.) | ISBN 9781118976265 (pdf) | ISBN 9781118976258 (epub) Subjects: LCSH: Associations, institutions, etc.—Membership | Membership campaigns Classification: LCC AS6 J333 2016 (print) | LCC AS6 (ebook) | DDC 060—dc23 LC record available at http://lccn.loc.gov/2015041787 Printed in the United States of America 10 9 8 7 6 5 4 3 2 1 Contents Acknowledgments vii About the ASAE-Wiley Series Introduction ix viii By Greg Fine, CAE Chapter The Evolving Environment for Membership and Engagement By Kenneth A Doyle, FASAE, CAE, and Scott D Oser, MBA Chapter Strategic Planning as It Relates to Relationship-Building, Engagement, and Affiliation 13 By Kristine Metter, CAE Chapter Defining Value 21 By Jay Karen, CAE Chapter Governance as It Relates to Membership 33 By Charles W L Deale, FASAE, CAE Chapter Membership Is a Team Sport: Working with Other Departments 47 By Sara Miller, MBA, PMP, CAE Chapter Managing a Global Membership 61 By Andrew Calhoun, CAE Chapter An Overview of Membership Research 75 By Dean A West, FASAE Chapter Mission Impossible: Using Data to Drive Organizational Excellence: Collecting, Managing, and Using Member and Prospect Data 93 By Wes Trochlil and Sherry Budziak Chapter Organizing and Developing the Membership Function to Deliver Value 111 By Sara Miller, MBA, PMP, CAE v vi C o n te n ts Chapter 10 Membership Categories and Dues Structures 125 By Sheri Jacobs, FASAE, CAE Chapter 11 The Role of Volunteers in Membership/Volunteer Management 139 By Miriam Wolk, CAE Chapter 12 Recruitment and Renewal Strategies 153 Chapter 13 Member-Get-a-Member Campaigns 175 By Tony Rossell By Melanie J Penoyar, CAE Chapter 14 Digital Engagement: Online Communities, Web Delivery of Benefits, and Social Networking and Media 191 By Benjamin Martin, CAE Chapter 15 Membership Communication 207 By Christy Jones, CAE Chapter 16 Financial Metrics, Management, and Budgeting for Membership 231 By Susanne Connors Bowman, CAE merican Academy of Pediatrics: Rebuilding Our Membership A Dashboard 239 By Melissa Walling, IOM, CAE Chapter 17 Legal Considerations 251 By Jefferson C Glassie, Esq., FASAE Chapter 18 Innovations and Potential Directions for Membership-Based Organizations 263 By Lowell M Aplebaum, CAE, Greg Melia, CAE, and Melody A Jordan-Carr, MS About the Executive Editor Index 281 279 Acknowledgments W riting a book is a collaborative effort First and foremost, it could not have been accomplished without the hard work and dedication of our chapter authors This group of thought leaders generously shared their expertise, experience, and time to the association community We extend our deepest gratitude We also wish to acknowledge our friends and colleagues who were interviewed for this book and generously shared their examples, insights, and experiences: Mark Dorsey, FASAE, CAE; Stephanie Mercado; Sue Pine, CAE; Molly M Hall, IOM, CAE; Barbara Kachelski, CAE; Jamie Moesch; Lori Hatcher; Carolyn Brennan; Lori Gracey, CAE; and Bonnie Koenig We would like to express our gratitude to the reviewers provided by ASAE’s membership section council who challenged, guided, and helped ensure that we covered the topics essential to membership by reviewing the first edition or early drafts of this edition: Lowell Aplebaum, CAE; Susanne Connors Bowman, CAE; Denise Brown; Ozair Esmail; Andrew S Goldschmidt, CAE; and Tony Rossell To Baron Williams, CAE, who kept this project on track and provided the feedback we needed to ensure we truly captured the essence of membership, thank you for your dedication, wisdom, and professionalism —Sheri Jacobs, FASAE, CAE vii About the ASAE-Wiley Series All titles in the ASAE-Wiley Series are developed through a publishing alliance between ASAE: The Center for Association Leadership and John Wiley & Sons to better serve the content needs of member-serving organizations and the people who lead and management them viii Introduction By Greg Fine, CAE M embership, or the act of affiliation, remains a core pillar of many, if not most, associations today How an individual or entity engages in this act of affiliation can differ widely, and even the lexicon of membership (member, customer, stakeholder, etc.) can vary based on the mission and focus of the organization Yet, one common characteristic is frequently present a desire on the part of an individual to belong This should come as no surprise Humans are, by our very nature, highly social beings and thrive in being part of pack or group This instinctive desire to form groups has been well leveraged by associations throughout history In fact, many associations’ first mission were simply to provide “membership” to like individuals Often around a profession Think guild Over time, association professionals realized the power of the group could much more than just affiliate, and this gave rise to common association programs of today like professional development, certification, and advocacy Yet, all of these still relied on the traditional concept of membership It was members who created the content that the association then monetized by selling back to members and nonmembers alike A great model that served both associations and society well But things are changing! In today’s world of informal connections (Facebook and LinkedIn), information overload (email and SPAM), instant communication (text messaging), and an overwhelming flood of news, data, and noise from all sources, associations are increasingly challenged to cut through the clutter to provide value in all areas, including membership Gone are the days when simple affiliation was enough to sustain a membership base alone Like all industries, associations are grappling with changing customer demographics, rapidly shifting market conditions, globalization, disruptive technologies, competitive pressure from new sectors, and a distracted and overwhelmed customer base All of this is enough to make even the most positive association professionals consider throwing in the towel as they declare: “Membership is dead.” Not so fast there While the word “membership” may have a different meaning today than in the past, the idea and value of affiliation remains a powerful concept that associations are uniquely positioned to leverage For‐profit organizations have long sought to create a level of loyalty and affiliation with their customers that associations historically begin with Rachel Botsman, an expert on “The Collaborative Economy” has identified characteristics in the sharing economy that are quite similar to those of membership Her thinking around the ability to harness a missing market ix x I n troductio n opportunity through disruption and innovation should strike fear and inspire hope in us all So membership is not dead; it is, like everything else, evolving Membership Essentials provides insight and foresight from some of the best and brightest minds in the profession today