Recruiting and retaining members takes a lot of hard work, creativity, and communication to cut through today's intensifying competition. Everyone gets a little stale, and often associations find themselves in the same old trap of "this is how we've always done it." Associations are different than corporate entities who need to sell a product. They need to keep multiple stakeholders engaged, have limited resources, and in many cases, a (partly) volunteer workforce. Social Media seems like a great solution, so you are likely already using it: your organization has a web site, may have a blog, and maybe even a Twitter account. But is all of this giving you exposure? Has it resulted in an influx of new members... or a more engaged membership? To put it bluntly, the reason existing members are dropping out and “many” new members are not coming into associations is because they do not find the existing benefits of membership attractive in relation to the fee they pay. For associations to reach out to its membership - and to prospective members, communities of interest around your organization's purpose are needed. Social media can breach the gap. In this presentation given to the Canadian Society of Association Executives, the following are addressed: • Develop personal profile throughout the Association and Not-for-Profit world by ensuring your voice is heard beyond your organization. • Discover new marketing trends and ideas from presenter Mark Buzan, APR, co-author of "Online PR and Social Media for Associations and Not-for-Profits" with expertise on membership recruitment and retention. • Current trends in membership development • Social media tactics • Membership recruitment and retention initiatives • Marketing ideas for your success

1. social media strategies
for membership
recruitment and
Message Magnifiers for Non-Profits

2. what we’re here to talk about today
•current trends in membership •membership recruitment and
development retention initiatives
•is facebook something that •how to recruit people outside
makes our own website of the membership (i.e.
redundant? students) so they keep coming
back
•develop a personal profile
throughout the web ensuring •marketing ideas for your
your voice is heard beyond your success
organization
•social media strategies and
tactics:
Message Magnifiers for Non-Profits

3. what are the trends in membership
development & supporter
engagement in the non-profit sector?
Message Magnifiers for Non-Profits

4. the reasons for engagement vary
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5. social networking is one of many in a communicator’s tool to get
‘ya there

6. Change vs. Status Quo

7. ✓ Exciting and
interesting!
Change vs. Status Quo

8. ✓ Exciting and
interesting!
✓ New and
unknown!
Change vs. Status Quo

9. ✓ Exciting and
interesting!
✓ New and
unknown!
✓ Risk!
Change vs. Status Quo

10. ✓ The world won’t
end, quite
✓ Exciting and frankly.
interesting!
✓ New and
unknown!
✓ Risk!
Change vs. Status Quo

11. ✓ The world won’t
end, quite
✓ Exciting and frankly.
interesting!
✓ New and
✓ The world won’t
know much
unknown!
about you either.
✓ Risk!
Change vs. Status Quo

12. ✓ The world won’t
end, quite
✓ Exciting and frankly.
interesting!
✓ New and
✓ The world won’t
know much
unknown!
about you either.
✓ Risk!
✓ Easy!
Change vs. Status Quo

13. ✓ The world won’t
end, quite
✓ Exciting and frankly.
interesting!
✓ New and
✓ The world won’t
know much
unknown!
about you either.
✓ Risk!
✓ Easy!
✓ L e s s r i s k y. . .
maybe?
Change vs. Status Quo

14. Clicking on this button
does not initiate online
JOIN/ SUPPORT fundraising, a
membership recruitment
initiative or even a
retention strategy!
JOIN/ SUPPORT
Message Magnifiers for Non-Profits

15. cautionary note:
Message Magnifiers for Non-Profits

16. cautionary note:
•Social media is about people
participating in media online rather
than simply consuming it
Message Magnifiers for Non-Profits

17. cautionary note:
•Social media is about people
participating in media online rather
than simply consuming it
•Social media works best when
applied to areas that already
produce significant value for your
members
Message Magnifiers for Non-Profits

18. should we get involved? ...is
facebook something that makes our
own website redundant?
Message Magnifiers for Non-Profits

19. why should it have to
be one or the other?
Message Magnifiers for Non-Profits

20. Social Media is a CONVERSATION
powered by the internet
developing a
profile
throughout the
web ensures
your voice is
heard beyond
your
organization
Message Magnifiers for Non-Profits

21. Social Media is a CONVERSATION
powered by the internet
developing a
profile
throughout the
web ensures
your voice is
heard beyond
your
organization
Message Magnifiers for Non-Profits

