Membership How To Guide

MEMBERSHIP A Digital How-To-Guide for MPI Chapter Leaders When we meet, we change the world.

NICOLE EDMUND MPI VICE PRESIDENT, COMMUNITY Welcome to our first ever digital “How-To-Guide” for chapter leaders. We are inspired every day by our chapter leaders so the idea for this project came from you. We listened and the result is a fun, interactive tool box that we hope will kick-start your learning and enhance your volunteer experience. Thank you for your unwavering commitment. You are the future of MPI! 2

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S O W H E R E DO I START? START RIGHT HERE! We’ve filled this tool kit with everything you need to succeed during your board year, leading the way for membership. We’ll show you just how easy it is to create strategies, overcome chal- lenges and ultimately achieve chapter goals, while enhancing your own personal growth and development. Sit back, relax and flip through this digital guide from cover to cover or take small bites one page at a time. Whatever your learn- ing style - the format is designed to take you through your Chapter membership management process step by step in three sections: • Ready, Set, Go! - Welcome to the Board • We want you! - Recruiting • Hold on tight! - Retention & Engagement 4

Look for the membership webinar training you are required to take and don’t forget to check out the “Bonus Tips & Tools” segments. At the end there will be a quick webinar test, so don’t forget to make notes as you go. www.mpi.org 5

CONTENTS R E A DY, S E T, G O THE BASICS Meet your global team............................................................................................. 10 Hello Member Engagement Rep’s!..........................................................................11 - Chapter Territory Assignments What do Member Engagement Rep’s do?............................................................12 - Member Engagement Rep Roles & Responsibilities Get Ready.....................................................................................................................13 - VP Responsibilities/Committee structure/org chart - How to build a committee POWER OF NUMBERS Power of Numbers..................................................................................................... 14 - Creating SMART membership goals - Membership reports - How to budget membership acquisition - How to calculate net member growth & retention Take a Bow - Chapter Performance....................................................................... 16 - 5 Steps to better board performance Metric Rewards........................................................................................................... 17 - Chapter metric volunteer tracking Inspirational Insights................................................................................................. 17 - Sample demographic report OTHER STUFF YOU SHOULD KNOW Chapter Leader Resource Page.............................................................................. 18 - CLRP Membership & Chapter Directory......................................................................... 20 Membership Action Plan.......................................................................................... 21 - Membership action plan overview - Membership strategy template WE WANT YOU! MEMBERSHIP CATEGORIES Select a Membership that’s right for you............................................................ 24 - Affilliate Membership - Lifetime & Honorary Membership - Membership Benefits - Chapter specific benefit list examples Refer a Friend.............................................................................................................25 - MPI Refer a Friend Voucher - Refer a Friend Best Practices 6

LANGUAGE OF RECRUITEMENT There’s a Perfect Script for that....................................................................... 26 - Recruitment Talking Points - Recruitment & Retention Call Scripts - Sample New Member Welcome Letter - Global New Member Welcome email sample How to create a prospect list............................................................................ 26 - Building a Prospect List - Non-Member Guest Tracking What is your why?................................................................................................ 27 - Universal Membership Brochure RECRUITMENT TACTICS Recruitment Tactics that work.......................................................................... 28 - Ambassador Program - Ambassador Program Best Practice - Membership Drives Plan Your Meetings.............................................................................................. 29 - www.playyourmeetings.com HOLD ON TIGHT! NEW MEMBER ONBOARDING All aboard for onboarding!................................................................................ 32 - New Member Onboarding - Find your fit survey RETENTION & ENGAGEMENT Renewal Timeline................................................................................................. 34 - New Member Engagement Journey - New Member Engagement Best Practices - Member Retention Member Anniversary Pins...................................................................................36 - Chapter Pin order form WHO KNEW? Did you know! - Member resources................................................................. 37 And that’s a Wrap! - Webinar Test www.mpi.org 7

