Chapter Performance Reimagined: Taking Your Association's Growth to the Next Level
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Throughout COVID-19, we’ve seen a lot of associations wrestling with the impact of lower revenue and declining membership. But what if your components could help turn that around for you? In times like these, where many associations are not able to have large in-person conferences, chapters and affiliates can be used to deliver member-value locally in ways that National cannot. By empowering your components, associations can increase member engagement and retention, growing both revenue and membership. In this webinar, we touch on ways you can significantly mobilize your components to better serve members and create a win/win for your members, your chapters, and your association. We traditionally focus on resources, tools, and insights that help you and your chapters without being a commercial for Billhighway. This webinar is different, so we want to be upfront about it. In times like these, associations need Billhighway more than ever. So we’re breaking with tradition and focusing this webinar on demonstrating how the Billhighway solution can help component-based associations solve the unique challenges of our current times. We wanted to share this detail with you ahead of time and encourage you to invite your executive director, CEO, CFO, and other senior-level leaders to hear a message they won’t want to miss.
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Chapter Performance Reimagined: Taking Your Association's Growth to the Next Level
- 1. Component Performance Reimagined Taking Your Association’s Growth to the Next Level Mark Prevost Director of Growth, Billhighway Peggy Hoffman President & ED, Mariner Management
- 2. Meet Your Presenters Mark Prevost Director of Growth Billhighway Peggy Hoffman President & Executive Director Mariner Management
- 3. Got chapters? We’ve got solutions. Billhighway is a chapter management solution that unifies data systems and simplifies administrative processes to empower staff and volunteers, so you can focus more time and energy on members and growing your organization. About the Hosts Billhighway & Mariner Mariner Management & Marketing is your partner in helping association volunteers and staff create the greatest possible value for your members and in ensuring the long term health and growth of your association.
- 4. How Billhighway Gives You Data Our Agenda Component Member Engagement Data Component Performance Data Component Financial Data
- 5. Poll On a scale of 1-5, how would you rate your relationship with components on sharing data?
- 6. CHAT What data challenges do you face with your components?
- 7. WHAT IF …you could help your chapters perform better, and in the process, also gather this data?
- 8. We’re an Association Performance Solution (APS) purpose-built for associations with components. We increase the performance and ROI of your components. We increase member engagement and retention, new member growth and total revenue for your association. What is Billhighway?
- 9. BILLHIGHWAY AT BILLHIGHWAY • Banking • Finance • Accounting • Events • Member payments • Budgeting • Filing taxes Integrated with an association’s AMS, and built on top of a banking platform, we automate and simplify component tasks around: Unifying the component eco-system with HQ, and allowing volunteers to spend more time on members and less time on administration.
- 10. While your components use Billhighway to operate better, we organically begin to collect data that allows you to measure . . . • Component Performance Data • Member (or non-member) Engagement Data • Component Financial Data
- 12. Get your hands on component member engagement data . . . • Billhighway captures the chapter member engagement data your AMS doesn’t. • All component payments, registrations, sponsorships flow through our solution. • How do you know if a component is offering fewer programs & engagement is declining? • Retention is a lagging indicator. You need a leading indicator.
- 13. • Identify non-members attending component events & add them to membership marketing campaigns • Identify members who aren’t attending chapter meetings & develop a retention strategy • Focus on components that need reengagement campaigns • Watch registration & membership trends across your ecosystem & identify lackluster components With the data that Billhighway collects, you can…
- 14. Poll What data about member engagement at the component level do you collect?
- 15. How do you prove the ROI of components?
- 16. Use member engagement data to make a case for investing in components Proves resources invested in components is justified Allows decisions to be based on data, not assumptions Is the intel that keeps membership growing: • Shows components play vital role in helping association fulfill mission • Shows the value members get from components Supports the argument for additional component resources
- 17. WHAT IF …you knew every touchpoint members and non-members had at the component level?
- 19. How do you… • get component performance & activity data? • measure component performance?
- 20. What kind of programs are they offering? How many events are they conducting? Identify high-performing chapter bright spots. What are they doing differently? Benchmark Chapter Performance Who and how many are attending, and why do some get higher attendance than others? Who are the non-members participating and how do you get them into your AMS?