Membership is a full‐contact sport, and these individuals share their knowledge and experience on what is needed today to ensure a future tomorrow Membership Essentials Recruitment, Retention, Roles, Responsibilities, and Resources, Second Edition By Sheri Jacobs Copyright © 2016 by The American Society of Association Executives The Evolving Environment for Membership and Engagement By Kenneth A Doyle, FASAE, CAE, and Scott D Oser, MBA I N T h is C h a p te r • Global Expansion, Yet North American–Centric • Economic Uncertainties with an Abundance of Options • Work Redefined • A Workforce of Five Generations • A Sense of Community • Advances in Technology • Opportunities and Challenges • Going Global A search of Google for the term “MEMBER” provides 3,280,000,000 results in 0.35 seconds and a search for “MEMBERSHIP” provides 525,000,000 results in 0.47 seconds Access to information and the meaning of the terms MEMBER and MEMBERSHIP have both changed dramatically over the last 30 years There was a time when being a MEMBER meant voluntarily joining a group with like interests for mutual benefit in a trusted environment The terms MEMBER and MEMBERSHIP have been co‐opted by those who often just want to sell something Membership Essentials Recruitment, Retention, Roles, Responsibilities, and Resources, Second Edition By Sheri Jacobs Copyright © 2016 by The American Society of Association Executives About the Executive Editor S heri Jacobs, FASAE, CAE, a best‐selling author, keynote speaker, and association management veteran with nearly 20 years of experience, serves as the president and CEO of Avenue M Group, one of the nation’s leading market research firms focused exclusively on the association community Sheri started her nonprofit career in the development office of the Chicago Children’s Museum and moved into marketing after becoming a founding officer of Picture This Projects, a nonprofit organization that empowers underserved children in Chicago She transitioned from the philanthropic community to the association community in 1994 when she became the director of membership and marketing at the American Academy of Implant Dentistry and joined the American Bar Association Law Practice Management Division in 1999 In 2002, Sheri joined the Association Forum of Chicagoland as the chief marketing officer and director of membership During her tenure at the Association Forum, she built award‐winning campaigns that resulted in double‐digit membership and meeting attendance growth Over the years, Sheri has served in numerous leadership and volunteer roles, including as chair of the ASAE Foundation Development Committee, member of the Professional Development Council, chair of the ASAE Membership Council, and a member of the Marketing Council Sheri’s success in the field has led her to become an accomplished author She is the author of the best‐selling membership book, The Art of Membership: How to Attract, Retain, and Cement Member Loyalty (Wiley, 2014), 199 Ideas: Powerful Marketing Tactics That Sell (ASAE, 2010) and co-editor and a contributor to Membership Essentials (ASAE, 2007) In 2015, the Association Forum of Chicagoland awarded the John C Thiel Distinguished Service Award to Sheri in recognition for her outstanding service to the association community 279 Membership Essentials Recruitment, Retention, Roles, Responsibilities, and Resources, Second Edition By Sheri Jacobs Copyright © 2016 by The American Society of Association Executives Index Page references followed by fig indicates an illustrated figure; by t indicates a table; by e indicates an exhibit A Accounting methods: accrual basis, 244; cash basis, 244; hybrid, 245 Accrual basis accounting, 244 Achieving Global Growth survey (ASAE), 69, 73 Acquisition metrics: calculated from a direct mail campaign, 233t; on cost to acquire a new member, 232–233 Action Alert newsletter (AAUW), 212 Ad hoc volunteer opportunities, 143 Adjudicating violations authority, 42 Advanced Medical Technology Association (AdvaMed), 66 Affinity programs: description of, 114; member department responsibilities for, 114 Aircraft Owners and Pilots Association (AOPA), 156 Amazon, American Academy of Cosmetic Dentistry, 38 American Academy of Pediatrics (AAP) membership dashboard, 239–242fig American Alliance of Museums (AAM), 37, 272–273 American Association of University Women (AAUW): Action Alert newsletter by, 212; before and after redesigned website of, 213–214, 216, 216e–217e, 219e–222e; changes in print pieces put out by, 220; How to Market Your Branch presentation by, 224; Mission & Action submissions process of, 215, 218; Quad process of marketing used by, 229; social media channels used by, 215, 218; webinars produced by, 225; Younger Women Task Force Chapters of, 212 American Coal Council, 148 American College of Surgeons (ACS), 87 American Dental Association, 136 American Gas Association, 41 American Hospital Association, 273 American Institute of Chemical Engineers (AIChE), 267 American Nurses Association, 275 American Society of Civil Engineers (ASCE), 270–271 American Society of Travel Agents (ASTA), 274 American Water Works Association (AWWA): description of, 177; MGAM campaign of, 177–178, 179–181; ThankYou Page Graphic used by, 179, 180fig America’s Essential Hospitals: adapting a new focus example of, 16; decision to add private nonprofit hospitals to its membership, 15 AMS/CRM implementation: data quality/ data conversion plan, 98, 100–101; data reporting, 98, 101; “mock” go live and debriefing process, 98, 102; process improvement and standard operating procedures, 98, 99; project governance and management for, 98, 99; security, 98, 101; system integration, 98, 99–100; thorough and ongoing training, 98, 101–102 AMS/CRM systems: achieving a successful implementation, 98–102; database features of, 95–97; description of, 94; determining requirements for, 95; managing and using data using, 102–109; as prerequisite for data-driven organizations, 94–95; selecting a new, 95, 97–98; tips for effective use of, 97 See also Association Management Software (AMS); Customer relationship management system (CRM) Anniversary billing cycle, 132, 245t–246 Antitrust laws, 255–256 281 282 Any tech user, Aplebaum, Lowell M., 263, 278 Apple, The Art of Membership: How to Attract, Retain, and Cement Member Loyalty (Jacobs), 127, 208–209, 210, 265 ASAE (American society of Associations Executives): ASAE Collaborate of, 117; Bylaws on differentiating between governance and management, 35; Center for Association Leadership of, 42; Circle Club program of, 274; components as defined by, 136; Great Ideas Conference (2012) of, 264–265; no mention of dues in the bylaws of, 40; up-to-date resources available through, 204–205 ASAE Collaborate, 117 ASAE Foundation: Exploring the Future of Membership published by, 209; Future Perspectives published by, ASAE Handbook