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

CLICK HERE TO SEE NICOLE’S WELCOME MESSAGE www.mpi.org 3

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 challenges 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 learning style - the format is designed to take you through your Chapter membership man- agement process step by step in three sections: • Ready, Set, Go! - Welcome to the Board • We want you! - Recruiting • Hold on tight! - Retention & Engagement Look for this icon to access the membership webinar training you are required to take. At the end there will be a quick webinar test, so don’t forget to make notes as you go. Look for this green box to check out the “Bonus Tips & Tools” segments. 4

www.mpi.org 5

CONTENTS (LOOK AT ALL THE GREAT STUFF INSIDE) 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 Membership Touch Timeline................................................................................... 22 - Membership Back to Basics - Annual Chapter Membership Campaign WE WANT YOU! MEMBERSHIP CATEGORIES Select a Membership That’s Right For You......................................................... 26 - Affilliate Membership - Lifetime & Honorary Membership - Membership Benefits - Chapter specific benefit list examples 6

Refer a Friend....................................................................................................... 2 7 - MPI Refer a Friend Voucher - Refer a Friend Best Practices LANGUAGE OF RECRUITMENT There’s a Perfect Script For That..................................................................... 28 - Recruitment Talking Points - Recruitment & Retention Call Scripts - Sample New Member Welcome Letter - Global New Member Welcome email sample How to Create a Prospect List.......................................................................... 28 - Building a Prospect List - Non-Member Guest Tracking What is Your Why?.............................................................................................. 29 - Universal Membership Brochure RECRUITMENT TACTICS Recruitment Tactics That Work........................................................................ 30 - Ambassador Program - Ambassador Program Best Practice - Membership Drives Plan Your Meetings............................................................................................... 31 - www.playyourmeetings.com HOLD ON TIGHT! NEW MEMBER ONBOARDING All Aboard For Onboarding!...............................................................................3. 4 - New Member Onboarding - Find your fit survey RETENTION & ENGAGEMENT Renewal Timeline................................................................................................. 36 - New Member Engagement Journey - New Member Engagement Best Practices - Member Retention Member Anniversary Pins................................................................................... 38 - Chapter Pin order form WHO KNEW? Did You Know? - Member Resources.............................................................. 39 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

www.mpi.org 9

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 JENNIE KILLGORE SAUCEDA KUNOFSKY [email protected] [email protected] [email protected] www.mpi.org 11

WRME NEEHPGMA’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 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! advisor and counselor to Transitioning the leadership team and (March) What an honor! You have committee chairs. Your Chapter’s President- been elected by your peers. Elect will conduct a You have an exciting year Board 101 transition meeting prior ahead! Now get ready to (March/April) to each board member’s oversee all membership- Board 101 and the transition first meeting. Transitioning related chapter activities meeting are good first steps consists of allowing newly for both new and existing toward learning about your elected board members to members. roles and responsibilities. partner with their board First things first – you’ll Board 101 is a self-directed predecessor throughout the assemble your committee. webinar that focuses transition process. Board Hopefully you have on the board’s primary mentors connect with identified your team well in responsibilities, the roles incoming board members advance. Over the next 12 and responsibilities of prior to the first board months, you will ensure that individual board members, meeting and share their the membership cluster is the strategic plan, the experiences as a board focused on the “Three R’s governance structure, key member and expectations of - Recruitment, Retention policies, legal and financial the role. Also, plan to attend & Recognition.” You will responsibilities, and the all board meetings moving supervise your Director of admin partnership.  The forward. Membership to ensure all webinar takes approximately objectives of the strategic/ 1 hour and is followed Annual Retreat business plan and immediately by a quick (April – June) dashboard metrics are met quiz to be sure you have The Chapter Annual Retreat and you will act as coach, a full understanding. 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. BONUS TIPS & TOOLS 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 Improvement = 7.99 or below Retention - Sustaining = 8.00 - 8.50 Net Member Growth y/y - High Performing = 8.51 or higher Non Member Conversion Rate - Needs Improvement = Below 72% Membership CAP Score - Sustaining = 72 - 75% - High Performing = 76% or Higher - Needs Improvement = 0.50% or below - Sustaining = 0.51 - 3.99% - High Performing = 4% or higher - Needs Improvement = 3% or below - Sustaining = 3.1 -10% - High Performing = 10% or higher 80 or higher = Sustaining BONUS TIPS & TOOLS 16