- 21. Chapter Performance Heat Map Seattle, Washington Portland, Oregon Boise, Idaho Bismarck, North Dakota Minneapolis, Minnesota Chicago, Illinois Detroit, Michigan Indianapolis, Indiana Pittsburgh, Philadelphia Indianapolis, Indiana Boston, Massachusetts New York, New York Washington, D.C. Charlotte, South Carolina Nashville, Tennessee Atlanta, Georgia Orlando, Florida New Orleans, Louisiana Kansas City, Kansas Houston, Texas Austin, Texas Kansas City, Kansas Denver, Colorado Albuquerque, New Mexico Phoenix, Arizona Salt Lake City, Utah Las Vegas, Nevada San Diego, California Los Angeles, California San Francisco, California Sacramento, California Reno, Nevada KPIs TBX SUMM Events Renew Conv. VTO Egmt T/O Reten. Memb.
- 22. WHAT IF …you had real time access to component performance data?
- 24. Challenge Understanding a component’s financial situation HQ missing full picture of what’s going on with component finances. Can’t see real time how financially secure a component is. Can’t tell if they are over spending or underinvesting. HQ is the last to know a component is going downhill.
- 25. Challenge Balancing your need-to-know with component autonomy You have to incentivize them to submit data. Sometimes you have to threaten disaffiliation. That’s no fun. Provide data on their own timeline or never comply. Nagging feeds the “us vs. them” mentality.
- 26. Automate & simplify routine admin tasks Reduce risk of financial mismanagement Healthy balance of visibility for HQ & autonomy for chapters Chapter leaders no longer spend hours putting together financial reports for National. HQ doesn’t have to nag for them anymore. Alleviate your volunteer leaders’ burden
- 27. A user-friendly interface and intuitive card reader & check capture lets your volunteers get started right away with minimal training. Simple: Every payment is secure and encrypted, ensuring payee credit card information and data is never saved to the device used to access the app. Secure: Customize officer access based on your organization’s existing role permissions in the Billhighway system. Configurable: An integrated solution reduces the risk of tax liability from unreported income and lets Chapters utilize meaningful data from their Billhighway reports. Engagement Billhighway Anywhere Anywhere is a fully-mobile, cashless solution that lets your members and donors pay how they want. The sleek, Bluetooth-enabled card reader and check capture gives chapters the ability to collect funds anytime, Anywhere.
- 28. Keeping the financial tasks simple Easy officer succession Making the Treasurer’s position less daunting All this simplification allows chapters to attract and retain quality leaders. Attract & Retain High-Quality Leaders Better communication More transparency – real-time financial statements Improving the member experience and growing member engagement
- 29. WHAT IF …you had easy access to chapter financial data?
- 30. $ $ $ Having new insight & visibility, starts changing the conversation with your chapters.
- 31. 31 Turn Your Components into Your Golden Goose • Reduce Component Admin • Increase Component Performance • Increase Volunteerism • Mobilize Chapters to Grow Membership • Increase Member Engagement • Increase Retention • Increase Revenue
- 32. Sign up for a tailored demo!
- 33. Questions? Contact Us Mark Prevost Director of Growth Billhighway 740.817.0135 (cell) mprevost@billhighway.com www.billhighway.co
- 34. Upcoming Events December 29, 2020 9:30 – 10:15 am ET January 6, 2021 3 – 4:15 pm ET HELLO 2021! CRP COFFEE CHAT COACHING VOLUNTEER SUCCESS https://bit.ly/32MmvzF https://bit.ly/3lvv2OM
- 35. Resources Will Chapters Be Relevant in 2021? Make a Case for a Bigger Chapter Budget with the Help of Chapter Member Engagement Data How Chapter Financial Data Reduces the Volunteer Leadership Burden—and Financial Risk Chapter Performance Data Has the Power to Improve Your Association's Relationship with Chapters
Editor's Notes
- @Peggy – Intro topic Chapter Performance Reimagined: Taking Your Association’s Growth to the Next Level Throughout COVID-19, we’ve seen a lot of associations wrestling with the impact of lower revenue and declining membership. But what if your components could help turn that around for you? In times like these, where many associations are not able to have large in-person conferences, chapters and affiliates can be used to deliver member-value locally in ways that National cannot. By empowering your components, associations can increase member engagement and retention, growing both revenue and membership. In this webinar, we’ll touch on ways you can significantly mobilize your components to better serve members and create a win/win for your members, your chapters, and your association.