of Professional Practices in Association Management, 247 ASAE publications: Achieving Global Growth survey, 69, 73; ASAE Handbook of Professional Practices in Association Management, 247; Association Law Book, 247; The Decision to Join (DTJ) study, 23, 43, 44, 157–158, 175; The End of Membership As We Know It: Building the Fortune-Flipping Must-Have Association of the Next Century, 39, 47–48, 277; Environmental Scanning for Associations, 208; How to Engage Member Leaders in Member Retention, 224; Making an Impact with Your Membership Materials: What Works, What Doesn’t, Part 1, 212; Principles of Association Management, 6, 37, 41, 49; Race for Relevance: Radical Changes for Associations, 42, 47; Retaining Next-Gen Association Professionals, 212; Missions of Success: What Remarkable Associations Do That Others Don’t, 38, 42, 44, 55, 162, 208; Supporting the Decision to Join, 44 Association CareerHQ, 117 Association for Operations Management (APICS), 128 Association Laboratory, 209 Association Law Book (ASAE), 247 Association Listserv, 203t Association management system (AMS), 235 Index Association Management Software (AMS), 93–94 See also AMS/CRM systems Association membership growth rate: as metric of strategic planning, 18; PSIA-AASI’s member-centric mindset and, 14–15fig Association of Fundraising Professionals (AFP), 73 Association of periOperative Registered Nurses (AORN), 58, 121 Associations: ASAE’s 2012 Great Ideas Conference for, 264–265; challenges associated with virtual community of, 5–6; considering potential direction for your, 276–277; cultural changes experienced by, 2; economic changes that have impacted, 2–3; “House organ” blogs of, 202, 203t; how technological advances have impacted, 6–8; membership goals of your, 48t; mission statement setting goals of your, 14; redefinition of work and impact on, 3; types of organization of, 136 See also Membership; Websites Associations Now (journal), 44, 139, 147, 151 Associations Now Volunteer Leadership Issue, 38 Audits, 245 Automatic credit card renewals, 172 Avenue M Group, 74 Awards for recognition, 121 B Baby Boomers (born 1946 to 1964): association appeal to, 4; description and characteristics of, 4; retired professional member segment among, 267–269 Baby Boomers in Your Boardroom (Geer), Basic-premium (low/high) membership model, 130 Basic tech user, Benefits See Association member benefits Best customer identification, 107–108 Bias: measurement, 88; sampling, 88; systematic, 88 Billing cycles: calendar year vs anniversary year, 132, 245t–246; membership term and, 132 Blogs: member engagement through, 201– 202, 203t; Rad’s Blog and Nonprofit Blog Carnival, 212; Successful Communication Strategies for Associations blog (Kolar), 212 Inde x 283 Board members: corporation legal regulations related to, 252–253; dangerous self-deception mentality adopted by, 43–44; encouraging diversity among, 141; how membership staff can support, 44–45; Supporting the Decision to Join: What Association Boards should Know and Do About Membership and Affiliation (ASAE) for, 44; volunteer opportunities to serve as, 140–141 See also Governance Bowman, Susanne Connors, 231, 249 “Boycotts” prohibition, 255, 256 Brennan, Carolyn, 181, 186 Budgeting: member renewal activities, 172–173; membership functions, 244–246; MGAM campaign, 185; projecting revenue and revenue mix for future, 246t–247 Budgeting accounting methods: accrual basis, 244; cash basis, 244; hybrid, 245 Budgeting terminology and practice: audit, 245; billing cycles, 132, 245t–246; deferred income, 245; internal controls, 245 Budziak, Sherry, 93, 109 Byers, Mary, 42, 47 C Calendar year billing cycle, 132, 245t–246 Calhoun, Andrew, 61, 74 CAN SPAM law, 170, 259 Caraveli, Anna, 139, 211–212 Cash basis accounting, 244 Center for Association Leadership (ASAE), 42 Certified Association Executive (CAE) credential, 251 CFA Institute, 72 Chapter websites: hosted, 69; issues to consider for, 68–69 Chapters: AAUW Younger Women Task Force Chapters, 212; international, 66–69 Chavis, D W., 199 “Checkbook members,” Circle Club program (ASAE), 274 Clinical Laboratory Standards Institute (CLSI): CLSI Simulator analysis of membership, 76; declining membership of, 75; identified barriers to membership retention and acquisition, 75–76 Coerver, Harrison, 42, 47 Colhoun, Andrew, 61 College movie-in day metaphor, 198 Committees: program and resource development role of, 141; volunteer opportunities to serve as, 141–143, 145–146; work plan of, 146 Communication: for building communities, 218, 222–224; considerations with a global audience, 64, 69–71fig, 210–211; continuous two-way and personalized, 9–10; developing member engagement through, 214–215, 218; emerging demographic trends impacting membership, 209–210; engaging member volunteers in, 214–215, 218; on how membership dollars are spent, 247–248fig; member “gamer” mentality and expectations for, 7–8; membership department responsibility for member related, 112; on the membership value to members, 24–26; new considerations for, 8–10; segmenting your member audience for, 214; training members in marketing and, 224–225; understanding your members’ world to facilitate, 208–209; volunteer interaction and, 146 Communication tools: association website as a, 213–214; positioning as, 211; strategic ideas and new tactical examples, 212–213 Communities: challenges associated with managing a virtual, 6; communication strategies for building, 218, 222–224; as driver of association membership, 5–6; opportunities of transition from physical to virtual, 6; Sense of Community theory on, 199–201 See also Online communities Community building: components of success for, 223; fundamental concepts of, 222–223; the use of video for, 223–224 Community strategic resources: community strategy template, 195; Online Community Software Selection Guide, 197; worksheet to help develop your community strategy, 195 Components (chapters, sections), 136 CompTIA, 273 comScore, 203–204 Confidentiality: legal regulations related to membership, 257–259; member staff training on membership, 120 Construction Specifications Institute, 14 284 Consumer Price Index, 41 Content ads, 160 Content management system (CMS), 94, 204 Copyright law, 260 Corporations: Internal Revenue Service (IRS) regulations on, 252; legal considerations related to, 252–253 CPA Institute, 40 CTIA: The Wireless Association, 24 Culture: global membership consideration of differences in, 62–63; how changes have impacted association membership, 2–3 See also Organizational culture Cummings, Michael, 143 Currency issues, 64 Customer relationship management system (CRM), 94 See also AMS/CRM systems Customer service: AMS/CRM system as part of, 94–102; customer relationship management system (CRM) for, 93; illustrated diagram of a membership department incorporating, 118fig; to international chapters, 68; member