MMEMBEREMBERSHIFT SHIFT
PPLAYBOOK LAYBOOK
AN INTERACTIVE ACTIVITY BOOK FOR ASSOCIATION LEADERS
ABOUT ABOUT THIS BOOK THIS BOOK
HI, I’M SARAH,
author of MemberShift and founder of XYZ University. Throughout my career
as a generational researcher, strategist, and consultant, I’ve worked with hundreds of association leaders. Not many people realize that I started my career working in a membership association. When I had more questions than I had answers about how our organization operated, I realized there was a need in the marketplace to help membership professionals and a need for more research on “membership” in and of itself.
If you have a copy of MemberShift in hand, you’re one step closer to implementing strategies that have proven to boost membership and get your association back on track. MemberShift was designed to be an interactive learning experience - that is where this workbook comes in! Here’s how to use it:
RREADANDREVIEW EADANDREVIEW
Eachchapterof MemberShift tacklesadifferentconceptin-depth Asyoucompleteeachchapter, completetheactivitiesandassessmentsinthecorrespondingpagesofthisworkbook.Thinkofit asyourpersonaljournal- thisisYOURspacetowritedownthoughts,ideas,andreactions!
TTEAMUP EAMUP
Itisstronglyrecommendedthatreadersorganizeadiscussiongroupwithintheirassociationsto discussandworkthroughtheconceptsoutlinedinthisbooktogether Forexample,iftheteam readsachaptereachmonthandintentionallysetsasidetimetodiscussandworkonthe strategiestogether,bytheendofthebook,theteamwillhavethebeginningsofamembercentricplandevelopedandreadytoimmediatelydeploy
LLEARNMORE EARNMORE
Toaccessadditionalbook-relatedcontent,onlinecourseofferings,andlearnmoreaboutour services,checkoutourwebsite,www.xyzuniversity.com
Remember, we need leaders like yourself who are willing to commit to learning more about membership. Associations play an integral role in our communities, industries, and shared futures. Thank you for being here!
CHAPTER 1 CHAPTER 1
DISCUSSION GUIDE
Reflect and Respond. Remember, this is your personal journal! Share and discuss with others in the association.
Why did you choose membership? What is it about working or volunteering in a membership organization that inspires you?
2 2
What’s a tipping point or transition you’ve observed since being a part of the association? This would be a moment when it became apparent that the needs and interests of members changed
CHAPTER 1 CHAPTER 1
DISCUSSION GUIDE
Reflect and Respond. Remember, this is your personal journal! Share and discuss with others in the association.
Which generation do you belong to (check one). Do you think your generation feels like they belong in the association? Why or why not? 3 3
I feel like my generation belongs in our association. I don’t feel like my generation belongs in our association.
After reading this chapter, where did you identify opportunities for improvement? What immediate changes are needed to place the association on a member-centric path? 4 4
CHAPTER 1 CHAPTER 1
DISCUSSION GUIDE
Reflect and Respond. Remember, this is your personal journal! Share and discuss with others in the association.
5 5
Consider the era you were raised in List 3-5 major events, trends, or changes have influenced your values today How has this impacted your leadership style within your association?
Our association is supported by event revenue
Our association is focused on non-members
Our association does not focus enough on membership at the leadership level
Our association is overly focused on recruitment
Our Board is not reflective of the membership
Our association tries to be everything to everyone
6 6
Our association has delayed efforts to engage young professionals. Which of the following statements are true about your association? Check all that apply.
PRIORITIZE
Highlight the TWO statements that your association should prioritize answering. Why do these deserve the most attention?
CHAPTER 1 CHAPTER 1
HOMEWORK
Using what you ’ ve learned, complete the assignment below. Let’s grow!
30-30-30 ACTIVITY:
During the next 30 days, ask as many people as possible under the age of 30 in your organization the questions below. Keep track of what people say. Ask your association colleagues to do the same.
Then, at the end of 30 days, set aside time as a team to share your findings with one another.
1. If our organization wanted to build a membership experience that was especially meaningful and valuable to you and your peers, what would that experience look like?
2. Describe a time when you felt like you really belonged. What specifically did the organization do to make you feel that way?
CHAPTER 2 CHAPTER 2
DISCUSSION GUIDE
Reflect and Respond. Remember, this is your personal journal! Share and discuss with others in the association.
