Top Ten Chapter Marketing Tips: Renewal, Retention and Acquisition - Oh My! AFP Leadership Academy 2009 Friday, October 2, 2009 11:00A - 12:30P, Emerald 4 - PowerPoint PPT Presentation

Loading...

PPT – Top Ten Chapter Marketing Tips: Renewal, Retention and Acquisition - Oh My! AFP Leadership Academy 2009 Friday, October 2, 2009 11:00A - 12:30P, Emerald 4 PowerPoint presentation | free to download - id: 6e7231-ZDgxM



Loading


The Adobe Flash plugin is needed to view this content

Get the plugin now

View by Category
About This Presentation
Title:

Top Ten Chapter Marketing Tips: Renewal, Retention and Acquisition - Oh My! AFP Leadership Academy 2009 Friday, October 2, 2009 11:00A - 12:30P, Emerald 4

Description:

Title: Slide 1 Author: Jill Wagner Last modified by: Nicholas Ricci Created Date: 9/16/2009 1:48:02 PM Document presentation format: On-screen Show (4:3) – PowerPoint PPT presentation

Number of Views:28
Avg rating:3.0/5.0
Slides: 43
Provided by: JillW150
Learn more at: http://www.afpnet.org
Category:

less

Write a Comment
User Comments (0)
Transcript and Presenter's Notes

Title: Top Ten Chapter Marketing Tips: Renewal, Retention and Acquisition - Oh My! AFP Leadership Academy 2009 Friday, October 2, 2009 11:00A - 12:30P, Emerald 4


1
Top Ten Chapter Marketing Tips Renewal,
Retention and Acquisition - Oh My! AFP Leadership
Academy 2009 Friday, October 2, 2009 1100A -
1230P, Emerald 4
  • Harry Lynch, CFRE and
  • Martha Schumacher, CFRE

2009 leadership academy
2
Welcome and Introductions
2009 leadership academy
3
Setting the Stage
What is marketing?
2009 leadership academy
4
What Were Covering Today
2009 leadership academy
5
Top 10 Marketing Tips
2009 leadership academy
6
1. Dont Reinvent the Wheel www.afpnet.org
  • Model/Sample Chapter Communications plan summary
    http//www.afpnet.org/ModelChapterCommPlan
  • AFP Information Exchange http//www.afpnet.org/Re
    sourceCenter
  • 50th Anniversary chapter toolkit
    http//www.afpnet.org/AFP50/ChapterToolkit
  • Online membership toolkit http//www.afpnet.org/
    Membership/OnlineToolkit
  • NPD talking Points http//www.afpnet.org/About/co
    ntent.cfm?ItemNumber3116

2009 leadership academy
7
Online Membership Toolkit (sample contents)
2009 leadership academy
8
Online Membership Toolkit (sample contents)
2009 leadership academy
9
Online Membership Toolkit (sample contents)
2009 leadership academy
10
Online Membership Toolkit (sample contents)
2009 leadership academy
11
2. Renewal Tip 1 Reinforce the value of chapter
and international benefits.
  • Chapter benefits - bookmark, mentor program
    flyer, attendee examples
  • Tried and true AFP benefits including the
    Resource Center, the Code of Ethics, the Donor
    Bill or Rights, educational programming
  • New AFP benefits including free Ready Reference
    Series, Information Exchange, new AFP website and
    digital Advancing Philanthropy

2009 leadership academy
12
Promote Member Benefits!
2009 leadership academy
13
Emphasis on Benefits
2009 leadership academy
14
Promote Member Benefits!
2009 leadership academy
15
Resource Center Brochure
2009 leadership academy
16
3. Renewal Tip 2 Hold a renew-a-thon.
  • Board and other key volunteer involvement
  • Donated location and phone access
  • Prizes for most renewed, most calls made, etc.
  • Provide food!

2009 leadership academy
17
(No Transcript)
18
4. Retention Tip 1 Encourage chapter and
international involvement.
  • Engaged and involved members stay members.
  • Assign a committed chapter leader - perhaps a
    past president or board member - to be your
    volunteer services ambassador. This person will
    identify individuals interested in volunteer
    opportunities and connect those individuals with
    the appropriate chapter leaders.
  • Provide current chapter leaders with networking
    and educational opportunities - like the
    Leadership Academy!
  • Promote volunteer opportunities at the chapter
    and international level.

