Hybrid membership models take a long term marketing concept called product line extension and apply it to an association’s membership product. Many associations are moving away from a traditional “one size fits all” membership and instead offering a portfolio of membership options that allow a prospect to select a package that best meets their content needs and budget. Hybrid membership models range from a tiered membership structure, to group membership, to an option for selecting either individual or organizationally based membership package. Properly deployed, these new models can help an association increase member engagement, numbers, and revenue.

1. #ASAE14
Master Mind: Emerging
Hybrid Membership
Models
August 9, 2014
3:30 to 4:30
Tony Rossell
Marketing General Incorporated
Krista Barnes, CAE
Council for Exceptional Children
Greg Melia, CAE
ASAE

2. #ASAE14
Traditional association model
• Individual or Company membership
• All members pay similar, annual dues
• Many “checkbook” members with limited usage
• Sponsors and advertising subsidize education,
meetings, and publications
• Joining is the operative norm
Photo credit: Angusf on flickr

3. #ASAE14
Some Hybrid Strategies
• Group sales
• Tiered service levels
• Hyper-bundling by adding benefits to membership
• Focus on market creation/affinity program value
• Specialized offers for segments within existing
membership or new markets
• Differentiated value for individuals & organizations

4. #ASAE14
Friends
Tiers:
•Individual through
Advisor
Benefit bundles:
•Conference call
updates
•Access to committee
services
•Customized GR web
portal
& Members
US Chamber Of Commerce

5. • Institutional Membership
• 10 “personal membership groups” in specialty
areas like healthcare engineering, risk
management, and human resource administration.
Personal membership includes access to some (but
not all) AHA benefits, such as members only
website and hospital literature.
• American Bankers Association too!

6. #ASAE14
• Individual ($50 - $90)
– Build Job Skills (development programs and networks)
– Manage Your Career (member logo, mentoring)
– Stay Informed (magazine, e-news)
– Save Money (registration discounts, fellowships)
– Make the Case for Museums (advocacy)
• Museum Membership (Pay what you can - $8,000)
– Strive for Excellence (standards, resources)
– Distinguish Your Museum (directory listing)
– Stay Informed (magazine, e-news)
– Save Money (registration discounts, fellowships)
– Make the Case for Museums (advocacy)

7. What ASAE is doing
• Adding an organization focus to existing
individual membership
• Focusing on the 15,000 staffed member-based
professional c3s and c6s
• Developing persuasive offers for organization
purchases – from basic membership to Circle
Club
• Adding a Career Portal to introduce ASAE to
potential members and foster engagement

8. All Approaches at a Glance
Career - Freemium model, which promotes value of
ASAE membership, programs, and services to help
advance an association professional’s career.
Individual Membership – Gives access to all ASAE
content, community and career resources.
Organizational Membership – Gives all employees
at an association the option of accessing ASAE
content, plus the option of participating in the ASAE
community and career resources. Also, bundled pre-
purchase savings options.

9. #ASAE14
What are the trends in hybrid
memberships for associations?

10. #ASAE14
Product Line Extension
“Adding depth to an existing product line
by introducing new products in the
same product category; product line
extensions give customers greater
choice and help to protect the firm from
a flanking attack by a competitor.“
The Marketing Dictionary

11. #ASAE14
A Data Source
• Sixth Year Produced by
MGI
• Up Front Disclaimer….
What, not why.
11

12. #ASAE14
Dues Structure by Membership Type
36%
35%
15%
1%
13%
70%
15%
5%
2%
9%
49%
19%
19%
3%
11%
The membership dues are based on
certain attributes (e.g., qualifications,
experience, company size, revenue)
Everyone pays the same membership
dues
The membership dues are based on a
tiered structure of increasing benefits
The membership dues are based on
member-selected benefits (a la carte)
Other
Individual (n = 346)
Trade (n = 223)
Combination (n = 197)

13. #ASAE14

14. #ASAE14

15. #ASAE14
MEMBERSHIP TYPE BY STUDY YEAR
2014
(n = 886)
2013
(n = 693)
2012
(n = 643)
2011
(n = 643)
2010
(n = 404)
Individual Member 44% 48% 54% 49% 54%
Trade 28% 30% 28% 36% 28%
Combination 26% 20% 15% 13% 17%
Other 2% 2% 3% 2% 1%

16. #ASAE14
What are the opportunities?

17. #ASAE14
MEAN MEMBERSHIP RENEWAL RATE
Less than 80%
renewal
80% renewal
or higher
Individual
Member
Trade Combination
Mean 64% 88% 76% 85% 80%
Median 70% 88% 80% 88% 82%

18. #ASAE14
MEAN NEW MEMBER RENEWAL RATE
Less than 80%
renewal
80% renewal
or higher
Individual
Member
Trade Combination
Mean 52% 78% 62% 79% 66%
Median 52% 82% 64% 85% 66%

19. #ASAE14
What are the challenges?

20. #ASAE14

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52%
34%
22%
21%
13%
17%
11%
18%
29%
2%
49%
37%
25%
24%
17%
16%
15%
5%
4%
31%
2%
49%
29%
16%
20%
15%
7%
6%
40%
Response rate analysis
Return on investment (ROI)
Source code or keycode…
Cost of acquisition
Liftetime value analysis
A/B split marketing tests
Computer matchback to…
Recency/Frequency/Monetar…
Regression analysis
Data mining/modeling
None
Other
2014 (n = 743)
2013 (n = 691)
2012 (n = 667)
HOW TO YOU MEASURE YOUR MEMBERSHIP MARKETING?

22. #ASAE14
CEC’s New Membership Model—
Transforming Our Organization

23. #ASAE14
How We Knew It Was Time
• Long term membership decline
• Background research
– Membership analysis
– Market share analysis
– Membership survey
– Review of other membership models
– Pricing analysis

24. #ASAE14
Process to Develop
• Member Workgroup
• Feedback sessions
• Pricing models
• Recommendation to Board

25. #ASAE14
CEC’s Membership Options
Individual Tiers: Premier, Full and Basic
School District Package
– Includes 1 administrator and 5 professionals
– Incorporates professional development

26. #ASAE14
Motion Approved, Then What?
• Business Rules
• Database programming
• Renewal strategy – Upgrade!
• Recruitment strategy
• Communication timeline
• Sales strategy for package
• Collateral

27. #ASAE14
Launched July 2014
• Members “upgraded”
• Strong communication still
needed
• Developing champions among
our units
• Incredible energy around
organization's growth potential

28. #ASAE14
Contact us
Tony Rossell
Marketing General Incorporated
Tony@marketinggeneral.com
703.706.0360
Krista Barnes, CAE
kristabarnes360@gmail.com
703-304-2068
Greg Melia, CAE
ASAE
gmelia@asaecenter.org
202-626-2821