- @Peggy – Introduce speakers
- @Peggy -- In case you don’t know us…quick refresh on who we are, what we do & why we do it! Billhighway Powers associations to better serve members & grow by accelerating component performance Mariner
- @Peggy -- Today we’re going to talk about 3 important types of chapter data: Member Engagement Data Component Performance Data Component Financial Data
- @Peggy - Poll On a scale of 1-5, how would you rate your relationship with components on sharing data? 1 – Poor 2 3 4 5 – We get everything we need!
- @Peggy -- Let’s just get a feel for everyone’s chapter data challenges…chat in with yours! Do we want this to be a chat or a poll? If poll, what do we want the answers to be?
- @Peggy -- What if you could help your chapters perform better & at the same time effortlessly gather data from them as well? That’s what Billhighway does … and that’s why we’re here today! @Peggy, toss it over to Mark…
- @Mark What is Billhighway? Billhighway is an Association Performance Solution (APS) purpose-built for associations with components that increases the performance and ROI of your components. It increases member engagement, member retention, new member growth and total revenue for your association.
- @Mark
- @Mark -- You can’t manage what you can’t measure. You need to understand what’s going on with member engagement in each chapter. You need a way to peek behind the curtain and see what’s happening in your chapters right now. You need to know how (or if) members are participating in chapter activities so you can ensure membership value is delivered and membership dues revenue is received.
- @Mark - What is chapter member engagement data? How do you get it? And what can you do with it once you have it? Let’s dive in to find out…
- @Mark – Here’s how to get your hands on chapter member engagement data Your AMS tells you how a member is engaging with your association, but not with their chapter—and that’s where members are most active. So how do you peek behind the chapter curtain? Billhighway captures the chapter member engagement data you need. All chapter payments and registrations flow through our software. Chapter member engagement remains a mystery for many associations. Your association management system (AMS) captures member engagement data at the national level, but not at the chapter level—that’s the missing piece. How do you know if a chapter is offering fewer programs during the pandemic and if member engagement is declining as a result? If you wait for chapters to submit a report, it might be too late, the damage to membership value already done. Monthly membership reports alert you to declining membership renewals—an obvious signal that membership value isn’t being delivered. But retention is a lagging indicator. It measures something that happened (or didn’t happen, in this case) in the past. You need a leading indicator, like chapter member engagement data, to get ahead of retention issues and prevent non-renewals. You need access to chapter data—like registrations for virtual meetups, webinars, and virtual conferences—that reveal declining member engagement in real time. If you can watch registration and engagement data in real time, you can spot worrisome engagement trends before it’s too late. You can see the leading indicators that influence member retention.
- @Mark With the data Billhighway collects, you can help chapters identify members who aren’t attending chapter events, training or programs (virtual or in-person), and develop a proactive retention strategy. This intel helps you direct your focus to chapters that need help with reengagement campaigns. For example, you can show chapters how to learn more about member needs and remind members about relevant opportunities and benefits. This type of intervention will increase retention and revenue. You can identify non-members attending chapter events and add them to membership marketing campaigns. If you can help chapters convert these attendees into members, you’ll both see increased revenue in the years ahead. With Billhighway, you can watch registration and membership trends across your chapter network, identify lackluster chapters, and intercede before it’s too late—before memberships drop or chapters fold.
- @Peggy – Poll What data about member engagement at the component level do you collect? # of programs/activities offered Types of events offered Member attendance Non-member attendance Registration data/trends
- @Peggy – How do you prove the ROI of chapters? Association budgets are tightening in response to pandemic-related revenue losses and in anticipation of more financial challenges ahead. This is bad news if your association’s C-suite and board see chapters as a cost center, not a revenue source. In reality, chapters contribute to your association’s bottom line. They bring in new members and deliver value to members through educational events, volunteering, and networking—activities that increase member engagement and retention. But how do you prove the ROI of chapters? With the help of chapter member engagement data, you can make the business case for more HQ attention and investment in chapters. Engagement data shows the positive impact of chapters on association revenue when they’re empowered to better serve members. https://www.billhighway.co/how-to-demonstrate-the-value-of-chapters-to-your-association/
- @Peggy – Use member engagement data to make a case for investing in chapters The C-suite and board can easily see how much your association spends on chapters, but the chapter ROI isn’t so obvious. Chapter member engagement data proves that the resources your association invests in chapters is justified. This data also supports your argument for additional chapter resources from HQ. Leadership decisions about chapter resources should be based on data, not assumptions. Preventing knee-jerk decisions is especially important when HQ staff and board members aren’t clued into local chapter culture, community and activities, and don’t “get” the role of chapters in members’ lives. Chapter member engagement data is the intel that helps you keep membership growing and chapters playing a vital role in helping your association fulfill its mission. It shows the value your members get from their chapters.