R E A DY, S E T, G O ! (WELCOME TO THE BOARD) Congratulations! You’re now engaged in what likely will be some of the most challenging, most humbling, and most fulfilling work you have ever done. As a board member, plan to bring your best to the table and prepare to bring out the best in your chapter. When you understand and embrace your role, you’ll ensure that you are fulfilling your duties with wisdom and clarity — and doing your part to advance your chapters mission. IN THIS SECTION: • The Basics • Power Of Numbers • Other Stuff You Should Know 8

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MEET YOUR GLOBAL TEAM! Get your daily dose of inspiration by knowing that there is a MPI Global team to support you. They’ve got you covered on all things Membership with your Chapter Operations Managers (COM’s) being your first line of communication. H O L LY FEDERICO MARIA DOTSON TOJA MARCHESI Director Chapter Operations Director Chapter Business, Chapter Operations Manager Europe BELINDA YVONNE COTTRELL MORENO Chapter Operations Manager Chapter Business Coordinator 10

THE BASICS MEMBER ENGAGEMENT REP’S! Jump start your membership efforts by getting to know your Global Member Engagement Rep’s. Learn how to partner together to get the most support - after all – they are the experts when it comes to resolving membership questions. KRISTIE SARAH MARLENE ESTRADA ANDERSON JACKSON Membership Manager [email protected] [email protected] MARK TERESA JENNIFER KILLGORE SAUCEDA KUNOFSKY [email protected] [email protected] [email protected] www.mpi.org 11

RWEMNEEHPGMA’ABSTGEDDEROOM?E N TTheMemberEngagementRepresentative works in a call center like environment at the MPI Global Headquarters office in Dallas Tex- as. They place calls to MPI members to build relationships and drive continued member satisfaction. Additionally, this role assists with resolving any concerns or complaints MPI members may present. The Member Engagement Representative’s purpose is to increase overall member acquisi- tion and retention. Through relationship build- ing outbound calls and emails, they present the value of an MPI membership. Additionally, they receive incoming member inquiries which they troubleshoot to resolve within approved MPI policies, procedures and guidelines. ?KEYMEASURESSUCCESS: • Retention Rates • New Member Acquisition Membership satisfaction • Membership Revenue BONUS TIPS & TOOLS 12

THE BASICS GET READY! YOUR ROLE & RESPONSIBILITES responsibilities, and the admin partnership.  The webinar takes approximately 1 hour and is followed immediately by a quick quiz to be sure you have a full understanding. Role Specific Training (March/April) This digital How-To-Guide is your go to tool for all you need to know about your membership specific role. Just click into the webinar slides on each page. Congratulations! business plan and Transitioning dashboard metrics are met (March) What an honor! You have and you will act as coach, Your Chapter’s President- been elected by your peers. advisor and counselor to Elect will conduct a You have an exciting year the leadership team and transition meeting prior ahead! Now get ready to committee chairs. to each board member’s oversee all membership- first meeting. Transitioning related Chapter activities Board 101 consists of allowing newly for both new and existing (March) elected board members to members. Board 101 and the transition partner with their board First things first – you’ll meeting are good first steps predecessor throughout the assemble your committee. toward learning about your transition process. Board Hopefully you have roles and responsibilities. mentors connect with identified your team well in Board 101 is a self-directed incoming board members advance. Over the next 12 webinar that focuses prior to the first board months, you will ensure that on the board’s primary meeting and share their the membership cluster is responsibilities, the roles experiences as a board focused on the “Three R’s and responsibilities of member and expectations of - Recruitment, Retention individual board members, the role. Also plan to attend & Recognition.” You will the strategic plan, the all board meetings moving supervise your Director of governance structure, key forward. Membership to ensure all policies, legal and financial objectives of the strategic/ Annual Retreat (April – June) The Chapter Annual Retreat is planned by the current President Elect. Attendance is required by all incoming board members. VP’s will present their business plan for upcoming year. www.mpi.org 13

POWER OF NUMBERS Much like the dashboard in your car, your chapter dashboard takes a series of data points that measures the chapters health and presents a high-level analysis of whether the chapter and its activities are on track. Click the link on this page and learn how to access membership reports and statistics Track While your chapter administrator manages data input, let your dashboard do the tracking Analyze Your dashboard updates every 24 hours. Take regular temp checks and keep your eye on the needle Monetize Shoot for the highest range of metric values and earn $$$ for your chapter BONUS TIPS & TOOLS 14

