Scorecards: Do You Have One For Your Board of Directors?

Do you have a scorecard for your Board?

If not, you should.

We all know our Boards are supposed to be the biggest supporters of our organizations.

What better way to showcase that by creating a scorecard for your Board of Directors!

The scorecard should be prominently displayed at every Board Meeting. It should be in every Board book produced. Peer pressure is a wonderful thing. No one wants to be a slacker.

Yes, peer pressure works!

At the very least, the following items should be included in any scorecard:

• Board Terms
• Attendance Record for Board Meetings
• Membership Level (Platinum, Gold, Silver, Bronze, etc.)
• Number of Members Recruited
• PAC Contribution (if you have one)

These are just a few examples of what you might want to include in your scorecard. While some board members may push back, get the backing of your current chair, incoming chair and membership chair. Let them lead the charge.

Part of your annual “Board Orientation” should include the scorecard and set the expectation up front of their role as leaders of the organization. If all your board members are on the same page, you will have a stronger chamber.

Start that scorecard today!

For a sample scorecard go HERE.

Golden Handcuff: Do You Have One?

If you’re not familiar with the term, a “Golden Handcuff” is essentially a program, product or service that your member can’t do without.

It compels them to send in their dues check year after year after year.

If you are familiar with the term, the attached list is nothing new.

What program, product or service are you providing that is your golden handcuff?

• Insurance Programs (Workman’s Comp, D&O, etc)
• Credit Cards
• Certification
• Affinity deals with office supply stores
• Etc.

Let me give you one that you’ve probably never thought of – “Your Board of Directors.”

By show of hands, how many of your board members are non-dues paying members. That’s right, they’re all dues paying members. That goes for all your volunteers – committees, task forces, etc.

So the next time you’re asked if you have a "Golden Handcuff" – you can proudly say, YES, we have one, it’s my board.

Lifetime Value of a Member

In my previous post I asked the question "are all members important?" Are some members more important than others?

Let’s all say out loud “Lifetime Value of a Member."

You know the Lifetime Value equation:

(Average Dues + Average Non-Dues) x Average Number of Years of Membership

If you’re a numbers person, you’ll want to track this number on a regular basis. It’s all about retention. The better your retention rate the bigger the ROI will be when it comes to your lifetime value.

Are you incorporating engagement campaigns, especially for 1st year members, to raise your retention rate? We all have the challenge of a low first year retention rates vs. our base members.

If you don’t have a strategy in place to improve your retention rate, now is the time to start.

For a previous blog post on membership equations go HERE.

Members: Are They All Equal?

Are all members important? Are some members more important than others?

The answer to both of those questions is yes.

When I make this statement, I get push back. The argument I hear, all members are important. They’re all equal.

From my vantage point, I don’t think so! That’s just trying to be nice.

Let me give you a few examples of what I mean.

1. Is your chairman of the board more important then a first year member?
2. Do all your members pay the same dues point?
3. You get 10 phone messages from 10 members while your were on business travel. I bet you prioritize that list before you make your first call.

I’ve said it before, your board members should be your biggest supporters financially and the leaders in the community.

And yes, these members are more important than your first year members.

Let me put it another way, lifetime value of a member!

More on that later…

Governance: Owners, Managers, and Customers

What a unique business we are in. Our members are our owners, our managers and our customers.

• Owners: That’s right, members own the organization. It belongs to the members, not the staff. That’s why they’re called membership organizations. Sometimes we forget that.

• Managers: Your volunteer structure ensures that the members are involved in managing the organization. Task Forces, Committees and ultimately the Board of Directors. The Board has fiduciary responsibility for the organization in setting policy and making sure the organization is financially stable.

• Customers: That’s right again! Who buys the Chamber’s products? Membership, monthly luncheon registrations, after hours networking events, sponsorships, annual meeting registrations, and the list goes on.

The key to successful organizations, in my opinion, is to have a strong working relationship with your Board of Directors. A level of trust must always be present. If you don’t have it, you have nothing.

As CEO, you were hired by the Board to implement the policies that were decided by the Board. Take that charge seriously.

That’s your responsibility!

15+ Bright New Membership Ideas

The following is a list of potential ideas you may want to try for your organization as it relates to your:

- Recruitment;
- Retention; or
- Engagement campaigns.

The second set of ideas were collected in small groups representing professional societies and trade associations.

The following were identified strategies that they they were employing or planned to employ in membership.