staff training on, 120; membership department role in, 115 D Data: AMS/CRM systems for managing and using, 102–109; confidentiality of membership information, 120, 257–259; governance practices for using, 42–43; identifying best customers by using your, 107–108; measuring member engagement, 103–104; membership market, 84; order entry/processing for member, 113–114; primary versus secondary, 84; successful associations and their use of, 42 Data integrity reports, 106, 107 Data mining, 85 Databases: AMS/CRM systems features, 96–97; assessing if your database is supporting your mission, 93–94; member staff training on membership, 120; National Change of address (NICOA) services, 106; Target Market identification using your, 154 Day, John, 151 De Cagna, Jeff, 44 Deale, Charles W L., 33 Decision-makers: deciding who the research results will go to, 78–79; presenting Index membership research results to, 89–90; understanding the impact of the membership research decisions by, 80t–81 Decision making: AMS/CRM systems for managing and using data for, 102–109; dues increase, 41; time frame of the membership research, 79–80; understanding the impact of the membership research, 80t–81; venues for membership, 79 The Decision to Join (DTJ) study [ASAE], 23, 43, 44, 157–158, 175 Deferred income, 245 Direct mail marketing channel, 161t Discounts: communicating membership value of, 25; international chapters and advocacy support, 69; Massachusetts Medical Society (MMS), 127; as offer strategy, 156 DOJ (Department of Justice), 255, 256 Dolci, Joel, 143 Dorsey, Mark, 14 Doyle, Kenneth A., Dual memberships: description of, 39; various governance practices on, 39–40 Due process, 256 Dues: governance over rates and increase of, 40–41; governance over structure of, 37; how they are spent, 248fig; organizational (or enterprise) rates of, 128; paid to nonprofit organizations, 254; “square root of assets” approach to, 271–272; “take the top off ” approach to, 271 See also Revenue Dues increases: governance decisions on, 41; 2015 Marketing General benchmarking study on, 41 Dues payments: automatic credit card, 172; installment option for, 157, 172 Dues rates: decisions related to, 40–41; governance authority over establishing, 40 Dues reporting oversight, 41–42 Dues structures: description of, 37; as function of governance, 37 E E-membership model, 128–129 Eadie, Douglas C., 38 Economic changes, 2–3 Leader Essentials for Membership Vice Presidents (AAUW), 217 Email marketing channel, 161t Inde x 285 Emotional connection, 201 The End of Membership As We Know It: Building the Fortune-Flipping Must-Have Association of the Next Century (Sladek), 39, 47–48, 277 Energy Education Council mission statement, 35, 36e Engagement See Member engagement Enterprise membership See Organizational (or enterprise) membership Environmental Scanning for Associations: The Everyday Guide to Capturing, Analyzing, and Interpreting Strategic Information (ASAE), 208 Ernstthal, Henry L., 37, 39, 40 Established business relationship (EBR), 170 Explicit interest, 108–109 Exploring the Future of Membership (ASAE Foundation), 209 Extended membership offer, 156–157 F Face-to-face sales, 161t Facebook: association use of, 203t; decreasing reach for associations of, 192; recruitment marketing channel using, 160; “The Science of Storytelling: Why Telling a Story is the Most Powerful Way to Activate Our Brains” on, 212 Fay, Brad, 176 FCC Telephone Consumer Protection Act, 170 Federal Trade Commission (FTC), 156, 255, 256, 257–258, 259 Federation associations, 136 Financial issues: communicating how membership dollars are spent, 247–248fig; projecting revenue, 246t–247; terms to know and understand related to, 233; understand what is related to serving members vs overhead, 234 Financial metrics: acquisition of new member, 232–233t; American Academy of Pediatrics example of tracking and presenting, 239–242fig; cost to renew a member, 234–235, 236–238t; cost to serve a member, 233–234t; lifetime value of a member (LTV), 235–236t; return on investment (ROI) applications, 235; terms to know and understand related to, 233 501(c)(3) nonprofit organizations, 253–254 501(c)(6) nonprofit organizations, 253–254 Focus group market research, 85–86 For-profit organizations: Recreational Equipment, Inc (REI), 275, 276; Starbucks, 275, 276 Ford, Henry, 58 “Freemium” or open-access membership model, 129–130 “Friends of the U.S Chamber” social media network, 275 Fulfillment of needs, 201 Full-premium (medium/high) membership model, 130 Future Perspectives (ASAE Foundation), G The gamer mentality, Gammel, David, 103 Geer, Rod, Generation X (born 1965 to 1980): association appeal to, 4–5; description and characteristics of, Glassie, Jefferson C., 251, 261 Global MedTech Compliance Conference, 66 Global membership: additional thoughts on managing a, 73–74; association segmentation of, 269–271; case studies on, 72–73; considerations relations to managing a, 61–65fig; efforts to connect and recognize local achievements by, 269– 271; marketing to and communication with a, 69–71fig, 210–211; support of chapters, 66–69; volunteer leadership role in, 65–66 Global membership consideration: cultural differences as, 62–63; differing perceptions by members, 64; legal, 63–64; local currency, 64; member and customer support, 63; when communicating with a global audience, 64 Golden, Mark, 38, 44 Good-better-best (low/medium/high) membership model, 131 Google marketing channel, 160 Governance: AMS/CRM implementation by effective project, 98, 99; differentiating between management and, 34–35; how membership staff can support, 44–45; involvement and personal perspective of members on, 43; membership functions 286 Governance (continued) under, 37–43; refraining from intruding on management’s domain, 35–37; translating purpose into focus through, 35 See also Board members Governance functions: active engagement, 38; adjudicating violations, 42; dual memberships, 39–40; dues increases, 41; dues rates, 40–41; dues reporting oversight, 41–42; dues structures, 37; marketplace expansion, 38–39; membership categories or models, 39; monitoring results, trends, and projections, 42–43; special assessments, 41 Gracey, Lori, 193 Gramm-Leach-Bliley Act, 257 Grantmakers for Effective Organizations (GEO), 103–104 Great Ideas Conference (2012) [ASAE], 264–265 Great recession, Greater Durham Chamber of Commerce, 274–275 Greatest generation (Traditionalists), 3–4 H Hall, Molly M., 35 Hatcher, Lori, 177, 186 Health Information Management Systems Society (HIMSS), 128 Health Insurance Portability and Accountability Act (HIPAA), 257 The Hidden Wealth of Customers (Lee), 243 High tech user, Hosted chapter websites, 69 “House organ” blogs, 202, 203t How to Engage Member Leaders in Member Retention (ASAE), 224 How to Market Your Branch presentation (AAUW), 224 Hybrid accounting, 245 Hyken, Shep, 149 I