Membership Experience and Retention

Chapter Leader Onboarding Series

PA R T 5

Membership Experience and Retention

When you think of the groups, clubs, and organizations you are a part of, what makes you want to remain involved? For some people it is what is provided in terms of tangible benefits, but other times it is due to an emotional connection, when someone becomes invested in the mission, vision, and goals.

People may feel a sense of purpose or belonging while working as part of a larger group to accomplish these goals. Perhaps meaningful relationships have been established with other like-minded people who are also involved. Other times, people are happy to be involved with a group or organization due to a perceived sense of status or honor.

There are many reasons why Sigma members decide to retain their membership year after year, but the one underlying commonality is that they enjoy their membership and see the value in the investment they are making with their time and money. While supplementing renewal communication will help improve retention rates, the best way to help this number grow is to deliver the kind of membership experience that makes members want to remain a part of your chapter!

Tangible vs. Emotional Benefits Sigma offers a robust set of benefits that members can take advantage of: free nursing continuing professional development, an online networking platform, access to top-ranked nursing journals, members-only mentoring and leadership academies, and more. These benefits are popular reasons for joining, and members find them valuable for continued growth and career development. These benefits are also tangible, and members can utilize them often free of charge, allowing them to see the value of the money they spend on membership. Learn more about them at SigmaNursing.org/Benefits.

There are also emotional benefits or reasons why people join and remain a part of Sigma. For example, membership is offered to those who demonstrate excellence and are, or go on to be, leaders in the field.

This level of honor carries a great amount of pride, and is often viewed as prestigious among peers and employers. Being proud of their membership and the addition of Sigma on their resume/CV is one reason someone may see value in Sigma membership.

The organization itself stands for honor and excellence in nursing. It was founded in 1922 as Sigma Theta Tau International Honor Society of Nursing, and named after the Greek words love, courage, and honor.

Sigma’s mission, vision, and strategic goals are: Sigma’s Mission: Developing nurse leaders anywhere to improve healthcare everywhere.

Sigma’s Vision: Connected, empowered nurse leaders transforming global healthcare.

Strategic Goals: The Sigma board of directors has determined four strategic goals to guide the organization – 1. Grow in value for nurses globally 2. Recognize and promote nursing scholarship, leadership, and service 3. Expand and develop strategic relationships globally 4. Advance innovative and customized resources to develop nurse leaders Many members are advocates for the profession and resonate with the work Sigma does around the world to elevate, educate, and connect all nurses. They are offered opportunities through headquarters and their chapter to contribute to making this kind of difference. For philanthropy-minded members,

access to this kind of emotional benefit may help them create a connection with Sigma and value their membership.

Finally, the kind of environment your chapter offers contributes as an emotional benefit. People are naturally drawn to groups in which they feel welcomed and enjoy the interactions and activities they are a part of. A great benefit is the opportunity to network and develop relationships with other like-minded nurses who become mentors, respected peers, and even close friends. Does your chapter give off the vibe of being friendly, fun, and well-organized? In other words, a group that people want to be a part of.

Your chapter’s reputation is almost as important as the tangible benefits and activities offered.

Determining What Members Want Every member has different reasons for joining and staying with the organization. It’s easy to look at the two induction types, students and nurse leaders who are already in the workforce, and understand how those two groups resonate with different benefits. But it can be broken down even more–there may be students who will soon be entering the workforce, and those who will continue with their education.

There may be nurse leaders who are working as faculty, and those who are working as clinicians.

Chapters can segment members in a variety of ways, and each group will have a different set of tangible and emotional benefits that they value.

Before chapters can begin to create an ideal membership experience for all of these different types of members, they must learn what will be valuable to each one. Chapters are also run by volunteers with limited time and resources, so making informed decisions about benefits and activities is imperative to prevent burnout and achieve maximum success.

