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


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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


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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

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
Welcome and Introductions
2009 leadership academy
Setting the Stage
What is marketing?
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What Were Covering Today
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Top 10 Marketing Tips
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1. Dont Reinvent the Wheel
  • Model/Sample Chapter Communications plan summary
  • AFP Information Exchange http//
  • 50th Anniversary chapter toolkit
  • Online membership toolkit http//
  • NPD talking Points http//

2009 leadership academy
Online Membership Toolkit (sample contents)
2009 leadership academy
Online Membership Toolkit (sample contents)
2009 leadership academy
Online Membership Toolkit (sample contents)
2009 leadership academy
Online Membership Toolkit (sample contents)
2009 leadership academy
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

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Promote Member Benefits!
2009 leadership academy
Emphasis on Benefits
2009 leadership academy
Promote Member Benefits!
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Resource Center Brochure
2009 leadership academy
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
(No Transcript)
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.

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Provide Volunteering Opportunities
2009 leadership academy
Provide Networking Opportunities
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Mentoring Opportunities
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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
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

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Using Feedback to Improve
2009 leadership academy
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.

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Meaningful Recognition
2009 leadership academy
Meaningful Recognition
2009 leadership academy
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
  • 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 -)

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The Personal Touch Matters
2009 leadership academy
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
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.

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AFP on LinkedIn
2009 leadership academy
AFP Facebook Page
AFP on Twitter
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Tweeting to Promote AFP Events
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Promote Events Via Facebook
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Promote Events Via Facebook
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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!

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Chapter Membership Recruitment and Retention Plans
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  • Like-Sized Chapter Breakouts Network/Info
    Share/Lessons Learned
  • Additional Ideas from Session Attendees
  • Use to disseminate
    information regularly also consider waiving
    chapter dues fee as part of a special recruitment
  • 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).

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Next Steps
Post-session posting on at
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Thank You!
Harry Lynch, CFRE CEO Sanky Communications 589
Eighth Avenue, 10th Floor New York, NY
10018 212.868.4300 x15 AFP
Staff Kathy Compton, Chief Marketing
Officer Pat
Bjorhovde, Director Chapter Services, Western
Martha Schumacher, CFRE President Hazen Inc. 906
Pennsylvania Avenue SE Washington DC
20003 202.210.9459
2009 leadership academy