Transcript Law Student Transfer Members with Section Memberships WHEN

American Bar Association: Membership & Marketing Division
American Bar Association
Membership & Marketing Division
Orientation for SOC Membership Chairs
June 2008
Section Membership Development
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American Bar Association: Membership & Marketing Division
ABA membership is tied to increased Section membership and Section
membership is tied to increased ABA membership. The ratio between ABA
and Section membership is 1:1.
Membership & Marketing Division
Section Development Team:
Paula Cleave, Deputy Director Membership & Marketing
– Krista Pratt, Assistant Director, Section Membership Development
– Vacant, Section Membership Development Manager
– Marketing Coordinator, Sarah Marcotte (shared position)
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American Bar Association: Membership & Marketing Division
What is the role of the Section Development Team
within the Membership & Marketing Division?
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Two fully dedicated and two shared staff focus on Section membership and
developing successful growth strategies;
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Execute recruitment and retention campaigns: joint campaigns give many Sections
an opportunity to collectively reach a wider audience with more frequency (more
than 1 million impressions in 2006-07);
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Help Sections individually and collectively plan and identify initiatives with the
greatest potential for growth (e.g., State and Local Government, Public Contract
Law;
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Advocate for Section membership - offer a Section perspective within the Division
and offer a membership perspective to Sections;
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Meet with Section leadership (Section Membership Committees/Chairs and Section
Councils) along with Section staff; and
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Collect and share best practices and marketing expertise from internal and external
sources to increasing staffs’ collective knowledge and marketing power.
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American Bar Association: Membership & Marketing Division
2007-08 Section Membership Development Plan
The 2007-08 Section Membership Development Plan
objective is simple: To increase the percent of Lawyers
in a Section
We hope to achieve that by:
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Targeting younger, uninvolved, non-section members-- the most at-risk group
for attrition.
Testing a variety of market channels, including telemarketing, email,
advertisements, and direct mail;
Testing Section recruitment and retention offers, e.g., free vs. $40 discount;
and
Increasing collaboration with and between Sections, including sharing best
practices, more regular communication regarding Membership initiatives, and
consulting individual Section on membership tactical and strategic plans.
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American Bar Association: Membership & Marketing Division
2007-08 MMD Section Membership Development Plan
Timing of the Plan
– Q1
11 recruitment campaigns (94.4k contacts);
3 retention initiatives (299k)
– Q2
16 recruitment (130K) and 4 retention
(60k) campaigns
– Q3
16 recruitment campaigns (272k)
– Q4
15 recruitment campaigns (269k)
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American Bar Association: Membership & Marketing Division
SECTION RECRUITMENT:
AOC Recommendation Recruitment
WHAT:
AOC Recommendation Recruitment
WHO:
Lawyers with AOCs, but No Section Memberships
WHEN:
Weekly Email and Quarterly Mail
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Use member-reported information – areas of concentration (AOCs) and Martindale-Hubble areas of
practice (AOPs) – to recommend one to six specific Section memberships
Offers are personalized with selected areas of interest and the coordinating sections
Emails are sent weekly to members who newly select AOCs
Letters are mailed quarterly to members with new AOCs, and in the spring to all members with an
AOC
Letters are segmented by offer, e.g. Group Program participants, $40 discount eligible
Member impressions: approximately 10,000 by the weekly email in FY2008
Member impressions: approximately 146,000 by the quarterly mailing in FY2008
Average join rate = 2%
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American Bar Association: Membership & Marketing Division
SECTION RECRUITMENT:
Telemarketing
WHAT:
Section Recruitment Telemarketing
WHO:
Young Lawyers
WHEN:
Winter 2008
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Test the response and expense of telemarketing versus traditional direct mail campaign
Reach young lawyers (dues classes 1 and 3) and test offer of $40 discount versus free Section offer
Use member-reported information – areas of concentration (AOCs) and Martindale-Hubble areas of
practice (AOPs) – to recommend one to six specific Section memberships
Member impressions/contact rate: approximately 2,300 from 6,ooo member file
$40 discount offer = 11.2% response rate
Free Section offer = 45.7% response rate
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American Bar Association: Membership & Marketing Division
SECTION RECRUITMENT:
No AOC, No Section Recruitment
WHAT:
No AOC, No Section (NANS) Recruitment
WHO:
Lawyers with No AOCs and No Section Memberships
WHEN:
Bi-Annual Mail
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Message details the general benefits of Section membership
Reaches members who haven’t provided information about their legal interests (no AOCs)
This group has the lowest interaction level with the ABA and is therefore the most likely to drop and
the most difficult to sway
Mailed bi-annually
Segmented by offer, e.g. Group Program participants, $40 discount eligible
Member impressions: approximately 85,000 in FY2008
Average join rate = less than 1%
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American Bar Association: Membership & Marketing Division