Surveying Members Surveys are relatively simple and usually free to conduct. They are an easy way to gather valuable feedback from members about what the goals are for their membership. Common types of membership surveys that chapters conduct include: •

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Annual all member survey – Helps gauge general satisfaction for all members in the chapter.

Conducted on a consistent time frame, members will be accustomed to providing this kind of feedback every year, which can help with the response rate. Comparing results year after year can provide valuable insights.

New member survey – This can be done right after induction to gain insight into the membership expectations of new members. Engaging these members right away is crucial to helping them find value in their membership.

First year member survey – This is different than the new member survey, and is conducted toward the end of someone’s first year of membership. First year members are a high-risk group for lapsing, and this survey can help the chapter gauge their likelihood for renewal and ask pointed questions about the crucial first year of membership.

Post-event/activity surveys – After the chapter conducts an event, activity, or offers a new benefit, it’s important to gather feedback from members about what they liked and didn’t like.

This helps the chapter refine programs and offerings, so they become increasingly more relevant to members over time.

Links to sample surveys are included above, and chapters should adapt the questions so they garner the kind of insight that will be most helpful to understanding their unique members’ wants and needs. Once the chapter has this feedback, they can make informed decisions about the kinds of benefits and activities that their members will value.

Remember that while one kind of benefit may resonate with some members, there will be others who do not find it valuable enough to renew. Working with local employers to help members find job opportunities might be highly beneficial to some kinds of members, but others will not be looking to make a career change. Some members will be eager to participate in acts of service in response to Sigma’s mission and vision, while others will find they are currently too busy to give back. It’s important to use this feedback to determine which benefits and activities are commonly asked for and should therefore be prioritized. It will also help the chapter make sure they are offering something that each kind of member will find value in.

Member Journey Mapping A popular activity that membership associations like Sigma, and their affiliated chapters, undertake is called “member journey mapping.” The goal of this kind of activity is to understand the members’ experience from their point of view, including any areas of frustration, in an effort to help improve the membership experience.

The association solutions company Billhighway lays out a six-step process for member journey mapping in this article, which will also be outlined here. In the article they state, “One of the factors making member journey mapping so insightful is its focus on a member’s emotions during their experiences with the association. You don’t only look at what the member does–the process or experience–but also how they might feel while doing it.” Also quoted in the article is Diana Magers, CEO of the Customer Experience Professionals Association, who says emotions are so important to understanding the member experience because “85 percent of what we experience is emotional and subconscious and only 15 percent is rational and conscious.”

This kind of activity will help chapters perceive what their members are feeling at different stages and interactions throughout their membership experience. Start by making a list of the different scenarios a member might fit into with your chapter. Each one will be a different journey map. Examples include: • • • • •

A new member who has just joined Sigma Someone who is due for renewal A recent chapter event attendee Someone who has just volunteered with the chapter A member who is considering a leadership position with the chapter

In this example we will use a new member who has just joined Sigma and your chapter. You can easily apply the following steps to an endless amount of member scenarios.

Step 1: Anticipate needs, emotions, and expectations What is a brand-new member of your chapter likely to be thinking, feeling, and expecting during this time? You may need to think back to when you first joined the organization! Examples include: • • • • •

Optimistic about the value of membership Wondering how this membership will benefit them directly Confused about what to “do” next Unsure of how to get in contact with the chapter Eager to get involved and add Sigma to their resume

Step 2: What creates the initial experience?

What is likely to influence a new member’s initial experience when joining the organization, and how does that contribute to their needs and expectations?

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Is it easy and intuitive to accept the invitation to join?

Is communication friendly, professional (proofread), and prompt?

Is communication and information being shared at the right frequency?

Did the chapter confirm that the member’s name is spelled correctly?

Is the induction ceremony well planned and executed?

Step 3: Opportunities to meet member needs Identifying “pain points,” or situations that may cause frustration, provides the opportunity for chapters to anticipate member needs and meet them in advance, enhancing the membership experience.