What’s our value proposition?
How do I know if our members are engaged?
Why won’t young professionals join our association?
What incentives should we use to recruit new members?
When is the right time to raise dues?
When should we expand our membership market?
Who on our team should be responsible for membership strategy?
3 3
PLAN
Based on the THREE questions you prioritized, what action steps can the association take immediately to effectively answer these questions and turn obstacles into opportunities?
2 2
11
PINPOINT
Which of the following questions continuously pop up in your association? Check all that apply.
PRIORITIZE
Highlight or put a star next to the THREE questions that your association should prioritize answering.
CHAPTER 2 CHAPTER 2
DISCUSSION GUIDE
Reflect and Respond. Remember, this is your personal journal! Share and discuss with others in the association.
4 4
Draw out a loose org chart for your association, including your board, executive team, etc. Identify if/how each entity is member-centric.
5 5
What inspires you when creating a membercentric org chart?
6 6 -
What concerns did you have as you created a member-centric org chart?
In your opinion, what THREE immediate changes are needed to place your association on a member-centric path?
CHAPTER 2 CHAPTER 2
DISCUSSION GUIDE
Reflect and Respond. Remember, this is your personal journal! Share and discuss with others in the association.
What “problem” is our association trying to solve?
What does our association provide that is EXCLUSIVE to members?
Answer the following questions to better define your value proposition. 8 8
Can members find what we have to offer elsewhere? If so, where?
How do we establish TRUST with our members?
Is our current value proposition credible (believable)? Why or why not?
In your own words, use your responses to the above questions to map out a LOOSE value proposition. Share your responses with your team to identify similarities and differences.
CHAPTER 2 CHAPTER 2
HOMEWORK
Using what you’ve learned, complete the assignment below. Let’s grow!
INVITED BELONG PARTICIPATE APPRECIATE
INVITED INVITED
CYCLE TO
ENGAGEMENT
During the next 30 days, brainstorm ways the association could transition to the Invited-BelongParticipate-Appreciate Cycle to Engagement, which relies heavily on outreach, opportunity, and recognition. Consider the following questions. Ask your association colleagues to do the same. Then, at the end of 30 days, set aside time as a team to share your findings with one another.
Who should the association be targeting and inviting to join? What are some creative or meaningful ways the association could extend invites to prospective members?
BELONG BELONG
What actions can the association take to successfully onboard, serve, wow, inform, or inspire new and prospective members?
APPRECIATE APPRECIATE
What are some of the ways our association can regularly thank and recognize members for their volunteerism?
PARTICPATE PARTICPATE
What volunteer opportunities could the association offer to new members seeking to immediately get connected and involved?
DISCUSSION GUIDE CHAPTER 3 CHAPTER 3
4 4
Reflect and Respond. Remember, this is your personal journal! Share and discuss with others in the association.
11
Whichofthefollowingare currentlypreventingyour associationfrombeing member-centric?Checkall thatapply.
Hierarchy
Fear
Exclusion
Tradition
What inspires you when thinking about creating an M1 organization?
3 3
2 2
Whoaresomeofthe association’sbiggest fans-peoplewhoare especiallypositive, inspired,andpassionate abouttheassociation’s futuresuccess?
How could the association empower its fan base, increase their involvement, and bring their voices to the forefront?
5 5
What concerns you when thinking about creating an M1 organization?
CHAPTER 3 CHAPTER 3
DISCUSSION GUIDE
Reflect and Respond. Remember, this is your personal journal! Share and discuss with others in the association.
EVENT PLANNING: Considerable time and resources are directed toward the planning of conferences and events.
Rank your association’s priorites (what they focus on the most) using the scale below, 1 being the most important, 4 being the least. Discuss your responses with your team.
ADVOCACY: The association invests resources and effort into government relations but struggles to be responsive to the needs of members and build relationships with them.
GOVERNANCE: The association isn’t responsive to or representative of the entire membership community. It struggles to retain staff or keep members engaged. The board, however, is highly regarded, respected, and engaged
NON-MEMBERS: The association launches publicity campaigns and public service initiatives or offers programs and services that equally benefit and serve members and nonmembers.
