Seminar Report

Seminar: Proven Strategies for Recruiting and Retaining Members Tuesday 16 September 2008 1 Queen Anne's Gate, Westminster, London
The Institute was pleased to welcome membership guru Sue Froggatt and Simon Forrester and Robert Barker of Association of Interior Specialists to the latest in a series of targeted seminars that focus on the tips and tactics that keep membership organisations at the top of their game. "How you do what you do" is the essence of the culture that must be transmitted to existing members as well as potential ones, comments Sue. Sue's insider expertise - information that's "not written down" but essential to the successful retention strategy of any membership group - was the basis of a fact-filled overview suggesting innovative ways to mine association databases, customise member marketing, and ensure that any recruitment process does not have a negative impact on the retention of valued members. Sue also emphasised the need to create a positive experience throughout the life process of membership - from initial approach, through recruitment, problem solving, and ongoing support - in order to ensure that members remain advocates. The Association of Interior Specialists (AIS) featured as a shining example of innovative practices and joined-together dedication producing tangible results. An initial survey and SWOT analysis identified threats and opportunities for the organisation and helped determine the basics of a strategy to build and grow membership. AIS emphasises to research and analyse what members need and what prospective members would like in terns of benefits and support. After building a strategy, fulfilling that strategy was a top priority and this meant working with a well developed plan for face to face contact, encouraging members to act as recruiters and building up a sense of community. From marketing materials to expanded benefits to the encouragement of special offers among members, a fully joined together and member-focused approach produced measurable results and offers a range of good practices for other associations to follow. The Institute is committed to providing association managers with the tools needed to stay successful and relevant in an increasingly challenging business climate.		View presentations made at this event: Developing a retention culture Proven strategies for recruiting and retaining members Note: These presentations are not refereed publications and IofAM assumes no liability for the information contained within. The opinions expressed are those of the presenting authors and do not necessarily reflect those of IofAM or its representatives.