22. Social Media is a CONVERSATION
powered by the internet
developing a
profile
throughout the
web ensures
your voice is
heard beyond
your
organization
Message Magnifiers for Non-Profits

23. Social Media is a CONVERSATION
powered by the internet
developing a
profile
throughout the
web ensures
your voice is
heard beyond
your
organization
Message Magnifiers for Non-Profits

24. anchor and outpost model
Message Magnifiers for Non-Profits

25. “Your supporters are the message”- Marshall McLuhan
The “medium-is-the-message” guy
Message Magnifiers for Non-Profits

26. “Your supporters are the message”- Marshall McLuhan
The “medium-is-the-message” guy
Message Magnifiers for Non-Profits

27. “Your supporters are the message”- Marshall McLuhan
The “medium-is-the-message” guy
•Non-profits must talk to the people with whom they hope to
create relationships regardless of where there are to be found
Message Magnifiers for Non-Profits

28. “Your supporters are the message”- Marshall McLuhan
The “medium-is-the-message” guy
•Non-profits must talk to the people with whom they hope to
create relationships regardless of where there are to be found
Message Magnifiers for Non-Profits

29. “Your supporters are the message”- Marshall McLuhan
The “medium-is-the-message” guy
•Non-profits must talk to the people with whom they hope to
create relationships regardless of where there are to be found
•To speak with a human voice, non-profits must share the
concerns of their communities.
Message Magnifiers for Non-Profits

30. “Your supporters are the message”- Marshall McLuhan
The “medium-is-the-message” guy
•Non-profits must talk to the people with whom they hope to
create relationships regardless of where there are to be found
•To speak with a human voice, non-profits must share the
concerns of their communities.
Message Magnifiers for Non-Profits

31. “Your supporters are the message”- Marshall McLuhan
The “medium-is-the-message” guy
•Non-profits must talk to the people with whom they hope to
create relationships regardless of where there are to be found
•To speak with a human voice, non-profits must share the
concerns of their communities.
•If you want us to talk to you, tell us something. Make it
something interesting for a change.
Message Magnifiers for Non-Profits

32. “Your supporters are the message”- Marshall McLuhan
The “medium-is-the-message” guy
•Non-profits must talk to the people with whom they hope to
create relationships regardless of where there are to be found
•To speak with a human voice, non-profits must share the
concerns of their communities.
•If you want us to talk to you, tell us something. Make it
something interesting for a change.
Message Magnifiers for Non-Profits

33. “Your supporters are the message”- Marshall McLuhan
The “medium-is-the-message” guy
•Non-profits must talk to the people with whom they hope to
create relationships regardless of where there are to be found
•To speak with a human voice, non-profits must share the
concerns of their communities.
•If you want us to talk to you, tell us something. Make it
something interesting for a change.
•Managing all of this requires communications strategy
Message Magnifiers for Non-Profits

34. Qualitative Quantitative
✓M e m b e r ✓More site visitors.
Engagement: ✓More page views.
Improving the ✓More links.
capacity of members ✓B e t t e r G o o g l e
to act placement.
✓Awareness. ✓I n c r e a s e d
✓I n c r e a s e d membership.
organizational ✓Increased revenue.
knowledge.
Where’s the value for members & the association?

35. where’s the value for each?
twitter/
social
blogs wikis video/ audio micro-
networking
blogging
best for free text
authentic easy content focused, dissemination messages to
voices collaboration narrow, followers
goals.
best for enhances
focused, follow
linkable value of your highly viral
narrow, influencers
network
goals.
good for extends the less focused
easy to create d.i.y by
professional reach of your but a good
& manage. members
development network “pull” tactic
Message Magnifiers for Non-Profits

36. strategies and tactics to
make it happen
1.social media strategies and tactics:
a. membership recruitment and retention
initiatives
b.how to recruit people outside of the
membership (i.e. students) so they keep
coming back
c. marketing ideas for your success
Message Magnifiers for Non-Profits

37. Message Magnifiers for Non-Profits
as an association... what’s going on out there...
but 1st...making the decision to jump
strategy overview...

38. Message Magnifiers for Non-Profits
as an association... what’s going on out there...
✓ What is the association
doing?
✓ How does this support our
strategy and goals?
but 1st...making the decision to jump
strategy overview...