POWER OF NUMBERS www.mpi.org 15

TAKE A BOW! CHAPTER PERFORMANCE To maintain its charter, every chapter must meet minimum criteria as out- lined in their chapter polices and procedures manual. Additionally, chapters are evaluated quarterly based on: • Monthly retention as compared with international standards • Monthly membership ratio (members gained minus members lost) • Financial status • Volunteer participation ratio (total members/total volunteers) • Leadership factors • Legal compliance OBJECTIVE TARGET Member Satisfaction - Needs Imporovement = < 7.99 Retention - Sustaining = 8.00 - 8.50 Net Member Growth y/y - High Performing = > 8.51 Non Memeber Conversion Rate - Needs Imporovement = Below 71% Membership CAP Score - Sustaining = 71 - 75% - High Performing = 76% or Higher - Needs Imporovement = < 0.50% - Sustaining = 0.51 - 3.99% - High Performing = > 4% - Needs Imporovement = < 4% - Sustaining = 4.1 -12% - High Performing = > 12% 80% BONUS TIPS & TOOLS 16

POWER OF NUMBERS METRIC REWARDS You learned in Board Financial Net Member 101 training that Metric Management Growth incentives are provided for 5% Target Goal chapters that achieve high 5% Target Goal performing scores or above in these 5 key areas. Member Education In your role for membership Satisfaction Satisfaction your focus is 3 key areas: Goal based y/y 4.22 out of 5 Net Member Growth, Target Goal Member Satisfaction and Volunteer Ratio. Scores are Volunteer calculated at the end of the Ratio FY and can be turned in for valuable chapter incentives. 20% Target Goal The incentives are provided as a reward for performing above and beyond standard requirements. I N S P I R AT I O N A L INSIGHTS Gain insights about what demographic groups your chapter is reaching by viewing your demographics reports. Produced quarterly by your COM, you’ll learn about the groups that bring you members so you can strategically target your outreach • Understand your membership base • Understand areas of growth potential • Assess your campaigns and ads • Make informed adjustments to advertising strategy • Manage and analyze multiple demographic targeting methods www.mpi.org 17

CHAPTER LEADERS RESOURCE PAGE The Chapter Leader Resource Page (CLRP) is your best friend when it comes to Global campaigns, templates, best practices, artwork, and more. The CLRP is a tool kit of training resources available exclu- sively to Chapter Leaders. It can be found by logging into your personal MPI Profile. The LMS (Learning Management System) is the system where the CLRP is located. The CLRP is where all the train- ing resources are housed. BONUS TIPS & TOOLS 18

OTHER STUFF YOU SHOULD KNOW www.mpi.org 19

M E M B E R S H I P DIRECTORY Members can explore the MPI Member directory of 17,000+ members. Members have unlimited use and can use it to grow their client base or connect with peers. The directory is designed to allow members to interact, connect members to potential mentors and facilitate networking. You will need to log in to access. C H A P T E R DIRECTORY Members can browse the chapter directory to find their nearest MPI Chapter. MPI Chapters provide an education and networking link between members in a specific locality. It’s just one of the many benefits of membership BONUS TIPS & TOOLS 20

OTHER STUFF YOU SHOULD KNOW MEMBERHSIP ACTION PLAN “The Power of You” themed Membership Action Plan was originally launched at CBS in 2017. Designed to be simple and easy to follow, it is scalable to fit chapters of all sizes, helps chapters prioritize, delegate and manage tasks and of course most importantly it is transferable to the next team. www.mpi.org 21

RECRUITING 101 There’s no silver bullet for accelerating chapter membership de- velopment efforts. Rather, a range of efforts varying in purpose, timing, format, and style will combine to raise your membership performance IN THIS SECTION: • Membership Categories • Language of Recruitment • Recruitment tactics 22