Idea Architects, 148 Implied interest, 108–109 In person staff training, 119 Inbound marketing channel, 159–160 Index Individual membership organization (IMO), 136 Individual professional development, 119 Influence attribute of community, 200 Informal staff recognition, 122 Instagram, 202, 203t Installment payment option, 157 Institute of Electrical and Electronics Engineers (IEEE): “Acknowledgement Kit” information sent out to members by, 181; international operations of, 72; membership reports sent out by, 151; MGAM campaign by, 177–178; referral card used by, 182fig Intangible benefits, tangible versus, 25 Integrated address verification software, 106 Integration attribute of community, 201 Intellectual property, 259–260 Internal controls, 245 Internal Revenue Code (Code), 252 Internal Revenue Service (IRS): corporations regulations by the, 252; Form 990 or 990-EZ submitted by nonprofits to the, 255; nonprofit membership association tax exemption, 253–255; UBIT (unrelated business income tax) reporting to, 247, 254–255 International Association for Dental Research (IADR), 107 International chapters: association support of, 68–69; importance of, 66–67; structuring, 67–68; translated materials provided to, 69 International Facility Management Association (IFMA), 270 International Society for Pharmaceutical Engineering’s volunteer Appreciate Week, 147 ISACA, 72, 74 J Jacobs, Sheri: The Art of Membership by, 127, 208–209, 210, 265; professional background of, 137; on the willingness to pay membership issue, 74 Job description of membership staff, 121 Jones, Christy, 207, 226 Jordan-Carr, Melody A., 263, 278 Junk Fax Prevention Act, 170 Inde x 287 K KaBOOM!, 244e Kachelski, Barbara, 38 Kao, John, 264 Karen, Jay, 21 Keller, Ed, 176 “Keys to a Successful Career in Dentistry” white paper, 156 Kolar, Carrie, 212 Kotler, Philip, 162 Kren, Jay, 32 L Lee, Bill, 243 Legal issues: antitrust laws, 255–256; CAN SPAM law, 170, 259; copyright law, 260; corporate, 252–253; due process laws, 256; global membership and, 63–64; Health Insurance Portability and Accountability Act (HIPAA), 257; intellectual property, 259–260; membership information and confidentiality, 257–259; Sarbanes-Oxley Act, 245; social media and related, 261; tax exemptions, 253–255 Lifetime value of member(LTV) metric: data points required to calculate, 235; description of, 18; example of a calculation of, 236t; terminology related to, 236t; what this information tells you, 235 “Likes” spreadsheet, 122 LinkedIn, 203t Localytics study (2014), 204 M McMillan, D M., 199 Mailing lists management, 114–115 Making an Impact with Your Membership Materials: What Works, What Doesn’t, Part (ASAE), 212 “Making Membership Relevant (Gen Y)” (Association Impact), 212 Management: differentiating between governance and, 34–35; refraining from governance intruding on domain of, 35–37 Marketing: AAUW’s Quad process of, 229; international membership and, 69–71fig; member staff training on membership, 120; membership department responsibility of, 112–113; membership recruitment message, 154, 157–159; MGAM campaign tactics and budget, 182–186; training members in communication and, 224–225 Marketing channels: comparing, 161t–162t; content ads, 160; Google and Facebook remarketing, 160; optimizing renewals through use of, 170–171t; return on investment (ROI) of, 160–161; search engine marketing (SEM), 159, 161t; social media advertising, 160; word of mouth marketing, 162t, 175–176 Marketing General, 38 Marketing General benchmarking study (2015), 41 Marketing General (MGI) Membership Marketing Benchmarking Study (2015), 175 Martin, Benjamin, 191, 205 Massachusetts Medical Society (MMS), 127 Measurement bias, 88 Medical Group Management Association, 149 Meerkat, 203 Melia, Greg, 263, 278 Melissa Data, 106 Member benefits: affinity programs, 114; assessing relevance and/or effectiveness of, 27–28fig; communicating membership value of, 25; creation, delivery, and promotion of, 53t; features versus, 26–27; recruitment message on, 158–159; tangible versus intangible, 25; web delivery of, 203–204 MEMBER concept, 1–2 Member engagement: AMS/CRM system use of data to measure, 103– 104; communication strategies for developing, 214–215, 218; membership department responsibility for, 112–113; in membership strategic planning, 17–20; online communities and social networks, 192–201; Sense of Community theory on community and, 199–201; social media tools for, 201–203t; of student member segment, 266; trending metrics on, 243; web delivery of benefits and, 203–204 Member Engagement: From Participation to Relationships (Caraveli), 211–212 288 Member engagement development: changes in print pieces for, 215; online communication strategies for, 218; segment your audience for, 214; social media channels to use for, 215, 218; social medical channels to use for, 215, 218 Member-get-a-member (MGM), 161t Member recruitment: acquisition metrics on cost of acquiring a new member, 232–233t; best practices for, 135–136; calculating rates of, 168e; factors influencing, 167–168; key principles to effective, 133; membership department responsibility for, 112; strategies for, 154–165; tracking, 168–170 See also Membership models Member recruitment messages: addressing needs, 157–158; crafting benefits copy, 158–159 Member recruitment strategies: marketing message, 154, 157–159; the offer, 154, 155–157; promotional tactics, 154, 159– 162t; Target Market, 154–155; testing, tracking, and analysis, 154, 162–165 Member renewal costs: calculations for, 236–238t; factors to consider as part of, 234–235; lifetime value of a member (LTV) and, 235–236t; return on investment (ROI) of, 235 Member renewals: benchmarking, 166, 167– 170; budgeting for activities related to, 172–173; costs for, 234–238t; membership department responsibilities for, 112; optimizing, 170–173; sample contact schedule for, 171t; strategies for, 165–166e; top options for, 172t; tracking, 168–170 Member segments: effective communication using, 214; global stage, 269–271; retired professionals, 267–269; students, 265– 267 See also Membership categories Member Services: affinity programs, 114; association’s online presence, 115; mailing lists, 114–115; order entry/processing, 113–114; record management, 113; sales, 115; surveys and research, 114 Members: acquisition metrics on cost to acquire new, 232–233t; association membership value to new, 31; engagement of, 17–20, 103–104, 112–113; involvement and personal perspective on governance by, 43; understanding explicit vs implied Index interest of, 108–109; using data to identify best customers among, 107–108 Membership: as attribute of sense of community, 199–200; benefits versus features, 26–27; categories or models of, 39; changing meaning and implications for, 1–2; “checkbook members” among, 2; considering potential direction for your, 276–277; defining and