Membership 101: Recruitment & Retention Strategy

Transcription

1 Please keep this slide in your presentation. Please disclose any vested interest in the second bullet. Membership 101: Recruitment & Retention Strategy The Society of Gastroenterology Nurses and Associates, Inc. is accredited as a provider of continuing nursing education by the American Nurses Credentialing Center s (ANCC) Commission on Accreditation. Disclosure: Relationships with commercial interest organizations whose products are related to program content include: None What are we going to cover? Our Membership SGNA membership composition Strategies for building renewals Strategies for recruiting new members Build a membership plan We will pause throughout the presentation to hear your ideas on: > Generating Renewals > New Member recruitment > Building Member Engagement > Membership plan 9,000 8,500 8,000 7,500 7,000 6,500 6,000 5,500 5,000 8,515 8,277 8,146 8,088 8,000 7,765 8,107 8,175 8,000 7, Our Membership Staff Positions 1% 1% 7% 3% 1% 5% 6% 5% 12% 2% 1% 4% 63% 89% Licensed Nurse GI Associate Affiliate Non-Practicing Staff Nurse Nurse Manager Supervisor/Coordinator Technician Administrator/Director Educator Clinical Specialist Nurse Practionioner Sales Other 1

2 Facility Type Our Roles in Membership 1% 1% 4% 2% 3% 1% 11% 16% 61% SGNA National Office 1. Provide Value Regional Society 1. Provide Value Hospital (Inpatient/Outpatient) Ambulatory Surgical Center (multi-specialty) Ambulatory Surgical Center (Endoscopy only) GI Clinic Hospital (Outpatient only) Physician's Office Sales (equipment/pharmaceuticals) Manufacturer Other 2. Communicate 3. Effective Logistics 2. Communicate 3. Personal Touch Membership Building Value Membership Building Value Need Program 2011: Fellows Program 2012: Scholars Program 2013: Infection Prevention Champions Program 2014: Nurse Mentor Program 2015: Financial Management for Nurse Managers New Publications Membership Building Value 2013: Gastroenterology Nursing: A Core Curriculum, 5th edition 2014: Pocket Guide Level 1, 2nd Edition 2015: GI/Endoscopy Employee Development Resources, 3rd Edition 2016: Associates Program updates 2016: HLD Module updates 2016: GI/Endoscopy Nursing Review: Certification Study Manual 2

3 Building Our Membership - Renewals Reasons for Renewing SGNA Membership Follow-up on non-renewals Consider free events for renewed members in Q1 Congratulate membership milestones Engagement, Engagement, Engagement Keep up to date on current and future trends/best practices 2. Access to SGNA informational resources 3. Industry news and updates 4. Demonstrate passion and commitment to the profession 5. Advance my career goals and satisfaction Relevancy of programs/services to current job role 2. Professional development opportunities 3. Positive impact on personal/professional reputation 4. Personal enrichment opportunities 5. Availability of industry information Building Our Membership Renewals Reason for Joining SGNA Keep up to date on current and future trends/best practices 2. Access to SGNA informational resources 3. Industry news and updates 4. Demonstrate passion and commitment to the profession 5. Advance my career goals and satisfaction Keep up to date on current and future trends/best practices 2. Access to SGNA informational resources 3. Advance my career goals and satisfaction 4. Demonstrate passion and commitment to the profession 5. Industry news and updates Building Our Membership New Members Personal contact > Invite them to events! > Consider giving current members guest passes or coupons > Communicate our value > Be welcoming Net Recommender Score Would you recommend SGNA to colleagues? Yes: 99% Ask them to join 3

4 Building Our Membership New Members Who are our prospects? Make your list! Start planning now for March Member Madness Region with biggest percent growth gets region-wide prize (calculated from November 1 Last Friday in March) > Free online module Every member who refers a member in March gets a prize > Marketplace discount Member who refers most member gets bigger prize > free Annual Course registration Building Our Membership New Members Membership - Communication Member Engagement Regional Society Marketing Toolkits 66% More likely to recommend 42% More Favorable Utilize the Regional Society Marketing Toolkit! Involved Member Available on the Regional Officers page on the SGNA website. 4

5 New Member Engagement Plan Member Engagement Month One: You are now a resource > Mailed delivery of postcard collection Postcard with pin Postcard detailing marketplace discount Annual Course save the date postcard Month Two: You are now connected > with networking guide > Regional leader follow up at end of month Month Three: You are in the know > (Psst, have you heard) about how to receive latest industry news and trends > Receive best education from SMEs on hot topics and specialty-specific information > Promo code for online education Month Seven: SGNA is your partner > Mailed postcard with magnet we are glad you are part of our community Magnet keepsake: I am a resource; I am connected; I am informed; I am SGNA Understand their needs and situation Start small Break one large task into 2-3 smaller tasks and form a team Member Engagement Making It Real Who s responsible for membership? Not a one-person job! Create a committee Engage your current members Build your plan Build Your Plan March Member Madness 5

6 Building Our Membership 1. Understand Needs 2. Communicate Value 3. Engagement, Engagement, Engagement Questions? 4. Don t forget to ASK! 6