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SELECT A MEMBERSHIP THAT’S RIGHT FOR YOU Connect with the connectors, people just like you, and reap the rewards of MPI membership. As a Planner or Supplier, MPI’s tiered membership ap- proach gives you the ability to choose your membership experience. From ambitious beginners to seasoned pros, MPI has what you need to help you grow and advance your career. 90+ CHAPTERS AND CLUBS 60K+ GLOBAL COMMUNITY 17K+ ENGAGED MEMBERS BONUS TIPS & TOOLS $26b+ IN BUYING DECISIONS CONTROLLED BY MPI MEMBERS 24

MEMBERSHIP CATEGORIES WANT TO STRENGTHEN A FRIENDSHIP AND AN INDUSTRY? MPI’s ‘Refer a Friend” program is an opportunity to help a colleague, friend, or young professional experience the benefits of MPI membership. By giving this voucher to a future MPI member, you allow them to waive the $50 application fee. Also, for each new member who uses this referral voucher, the referring member will receive $25 off their next membership renewal. It’s a WIN-WIN! for everyone. After all, what are friends for? REFER A FRIEND TO MPI. www.mpi.org 25

THERE’S A PERFECT SCRIPT FOR THAT All board members in your chapter are responsible for membership! But as VP of Membership you will be leading the way by coaching your team to commu- nicate value and convince people to join. But often times, people don’t want to hear a sales pitch. In fact, they often don’t want to talk to anyone at all. They want to research and get their information online. So, you have to find a way to help them do that while still communicating value and relevancy. That’s a tall order, especially because difficulty in communicating value is the top challenge facing most chapters. A top challenge, yes. Insurmountable, no! Use call scripts to guide you through your membership outreach conversa- tions, but most importantly make the conversation your own. Additionally, the membership Touch Timeline provides a schedule of the best and most appro- priate times to reach out to members. HOW TO CREATE A PROSPECT LIST Your member prospect list is about your relationships. Your list is one of the most valuable assets of your chapter. You need to earn permission for people to join your opt-in list. And you need to keep earning the right for peo- ple to stay on your list. Many chapters make it a practice to share their non-member pros- pect lists with their Member Engagement Rep (MER) to follow up on non-member out- reach. Additionally, this page includes some great and quick list-building tips. BONUS TIPS & TOOLS 26

LANGUAGE OF RECRUITMENT WHAT IS YOUR WHY? To be successful with recruitment, you must first understand what matters to your members because everyone has there own personal “why”! So, How do you do that? Begin with engagement and conversation, then all you have to do is simply ask…what is your personal why? “MPI helped me grow “MPI has provided me as a professional. me with so many friends, It gave me and my mentors and great lead- business more than ers to learn from and I ever expected.” confide in. This is a group of inspiring, Wojciech Liszka, motivating MPI Poland Chapter individuals.” Sandra Moniz MPI Toronto Chapter www.mpi.org 27

RECRUITMENT TACTICS THAT WORK READY TO RUN A MEMBERSHIP DRIVE? HOW ABOUT AN AMBASSADOR PROGRAM? HELP IS HERE! The best advice is don’t over- complicate things. Choose strategies that are simple to plan and execute. To help you meet the most success for your chapter, we also have advice on how to set your goal, budget, strategy, and more. BONUS TIPS & TOOLS 28

RECRUITMENT TACTICS PLAN YOUR MEETINGS Plan Your Meeting Events is a cut- @MEETING PROFESSIONALS INTERNATIONAL ting edge, relevant and engaging event developed specifically for the non-traditional meeting profession- al – the person whose job responsi- bilities include so much more than planning meetings or events. PYM LIVE is a great way to hone your planning skills and connect with people who can help increase your chances of success! And what’s more, the event is complimentary to those who qualify. Admission is complimentary for meeting and event planners respon- sible for site selection. Click into the link on this page and take a look at our nation-wide event schedule. www.mpi.org 29

R E TA I N I N G MEMBERS Which is more valuable to your organization? a) One new member? OR b) One retained member? The answer is definitely b. Acquiring a new member is anywhere from 5 to 25 times more expensive than retaining an existing one. That’s because it costs more to find and convince a new member to join than to keep your current members engaged. IN THIS SECTION: • New Member Onboarding • Retention & Engagement • Who Knew? 30

