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					    Top Ten Chapter Marketing Tips:
Renewal, Retention and Acquisition - Oh My!
    AFP Leadership Academy 2009
         Friday, October 2, 2009
      11:00A - 12:30P, Emerald 4
          Harry Lynch, CFRE and
         Martha Schumacher, CFRE


       2009 LEADERSHIP ACADEMY
Welcome and Introductions




  2009 LEADERSHIP ACADEMY
 Setting the Stage

    What is marketing?




2009 LEADERSHIP ACADEMY
What We’re Covering Today




   2009 LEADERSHIP ACADEMY
Top 10 Marketing Tips




2009 LEADERSHIP ACADEMY
                 1. Don’t Reinvent the Wheel:
                          www.afpnet.org
•   Model/Sample Chapter Communications plan summary:
    http://www.afpnet.org/ModelChapterCommPlan
•   AFP Information Exchange: http://www.afpnet.org/ResourceCenter
•   50th Anniversary chapter toolkit:
    http://www.afpnet.org/AFP50/ChapterToolkit
•   Online membership toolkit: http://www.afpnet.org/Membership/OnlineToolkit
•   NPD talking Points:
    http://www.afpnet.org/About/content.cfm?ItemNumber=3116




              2009 LEADERSHIP ACADEMY
    Online Membership Toolkit
        (sample contents)




2009 LEADERSHIP ACADEMY
    Online Membership Toolkit
        (sample contents)




2009 LEADERSHIP ACADEMY
    Online Membership Toolkit
        (sample contents)




2009 LEADERSHIP ACADEMY
    Online Membership Toolkit
        (sample contents)




2009 LEADERSHIP ACADEMY
2. Renewal Tip #1: Reinforce the value of
    chapter and international benefits.
• Chapter benefits - bookmark, mentor program flyer,
  attendee examples
• Tried and true AFP benefits including the Resource
  Center, the Code of Ethics, the Donor Bill or Rights,
  educational programming
• New AFP benefits including free Ready Reference
  Series, Information Exchange, new AFP website and
  digital Advancing Philanthropy



      2009 LEADERSHIP ACADEMY
     Promote Member
        Benefits!




2009 LEADERSHIP ACADEMY
    Emphasis on Benefits




2009 LEADERSHIP ACADEMY
    Promote Member
       Benefits!




2009 LEADERSHIP ACADEMY
   Resource Center Brochure




2009 LEADERSHIP ACADEMY
      3. Renewal Tip #2: Hold a renew-a-thon.

•   Board and other key volunteer involvement
•   Donated location and phone access
•   Prizes for most renewed, most calls made, etc.
•   Provide food!




         2009 LEADERSHIP ACADEMY
    4. Retention Tip #1: Encourage chapter and
              international involvement.
•   Engaged and involved members stay members.
•   Assign a committed chapter leader - perhaps a past president or board
    member - to be your volunteer services ambassador. This person will
    identify individuals interested in volunteer opportunities and connect
    those individuals with the appropriate chapter leaders.
•   Provide current chapter leaders with networking and educational
    opportunities - like the Leadership Academy!
•   Promote volunteer opportunities at the chapter and international level.




            2009 LEADERSHIP ACADEMY
     Provide Volunteering
        Opportunities




2009 LEADERSHIP ACADEMY
      Provide Networking
         Opportunities




2009 LEADERSHIP ACADEMY
    Mentoring Opportunities




2009 LEADERSHIP ACADEMY
    5. Retention Tip # 2: Stewardship 101 –
    Good old-fashioned relationship building.
• For most members, the first face of AFP is their local
  chapter. Capitalize on neighborhood belonging and
  affinity.
• Event greeters
• Board members stationed at each table
• Individual follow-up


         2009 LEADERSHIP ACADEMY
                 6. Retention Tip # 3:
        Ask for input, use it and report back.
•   Surveys - brief chapter survey, Survey Monkey
•   Town hall meetings, hot chocolate forums
•   Get feedback and incorporate it
•   Let your chapter know what you’ve done with their
    input




          2009 LEADERSHIP ACADEMY
      Using Feedback to
           Improve




2009 LEADERSHIP ACADEMY
       7. Retention Tip #4: Stewardship 102 –
        Tailored and meaningful recognition.
•   Apply and adapt successful stewardship techniques from your “day
    job.” As we all know, in these times effective retention will be difficult
    (if not impossible!) without outstanding stewardship.

•   Decide what type of communication makes the most sense for your
    local members – targeted personal calls, e-cards, notes, and/or text
    messages.

