Are you meeting your members where they’re at in their career? Are your chapters? We know depending on the stage of their career, your members have different needs and wants. This virtual workshop is a deep dive into what the data tells us on membership needs, loyalty and behavior. Tapping the data, we'll create a strategy you can share with your chapters to generate engagement and value based on their career stage. In this virtual workshop, we cover ways your chapters can better prepare volunteers to be the face of your association and engage the next big wave of individuals starting their careers or reinventing themselves.

1. Tap Chapters as a
Member Engagement
Channel

2. Chat
What is your morning
beverage of choice?

4. Meet the Team
Natalie Bandyk
Community Brands
Peggy Hoffman
Mariner Management &
Marketing
Peter Houstle
Mariner Management &
Marketing
Charlotte Muylaert
Billhighway

5. Meet the Team
Michelle Schweitz
Community Brands
Sarah Garrity
Billhighway
Grace Gardner
Community Brands
Tirrah Switzer
Community Brands

6. Got chapters? We’ve got solutions. Billhighway gives your
chapters the tools to automate and simplify operations while
creating data visibility across your entire organization. This
empowers you and your chapters to focus more on member
value and grow your association.
About Hosts
Billhighway & Mariner
Mariner Management & Marketing is your partner in helping
association volunteers and staff create the greatest possible
value for your members and in ensuring the long term
health and growth of your association.

7. Because powerful work
needs powerful technology
Sponsored by

8. Our Shared Purpose
To build community and connect
component-based organizations and
component relations professionals (CRPs).

9. Today’s
Agenda
01
02
03
04
What the Research Tells Us
Real-Life Examples
Brainstorming
Wrap Up

10. Engagement: How can
chapters generate
engagement
based on career stage?
Technology: How can
chapter leaders tap
technology to reach more
members?
Experiences: How can
chapters create
experiences?
Key Questions
01 02 03

11. Reach New Audiences: Components offer access
to non-members, local-only members & members
By Tapping Chapters as a
Membership Channel
You Can…
Capture Local Stories: Opportunity to highlight
the local angle and local impact of national topics
Provide Community: Expand your ability to connect
members together and alleviate the isolation that
everyone is feeling.
And Ultimately Grow!

12. Why are you here today?
GOALS

13. Chat
What membership tactics have
your chapters tried so far?

14. What The Research
Tells Us
ENGAGEMENT

15. Surveyed both members and staff of professional membership
organizations to dig deeper into what’s behind member sentiments
and behaviors.

16. Think Career Stage, Not Generation

17. Agreement by Generations
11%
13%
15%
Boomers 13% Millennials 15%Generation X 11%
© 2020 Community Brands HoldCo, LLC. All rights reserved.

18. Zoom Reaction
Do you segment your
members by career stage?

19. When do members join?

20. POLL
What do you think is the
benefit that mid-careerist
value most?

21. Careerdifferences

22. © 2019 Community Brands HoldCo,
LLC. All rights reserved.
22
Changes to the Importance of Benefits Throughout the Member Journey

24. © 2019 Community Brands HoldCo, LLC. All rights
reserved.
24

25. What The Research
Tells Us
TECHNOLOGY

26. POLL
How are you helping
your chapters meet
digital expectations?

27. Mobile Access: Member Engagement

28. What The Research
Tells Us
EXPERIENCES

29. Your members
last great
experience is
their new
expectation

30. How do
members
engage?

31. Poll
Which of the following do your chapters offer
members? Check all that apply.
• Professional development (workshops,
seminars)
• Professional development (conference)
• Professional development (webinar)
• Tours, field visits
• Social event
• Public service/charitable events
• Trade Shows/Expos, Reverse Trade shows
• Events specifically for students
• Other (share in chat)

32. 43%
• 43% of GEN Y Millennials reported
attending MORE learning events
(2017 v 2014)
• Propensity to attend high across all
generations driven by a strong
desire for continual learning
ASAE’s 2017 Decision to Attend study
Demand is high

33. 3
3
Key driver
Experience
around the
learning.
*Eventbrite study 2017

34. Eight in Ten Millennials said
experiences help shape their identity
and create lifelong experiences.
Source: Eventbrite 2017 Study

35. 3
5
Focus on
power of moments
Defining moment is
memorable & meaningful. Think
• Elevation
• Insight
• Pride
• Connection
The Power of Moments, Dan Heath

36. Take 5

37. Focus Areas
Engagement Technology Experience

38. Real Life Examples:
Career Stage

39. Situation: During the recession in 2008, local
chapter was concerned about members retention.
What they did: Introduced installment payments as
a retention strategy.
Result: Approximately 20 percent of members
utilized the installment payment option. Since the
recession, early careerist's retention rate has
increased with installment payments.
Why this matters now…
Early Careerists +
Installment Payments