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ALL ABOARD FOR ONBOARDING! Structure your new member orientation into onboarding! An ongoing communication campaign that encourages participation, education, and consistent evaluation of member services. Spread the inventory of your member benefits, existing resources, and value proposition over a year using a well-defined system of checklists and communication points of contact in a variety of formats. New members will become engaged and integrated into chapter activities as a result of your participation in this program. BONUS TIPS & TOOLS 32

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RENEWAL TIMELINE E-INVOUCE #1: E-INVOUCE #3: GRACE PERIOD: CA 60 DAYS MEMBERSHIP EMAIL 2 PAST DUE P WILL EXPIRE E-INVOUCE #2: (R 30 DAYS GRACE PERIOD: EMAIL 1 PAST DUE $ RENEW CANCELLATIO SURVEY MEMBERSHIP CANCELLED Month 10 Month 11 Month 12 Month 12 Month 1 Month 1.1 Month 2 Month 2.1 Month 3 Month 3.2 Past Due Past Due Past Due Past Due MER CALL #1: MER CALL #2: MER CALL #3: TIME TO RENEW (US/CA ONLY) (US/CA ONLY) (US/CA ONLY) GRACE PERIOD CURRENT MEMBER BONUS TIPS & TOOLS 34

RETENTION & ENGAGEMENT ANCELLATION WIN-BACK #1 WIN-BACK #2 POSTCARD EMAIL MER CALL REJOINMPI) (COMEBACK2019) (REJOIN2019) $50 (US/CA ONLY) $75 $75 ON Month 4 Month 4.2 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12 MER REINSTATE CALL MER REJOIN EMAIL (REJOIN2019) (REINSTATEME) $75 $50 (US/CA ONLY) WIN BACK PERIOD www.mpi.org 35

MEMBER ANNIVERSARY PINS Member recognition and anniversary pins are one of the least expensive and most effective ways to boost morale, engagement and chapter loyalty. When you think of member recognition awards, you most likely come up with thoughts like cash bonuses, certificates, or trophies. However, one of the most popular member recognition ideas are lapel pins! BONUS TIPS & TOOLS 36

RETENTION & ENGAGEMENT DID YOU KNOW? Just look at this list of amazing MPI resources! It’s your job to tell your members about them. These are just some of the many benefits to membership at MPI! • MyMPI The Online Member Community - u.mpiweb.org/home • Special Interest Groups - www.mpiweb.org/membership/special- interest-meeting-planners • Global Volunteer Center - www.mpiweb.org/membership/global- volunteer-center • MPI Academy - www.mpiweb.org/education/mpi-academy • MPI Certificate Courses - www.mpiweb.org/education/certificate- programs • Academic Partnerships - www.mpiweb.org/education/academic- partnerships • Certified Meeting Professional (CMP) - www.mpiweb.org/education/ certified-meeting-professional • MPI Publications - www.mpiweb.org/education/publications • MPI eXchange - www.mpiweb.org/events/mpi-exchange • Experiential Events - www.mpiweb.org/events/experiential • MPI Foundation - www.mpiweb.org/foundation • Leadership & Governance - www.mpiweb.org/about/leadership- governance • Partner with MPI - www.mpiweb.org/about/sponsorship- advertising • Newsroom - www.mpiweb.org/about/press • Planner Resources - www.mpiweb.org/tools/planner-resources • Student Resources - www.mpiweb.org/tools/student-resources • Event Guide to Safety & Security - www.mpiweb.org/tools/meeting- and-event-safety-and-security • Global Marketplace - mpiglobalmarketplace.com/ • Careers - careers.mpiweb.org/ • MPI Cares - secure.ethicspoint.com/domain/media/en/gui/56572/ index.html www.mpi.org 37

T H AT ’ S A WRAP! We hope this How-To-Guide has brought you closer to becoming the Ambassador for Membership you have always wanted to be. Don’t forget to take the quick test on this page, and if you still need a hand, reach out to your Membership Engagement Reps (MER’s) or your Chapter Operations Manager’s (COM’s). They are there to support you and remind you.