•   Recognize outstanding volunteer service and financial sponsorships at
    all events and in all written/online materials.




             2009 LEADERSHIP ACADEMY
    Meaningful Recognition




2009 LEADERSHIP ACADEMY
   Meaningful Recognition




2009 LEADERSHIP ACADEMY
                    8. Acquisition Tip #1: Make it
                               personal.
• Meet people where they are – for example, hold a Young
  Professionals Happy Hour.

• Provide incentives for current members to bring not-yet-members
  to your next event.

• Consider a chapter mentoring program – if you don’t already have
  one – to draw prospective members with the promise of becoming
  a mentor or mentee.

• Making it “personal” is not what it used to be! Use social
  networking to beef up your chapter’s membership recruitment
  program. Share ideas, photos and/or passing thoughts on
  Facebook and/or other networks. (See Tip #10 :-)



           2009 LEADERSHIP ACADEMY
  The Personal Touch
       Matters




2009 LEADERSHIP ACADEMY
9. Acquisition Tip #2: Create strategic partnerships
                     to help you.
• Partnership can result in increased exposure and
  enhanced services. They also present important cross-
  marketing opportunities.
• Make sure that the partnerships you create will potentially
  benefit your chapter as much as they benefit your partner.
• Share event expenses and pro-bono services.




         2009 LEADERSHIP ACADEMY
  10. Acquisition Tip #3: Help people connect
          through social networking.
• AFP International is on Facebook, LinkedIn, Twitter
  and Ammado.
• Keeping everything updated will take a dedicated
  volunteer who LOVES social networking.
• Motivate your “missionary” members to educate,
  engage and invite.


        2009 LEADERSHIP ACADEMY
    AFP on LinkedIn




2009 LEADERSHIP ACADEMY
AFP Facebook Page
      AFP on Twitter




2009 LEADERSHIP ACADEMY
    Tweeting to Promote
       AFP Events




2009 LEADERSHIP ACADEMY
    Promote Events Via
        Facebook




2009 LEADERSHIP ACADEMY
   Promote Events Via
       Facebook




2009 LEADERSHIP ACADEMY
    10 + 1. Media outreach. Be proactive, be agile and
             think beyond the usual sources.
•   Be proactive. Many organizations wait for media to come to them. That won’t
    work for your chapter or anyone else, for that matter.
•   Smaller papers and trade publications are hungry for content – reach out to
    them.
•   Tell your story/a story, engage.
•   Be relevant – understand what they need and provide meaningful information.
•   Designate a chapter media spokesperson – but make sure they know what
    they’re doing!
•   Find reporters who focus on nonprofits and philanthropy in your area.
•   Reporters are like anyone else – they need good old-fashioned relationship
    building too!




             2009 LEADERSHIP ACADEMY
  Chapter Membership
Recruitment and Retention
         Plans


  2009 LEADERSHIP ACADEMY
        Like-Sized Chapter Breakouts Network/Info
                 Share/Lessons Learned

          Additional Ideas from Session Attendees
1. Use Constantcontact.com to disseminate information regularly; also
   consider waiving chapter dues fee as part of a special recruitment
   effort.
2. Consider hiring a chapter administrator or an executive director to free
   up the time of the Board and volunteers to market your chapter and
   build relationships.
3. Use creative titles to market your programming (ie. Chicks, Checks and
   Charities, Tales from the Crypt, AFP: It’s All About ME etc)
4. Employ innovative ideas to reach different audiences (ie. Speed
   networking with young professionals, The Color of Money diversity
   event, Schmoozapalooza, to connect younger fundraising professionals
   with senior level professionals etc).




            2009 LEADERSHIP ACADEMY
           Next Steps
Post-session posting on afpnet.org at:
     www.afpnet.org/LAhandouts.




    2009 LEADERSHIP ACADEMY
                                Thank You!
Harry Lynch, CFRE                           Martha Schumacher, CFRE
CEO                                         President
Sanky Communications                        Hazen Inc.
589 Eighth Avenue, 10th Floor               906 Pennsylvania Avenue SE
New York, NY 10018                          Washington DC 20003
hlynch@sankyinc.com                         hazeninc@earthlink.net
212.868.4300 x15                            202.210.9459

AFP Staff:
Kathy Compton, Chief Marketing Officer
kcompton@afpnet.org/703.519.8457
Pat Bjorhovde, Director Chapter Services,
    Western U.S.
pbjorhovde@afpnet.org/520.299.4315




               2009 LEADERSHIP ACADEMY

				
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