- @Peggy – What could you do?
- @Peggy - Now let’s talk Chapter Performance Data How has the pandemic affected your relationships with chapters? Are you talking regularly with chapter leaders or getting ghosted? Are you “all in it together” or regressing into “us vs. them” territory? Would you believe me if I told you that chapter performance data could put you and your chapters on the path to a rewarding relationship?
- @Peggy - Chat Question: How do you currently measure chapter performance? How do you get chapter performance data? Ask to throw ideas into chat…
- @Mark – Use ASQ example When you identify high-performing chapters, you can study these chapter bright spots to see what they’re doing differently to engage and deliver value to members. What kind of programs are they offering? What are their marketing strategies and tactics? How are they getting more member engagement? How are they attracting non-members to their events? Share these bright spot practices with other chapter leaders. Spot opportunities for peer mentoring and pair struggling chapter leaders with successful ones.
- @Mark You have access to chapter data that allows you to benchmark and understand the correlations between chapter activities and performance. Once you’ve identified low-performing chapters, you know where to allocate more of your time and where to step in to provide coaching and resources.
- @Peggy – What could you do better if you had chapter performance data? Chat in now. Chapter Performance Data (we know how many events they’re having, how many members are attending, percent of members attending, programs receiving the highest interest, etc.). This data can also be correlated against the other chapters to see who’s under-performing so CRP’s can help elevate the performance of all chapters, and what high-performing chapters are doing differently so we can help model it.
- @Peggy – Intro Chapter Financial Data Managing chapter leadership duties is tough enough in the best of times, but during the pandemic, volunteer chapter leaders are really struggling. They’re working long hours, concerned about job security, worried about their business, dealing with school-age children at home, or wrestling with COVID anxiety like the rest of us. Most chapter leaders are volunteers, not association management experts. Even fewer are financial wizzes. They might not even be in charge of a budget at their day job. But in the midst of all this uncertainty, they’re trying to keep their chapter on solid financial ground. How well are they doing? Do you even know? If only you could alleviate some of the financial burden and administrative stress so chapter leaders can focus on delivering value to members, not balancing spreadsheets. Spoiler: you can.
- @Mark - Challenge: understanding a chapter’s financial situation Many associations don’t have the full picture of what’s going on with chapter finances. You might not have a process or system in place that shows you how financially secure a chapter is in real time. Is a chapter’s budget allocated in the right way? Where is the chapter overspending or underinvesting? It’s hard to tell if a chapter is even using sound financial processes and practices. Your association can’t be the last to know if a chapter is going downhill. By the time you learn a chapter is making bad financial decisions, having financial difficulties, or worse, becoming insolvent, it may be too late to turn them around. If a chapter goes under, members are the ones who suffer most as they watch their local professional community fade away. We might want to add a caveat in the notes that not all organizations are the same and the level of visibility into finances might look different for some organizations. I just don't want us to shut anyone out because they're like "oh, they don't share their finances with us"
- @Mark - Challenge: balancing your need-to-know with chapter autonomy Understandably, you want to know what’s happening—and what’s not happening—in chapters so you can provide the support they need and build a stronger relationship with them. But, even in the best of times, you probably have to incentivize (or strong arm) your chapters into submitting the data you need. But sometimes, the threat of disaffiliation is the only thing that works. That’s no fun for anyone. Even if you explain the rationale behind your data request and spell out what’s in it for them, some chapters will get around to it on their own timeline or never bother to comply. During the pandemic, submitting data to HQ is way down on the list of priorities for a busy, stressed out volunteer leader. Nagging for chapter data does absolutely nothing for relationships. It feeds the “us vs. them” mentality, and, if that’s already the norm, this dangerous mindset becomes even more entrenched. You get the reputation for always wanting something and always pushing something.