communicating the value of, 21–32; differing levels of technologically savvy users among, 7; dual, 39–40; generational differences in, 35; how cultural, economic, and technological changes impact, 2–3, 6–8; how technology has impacted expectations and “gamer” mentality of, 7; is your database supporting your mission for, 93–94; managing a global, 61–74; member staff training on basics of, 120; offering extended, 156–157; opportunities and challenges of changing community of, 5–6; redefinition of work done by, 3; wider geographic, 10 See also Associations; Retention Membership analysis: basic information required for, 165; testing component of, 162–164; tracking component of, 164–165, 168–170, 179–181; used by individual and trade associations, 163t Membership attribute of community, 201 Membership categories: description and purpose of, 132; membership term and billing cycle determined by, 132 See also Member segments MEMBERSHIP concept, 1–2 Membership department: connectivity between other departments and, 56fig; dashboard transforming actions into value, 57t–58; discouraging silos in, 55–57; illustrated diagrams of a oneperson, small, and large, 117fig–118fig; Member Services administered by, 113– 116; members benefits and ownership of member features, 53t; mind map of daily activities of the, 52fig; other department promoting membership and the, 54t–55t; promoting other departments, 53t–54t; responsibilities of the, 111–116; shared internal functions and new opportunities with other departments, 50t; starting with the right people and the right Inde x 289 values, 48–49; understand how other departments see membership, 49–50; understand how the executives see membership, 49; understand how your team sees membership, 51 See also Staff Membership department responsibilities: additional, 116; marketing, 112–113; member services, 113–115 Membership features: comprehension report as, 17; member benefits versus, 26–27; membership directory as, 27; networking events as, 27; ownership of member, 53t Membership information: intellectual property issues related to, 259–260; legal regulations related to confidentiality of, 120, 257–259; member staff training on security of, 120; personally identifiable information (PII), 257–259; written information security plan (WISP) on, 258 Membership market research: American College of Surgeons (ACS), 87; benefits of external research assistance, 91; common tools of, 85–86; engaging a research consultant for, 90–91, 92e; how to analyze the results, 88–89; identifying membership market, 81; methodologies for associations, 84–85; presenting research results to decision-makers, 89–90; research audit questions, 92e; survey deployment and analysis, 86–87, 114 Membership market research tools: data mining, 85; in-person or online focus groups, 85–86; stakeholder interviews, 85; surveys, 86–87, 114 Membership marketing Benchmarking Report (Marketing General), 38, 166 Membership marketing strategy: association performance assessment, 82–83; competing influencing assessment, 83–84; deciding who is going to use the results, 78–79; membership environment assessment, 82; what is the impact of the decisions being researched, 80t–81; what is the time frame of the decision, 79–80; what is the venue(s) for decision making, 79 Membership models: e-memberships, 128–129; emergence of new, 127–128; examples from for-profit industry, 275–276; explore your value chain and adjust your, 272; factors to consider before selecting, 134; “freemium” or open-access, 129–130; hybrid, 127; multi-tier, 130–131; organizational (or enterprise), 126–127; questions to answer before adopting new structure and, 134–135; “square root of assets,” 271–272; “take the top off,” 271; trade association, 271–276 See also Member recruitment Membership research: areas of inquiry for, 81; establishing a research management strategy, 78–81; identifying the goals of your, 77; key questions that can be addressed by, 77–78; member department responsibilities for, 114; methodologies for associations, 84–85; presenting results to decision-makers, 89–90; qualitative vs quantitative, 84–85; why it is important, 77 Membership retention: CLSI identification of barrier to, 75–76; getting members involved in planning for, 19; as metric of strategic planning, 18 Membership staff training/professional development: additional staff retention efforts, 121–122; identifying the training topic(s), 120; individual vs team, 119; in person vs online, 119 Mercado, Stephanie, 16 Metal Training Institute, 274 Metrics See Performance metrics Metter, Kristine, 13, 20 MGAM (Member-Get-a-Member) campaign: American Water Works Association (AWWA), 177–178, 179–181; goals and strategy of a, 176, 177–178; Institute for Electrical and Electronics Engineers (IEEE), 177–178, 181, 182fig; mapping process of, 185–186; marketing tactics and budget, 176, 182–186; net promoter score (NPS) for, 178–179; rewards and rules, 177, 180–181; tracking and reporting, 177, 179–181; Urban Land Institute (ULI), 177, 181–185, 186–189 See also Word of mouth marketing Millennials (born 1981 to 2001): association appeal to, 5; description and characteristics of, Miller, Sara, 47, 111, 123 Minimal tech user, 290 Mission & Action (AAUW newsletter): before and after redesigned, 213–214, 216e–217e, 219e–222e; submission process used for, 215, 218 Mission statements: Energy Education Council, 35, 36e; as a roadmap to the association’s work, 14 Mixed mode surveys, 86, 87 Mobile apps, 204 Mobile technology: Content management system (CMS) responsive to, 204; growth of, 65fig Moesch, Jamie, 174, 176, 177, 178, 181 Monitoring duty, 42–43 Most Common Methods to Communicate with Association Members (Kolar), 212 MTI, 274 Multi-tier membership models: design overview of, 131; types of, 130–131 “My Starbucks Rewards Program,” 278 N NAHB Spike Club Program, 147 National Association for Healthcare Quality (NAHA), 16 National Association of College and University Business Officers (NACUBO), 108 National Association of Home Builders (NAHB), 136 National Association of Professional Organizers (NAPO), 17 National Association of Public Hospitals and Health Systems (NAPH), 15 National Association of REALTORS, 39 National Association of REALTORS Consumer Advertising Campaign, 41 National Association of the Remodeling Industry (NARI), 78 National Change of address (NICOA) services, 106 National Defense Industry Association (NDIA), 272 National Home Builders Association, 147 National Press Photographers Association (NPPA), 40 National Society of Professional Engineers, 44 NATSO, Inc., 40 Index Net promoter score (NPS), 178–179 New Generation (born 2001): association appeal to, 5; description and characteristics of, New York Society of Association Executives (NYSAE), 143 The Next America (Taylor and Pew Research Center), 210 Nielsen trust survey, 176 9/11, Ning, 203t Non-dues