Membership Overview and Orientation

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Membership Overview and Orientation. Steve Fox. Vice President, Membership &. Constituent Relations. Carol Cohen. Director, Membership Development.

Membership Overview and Orientation Steve Fox Vice President, Membership & Constituent Relations Carol Cohen Director, Membership Development Susan Rimland Director of Revenue Operations

Membership Overview

2

Membership Performance • Joint Membership growth of +11,698 members in 2018 (+8.6%)

2007-2018 Joint Membership Count Growth 170,000 160,000

+61% in 6 years!

159,089 159,805 147,318

150,000 140,000 130,000 120,000

134,680

135,620

123,101

110,000 100,000 90,000

89168

122,298 115,838 99,153 91,480

106,303

80,000 70,000

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018

Membership Performance • ANA is the #1 fastest growing large association over the past 5 years! Association Type

Number of Associations ANA Rank

• • • •

Large Associations

All Associations

Large Healthcare Associations

All Healthcare Associations

108

348

31

109

1st

23rd

1st

11th

Based on 2018 MGI Association Benchmarking Study Ranking applies to Individual Membership Associations, not Trade Associations Based on 5 year growth rate 2012-2017 Large Associations defined as a minimum of 20,000 members

Joint Membership Revenue Growth 6 year Revenue Growth: 59% $17,000,000

+7.0%

$16,000,000

+7.6%

$15,000,000

+4.8% +9.4%

$14,000,000 +13.3%

$13,000,000

+4.9%

$12,000,000 $11,000,000

$10.2 M

$16.0M

$14.9M

$13.9M

$13.2M

$12.1M

$10.7M

$10,000,000 $9,000,000

2012

2013

2014

2015

2016

2017

2018

2019 Focus Areas 1. Data modeling and aggressive testing in new member acquisition 2. Monthly dues payment 3. First-year member retention 4. Value proposition, relevance, and segmentation 5. Value pricing 6. Innovative pilots to expand audiences & channels

The Value Pricing Pilot (VPP) Aug 2013

Jun 2016

Launch VPP (7)

Extend VPP

Mar 2017

Jun 2018

Launch VPP (16)

Advisory Group Board approval



ANA Board authorized to set dues Pilot (3 years)



Initial VPP began August 2013 with 7 volunteer C/SNAs



VPP structure

Nov 2018

o Single join: Joint Membership o $174 pricing, 50/50 dues split, no discounts o Focus on Monthly payment: $15 month



2016 Membership Assembly VPP decisions:

o o o o

Positive results, limited data Extended VPP 3 additional years (2019 MA) Expanded to a maximum of 25 C/SNAs Deferred 2017 dues escalator



16 New VPP C/SNAs launched March, 2017



2019 MA to make “final” decision

o No further pilot extension – go forward or go back

Jun 2019 Final MA vote

ANA Mentorship Program • Exclusive member benefit • Addresses mentoring needs of Early Career and Up & Comers o Early Career = job mentoring o Up & Comer = career mentoring • Class of 2018-2019 included nearly 2,000 participants in 919 mentoring relationships • Goal for Class of 2019-2020 – at least 4,000 participants • Key dates: o Marketing & registration begins in summer o Program begins in fall

Membership Satisfaction Research • Fielded annually in February to all Joint and IMD members • Over 6,700 completions in 2018 • Strong Overall Satisfaction metrics o Overall View of ANA: 55% very positive; 87% very or mostly positive o Overall Satisfaction with ANA: 58% very satisfied, 87% very or somewhat satisfied o Net Promoter score of 40 twice association average and twice 2014 score

• Valuable information collected • Programmatic priorities, member benefit ranking, website feedback • Journal satisfaction, amount of emails sent, segment views on all questions • Open end responses for ANA and C/SNAs – will be shared with all C/SNAs

Why is Segmentation Critical for ANA? • Market segmentation divides existing/potential customers into segments based on shared characteristics (common needs, wants. interests, similar lifestyles, similar demographic profiles). • Need to identify priority segments with the most growth potential for special attention. How can we grow our business by identifying a segment’s unique needs for content, products, programs, services and value proposition ? • Serving 4 million nurses as one group limits ANA’s relevance o The days of one market are gone o “Big Tent” associations like ANA struggle to add value to diverse member markets o Specialty Associations grew rapidly due to clearer missions, targeted communications and resources and focused products/services o By identifying priority segments of nurses that each have consistent needs, ANA can be more relevant to many of our members

Developing the ANA Segmentation Model ANA built a proprietary segmentation model based on interviews with a sample of members and non-members on issues related to nursing perspectives, attitudes, priorities, etc. Respondents were divided into three Career stage segments and segments and were confirmed in research

Early Careers:

Nurses who recently joined the profession and are working to survive and thrive .

Up and Comers

Nurses passionate about their relatively young nursing career but pursuing more education and looking to make a big impact

Nursing Leaders:

Leaders dedicated to advancing the profession. Tenured with a senior nursing role and strong educational achievement.

ANA Segmentation Webinars Spring 2018 Webinar Series (25,700 registered) • Early Career: How to survive bullies 10,800 • Up & Comer: How to find the perfect mentor for your career transition 4,200 • Nursing Leader: Challenge your Strategic Vision 10,700 Fall 2018 Webinar Series (30,900 registered) • Early Career: Surviving Bullies 2.0 8,400 • Up & Comer: Five Critical Actions to Take Now to Position Yourself as an Nursing Leader 12,600 • Nursing Leader: How Leaders Can Create a Resilient Workforce 9,900 Spring 2019 Webinar Series • Early Career: You're in Charge! How to Master the Role of Charge Nurse 4,000 (8 weeks to go) • Up & Comer: How to Master Your New Leadership Position and Advance Your Career 12,300 (6 weeks to go) • Nursing Leader: Start Now to Reduce Bullying in the Workplace 16,300

National Membership Development

13

ANA National Membership Development Program

• • • • •

Awareness Recruitment Engagement Renewal Reinstatement

Member Acquisition Results 13000

11,348

12000

10,018

11000 10000

9292

9000 8000 7000

2016 DM/EM Joins

2017 DM/EM Joins

2018 DM/EM Joins

New Members from Direct Mail/Email

ANA National Member Acquisition Program • Integrated Direct Mail & Email

• Online

Joint Member Retention Rate 77

76.5%

76.5 76

75.2%

75.5 75 74.5 74

73.9%

73.5 73 72.5

2016

2017

2018

1st Time vs. Joint Annual-Payer Retention Rate 80 60

67.3%

66.5% 47.4%

67.2% 49.5%

47.2%

40 20 0

2016

2017 1st Time

2018 Total

Annual to Monthly Payment Switches at Renewal 90 80 70 60 50 40 30 20 10 0

78 36

36

46

Report created April 2018

41

46

61

75

64 43

25

74

ANA National Member Retention Program

Renewal

Onboarding

Engagement

New Member Onboarding New Member Welcome Kit Onboarding Email Series

• • • • • •

Welcome from Debbie Hatmaker Navigate Nursing American Nurse Today Online Communities Advocacy & PAC Professional Development & CE

Member Engagement All-member email and Facebook Ad

Member Renewal Cycle • 8 Mailings and 8 Emails • Monthly Notices • Targeted Renewal Facebook Ads • American Nurse Today digital edition

Direct Mail and Email Schedule 90 days

60 days

30 days

Pre-Expire

At Expire

30 days

60 days

90 days

Post-Expire

120 days

American Nurse Today

Member Renewal Program

Emails

Online ads

Contact US Stephen Fox: [email protected] Carol Cohen: [email protected] Susan Rimland: [email protected]

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