POWER OF NUMBERS METRIC REWARDS BONUS TIPS & TOOLS You learned in Board 101 training that Metric incentives are provided for chapters that achieve high performing scores or above in these 5 key areas. In your role for membership Financial Net Member your focus is 3 key areas: Management Growth Net Member Growth, 5% Target Goal Member Satisfaction and 5% Target Goal Volunteer Ratio. Scores are calculated at the end of the Member Education FY and can be turned in for Satisfaction Satisfaction valuable chapter incentives. Goal based y/y 6 or more The incentives are provided programs EIC as a reward for performing above and beyond standard approved requirements. Volunteer Ratio 20% Target Goal 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 BONUS TIPS & TOOLS • 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 LEADER 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 MEMBERSHIP 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. BONUS TIPS & TOOLS www.mpi.org 21

MEMBER JOURNEY TOUCH TIMELINE Every time you engage with your members or your members engage with you - that’s a touchpoint. Touchpoints are crucial because they dictate emotion, opinion, and action (everything you want to be positive from your members). In order to really add value, it’s important to look at the big picture. We’re talking member journey mapping! Your new member journey touch timeline will help you manage your chapter member engagement. WEEK 6 WEEK 20 WEEK Local chapter Local chapter VP Member outreach; invite outreach - VP to a chapter Membership - new Local cha event; share members who are outreac not engaged volunteer WEEK 30 opportunities Benefits reminder email: what all members have WEEK 8 access to. Push: networking, New Member career opportunities, MPI Orientation research ect. Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 WEEK 3 WEEK 16 VP of Community Academy Video - introduction email all the courses WEEK 24 available to member MER calls - check in during 6 months of membership WEEK 10 WEEK 1 VP Community Video New Member Call -chapter engagement, WEEK 19 membership benefits Invite to MPI verticals/SIGS DAY 1 when available Member joins and receives confirmation of membership email Global BONUS TIPS & TOOLS 22

OTHER STUFF YOU SHOULD KNOW WEEK 65 VP Membership - 36 WEEK 50 Local chapter rship - Renewal Invoice #3 apter WEEK 49 outreach ch MER current due WEEK 62 WEEK 78 WEEK 42 Month 18: Check in Renewal Invoice #1 Non-renewal exit Survey how has survey - why didn’t renew WEEK 64 first year been Chapters - Reinstate renewal call, Membership expires this month calls $50 o to reinstate your WEEK 57 membership VP of Community Membership Expiration has passed email Month 10 Month 11 Month 12 Month 13 Month 14 Month 15 Month 16 Month 17 Month 18 WEEK 46 WEEK 60 WEEK 70 Renewal Invoice #2 MER Cancellation 60 VP Community email day calls (includes all - now in 2nd year members) WEEK 39 WEEK 53 WEEK 61 VP of Community Manager, Member email Manager, Membership Thank You for being reminder - membership is email reminder - membership a member email 60 days past due, Membership 30 days past due - Cancellation Notice Membership Expiration Notice Outreach www.mpi.org 23

WE WANT YOU! (AKA RECRUITING 101) There’s no silver bullet for accelerating chapter membership development 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 24

www.mpi.org 25

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 26

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. BONUS TIPS & TOOLS www.mpi.org 27

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 communicate 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 conversations, but most importantly make the conversation your own. Additionally, the membership Touch Timeline provides a schedule of the best and most appropriate times to reach out to members. BONUS TIPS & TOOLS 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 permis- sion for people to join your opt-in list. And you need to keep earning the right for people to stay on your list. Many chapters make it a practice to share their non-mem- ber prospect lists with their Member Engagement Rep (MER) to follow up on non-member outreach. Additionally, this page includes some great and quick list-building tips. BONUS TIPS & TOOLS 28

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 BONUS TIPS & TOOLS as a professional. It gave me and my “MPI has provided me business more than me with so many friends, I ever expected.” mentors and great lead- ers to learn from and Wojciech Liszka, confide in. This is a MPI Poland Chapter group of inspiring, motivating individuals.” Sandra Moniz MPI Toronto Chapter www.mpi.org 29

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 30

RECRUITMENT TACTICS PLAN YOUR MEETINGS Plan Your Meetings 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. BONUS TIPS & TOOLS www.mpi.org 31

HOLD ON TIGHT! (RETAIN MORE 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 be- cause 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? 32

www.mpi.org 33

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 34

NEW MEMBER ONBOARDING www.mpi.org 35

RENEWAL TIMELINE E-INVOICE #1: E-INVOICE #3: GRACE PERIOD: CA 60 DAYS MEMBERSHIP EMAIL 2 PAST DUE P WILL EXPIRE E-INVOICE #2: (R 30 DAYS GRACE PERIOD: EMAIL 1 PAST DUE $5 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 36

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 37

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 38

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 39

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! When we meet, we change the world.