Examples of these situations, and opportunities for chapters, include: • • • • •

Feeling confused about the logistics of induction. How will they receive their certificate? Is the chapter providing an honor cord?

A sense of overwhelm during new member onboarding Feeling intimidated to network and connect with other established members Wanting to explore a benefit but now knowing where to find it Frustration from not knowing how to get involved right away

Step 4: Understanding why these “pain points” exist Why do these unmet needs from step 3 exist? Try to drill down to the root cause of why a member may be feeling the way they are. For example, why would a member not know how to get involved right away, causing frustration?

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The member is using a university or practice setting email address and messages are going to spam.

The new member onboarding session did not cover this, or covered too much to remember.

The chapter does not yet understand what is relevant to this particular member.

Chapter leaders are operating “as they always have” and are not embracing change.

Communication is not clear or at the right frequency.

Step 5: Envisioning change to better meet member needs This part of the activity is a time to think creatively and imagine what could eliminate these “pain points” to better meet member needs. This may be an excellent time to consult with the chapter’s staff specialist at Sigma headquarters. Sigma has an array of resources that chapters can use to help members succeed. Using the same scenario of a member who doesn’t know how to get involved right away, chapters can remedy this by: • • • • •

Creating a procedure to assist new members with becoming familiar with the My Membership portal and updating their email address Sending a link to a new member landing page (like this one) Rethinking the chapter’s onboarding process to include more communication touchpoints and incorporating technology for better accessibility Creating an organized communication plan for new members Enlisting volunteers to place phone calls to new members, to rely less on email communication

Step 6: Impact on the chapter Finally, chapters should determine how they will benefit from addressing these pain points. The ultimate goal of any Sigma chapter is to help develop nurse leaders so that we can transform global healthcare.

This can only be done if chapters are viable and have a growing, sustained membership to help accomplish these goals and grow as professionals. By addressing member “pain points,” what will the chapter gain?

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A higher retention rate of satisfied members who contribute to the chapter’s reputation More members mean more revenue to create resources, benefits, and programs Increased participation in chapter events, activities, and programs More awareness about Sigma’s mission, vision, and goals More volunteers who are interested in serving in chapter leadership

This kind of activity helps chapters identify problems that may lead to a dissatisfied member in all kinds of interactions and scenarios. The ultimate goal of predicting these problems is so that they can be remedied to enhance the member experience. Someone’s experience contributes to the value they do or don’t see in their membership and, ultimately, a renewal.

Orientation and Communication Once a chapter understands what members want and expect, they can begin developing the kind of experience that will encourage renewals. However, it is not enough to simply offer benefits and expect members to know how to take advantage. Frequent communication and orientation to benefits plays a crucial part in helping members find value and remain part of the organization.

New Member Orientation Think back to the last time you started a new job or joined a new group or organization; how long did it take you to become fully acclimated with all of the processes, procedures, and resources? According to an article from the Society for Human Resources Management, it can take up to a full year for a new employee to feel fully comfortable in a new position.

A Sigma membership is not the same as a new full-time job, but it will take many months and touchpoints for someone to become fully acclimated to the organization. The most important time to engage a member is within their first few weeks of membership, and many chapters accomplish this through specific new member onboarding initiatives soon after induction. New members are eager to get started and receive benefits, so chapters should work to help members see immediate value. Goals of an initial new member onboarding session are: • • • •

Deliver immediate value through connection with a benefit or upcoming activity Address any technology questions or challenges Integrate the member into the chapter–what are the norms for communication and chapter activities/programs/events?

Provide information about when they will next hear from the chapter

If value can be provided right away, these new members are well on their way to engagement. First impressions matter!

Following this initial onboarding session should be additional meetings or communication touchpoints that introduce or further reiterate information about how to make the most of membership. Because there is so much to learn, providing it all in one session can be more overwhelming than helpful. People need to receive a message multiple times in order to retain the information. The first year is so important in determining whether or not someone will continue their membership, and it’s important that new members feel constantly supported. This time period can be full of excitement or frustration, depending on the chapter’s level of interaction and helpfulness.