SECTION RECRUITMENT:
Thank You Cards
WHAT:
“Thank You” Greeting Cards
WHO:
Lawyers with Fully Paid ABA Dues and No Section Memberships
WHEN:
Periodic Mail
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Thanks members for their support of and participation with the ABA
Offer to young members promotes the $40 discount on Section membership
Offer to experienced members in spring promotes 15 months of Section membership for price of 12
Young members with paid ABA dues receive the offer after each bill
Experienced members with paid ABA dues receive the offer once in the spring
Member impressions: approximately 45,000 young members in FY2008
Member impressions: approximately 40,000 experienced members in FY2008
Average join rate among young members = 3% to 4%
Average join rate among experienced members = TBD
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American Bar Association: Membership & Marketing Division
SECTION RECRUITMENT:
Free Section Offers
WHAT:
Congratulations Greeting Cards
WHAT:
Free Section Postcards
WHO:
New Bar Admittees
WHO:
New ABA Members
WHEN:
Bi-Monthly
WHEN:
Monthly
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Congratulates new bar admittee members
on passing the bar
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Offers a free Section membership to
complement the free year of ABA
membership
Requests new members to provide legal
interest information so the ABA can better
help with their career
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Offers a free Section membership in return
for selecting an area of interest
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Mailed every other month
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Member Impressions: approx. 46,000 new
bar admittees in FY2008
Mailed each month to members in the ABA
for at least three months who have not
selected an AOC nor joined a Section
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Average response rate = 10.2%
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Member Impressions: approx. 63,000 new
ABA lawyer members in FY2008
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Average response rate = 0.7%
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American Bar Association: Membership & Marketing Division
Section Membership Recruitment Activity
• FY2008 year-to-date, Sections have added 52,506
memberships. Of the total:
– 23,134 memberships are from Law Student Transfers (44%)
– 10,048 memberships were new to the ABA and Section (19%)
– 19,324 memberships are from existing ABA members (37% )
• Section churn:
– New members represent 19% of the September baseline
membership
– Dropped members were 18% of the September baseline
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American Bar Association: Membership & Marketing Division
Section-only Membership Adds by Source Code
Unknown, 23%
ABA Billing Invoice, 33%
Online Enrollment, 13%
MMD Campaign (Free),
5%
MMD Campaign, 4%
Indiv Section Generated
Campaign (Free), 4%
ABA Billing Invoice
(Online), 16%
Indiv Section Generated
Campaign, 3%
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American Bar Association: Membership & Marketing Division
SECTION RETENTION:
Drop for Non-Payment Prevention
WHAT:
Drop for Non-Payment Prevention
WHO:
Lawyer Members with Outstanding Section Dues
WHEN:
Periodic Mail
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Stickers on fall and winter Section periodical covers with “don’t miss this benefit” message to
members with outstanding Section dues
Postcards following bills reminding eligible members with outstanding dues of the $40 discount on
Section membership
Letter from Executive Director in January with general Section benefits and a reminder to pay
message to members with outstanding Section dues
Member impressions: approximately 450,000 in FY2008
Average retention rate among members reached = TBD
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American Bar Association: Membership & Marketing Division
SECTION RETENTION:
Law Student Transfer Communication
WHAT:
Law Student Transfer Communication
WHO:
Law Student Transfer Members with Section Memberships
WHEN:
Bi-Monthly Mail
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Reaches law student transfers members with Section memberships – current law student members
belong to an average of five Sections each and first lawyer invoice could be a $250 shock
Message acknowledges ABA and Section membership as a law student and displays lawyer pricing
for Sections
Message congratulates member on passing the bar and requests the member to revise Section
memberships to meet needs as lawyer member
Mailing reaches members before receipt of first lawyer dues invoice
Member impressions: approximately 20,000 in FY2008
Average response rate = TBD
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American Bar Association: Membership & Marketing Division
SECTION CONSULTATION:
Section Communications
WHAT:
Communication with Section Staff
WHO:
Section Directors and Membership Staff
WHEN:
Ongoing
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Monthly report includes membership numbers with add and drop activity by Section, membership
campaigns completed and upcoming, invoices scheduled, and highlights.
Distribute/communicate information regarding Section and/or Membership initiatives, campaign
collateral and results
Annual Section Membership Information Binder (SMIB) contains year-end reports, historical trends,
samples, etc.
Assist individual Sections with tactical and strategic membership plans, including execution
•Produce recruitment/retention “sample” membership plans
•Executed membership campaigns for small Sections who don’t have dedicated membership
resources (e.g., State and Local Government Law, Public Contract Law)
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Primary contact for any and all membership questions
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American Bar Association: Membership & Marketing Division
Conclusion
Section Membership projected to grow
modestly during 2007-08.
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