- @Mark Alleviate the volunteer leadership burden—and financial risk Financial and administrative responsibilities require a great deal of a volunteer leader’s time and energy. If you can find a sustainable way to reduce this burden, chapter leaders would have more time to focus on member engagement. You don’t want these laborious tasks to dissuade qualified members from leadership service. Billhighway gives chapter leaders the tools they need to automate and simplify routine administrative tasks, such as banking, finance, accounting, invoicing, and 990s. Best of all, Billhighway provides a healthy balance of visibility for HQ and autonomy for chapters. Billhighway reduces the risk of financial mismanagement by volunteers. Your association can see what’s going on and pull the financial reports you need without having to nag chapter leaders for them.
- @Mark Getting the data while making chapter administration easy and safe.
- @Mark Alleviate the administrative burden of chapter leaders and you’ll see more qualified members willing to serve as volunteer leaders, which helps to fill HQ’s leadership pipeline too. Chapters on solid financial footing can afford to invest in the technology and programs that deliver value to members. As a result, member recruitment and retention improves, and everyone’s revenue increases.
- @Peggy – Let’s chat about it… Imagine how you could use Financial Performance Data to determine… Is money being spent on the right activities? Are the right investments in members being made? Are all our chapters viable? Which chapters are struggling? How is each chapter performing against their peers?
- @Peggy - New data leads to new conversations — and new revenue. You can watch your relationship with chapters transform. Integration Process By integrating your chapter banking system with membership management systems, you get access to the type of data that can start a productive conversation between you and your chapters. You can dig into their data, get the story behind it, and start exploring best practices together. Removes Babysitting Chapters You no longer have to babysit chapters. You don’t have to make them complete long checklists of reports they must submit to maintain their affiliation status. Chapter banking takes a lot of those things off the checklist. You don’t have to watch over them and hope they do the right thing when managing their bank accounts — the right thing to do is built into the platform. Attract & Retain Sponsors For example, expenses at one chapter are about the same as last year, but their sponsorship revenue is way up again this year. What are they doing to attract and retain their sponsors? Find out and share those practices with other chapters. Comprehensive Picture When you don’t have a comprehensive picture of a member, it’s easy to make assumptions about them. “Data leads to a better understanding of member behavior,” said Peter. “If you have a disconnected or fragmented data system, then Bob Smith looks like a checkbook member at the National level, but is really kicking butt at the chapter level. If you don’t have integrated data systems, you have no clue.” UNDERSTANDING WHAT DRIVES ENGAGEMENT If you had a clearer picture of Bob Smith’s engagement at the local level and what drives his behavior and the behavior of members like him, you can create a more symbiotic relationship with your chapters in terms of how you both serve those members. United With One System “Ultimately, you want to have everybody working off the same communications platform, the same database, the same technology across the board.” “If they see how well chapter banking can work, and they get really comfortable with it, they’re more likely to go with you to the next step. That’s what Billhighway does,” said Peter, “They connect distributed and disparate systems throughout the association eco-system and allow them to operate as one.” Transformational Technology By providing this transformative technology to chapters, your team can dedicate more time to listening, learning about chapter challenges and successes, and sharing those success stories with other chapters. You can fulfill your mission of building stronger leaders, stronger chapters, and best of all, a stronger chapter network.
- @Peggy – Chapters can do so much for your association. The data Billhighway provides allows associations to amplify the impact of their chapters. Chapters are the golden geese for associations. Their strength contributes to your impact. But you need to know what’s going on in them so you can help them operate at maximum productivity.
- @Peggy – If anything you’ve heard today resonates today, I’d love to recommend that you reach out to Mark to find out what Billhighway can do for you. Sign up for a demo… We hope you learned how your association can mobilize chapters to better serve members, and increase recruitment, retention and revenue. If you want to see how Billhighway can help your organization grow, sign up for a 30-minute demo specifically tailored to your association’s needs.
- @Peggy – And this is how you can contact Mark Ask if there are any questions
- @Peggy - Looking ahead >> Virtual Idea Swap on curating ideas for 2021; Jan skill sharpener continues Coffee - https://bit.ly/32MmvzF Coaching Success - https://bit.ly/3lvv2OM
- Check out these blog posts
- @Peggy – Thank you again!