How do you communicate with your members? How are members recognized or put at the forefront of those communications? 8 8
Howcouldyourleadership teamholdeachothermore accountabletoensurethat membersareputfirst?Come upwithTWOsuggestionsthat couldboostaccountability. 9 9
CHAPTER 3 CHAPTER 3
HOMEWORK
Using what you’ve learned, complete the assignment below. Let’s grow!
INVITED BELONG PARTICIPATE APPRECIATE
HIERARCHY HIERARCHY
What changes need to happen to ensure the association empowers and engages leaders who have passion and vision?
BARRIER BRAINSTORMING
During the next 30 days, brainstorm ways the association could eliminate the obstacles to growth and begin creating a member-centric organization.
Consider the following questions. Ask your association or colleagues to do the same. Then, at the end of 30 days, set aside time as a team to share your findings with one another.
FFEAR EAR
What changes need to happen to ensure the association’s leadership is cognitively diverse?
EEXCLUSION XCLUSION
What changes would help foster belonging, giving every member the opportunity to learn, lead, and make a difference?
TTRADITION RADITION
Which traditions interfere with the membership experience? What changes would create
CHAPTER 4 CHAPTER 4
DISCUSSION GUIDE
Reflect and Respond. Remember, this is your personal journal! Share and discuss with others in the association.
What is something society taught you to value as a child that you still value as an adult?
3 3
What actions would help the association predict change?
Your association can’t be everything to everyone. Who is your target market? Be specific! 4 4
What actions would get members feeling excited and inspired by these changes?
2 2 Yes No
Member values have SHIFTED. Is there an awareness and acceptance of change in your association?
Explain your answer below:
5 5 Within your target market, who is under-represented?
CHAPTER 4 CHAPTER 4
DISCUSSION GUIDE
Reflect and Respond. Remember, this is your personal journal! Share and discuss with others in the association.
6 6
Brainstorm some ways your association could make room for those under-represented in your target market
77
In three words, what does “membership” mean to you?
8 8
Your members have come of age in different seasons of economic and social change. How is each season likely to influence that generation’s values and membership decisions?
CHAPTER 4 CHAPTER 4
DISCUSSION GUIDE
Reflect and Respond. Remember, this is your personal journal! Share and discuss with others in the association.
Review the following information. What stage would you consider your tribe to be in? 9 9
STAGE
What are the behaviors we see today that we want to STOP?
These tribes are distinguished by hostility, pessimism, and despair. Negativity permeates nearly every level of the tribe.
These tribes are characterized by apathy. Members stop volunteering, resist innovation, and revel in their disengagement.
These tribes are competitive, self-centered, and averse to collaboration. The most common words they use are “I,“ “me,” and “my.”
In these tribes, members have a sense of shared values, willingly share knowledge, and collaborate. They are focused on improving as well as competing with other associations. 11 2 2 3 3 4 4 5 5
These tribes are characterized by a sense of happiness and amazement. They are highly innovative, collaborative, missioncentric, and have a can-do attitude.
What are the behaviors we see today that we want to CONTINUE?
What behaviors are we NOT SEEING today that we want to see in the future?
CHAPTER 4 CHAPTER 4
HOMEWORK
Using what you ’ ve learned, complete the assignment below. Let’s grow!
REINVIGORATE YOUR ROI
During the next 30 days, review your association’s ROI - return on investment - financially and emotionally, and brainstorm ways the association could create a valuable member-centric organization.
Consider the following questions. Ask your association colleagues to do the same. Then, at the end of 30 days, set aside time as a team to share your findings with one another.
If there were no limits to what we could do or create, what would we do to bring additional value to the membership?
What would a best-of-the-best, most amazing, must-have membership PACKAGE include?
What would a best-of-the-best, incredibly inspiring and fun, fearof-missing-out membership EXPERIENCE include?
CHAPTER 5 CHAPTER 5
DISCUSSION GUIDE
Reflect and Respond. Remember, this is your personal journal! Share and discuss with others in the association.
2 2
2 2
Whichofthefollowing mindsetroadblocks arepreventingthe associationfrom reachingitsfull potential?Checkall thatapply.
4 4
Istheassociation readyfornew peoplewithnew ideas?Whyorwhy not?
11 YES, WE’RE READY! NO, NOT YET.
Think of a time where you felt like you didn’t belong. What did the experience feel like? What could others have done differently to include you?