39. Message Magnifiers for Non-Profits
as an association... what’s going on out there...
✓ What are your members and
other constituents doing?
✓ What is the association ✓ Do we create the space or
doing?
participate in it?
✓ How does this support our ✓ How present are your issues
strategy and goals?
and organization in the
online world?
but 1st...making the decision to jump
strategy overview...

40. Message Magnifiers for Non-Profits
• pulling it all together so that “fans”
• monitoring & identifying your unique come to you:
message • build your profiles: • regular and good content is the
• where does your audience
• outposts & anchors bait
congregate?
3 steps in social media strategy 18

41. Message Magnifiers for Non-Profits
you can’t nor should you be everywhere

42. to do so starts Message Magnifiers for Non-Profits
with an audit
Elements of an audit:
•i. Current Substantive Goals:
•ii: Target Publics And
Desired Behavior:
•iii. Attitudes/Opinions/
Beliefs of Target Publics:
•iv. Messages To Be Conveyed
To Target Publics and
Possible Partners:
•v. Media Used To Reach
Target Publics:
•vi. Vehicles To Carry
Messages to your Targets

43. • Intentional Web Design
Online Engagement • One Way Communication
 Email
 Newsletters, Quarterlies, Annuals
 Member Story Video
• Two Way Communication
• Electronic Direct Address Updates  Social Web
• Email Acquisition Strategies  Blogs Participation
• Online Listening Strategies  Blog Content Creation
• Behavioral Data
Cultivation • eSolicitation
Solicitation
• Interactive Video
• Open and Click-through Rates • Variable Data Videos
• Segmented/Informed Follow Up • Segmented Appeals
Fulfillment •
•
Segmented Gift Arrays
Campaign Microsites
Stewardship
• Person to Person Microsites
Observation
• Email Confirmation Receipts
• Member Stories • Electronic Payment Gateways
• Holiday Greetings • One-time and Regular Giving
Options/ Opportunities to contribute

44. who are your champions,
volunteers & recruiters?
making the
ask is not
about them
being loyal
to you, it’s
about you
being loyal
to them!

45. timely message delivery

46. timely message delivery
understanding the phases of a campaign determines the right
messages and their delivery:

47. timely message delivery
understanding the phases of a campaign determines the right
messages and their delivery:
Phase 1 - initial appeal for support

48. timely message delivery
understanding the phases of a campaign determines the right
messages and their delivery:
Phase 1 - initial appeal for support
Phase 2 - campaign announcement

49. timely message delivery
understanding the phases of a campaign determines the right
messages and their delivery:
Phase 1 - initial appeal for support
Phase 2 - campaign announcement
Phase 3 - engaging supporters

50. timely message delivery
understanding the phases of a campaign determines the right
messages and their delivery:
Phase 1 - initial appeal for support
Phase 2 - campaign announcement
Phase 3 - engaging supporters
new supporters vs. long time supporters

51. timely message delivery
understanding the phases of a campaign determines the right
messages and their delivery:
Phase 1 - initial appeal for support
Phase 2 - campaign announcement
Phase 3 - engaging supporters
new supporters vs. long time supporters
encouraging supporters to recruit as well

52. timely message delivery
understanding the phases of a campaign determines the right
messages and their delivery:
Phase 1 - initial appeal for support
Phase 2 - campaign announcement
Phase 3 - engaging supporters
new supporters vs. long time supporters
encouraging supporters to recruit as well
Phase 4 - delivering the appeal of urgency

53. timely message delivery
understanding the phases of a campaign determines the right
messages and their delivery:
Phase 1 - initial appeal for support
Phase 2 - campaign announcement
Phase 3 - engaging supporters
new supporters vs. long time supporters
encouraging supporters to recruit as well
Phase 4 - delivering the appeal of urgency
Phase 5 - announcing the results & demonstrating their ROI

54. Message Magnifiers for Non-Profits
✓ press releases ✓ “friending”
✓ email ✓ commenting
push vs. pull marketing
24

55. Message Magnifiers for Non-Profits
push tactic:
Social Media
News Releases
Changed to bullet format
Options for viral marketing
Ensure SEO written and Google-
friendly
Add tags for Facebook,
De.li.cious, Digg, etc.