Chapters can create a new member orientation/communication plan that is ongoing throughout the first year of membership, and evaluate its success through feedback and retention rates of induction cohorts. According to a Sigma membership survey, a suggested time frame for connecting with members directly is about once a month. Many times, this touchpoint can be a simple email to talk about a relevant benefit or reminder, but it is also a good idea to include periodic activities and meetings. Rely on feedback from a new member survey to determine where chapter efforts will be the most valuable, and the frequency new members will appreciate.

Continued Communication Members outside of their first year also need to hear from the chapter on a regular basis. Frequent and consistent communication is important to helping establish an environment that members want to be a part of. When members know what is going on with the chapter, and are reminded about benefits and activities, they are more likely to form a relationship with the chapter and stay engaged. If members do not hear from their chapter on a regular basis, it is easy to forget the value that made them join and renew in the first place.

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Communicating About Tangible Benefits – It’s likely that much has changed since you were first introduced to Sigma’s tangible benefits! Remember that chapters are encouraged to survey members to gain insight into ways to strengthen member offerings. Sigma headquarters also takes member feedback into consideration to constantly adapt benefits and try new things.

Chapters should help members stay informed of any new, exciting things to take advantage of at the headquarters and chapter levels. Sigma does communicate directly with members, but

remember that communication is more effective when someone is exposed to the same message multiple times. Sometimes members feel more of a personal connection with their chapter and are more likely to open chapter communications.

Chapters can think of this communication like continued orientation. Helping members connect with their new and existing benefits is an ongoing activity throughout someone’s entire membership. As members grow personally and professionally, the benefits they find valuable may also change. Because Sigma offers so much, continued orientation is necessary for ongoing engagement.

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Communicating Emotional Benefits – Everything a chapter does and offers for members should be congruent with Sigma’s mission, vision, and strategic goals. Luckily, these statements are broad, and nearly anything a chapter does to benefit members is relatable. The key is helping members make the connection between chapter benefits and activities, and the ultimate goal of developing nurse leaders and improving global healthcare.

Chapters should continually refer to these statements as the reasons why people choose to join Sigma, and why it’s important that they stay involved. When offering a mentoring program or event, remind everyone participating that educating one another and empowering each other as nurses helps elevate and transform the profession. Informing members about The Circle is an excellent way to bring up the power of connecting nurses around the world to help transform global healthcare. Reminding members to take advantage of nursing continuing professional development provides the opportunity to tell members that Sigma exists to develop nurse leaders to be the very best they can be.

These kinds of emotional connections are very powerful and should be the foundation for chapters, shared often and widely with members, to drive and inspire the work they do and benefits they receive with their membership.

Constant communication and orientation can seem like an overwhelming task; however, it is made much easier when chapters utilize a written communication plan. Organized and calendarized plans are not only more efficient, but help ensure the work is streamlined, manageable, and measurable for success. Communication planning tips and suggestions are included in the next piece in this series.

Some chapters also choose to form optional committees and positions that directly work with members to help keep them informed and engaged. Membership Ambassadors, Retired Membership Ambassadors, and Membership Involvement Committees can all help with the task of ensuring members find value in their involvement with the organization. Learn more about these optional positions.

Always keep in mind that the best way to increase chapter retention is to provide the kind of valuable experience members want. Members have choices in what they dedicate their time and money to, and it’s imperative that their feedback, wants, needs, and emotions are taken into consideration for chapters to see continued growth. Providing an ideal membership experience is one of the most important pieces of chapter operations that all chapter leaders help contribute to through the work they do, and it’s all done in the spirit of Sigma’s mission and vision.

Questions? Contact us!

888.634.7575 (US/Canada toll-free) +1.317.634.8171 (International) chapserv@sigmanursing.org SigmaNursing.org/ChapterLeaders