Retainment & Involvement
Southwest Region Leadership
Hot Springs, Ark.
July 8-10, 2010
What’s the VALUE of Joining ARMA?
• Save organization money
• Keep current on info & industry trends to
make better decisions
• Maximize impact of RIM in your
• Move on a faster track!
– Advance your career
– Gain certification
– Develop leadership skills
• Develop a network of associates with
whom you can collaborate!
Make an impact through information and
What are the key issues for RIM
MOST The impact of technology is driving the RIM industry today,
CRITICAL including conversion to electronic records; data retention,
ISSUES storage and recovery; and software implementation. Despite the
demands of technological innovation, many employers don’t
provide enough support to records management.
NET ERM 28% NET RETENTION, STORAGE, RECOVERY 15%
Electronic records management 18% Retention scheduling 9%
Converting from paper to electronic Records/information storage 5%
information 5% Disaster recovery/ Emergency preparedness 3%
Electronic records control/ Controlling Movement of information 1%
electronic information 5% NET SOFTWARE, OTHER TECH. 10%
Time to input data in electronic management Implementation of new
systems 1% programs/software/technology 4%
NET SUPPORT FOR RIM 26% Emerging technologies 4%
Lack of support for records management 10% Effective records management software 2%
Gaining respect/recognition for profession 8% NET EFFICIENCY/TIMELINESS 7%
Financial resources/funding/ Time budgets 7% NET INDUSTRY STANDARDS 6%
Employer buy-in 2% NET GOV'T REGULATIONS 3%
Personal development 1% NET OTHER 23%
Q12. What are the one or two most critical issues you
face in your position today with respect to records
and information management?
INTEREST IN Members show the most interest in technology and its risks,
EDUCATION including ERM, information protection and legal issues. Industry
standards and legislation also draw strong, widespread interest.
Q21. Document management systems 56% 34% 10%
Q22. Electronic records management 75% 21% 4%
Q23. Standards and best practices 58% 35% 7%
Q24. Records centers/archives management 37% 41% 22%
Q25. Information protection (security, digital
preservation, disaster recovery, vital records)
59% 35% 7%
Q26. Legal consideration, records retention 65% 29% 6%
Q27. Privacy 43% 42% 14%
Q28. Impact of legislation on records management
55% 35% 10%
(e.g., HIPAA, corporate accountability)
High Moderate Low
Q21-28. Please indicate your level of interest in
pursuing ARMA educational offerings in each of
the following topics as either high, moderate or
Most members like to receive education at local seminars; online
PREFERRED courses and seminars are also gaining widespread acceptance.
CHANNELS Thus, localized and Internet distribution top the agenda for
supplementing education at the annual conference.
Educational seminars in your area 86%
Online Courses 62%
68% in Canada,
Annual Conferences 48%
Internet Seminars 40%
Video Conferences 19%
Audio Tapes 15%
Q30. What are your preferred delivery
method(s) for future educational
Keys to effective
Which keys are most effective?
Personalize the message
Customize the approach
Empathize with the prospect
Understanding your audience
• Prospects want to know if you know who
they are and what they face every day. –
This is how you personalize.
• Prospects need to know that ARMA knows
what they do for a living. This is
• Prospects must believe that ARMA can
help them do their job more effectively.
This is how we empathize.
Understanding your audience
• What is your work situation?
• What professional
challenges do you face?
• What knowledge or
education do you need?
• How can ARMA help you in
Know ARMA’s programs
• Bi-monthly journal
• Books, videos
• Chapter seminars
• Annual conference
• Web-based resources
• Leg/Reg info
recruitment and retention
A Structured Plan of Action
• What is the function of your Membership team?
To recruit/retain as many members as possible.
• What are your membership goals?
• What strategies do you use to accomplish them.
• Think of all points of entry and ways to reach
• Reach outside the box to gain members.
Plan Development & Execution
• Goals / Objectives / Assumptions
• How do you measure success?
• Implementation strategies
• Budget (what will it cost?)
• Evaluate to improve
• Celebrate accomplishments!
Planning helps you to:
– Keep your membership efforts focused.
– Use limited resources in the most
– Get the board and members committed
to accomplishing the objectives
– Define what it means to be successful
as a team.
Where do we look?
Where do you draw from?
• New Members
• Existing ARMA members on 099 List
• Tailor your message to your audience -
A good message aimed at the wrong
audience is about as effective as giving a
great speech to an audience that doesn’t
speak your language.
How do we get people to stay?
• Listen to / meet expectations
• Introduce them to others
• Engage them in meaningful activity
– Based on their needs
– Based on their skills
– Achievable, non-threatening
• Give recognition for contributions
• Add a personal touch
• Welcome members and guests upon arrival
• Introduce members to members / guests
• Ensure no one feels excluded
• Develop a camaraderie of fellowship
• Entice members and guests to come back
• Follow-up / Follow-up / Follow-up !
Physical vs. virtual participation:
Both have value!
• Chapter meetings • Information
• Chapter seminars Management Journal
• Annual Conference • Chapter newsletters
• Leadership • Online resources
Conference • Leg/reg updates
• CRM Study Groups • Books
• Referrals are non-members who
participate in the organization’s
programs, unsolicited inquiries, former
members and purchased lists.
• Can be brought to the chapter through
Referral Program Tips
• Work through your chapter members
• Send a referral card to members and
asking them to send back the names of
• Articles in chapter newsletter with a reply
card or a phone number to call for more
• Have referral forms available at meetings
• Reinstatements are former members
• ARMA provides this list to the chapters in
the Chapter Connection
• We can’t approach former members the
same way we do first time prospects.