Resistance to change (i.e. “we’ve always done things this way”)
Failure to modernize (decreased relevance, acceptance of falling behind)
Toxic behavior (malicious, dishonest, careless, or irresponsible actions occur often)
Bad reputation (Lack of communication = formation of rumors, myths, and negativity)
Scarcity thinking (The belief that limited resources prevent progress or improvement) Us vs. Them (lack of inclusion leads to competition and conflict)
3 3
What are THREE steps the association could immediately take to remove these roadblocks?
STEP 1
STEP 2 STEP 3
CHAPTER 5 CHAPTER 5
DISCUSSION GUIDE
Reflect and Respond. Remember, this is your personal journal! Share and discuss with others in the association.
In our association...
5 5
THIS OR THAT: Complete the statement by checking the option you agree with most. Discuss your responses with your team.
Mediocrity is our standard
We focus on membership decline (scarcity mindset)
There are few opportunities to learn and teach
We rarely/do not track our successes
There is little to no recognition of members
There is an emphasis on policies and procedures
We rarely ask for member feedback
Whichstatement didyouselectabove thatdeservesthe mostattentionfrom yourteam? 6 6
Excellence is our standard
We focus on goals and growth
There are many opportunities to learn and teach
We track and showcase our successes
We regularly recognize members
We incorporate “fun-raising”
We regularly ask for member feedback.
After reading this chapter, where did you identify opportunities for improvement? What immediate changes are needed to place the association on a member-centric path?
CHAPTER 5 CHAPTER 5
HOMEWORK
Using what you ’ ve learned, complete the assignment below. Let’s grow!
BREAK THOSE BARRIERS!
During the next 30 days, review the roadblocks to engagement: governance and culture. Consider the following objectives chart and discussion questions. Ask your association colleagues to do the same. At the end of 30 days, set aside time as a team to share your findings with one another.
GOVERNANCE GOVERNANCE
CULTURE CULTURE
What specifically needs to change to establish a board that reflects our diverse membership community?
What specifically needs to change to create a culture of belonging?
Revamp the governance structure to allow for an accurate representation of the membership community, the active participation of new voluteers, as well as association-wide succession planning, relationship-building, and diversity of thought
Shift the culture to make a significant difference in how effective an association is at recruiting and retaining members and generating value.
What can we commit to doing in the next 30 days to start the process of transitioning our governance and culture to something more member-centric?
CHAPTER 6 CHAPTER 6
DISCUSSION GUIDE
Respond.
On average, what percentage of the association’s work would you estimate is dedicated EXCLUSIVELY to members?
Is the association a generation ahead or behind?
AHEAD
BEHIND
Do you feel like the association is in crisis? Why or why not? In terms of what you know about your members and your relationship with them, what changes are needed in the association to improve both?
CHAPTER 6 CHAPTER 6
DISCUSSION GUIDE
Reflect and Respond. Remember, this is your personal journal! Share and discuss with others in the association.
MEMBER-CENTRIC MEMBERSHIP STRATEGY
77
FUTUREFOCUS MEMBERS FIRST
CO-CREATE
DIVERSIFIED
RESEARCH
What types of DELIVERABLES do you offer your members?
9 9
Do you feel like the association is in crisis? Why or why not?
What opportunities exist for members to COCREATE (participate, contribute, make decisions) within your association?
Which of the following research methods could your association implement with members in the next 30 days? 8 8
A short survey or questionnaire
Think Tank
Coffee Chat
Roundtable
Town Hall
Panel Discussion
Social Media Poll
Live chat Who could help facilitate this?
CHAPTER 6 CHAPTER 6
HOMEWORK
Using what you ’ ve learned, complete the assignment below. Let’s grow!
FORMULATING YOUR FUTURE
During the next 30 days, review the questions below. Ask your association colleagues to do the same. At the end of 30 days, set aside time as a team to share your findings with one another.
Imagine you woke up and *poof,* the association wasn’t there anymore. You are given the opportunity to rebuild it from scratch. What would you create?
2 2
What’s your vision for the association? How has it changed since reading this book?
3 3
In the next 12 months, what ONE significant accomplishment or change would you like to see the association achieve to place it on the path of being member-centric?