56. push tactic:
Message Magnifiers for Non-Profits
email
newsletters
➡ pushing provocative content
➡ links over to blog
➡ links over to social media profiles
➡ encourage forwarding
➡ email signatures

57. push tactic:
Message Magnifiers for Non-Profits
email
newsletters
➡ pushing provocative content
➡ links over to blog
➡ links over to social media profiles
➡ encourage forwarding
➡ email signatures

58. push tactic:
Message Magnifiers for Non-Profits
email
newsletters
➡ pushing provocative content
➡ links over to blog
➡ links over to social media profiles
➡ encourage forwarding
➡ email signatures

59. push tactic:
Message Magnifiers for Non-Profits
email
newsletters
➡ pushing provocative content
➡ links over to blog
➡ links over to social media profiles
➡ encourage forwarding
➡ email signatures

60. push tactic:
Message Magnifiers for Non-Profits
email
newsletters
➡ pushing provocative content
➡ links over to blog
➡ links over to social media profiles
➡ encourage forwarding
➡ email signatures

61. Message Magnifiers for Non-Profits
pull tactic:
commentin
g
seek interesting discussions
present provocative ideas
avoid self-serving “look at me”
comments
comment and leave your url
27

62. Simple Elaborate
Message Magnifiers for Non-Profits
✓A blog ✓Blogs.
✓Wikis.
✓Podcasts.
✓YouTube
✓LinkedIn
✓Facebook
✓Twitter
What are the possibilities?

63. recruiting students
Who/What How Much Where When How Why
career
staff/ advisors for students;
development existing and help students
add content 3x from the office last year
and job hunting new content find jobs
week. university
info
facebook: establish
at least once a
university for students: relationships
week (on recruit career
students promote on promote in the with future
linkedin, need to experts and
linkedin: larger campus fall and during members
review best mentors
& older career fairs thereby
times of the day)
demographics recruiting them
Message Magnifiers for Non-Profits

64. blogs: social networking for
member events
Who/What How Much Where When How Why
big annual at least once a on the website use a free
before raise awareness
event day (linked in) service
writers depend
on who
more during the
attendees from the office during members most sell registrations
event
relate with &
interact with
once a day post less focused but
collect & share
exhibitors event for at least from the event after a good “pull”
information
a month tactic
Message Magnifiers for Non-Profits

65. you will need to measure it all
• will vary from one
organization to the next but
can include:
• numbers of followers
• engaged influencers
• comments
• linking over to your blog
• social media monitoring
strategies also measure tone
and viral spread Message Magnifiers for Non-Profits
31

66. What will it take Message Magnifiers for Non-Profits
to make it work?
• Writing, recording and posting.
• Connecting.
• Facilitating.
• Promoting.
• Authentic.

67. Beth Kanter: How Much Time Does It
Take To Do Social Media?
Message Magnifiers for Non-Profits
33

68. Beth Kanter: How Much Time Does It
Take To Do Social Media?
• 5 hours/week to start listening
Message Magnifiers for Non-Profits
33

69. Beth Kanter: How Much Time Does It
Take To Do Social Media?
• 5 hours/week to start listening
• 10 hours/week to participate
Message Magnifiers for Non-Profits
33

70. Beth Kanter: How Much Time Does It
Take To Do Social Media?
• 5 hours/week to start listening
• 10 hours/week to participate
• 10-15 hours/week to generate buzz
Message Magnifiers for Non-Profits
33

71. Beth Kanter: How Much Time Does It
Take To Do Social Media?
• 5 hours/week to start listening
• 10 hours/week to participate
• 10-15 hours/week to generate buzz
• 20+ hours/week to build a community
Message Magnifiers for Non-Profits
33

72. Beth Kanter: How Much Time Does It
Take To Do Social Media?
• 5 hours/week to start listening
• 10 hours/week to participate
• 10-15 hours/week to generate buzz
• 20+ hours/week to build a community
• (At least ) 3-6 months before you start seeing tangible
results
Message Magnifiers for Non-Profits
33

73. • complete step by step advice on
Anchor and Outpost strategy
• prevent others from hijacking your
identity
• develop your own YouTube Channel –
with Guru status
• update your "status" on all of the
social networking sites (and on
Twitter) with one click
• sites you should join – and which you
should not
This is a book on strategy, and includes specific, step-
by-step instructions to implement that strategy. It is
written to provide value for all who are interested in
developing online reputation
Pre-order your copy now for
$42.99CDN (about $40 US)
www.actionstrategies.ca
Online PR and Social Media for Associations & Not-for-
Profits 34