revenue, 247 Nonprofit Blog Carnival, 212 Nonprofit membership associations: dues paid to, 254; 501(c)(3), 253–254; 501(c)(6), 253–254; Form 990 or 990EZ submitted to the IRS by, 255; tax exemptions of, 253–255 O Offer (recruitment): description of the, 154; ROI on special, 164; strategic applications of your, 155–157 Online communities: Association Listserv, 203t; description of, 192; five phases to launching member benefit of a private, 194–199; four attributes driving a sense of community in, 199–201; sample community management tasks for, 199; TCEA case study on, 193; what you need to know for your organization, 192–194 See also Communities; Social media channels Online community launch phases: 1: set a community strategy aligned with your strategic plan, 194–195; 2: select an online community platform, 195–197; 3: implement the community software, 197– 198; 4: release the community to your members, 198; 5: commit to a scientific community management process, 199 Online Community Software Selection Guide, 197 Online inbound marketing, 162t Online presence: association website for a, 115; member department responsibilities for, 115 See also Websites Online staff training, 119 Online surveys, 86 Inde x 291 Online update campaigns, 106 Order entry/processing, 113–114 Organization types: components (chapters, sections), 136; federation associations, 136; individual membership organization (IMO), 136 See also Trade associations Organizational culture: effective data management supported by your, 104–105 See also Culture Organizational (or enterprise) membership: categories, term, and billing cycle of, 132; description of, 126; dues rates of, 128; e-memberships, 128–129; emergence of new models of, 127–128; factors related to, 126; “freemium” or open-access, 129– 130; group enrollment, 127; hybrid, 127; multi-tier model of, 130–131; recruitment for, 133–136 Oser, Scott D., P Paid search engine marketing (SEM), 159 Penoyar, Melanie J., 175, 189 Performance metrics: American Academy of Pediatrics (AAP) membership dashboard, 239–242fig; financial, 232–242fig; intent and good practices for, 232; lifetime value of member(LTV), 18, 235–236t; member engagement and social return on investment (SROI), 243–244e; rate of membership growth, 18; retention rate, 18; tracking and presenting, 238–242fig Periscope, 203 Personalized offerings: continuous twoway access of, 9; as important change in association communication, 9–10 Personally identifiable information (PII), 257–259 Pew Research Center, 210 Pine, Sue, 17 Pinterest, 202, 203t Porter, Michael, 83 Positioning your organization, 211 Postcard update campaigns, 106 Premium or gift, 158 Primary data, 84 Principles of Association Management (ASAE), 6, 37, 41, 49 Print advertising marketing channel, 161t Product fulfillment, 115 Professional development See Membership staff training/professional development Professional Ski Instructors of America– American Association of Snowboard Instructors (PSIA–AASI): its membercentric mindset leading to growth, 14–15; membership compared to ski areas, 15fig Project Management Institute (PMI), 72 Projections, 42–43 Promotional tactics: inbound marketing channel, 159–160; reaching prospective members with your, 159; recruitment, 154, 159–162t Q Quad marketing (AAUW), 229 Qualitative membership research, 84–85 Quantitative membership research, 84–85 Quiet generation (Traditionalist), 3–4 R Race for Relevance: Radical Changes for Associations (Coerver and Byers), 42, 47 Rad’s Blog, 212 Reagan, Ronald, 41 Record management responsibility, 113 Recreational Equipment, Inc (REI), 275, 276 Recruitment See Member recruitment Reddit, 202, 203t Redefinition of work, Regional leadership conferences, 69 Reicheld, Fred, 178 Renewals See Member renewals Research consultants: benefits of getting assistance of an external, 91; considerations for engaging a, 90–91; Research Audi Questions to determining your needs for, 92e Retaining Next-Gen Association Professionals (Harrison), 212 Retention See Membership retention Retired professional membership: connections of the, 268–269; giving back by the, 269; historical insights and industry insights from, 268; as membership segment, 267–268 292 Revenue: non-dues, 247; offset of student members, 266; projecting, 246t; revenue mix of, 247; unrelated business income tax (UBIT), 247, 254–255 See also Dues Revenue mix, 247 Rewards/recognition: AORN’s ROCK (“Random Occurrence of Co-Worker Kudos”) dollars, 121; awards used as, 121; AWWA’s MGAM campaign rules and, 181–182; informal approaches to staff, 122; “My Starbucks Rewards Program” of Starbucks, 278; of volunteers, 147–148 ROCK (“Random Occurrence of Co-Worker Kudos”) dollars [AORN], 121 “Role of Committee vs Role of Staff: Who Does What and When” (Medical Group Management Association), 149 Rominiecki, Joe, 38, 151 Rossell, Tony, 153 S Sales: face-to-face, 161t; member staff training on membership, 120; membership department management of, 115; telephone, 161t; upselling, 120, 134 Sample for surveys, 87 Sampling bias, 88 Sarbanes-Oxley Act, 245 Science of testing, 164 Search engine marketing (SEM), 159, 161t Search engine optimization (SEO), 155, 159 Secondary data, 84 Security: AMS/CRM system, 98, 101; confidentiality of membership information, 120, 257–259 Sense of Community attributes: on influence attribute, 200; on integration and fulfillment of needs attribute, 201; on membership attribute, 199–200; on shared emotional connection attribute, 201 Sense of Community theory: description of the, 199; on four attributes driving sense of community, 199–201 Services: communicating membership value of, 25; cost of member, 233–234t; customer, 68, 93–102, 115, 118fig, 120 Missions of Success: What Remarkable Associations Do That Others Don’t (ASAE), 38, 42, 44, 55, 162, 208 Index Sky areas (compared to PSIA–AASI membership), 15fig Sladek, Sarah L., 39, 47–48, 277 Snapchat, 202 Social media: legal considerations related to, 261; member engagement through, 201– 203t; membership advertising through, 160 See also Online communities Social media channels: blogs, 201–202, 203t, 212; building your own recruitment Target Market list using your, 155; Facebook, 160, 192, 203t, 212; “Friends of the U.S Chamber” social media network, 275; image sharing sites, 202, 203t; member engagement development through, 215, 218; Reddit, 202, 203t; Twitter, 202, 203t See also Online communities Social return on investment (SROI): description and elements of, 243; KaBOOM!, 244e Society for Human Resource Management (SHRM), 136 Society of Petroleum Engineers (SPE), 128, 151, 270 Special Assessments, 41 Special offers: ROI (return on investment) of, 164; strategic applications of, 155–157 “Square root of assets” membership model, 271–272 Staff: AMS/CRM successful implementation role of the, 105; comparing role of volunteers and, 148–150; how they can support their