40. NSAAHR – Networking
+ Technology + Career
Stage
Situation: Growing student and early
careerist membership with different
member expectations.
What they did: National introduced
online community for all 30 chapters.
Result: Members loved it and
engaged with one another online and
in-person.
Why this matters now…
With the support of National, Chapters
saw the importance and impact of
engagement by career stage

41. Situation: goal was to connect students going
into the profession with members.
What they did: Hosted 2 types of meetings
based on career stage (networking &
educational).
Result: Provided additional value to early
careerists with education on field &
challenges. Set up for success & better idea of
what to expect.
Why this matters now…
(ISC)2 - Networking
Events + Educational
Meetings

42. Zoom Breakout Rooms
• Randomly assigned & placed in a room
(note room number)
• Briefly introduce yourself to your roommates
• Pick a note-taker & facilitator
Here's How We'll Work
We’ll be using Zoom Breakout Rooms for the discussion portion of the workshop.

43. Here's How We'll Work
Note Taker
• Open Google Doc and navigate to
appropriate section.
• Capture discussion highlights. (Add names if
you like.)

44. Here's How We'll Work
Facilitator
• Use the questions in google doc.
• Keep the conversation focused and moving,
but be the wind, not the rudder.
• Gently bring everyone into the conversation.
• Watch the time – 15 minutes total
• 5 minute and 1 minute warnings.
• (Ask For Help if needed)

45. Here's How We'll Work
Everyone
• Stay focused.
• Participate, but please “share the mic”.
• Have FUN!

46. Idea Storming Questions
1. What are your chapters currently doing to capitalize
on early careerists, mid careerist, late careerist?
2. Thinking about career stages, what could your
chapters do to engage members?

47. Let’s Eat

48. Real Life Examples:
Impact of Technology

49. Situation: Started to see a decline in early careerist
members.
What they did: The turned their PDF member
application into a mobile-responsive form. Also
changed their messaging to appeal to early
careerists by promoting leadership skills and career
growth.
Result: Met early careerists where they are – their
mobile-device. Lead to a 50 percent increase in new
members specifically with early careerists.
Why this matters now…
Mobile-responsive website and applications are an
expectation today
Career Stage +
Technology

50. Situation: Annual educational chapter fundraising
event, Pink Pancake Breakfast, had to be moved to a
virtual environment due to COVID-19.
What they did: Hosted virtual pancake breakfast so
the educational could still take place. Created a
crowdfunding link through the platform
CrowdChange so that could be shared with
attendees AND so attendees could share.
Result: Customary educational event still took place
and they didn't need to lose out on fundraising
dollars. In fact, their reach was extended because
attendees shared the link out to their networks.
Why this matters now…
We need to find ways to continue the impact that
chapters have and adapt to not only their career
stage but the environment around us.
Impact + Technology

51. Idea Storming Questions
1. What technology do chapters need help on?
2. If you could create a digital strategy for chapters, what
might be in that?
3. How can you use the research to get commitment from
the C-suite?

52. Real Life Examples:
Experiences

53. YPO Pittsburgh: Crafting a Successful Chapter Event
Mix 2 world-famous Sumo wrestlers, celebrity judges, YPO & the YMCA
Source/Photo Credit: www.ypo.org

55. Idea Storming Questions
1. Around what "moments" might your chapters build a
powerful experience for their members?
2. How can you assist your chapters in creating those
experiences? Think of resources, training, services you
can offer?
3. How can you share or leverage the success of one
chapter's "experience" success across all chapters?

56. Resources
Do Chapter Events Provide What Your Members Want?
5 Strategies for Increasing Chapter Event Attendance
How to Help Chapters Improve their Event Experience
Adding Snap, Crackle & Pop to Chapter Events
The Power of Moments: Why certain experiences
have extraordinary impact
Virtual Meetings: Let's Make them Engaging

57. We host webinars & resources on topics like:
• Chapters in Crisis
• Auto-Renewals/Installments
• Chapter Restructuring
• National vs. Chapters
• Dues Processing
• Volunteerism
• Chapter Dashboards & ROI
Visit
www.billhighway.co/associations/webinars/
Chapter Webinars & Resources
VIRTUAL IDEA SWAP: CHAPTERS IN THE COVID ERA >> May 22 1pm ET
>> https://marinermanagement.com/resource/blog/

58. Reading Recommendations
2019 Chapter
Benchmarking Report
Member Engagement and
Loyalty Study
Evaluating the Health of Your
Association’s Chapter
Program

59. Reflection:
What’s Your 1?

60. CEX 2020
Monday, October 26th,
2020
8:30 AM - 4:30 PM EDT
Happy Hour to Follow
Grand Hyatt
Washington
1000 H St. NW
Washington, DC 20001
$199 Pricing
$199 Super Early Bird
Pricing till 6/30
$229 Early Bird till 8/31
$259 Late Bird Pricing
Registration open!
www.leveragechapters.com

61. Give us your feedback

62. How will you help chapters optimize ...
Engagement Technology Experience
Pick at least one and go forward!