PCMA Chapter Leadership Retreat

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Professional Convention Management Association
PCMA Chapter Leadership Retreat Volunteer
Succession Planning October, 2008
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Slide 2
Slide 2
Survey Themes
Volunteering What Does it Look Like?

• Word of mouth an important aspect of raising
  awareness of ASHHRA
• 71 of lapsed members first heard of ASHHRA
  through a colleague
• Top three reasons for allowing their membership
  to lapse (in order of most commonly cited)
• Cost of membership dues exceeded value
• Could only select one organization and chose SHRM
• Other including
• Planning on renewing,
• Perception that their company is a member,
• ASHHRAs focus is more on hospitals and not
  healthcare
• Important to note that some people were not aware
  that their membership had lapsed

Takeaway ASHHRAs member referral value is
higher than member lifetime value. Prospective
members trust their peers far more than
traditional marketing and advertising.
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What does a great volunteer look like?
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Slide 5
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Slide 6
Innovative and visionary
Helpful
Big heart
Reliable
Hard worker
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What does a great volunteer opportunity look like?
Slide 7
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Slide 8
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Slide 9
Recognition
Manageable time commitment
Networking
Orientation
Staff liaison/support
Opportunity to do good
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Slide 10
Slide 10
Survey Themes
Strategic Volunteer Engagement

• Word of mouth an important aspect of raising
  awareness of ASHHRA
• 71 of lapsed members first heard of ASHHRA
  through a colleague
• Top three reasons for allowing their membership
  to lapse (in order of most commonly cited)
• Cost of membership dues exceeded value
• Could only select one organization and chose SHRM
• Other including
• Planning on renewing,
• Perception that their company is a member,
• ASHHRAs focus is more on hospitals and not
  healthcare
• Important to note that some people were not aware
  that their membership had lapsed

Takeaway ASHHRAs member referral value is
higher than member lifetime value. Prospective
members trust their peers far more than
traditional marketing and advertising.
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Slide 11
How can you control the process so that the
process doesnt control you?
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Slide 12
Remember that you can only control what you pay
attention to.
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Do different volunteer roles require different
skills and personalities?
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Different Types of Volunteers
Slide 15

• Content experts
• Connectors / influencers
• Fundraisers
• Champions
• Resource-rich
• Visionaries
• Talkers, listeners and thinkers

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Demographics
Slide 16

• Age
• Career level
• Job setting
• Geographic region (urban / rural)
• Gender
• Ethnicity

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Slide 17
Slide 17
Survey Themes
Barriers to Participation

• Word of mouth an important aspect of raising
  awareness of ASHHRA
• 71 of lapsed members first heard of ASHHRA
  through a colleague
• Top three reasons for allowing their membership
  to lapse (in order of most commonly cited)
• Cost of membership dues exceeded value
• Could only select one organization and chose SHRM
• Other including
• Planning on renewing,
• Perception that their company is a member,
• ASHHRAs focus is more on hospitals and not
  healthcare
• Important to note that some people were not aware
  that their membership had lapsed

Takeaway ASHHRAs member referral value is
higher than member lifetime value. Prospective
members trust their peers far more than
traditional marketing and advertising.
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How do you know what barriers your members face?
Slide 18

• Time
• Self-confidence
• Background and skills
• Financial resources
• Organizational approval
• Special interests
• Awareness
• Participation criteria/restrictions

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The Actions
Research/Data
Benefits
Marketing/ Messaging
Member
Member/Customer Service
Best practices
Champions
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Survey Themes
Building a Relationship

• Word of mouth an important aspect of raising
  awareness of ASHHRA
• 71 of lapsed members first heard of ASHHRA
  through a colleague
• Top three reasons for allowing their membership
  to lapse (in order of most commonly cited)
• Cost of membership dues exceeded value
• Could only select one organization and chose SHRM
• Other including
• Planning on renewing,
• Perception that their company is a member,
• ASHHRAs focus is more on hospitals and not
  healthcare
• Important to note that some people were not aware
  that their membership had lapsed

Takeaway ASHHRAs member referral value is
higher than member lifetime value. Prospective
members trust their peers far more than
traditional marketing and advertising.
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Slide 21
Remember that people work with people.
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Slide 22
Relationship-Building

• Understand individual expectations, goals and
  interests
• Outline organizational expectations and goals
• Be flexible
• Never ask for more than what you are willing to
  do yourself
• Check in
• Set an example
• Show interest/curiosity
• Provide tools and resources

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Survey Themes
Recognition

• Word of mouth an important aspect of raising
  awareness of ASHHRA
• 71 of lapsed members first heard of ASHHRA
  through a colleague
• Top three reasons for allowing their membership
  to lapse (in order of most commonly cited)
• Cost of membership dues exceeded value
• Could only select one organization and chose SHRM
• Other including
• Planning on renewing,
• Perception that their company is a member,
• ASHHRAs focus is more on hospitals and not
  healthcare
• Important to note that some people were not aware
  that their membership had lapsed

Takeaway ASHHRAs member referral value is
higher than member lifetime value. Prospective
members trust their peers far more than
traditional marketing and advertising.
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• I find that it isnt the size of the recognition
  that matters. The important thing is to be able
  to recognize...
• - Rebecca Gordon, MBA, CAE

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Recognition

• Volunteer appreciation week
• Getting to Know You column
• PowerPoint of volunteer photos on your website or
  rolling at an Annual Meeting
• Letterhead that lists names of volunteers
• Recognition at public events (Annual Meeting,
  Board or Committee meetings, etc.)
• List of volunteers on the website
• Volunteer of the year and incentives

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Survey Themes
Succession Planning

• Word of mouth an important aspect of raising
  awareness of ASHHRA
• 71 of lapsed members first heard of ASHHRA
  through a colleague
• Top three reasons for allowing their membership
  to lapse (in order of most commonly cited)
• Cost of membership dues exceeded value
• Could only select one organization and chose SHRM
• Other including
• Planning on renewing,
• Perception that their company is a member,
• ASHHRAs focus is more on hospitals and not
  healthcare
• Important to note that some people were not aware
  that their membership had lapsed

Takeaway ASHHRAs member referral value is
higher than member lifetime value. Prospective
members trust their peers far more than
traditional marketing and advertising.
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Slide 27
Succession Planning

• Start planning as soon as you step up
• Be on constant lookout for potential volunteers
• Create a Board/volunteer network that can assist
  with volunteer recruitment and retention
• Engage people to recruit who are good at asking
• Extend personal invitations
• Let people truly lead
• Highlight volunteer opportunities in a
  publication or other resource
• Make volunteering a cool thing to do

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Succession Planning

• Consider recruitment a year-round process
• Think about burn-out before it happens
• Remember that young people are usually interested
  in contributing but might face financial burdens
• Utilize on-line social networking tools Ning,
  LinkedIn, Facebook, etc.
• Learn from what has happened before you, but
  consider it a clean slate

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Thank you. Shelley Sanner, CAE Managing
Consultant McKinley Marketing, Inc. (202)
333-6250 x314 ssanner_at_mckinleymarketing.com