governing body, 44–45; informal recognition of, 122; “likes” spreadsheet of individual hobbies and favorites of your, 122; role of volunteer liaison, 149; roles and responsibilities of, 116–117; training and professional development of, 119–122 See also Membership department Stakeholder interviews, 85 Starbucks, 275, 276 Stone, Bob, 163 Strategic planning: adapting your association’s focus for, 15–16; challenges of engaging members in, 18–19; decisions made on mission and brand promise as part of, 16; key membership questions for, 20; making the case for, 14; memberoriented metrics of, 18; PSIA–AASI’s Inde x 293 membership growth due to, 14–19; tactics for engaging members in, 17 Streszoff, Denise, 107 Student members: AIChE’s ScaleUp program for, 267; drop-off of, 267; engagement of, 266; issues related to segmenting, 265– 266; revenue offset of, 266 Student Youth Travel Association (SYTA), 134 Successful Communication Strategies for Associations blog (Kolar), 212 Successful Direct Marketing Methods (Stone), 163 Sudler, Anthony, 148 Supporting the Decision to Join: What Association Boards should Know and Do About Membership and Affiliation (ASAE), 44 Surveys: deployment and analysis of, 86; member department responsibilities for research and, 114; mixed mode, 86, 87; online, 86; sampling plan for, 87; telephone, 86 Sweepstakes trip or prize, 156 Systematic bias, 88 T “Take the top off ” membership model, 271 Tangible benefits, intangible versus, 25 Target Markets: build your own list for, 154–155; outside list research to identify your, 155; harvest your database to identify, 154; recruitment of your, 154–155 Taylor, Paul, 210 TCEA (formerly Texas Computer Education Association) online community, 193 Team professional development, 119 Technological advances: creating wider geographic membership, 10; the gamer mentality born of, 8; impact on associations by, 6–8 Technologically savvy users, Technology: AMS/CRM successful implementation role and tools, 105, 106–109; mobile, 65fig, 204 Technophile, Telemarketing, 161t Telephone sales, 161t Telephone surveys, 86 “The Science of Storytelling: Why Telling a Story is the Most Powerful Way to Activate Our Brains” (Facebook), 212 Top Tips for Standing Out from the Crowd (Nonprofit Blog Carnival), 212 Total member value (TMV): assessing benefit relevance and effectiveness of, 27–28fig; of benefits vs features, 26–27; communicating to members, 24–26; dashboard transforming membership department actions into, 57t–58; defining the, 21–22; member perspective on, 22–23; new member value, 31; ways to improve, 28–30; the “What’s in it for me?” question on, 23–24 Tracking: active approach to, 179; membership analysis component of, 164–165; membership recruitment and renewals, 168–170; MGAM (Member-Geta-Member) campaign, 177, 179–180fig; micro level of, 169; passive approach to, 179 Trade associations: description of, 136; membership analysis used by, 163t; membership models of, 271–276 See also Organization types Traditionalists (born before 1945): association appeal to, 4; description and characteristics of, 3–4 Training See Membership staff training/ professional development Translated materials, 69 Trending metrics: member engagement, 243; social return on investment (SROI), 243–244e Trochlil, Wes, 93, 109 “Trust but verify,” 41, 42 Trusted referrals, 175 2015 Marketing General benchmarking study, 41 2015 Membership Marketing Benchmarking Report, 166 Twitter, 202, 203t Two-tier pricing membership model, 130–131 U Unrelated business income tax (UBIT), 247, 254–255 Update campaigns: online, 106; postcard, 106 294 Upselling membership, 120, 134 Urban Land Institute (ULI): banner ad of, 185fig; description of, 189; invite sent out by, 187fig; MGAM campaign case study of, 186–188; MGAM campaign goals and strategy, 177; MGAM campaign tactics and budget, 182–186; postcard sent out by, 183fig; recruiter message of, 188fig U.S Chamber of Commerce, 136, 275 U.S Copyright Office, 260 U.S Department of Justice (DOJ), 255, 256 U.S Postal Service, 106, 156 V Value chain: adjusting your membership structure according to your, 272; examples of adjusting membership structure and, 272–275; sample membership flowchart on, 272, 273fig Value proposition: assessing and improving membership benefits, 22–31; defining the value in your membership, 21–22; lifetime value of member(LTV) metric, 18, 235–236t Video sharing sites: Vine, 203; YouTube, 203t, 204 Videos: community building through the use of, 223–224; video sharing services, 203t Virginia Hospitality and Travel Association, 39 Volunteer leadership: ad hoc opportunities for, 143; board of directors opportunities for, 140–141; chapter websites providing information to, 68–69; committee opportunities for, 141–143, 145–146; at the international level, 65–66; opportunities for, 140–143; publications targeted to, 69 Volunteers: AAUW webinars used for training, 225; as association ambassadors, 150–151; communication partnership with, 224–225; comparing role of staff and, 148–150; creating a meaningful experience for, 144–148; evaluation and feedback on their experience from, 148; Index interaction and communication with, 146; orientation of, 145; questions to ask that can reveal passion and interests of, 144; recognition of, 147–148; recruitment of, 144–145; staff liaison with, 149; stewarding, 147; why they matter, 139–140 W Walling, Melissa, 239, 249 Weaver, Elizabeth, 147 Webbright Services, 212 Webinars, 225 Websites: as association communication tool, 213–214; before and after redesigned AAUW, 213–214, 216, 216e–217e, 219e–222e; building your own recruitment Target Market list using SEO of your, 155; chapter, 68–69; inbound marketing by optimizing SEO of your, 159; mobile adaptive, 204; single online community sign-on in main part of your, 195 See also Associations; Online presence Wellness and Recognition Committee (Association of periOperative Registered Nurses, AORN), 121 West, Dean A., 75 When Millennials Take Cover (Notter and Grant), 47 Wilde, Oscar, 178 Wolk, Miriam, 139, 152 Word of mouth marketing, 162t, 175–176 See also MGAM (Member-Get-aMember) campaign Work redefinition, Workforce generation span, 3–5 World Bank, 62 Written information security plan (WISP), 258 Y YouTube, 203t, 204 Z Zappos, Zuckerberg, Mark, 175 ... achieve and exceed goals Email: info@scottoserassociates.com Membership Essentials Recruitment, Retention, Roles, Responsibilities, and Resources, Second Edition By Sheri Jacobs Copyright © 20 16... their knowledge and experience on what is needed today to ensure a future tomorrow Membership Essentials Recruitment, Retention, Roles, Responsibilities, and Resources, Second Edition By Sheri... Title: Membership essentials : recruitment, retention, roles, responsibilities, and resources / Sheri Jacobs Description: Second edition | Hoboken, New Jersey : John Wiley & Sons, Inc., [20 16]