National Level Membership Recruitment and Retention

Recruitment

1. OBJECTIVES:
   1. Increase membership and retention
   2. Increase member renewals and engagement at all levels
   3. Create a sense of excitement around membership growth and SAF in general
   4. Increase communications (email, phone, other) between the national office and unit membership
   5. Assist Units with materials and tools to support their recruitment and retention efforts
   
   
2. STRATEGIES:
   1. Develop promotional materials to support membership growth and retention
   2. Audience-specific direct mail to all potentials
   3. Custom message e-mail blasts to all potentials
   4. Membership brochure for unit membership chairs to distribute at events
   5. Establish schedule of regular email communication to membership chairs
   6. Cross-promote member benefits and services
   7. Aggressive prospecting and data cleanup
   8. Host booth at National Convention to encourage new members and renewals
   9. Host new member reception at National Convention
   
   
3. BENEFIT MESSAGES:
   1. Connects you to industry members.
   2. SAF brings all parties involved in the forestry environment together.
   3. Advance your career.
   4. Hear about jobs — find employees — from SAF members who you know.
   5. Members get discounts on resources, education programs and convention registration.
   6. Subscription to the Journal of Forestry and Forestry Source
   7. Get an edge on the competition.
   8. Take advantage of ongoing educational programs, and increased knowledge of products, skills, and requirements throughout all aspects of the forestry profession.

Non-Member Attendee Campaign

1. OBJECTIVE:
   Target non-members who attend the Convention and recruit 10% of non-member attendees by end of 2009.
   
   
2. STRATEGIES:
   1. Emphasize member benefits and cost-savings in all promotional materials
   2. Send post-event email within two weeks of the show's end, inviting them to join
   3. Send email two weeks prior to the Early Bird deadline for next year's convention, and point out their savings when they join AND do early bird registration

Employer Campaign

1. OBJECTIVES:
   1. Ten new companies enrolled in SAF Employer Program by end of 2009
   2. Distribute brochure describing value of paying for employee's membership
   3. Hire and work with SAF members
   4. Get companies to pay for SAF membership
   
   
2. STRATEGIES:
   1. Targeted company visits
   2. The value of paying for SAF membership
   3. Work with SAF [members]

Purged Member Campaign

1. OBJECTIVES:
   1. Bring back 10% of current purged members
   2. Remind targets why they joined in the first place - reinforce value of SAF
   
   
2. STRATEGIES:
   1. Email blast (sent quarterly) to purged members from the past 24 months inviting them to rejoin
   2. 60 days post: Email survey asking them why they didn't rejoin, what they liked about SAF
   3. 90 days post: Follow-up with email blast asking them to consider joining SAF again
   4. 120 days later: Units - call purged members and ask them to rejoin

Renewals Campaign

1. OBJECTIVES:
   1. Convert purged members into current members
   2. Increase quantity and quality of communication with lapsing members
   3. Implement "touch-timeline"
   
   
2. STRATEGIES
   1. Increase the number of "touches" members get from the National Office.
   2. Supply unit membership chairs with strategies, tools, and an implementation schedule.
   3. Conduct purged member outreach, via email, mail, and phone.
   4. Involve units in retention/renewal campaign
   
   
3. TIMELINE
   October 1: Renewals available at Convention w/Gift
   October 15: First renewal notice sent (E-mail)
   November 15: Second renewal notice sent (mail)
   December 15: Third renewal notice sent (Mail)
   December 30: Fourth renewal notice sent (E-mail)
                         Unit Phone A-Thon
   January 15: "Membership Expired" mailing
   February 1: Phone A-Thon
   February 15: Unit Phone A-Thon