The recruitment process has changed.

In the old days, prospective members would have contacted you for information about what you offer. Today they are likely to check you out and get the information they need from your web site. The balance of knowledge is different.

In fact, if your web site is easy to navigate and clearly shows where the value is, they might sign up directly via the web.

So if they do phone you, it is likely to be with a specific question about the joining process, or because they are not sure if membership will suit them or not. This means you have to go into problem solving mode, not sales mode. You have to understand the problem they are trying to solve and then clarify how membership will help solve that problem for them.

The critical parts of the recruitment process are now:

• Having a reason to come find you
  
• A great web site
  
• A clear and compelling value proposition
  
• An easy joining process
  
• People they can talk to who are great at problem solving.
  

Are you strong in each of these areas?

Mapping out the journey into membership by stepping into the prospective members shoes would be very valuable in revealing the parts of that experience that could be improved.

Try before you buy?
If membership is a significant investment, prospects may need more convincing that it is the right thing to do.

They might want to try you out before they commit. Consider offering ‘membership for a day’. Give them the opportunity to attend an event or gain an experience that members get – but for just one day.

Relevant approaches

If you know the joining triggers that prompt interest in joining you can engage in a meaningful dialogue with a prospective member.

If you can determine these triggers then set up a ‘Google Alert’ for it. Now Google will let you know about news of organisations or people who are reporting these triggers.

For example, the appointment of a new manager or director. You could follow that up with a congratulatory message, highlighting how membership helps someone in that specific role.
A similar alert could be set up when someone is promoted to a new position. These would be very relevant.

sue@suefroggatt.com

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Engineers Australia’s cultural change initiative, strength, is the first international recipient of a Gold Circle Award, presented by the American Society of Association Executives (ASAE).

 

This major public awareness campaign focuses on strengthening the voice, recognition and knowledge of engineers across the world.

 

Find out more about this award win here. (link: http://www.engineersaustralia.org.au/news/engineers-australia-wins-international-award)

 

The 2014 Gold Circle Award competition received the highest amount of entries in the history of the program, with more than 195 submissions. The award will be presented on 17 June at ASAE’s 2014 Marketing, Membership and Communications Conference in Washington DC.

 

Congratulations to AuSAE member, and strength campaign creator, Noel Dos Santos, and the team at Engineers Australia on this global recognition. 

The State of Play: How NFPs can stay ahead of the game. Join CBB the not4profit people as we bring together experts to share their views on the 'state of play' in Queensland's Not for Profit sector, and most importantly, what Not for Profits can do to stay ahead of the game in a sector that is in the midst of extensive change.

Guest Speakers : Kasy Chambers , Executive Director Anglicare. Dr Joanne Redburn, NFP Lawyers. Dina Jak, Foresters Community Finance.

Tickets are limited, book now to avoid disappointment.

Price: $45 +GST per head, includes a hot breakfast, tea and coffee

For more information http://www.cbb.com.au/corporate/our-events/

BOOK ONLINE NOW

Karen Whiteside, President of Playgroup NSW announced today the appointment of Karen Bevan to the position of Chief Executive Officer of Playgroup NSW effective 5th May 2014.

Karen has a long standing career within not-for-profit organisations, and comes to Playgroup NSW after leading policy and research teams at the Royal Commission for Institutional Responses into Child Sexual Abuse. Previously, Karen worked with UnitingCare Children, Young People and Families where she held the senior executive position of Director, Social Justice, responsible for the organisation’s policy, advocacy and research agendas, government relations and organisational strategy. Other roles have included work in the areas of policy, research, public relations and fundraising.

Karen has significant experience managing both state and federal government relationships at a senior level as an advocate for the wellbeing of children. She has been responsible for developing strategy, executing media campaigns, and directly influencing government policy through her relationships, drive and standing within the sector.

“Karen has spent much of her time working as an advocate and policy influencer ensuring that initiatives for children are based on solid, fact based evidence. This has ensured that children and families benefit. This commitment demonstrates a very strong alignment to our own goals and vision for children within the community, Karen is a perfect fit for Playgroup NSW” said Whiteside.

“This is an exciting period for the organisation and we welcome her to the team”

AuSAE have an exciting partnership with our American, sister society ASAE. This partnership enables our members to receive the ASAE member discounts to the online courses. The next online course is coming up! Through this two week, online course, build skills and techniques that will give the boost to think strategically and push yourself to the next level.

For more information about the course topic, dates and how to register please click here.

May is just around the corner which means round two of our networking events are not far away! This is a great opportunity to network with other leaders from associations, charities and other not-for-profit organisations. 

Lunches and breakfasts are on in Auckland (Lunch - May 12), Wellington (Lunch - May 13), Melbourne (Breakfast - May 16), Brisbane (Lunch - May 21), Canberra (Lunch - May 21), Sydney (Breakfast - May 22), Perth (Lunch - May 23) and Adelaide (Lunch - May 29). To register and for more information, please click on your location above.

This month's question is from a participant in the March Privacy webinar and the response from Mills Oakley Lawyers partner, Damian Ward.

Q: Are Opt Outs required on all communications sent to individuals whom an organisation markets to?

A: This depends on the type of information being sent however it is best practice to always have an opt out option on marketing communication so the individual is taking a positive step and requesting that their details be removed from an organisation’s database.

If you are interested in sharing your knowledge with peers or have any questions to submit, please email info@ausae.org.au with the Subject line: Ask a Member Forum, at any time and AuSAE will organise an experienced association professional to respond to your question and provide advice.

AuSAE partner, Mills Oakley Lawyers have been inundated with Privacy review questions following AuSAE’s insightful March Privacy Legislation Webinar. To assist AuSAE members, Mills Oakley Lawyers have now prepared a special Privacy Review Package for AuSAE members who are feeling overwhelmed by the numerous changes and are not sure if there organisation is complying. They have also complied a frequently asked questions and answers document to assist you with these changes. 

For more information on this Privacy Review Package please email kimberley@ausae.org.au.

Sci Qual International provides a 10% discount on the initial certification for all AUSAE members. Just advise our team that you are an AUSAE member when you get a quote for certification. You can complete an application form online at http://www.sciqual.com.au/certification-enquiry-application-form or call our friendly staff on 1800 998 999.