Recruitment

• Membership is everybody’s business (staff and volunteers).
• Create a fact sheet.
• Know why people join: Advocacy, publications, affinity programs, recognition, training & development, etc.
• Fine-tune your message (you don’t have time to tell all).
• Sell your brand.

Retention

• Communicate (not just at renewal time).
• Show dollar value of each service for membership.
• Show the value (Benefits – Costs = Value).
• Mini surveys to monitor satisfaction.
• Office visits.

Engagement

• Orientation programs (in person, virtual).
• Reference guide.
• Volunteer opportunities.
• Personal contact.
• Rewards programs.

Professional Society Ideas

Recruitment

• Go directly to the college or university.
• Work closely with graduates or soon to be graduated students.
• Get member volunteer to work with each campus.
• Conduct some events for non-members (non-student members and non-society members).
• Use these public events as a “look” at what the society can do for you.
• For non-member conference attendees, offer 30-day window to join at special conference attendee rates.
• Follow up with mailing and phone contacts.
• New member discount on first event attended.
• Obtain letterhead and envelopes from members and send “invitation letter” to join to prospects as a personal endorsement over member signature.
• Use “endorsement partners” to assist with or sponsor membership marketing program.

Retention

• Ask lapsed members why they have not continued.
• Get local members more involved in retention work.
• Offer deferred dues for displaced members (hardship) category.
• Job board for free to keep members involved (retains members if it is free to them.)
• Have volunteers make calls to non-renewals - there is usually a higher response rate because their peers are asking.

Engagement

• Conduct regular “Needs Assessment Survey’s.”
• Ask them to be on a committee.
• Ask for expressions of interest.
• Add new volunteer positions (in each committee).
• Show appreciation for membership and volunteering.

Trade Association Ideas

Recruitment

• Personal visits.
• Business/members to bring in a new member.
• Use phone-a-thon, with a runner to deliver membership packet.
• Changes in staff offer opportunities to meet again with prospects.
• Ask board members to write why they are a member and use these statements as testimonials.
• Focus on core group.
• Work on strategic relationships and alliances with allied associations so that there are opportunities to share information.
• Membership and involvement in umbrella organizations to add credibility and to foster relationships and raise industry profile.
• Make sure that the Web site draws prospective members to the “How to Join” site easily and logically.

Retention

• Calling program—list those not on ‘involved’ status.
• Mentor/ambassador program to adopt new members.
• Reenergize membership committee: 1) give them high visibility at convention and other events; 2) provide distinctive polo shirts, ask them to greet members at trade show, convention; and ask membership committee members to make follow-up calls, visit after staff contact.
• Press releases to industry of association developments, and copies sent to members to show what the association is doing to raise visibility, credibility of industry.
• Press releases to announce member accomplishments.

Engagement

• Use mentors or hosts for each new member.
• Organize a mentoring program.
• Some groups are offering a “tour’ of membership programs.

Membership Recruitment and Retention Ideas

In these economic times it’s more important than ever to show the value of membership to your members and potential members. You have one year to show that value.

Stay in touch with your members on a regular basis, not just when it’s renewal/invoice time.

Be consistent with your message and your brand. Don’t try and be all things to all people. Focus on what you do well.

The following list of ideas may be helpful as you set your plan.

Membership Recruitment Ideas

Show value of joining your organization:

• Advocacy
• Credibility
• Networking
• New business
• Knowledge source
• Solving problems
• Affinity programs
• Research

Identifying a prospect:

• Define your target segment
• Identify smaller more manageable market segments of membership prospects to tailor promotional messages
• Develop different recruitment strategies for different audiences i.e., direct mail, e-mail, website, face-to-face, trade shows, etc.
• Survey your members and non-members constantly to identify what your members and potential members want out of membership
• Use multi-media to reach your prospects
• Different pitches to different segments based on survey data (market research)
• Don’t be afraid to change your pitch

Membership Retention Ideas

• Show dollar value of each service for membership
• Show ROI

Create a formal retention program:

• New member kit
• Phone-a-thon to reach out to new members after 3 months of membership
• Weekly, monthly, quarterly communications (not a sales pitch)
• Office visits
• Mini surveys
• Personal note with invoice
• Congratulatory notes
• News releases
• Get new member to write an article in newsletter
• Get new member to be a panelist at one of your educational programs
• Get new member to volunteer in a leadership role

Engage members on a regular basis to determine their satisfaction of membership:

• Survey new members
• Survey same members after one-year
• Survey attendees at conferences, after a book purchase

For a great resource on membership marketing go to Marketing General, Inc. or HERE for their latest surveys and white papers.