2009 leadership academy
19
Provide Volunteering Opportunities
2009 leadership academy
20
Provide Networking Opportunities
2009 leadership academy
21
Mentoring Opportunities
2009 leadership academy
22
5. Retention Tip 2 Stewardship 101 Good
old-fashioned relationship building.
  • For most members, the first face of AFP is their
    local chapter. Capitalize on neighborhood
    belonging and affinity.
  • Event greeters
  • Board members stationed at each table
  • Individual follow-up

2009 leadership academy
23
6. Retention Tip 3 Ask for input, use it and
report back.
  • Surveys - brief chapter survey, Survey Monkey
  • Town hall meetings, hot chocolate forums
  • Get feedback and incorporate it
  • Let your chapter know what youve done with their
    input

2009 leadership academy
24
Using Feedback to Improve
2009 leadership academy
25
7. Retention Tip 4 Stewardship 102 Tailored
and meaningful recognition.
  • Apply and adapt successful stewardship techniques
    from your day job. As we all know, in these
    times effective retention will be difficult (if
    not impossible!) without outstanding stewardship.
  • Decide what type of communication makes the most
    sense for your local members targeted personal
    calls, e-cards, notes, and/or text messages.
  • Recognize outstanding volunteer service and
    financial sponsorships at all events and in all
    written/online materials.

2009 leadership academy
26
Meaningful Recognition
2009 leadership academy
27
Meaningful Recognition
2009 leadership academy
28
8. Acquisition Tip 1 Make it personal.
  • Meet people where they are for example, hold a
    Young Professionals Happy Hour.
  • Provide incentives for current members to bring
    not-yet-members to your next event.
  • Consider a chapter mentoring program if you
    dont already have one to draw prospective
    members with the promise of becoming a mentor or
    mentee.
  • Making it personal is not what it used to be!
    Use social networking to beef up your chapters
    membership recruitment program. Share ideas,
    photos and/or passing thoughts on Facebook and/or
    other networks. (See Tip 10 -)

2009 leadership academy
29
The Personal Touch Matters
2009 leadership academy
30
9. Acquisition Tip 2 Create strategic
partnerships to help you.
  • Partnership can result in increased exposure and
    enhanced services. They also present important
    cross-marketing opportunities.
  • Make sure that the partnerships you create will
    potentially benefit your chapter as much as they
    benefit your partner.
  • Share event expenses and pro-bono services.

2009 leadership academy
31
10. Acquisition Tip 3 Help people connect
through social networking.
  • AFP International is on Facebook, LinkedIn,
    Twitter and Ammado.
  • Keeping everything updated will take a dedicated
    volunteer who LOVES social networking.
  • Motivate your missionary members to educate,
    engage and invite.

2009 leadership academy
32
AFP on LinkedIn
2009 leadership academy
33
AFP Facebook Page
34
AFP on Twitter
2009 leadership academy
35
Tweeting to Promote AFP Events
2009 leadership academy
36
Promote Events Via Facebook
2009 leadership academy
37
Promote Events Via Facebook
2009 leadership academy
38
10 1. Media outreach. Be proactive, be agile
and think beyond the usual sources.
  • Be proactive. Many organizations wait for media
    to come to them. That wont work for your chapter
    or anyone else, for that matter.
  • Smaller papers and trade publications are hungry
    for content reach out to them.
  • Tell your story/a story, engage.
  • Be relevant understand what they need and
    provide meaningful information.
  • Designate a chapter media spokesperson but make
    sure they know what theyre doing!
  • Find reporters who focus on nonprofits and
    philanthropy in your area.
  • Reporters are like anyone else they need good
    old-fashioned relationship building too!

2009 leadership academy
39
Chapter Membership Recruitment and Retention Plans
2009 leadership academy
40
  • Like-Sized Chapter Breakouts Network/Info
    Share/Lessons Learned
  • Additional Ideas from Session Attendees
  • Use Constantcontact.com to disseminate
    information regularly also consider waiving
    chapter dues fee as part of a special recruitment
    effort.
  • Consider hiring a chapter administrator or an
    executive director to free up the time of the
    Board and volunteers to market your chapter and
    build relationships.
  • Use creative titles to market your programming
    (ie. Chicks, Checks and Charities, Tales from the
    Crypt, AFP Its All About ME etc)
  • Employ innovative ideas to reach different
    audiences (ie. Speed networking with young
    professionals, The Color of Money diversity
    event, Schmoozapalooza, to connect younger
    fundraising professionals with senior level
    professionals etc).

2009 leadership academy
41
Next Steps
Post-session posting on afpnet.org at
www.afpnet.org/LAhandouts.
2009 leadership academy
42
Thank You!
Harry Lynch, CFRE CEO Sanky Communications 589
Eighth Avenue, 10th Floor New York, NY
10018 hlynch_at_sankyinc.com 212.868.4300 x15 AFP
Staff Kathy Compton, Chief Marketing
Officer kcompton_at_afpnet.org/703.519.8457 Pat
Bjorhovde, Director Chapter Services, Western
U.S. pbjorhovde_at_afpnet.org/520.299.4315
Martha Schumacher, CFRE President Hazen Inc. 906
Pennsylvania Avenue SE Washington DC
20003 hazeninc_at_earthlink.net 202.210.9459
2009 leadership academy
About PowerShow.com