• First, know when and why they left.
• Your message is “what’s new?” Tell them
what has happened since they left the
organization that makes it meaningful to
them to join again right now.
• Make it clear that you know that they use
to be members and that there is a good
reason for them to come back at this
4 Step Plan
First, what do we know?
•It costs more to get a new
•First and second year members
are less likely to renew – if they
initially do not see the value
Four step program for retention
1. Focus on new chapter members
2. Get everyone involved in an activity
3. Give Recognition to those who do
4. Develop an Effective Process for
Step 1 – Focus on new
• Try to identify why they are joining
& reinforce those benefits
• Establish a system of new
• Allow new members to attend
their first meeting free…
Step 2: Try to get everyone
involved in an activity
•Individuals (and organizations) are less
likely to drop out and they get more of a
return on their investment.
•It doesn’t have to be a leadership position!
•It can be participation in activities
•Get members to join chapter committees
•Track their involvement
Step 3: Give Recognition to
those Who Do Get Involved
•Every time someone gets
involved on any level, including
programs and meetings,
someone needs to recognize
them and say “Thank You!”
•Awards Banquet at year’s end.
Step 4: Develop an Effective Renewal
•ARMA makes six contacts with the
member before marking their record
inactive. One of the six contacts is a
telephone call and another is a hard
copy invoice in the mail.
•Are you reaching out to members up
Overcoming objections Effectively
• A skill that we need to master if we are going
to really maximize membership efforts.
• The most important thing when overcoming
objections is to listen carefully before
• It is natural to become defensive when
someone presents their objection.
• Feel-Felt-Found method is effective!
When prospects say that they think the
membership is too expensive or that they
don’t have time to participate, the person
asking them too join simply says:
“I know how you feel, I felt the same way
myself, but I found that membership
really was a great investment”
• Letters, Emails
• Phone Calls
• Media (including social media)
Letters & Emails
• Personalize letters or emails to the extent
• If communicating with an individual, include
• Consider rules of formality, professionalism.
• Determine if it is appropriate to use first or
last names (depends on the culture of the
organization or locale).
• Volunteers placing membership calls is better
than ARMA or a telemarketer.
• It can be more effective than direct mail
because of the direct interaction.
• Must start with a list of good, qualified
• Have a purpose for the call and an effective
• Leave a good, positive message.
Phone Call Purposes
•Follow up tool (with a mailing).
•Invitations to meetings
•Gain valuable information if the
prospect does not join.
•Should not be perceived as a
• Public Service Announcements (PSAs)
promote services of general interest to a
wide audience of viewers or listeners
• Shred day or How to organize your
personal files and records
• Short lengths of air time radio, T.V. and
• Call public affairs at station – or editor of
• Remember that your message has to be
brief and to the point.
• Give the listener an address to write or a
number to call for more information.
• Or provide your chapter’s web-site or
FaceBook page for more information.
• Write letters to the editor
• Send chapter events to the business
journal calendar of events
• Write articles - think about who is reading
it and how/who it impacts on a business
• Focus on the discipline of the profession
as an important part of doing business
Publicize Chapter Events
• Send press releases before & after events.
• After the event - focus on what was done,
the benefits and results
• It needs to be for a good cause such as
improvement of some sort.
• Invite the media out but have someone who
can talk about it.
• Don’t forget about Radio - send releases
to the Public Affairs Director
• “Look at it as the good side of business”,
it’s not about ARMA and who we are, it’s
about the ability to compete or serve in
community business at its best.
• Don’t sell your name, sell the message
Trade shows & exhibits
• Local industry associations, chambers of
commerce and professional societies
• Booths can help you qualify your
prospects, listen and talk to them.
• Make notes on business cards that you
collect and follow up with a personalized
letter or call...
Trade shows & exhibits
• Have ARMA or chapter display.
• Bring promo piece - forms, newsletters,
articles of interest, chapter brochure.
• Send an advanced mailing to their
prospective attendee list...
• Plan ahead for booth and materials!
• Use forms from www.arma.org/lr
• Has some appeal because it is more
important than mailing.
• New rule – don’t fax to anyone that is not
affiliated with you. Give them a way to opt
out of receiving another fax.
• Develop a piece specifically for fax
machines, no photos or colors, easy to
respond and easy to read
Member get a member
• The American Society of Association
Executives found in a study that member-
to-member recruiting was found to be the
most effective way of getting people to
Train volunteers how to recruit:
– The goal is give them confidence
– Educate them in a professional way on
reasons to join
– Group training works best
– Talk about challenges they are going to
face and how they can overcome the
• Identify a volunteer leader as a head of
the campaign because it gives added
credibility asking for support from others
• Adequately plan all activities surrounding
the campaign and set a time frame for
• Have clearly defined goals and objectives
- challenging yet achievable
• Members will make many contacts with
people who do not join - have a follow-up
system that enables someone to call on
these prospects again
• If the member joins after the follow up
they should be counted as part of the
• Why do we join ARMA?
• Features vs. benefits: What does it mean to
• Keys for recruiting
• Have a plan
• Where to look for members
• Overcoming objections
• Communications and Outreach
• Membership campaigns
ARMA Leadership Website:
Director of Member Services
Tom Forsyth, CRM
Past President, Dallas Chapter
Account Executive, DataBank
Carrollton, TX. 75007