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Date: Mon, 08 May 2000 15:42:55 -0400
From: Doug Newcomb <DOUG@sla.org>
Reply-To: SLA Task Force on Membership
<slataskforce@listserv.unc.edu>
To: SLA Task Force on Membership
<slataskforce@listserv.unc.edu>
Cc: Sherry Icenhower <sherry-i.SLAPO.DOMAIN1@sla.org>
Subject: [slataskforce] SLA Membership program plan.
Good afternoon Barbara,
I wanted to share with you a few things that Sherry Icenhower,
SLA's Membership
Director, shared with me.
Following are a few items that the membership
department is tossing around in their program plans for 2001. These are
preliminary thoughts and
technical ideas on email, telemarketing, a customer
Service Center, and voice mail technology . You may want to see if the any of
these fit into the directions you are going with the
taskforce, sharing what
you see to be relevent. It
is important to note that all the following are
tentative, and have not been finalized.
Thanks for all the hard work. See you in a few short weeks!
Doug Newcomb,
SLA Managing Director, Communications
Staff
Liaison to SLA Membership Task Force
MEMBERSHIP RENEWAL PROGRAM
Encourage prompt and consistent
renewal of membership by offering member added
value.
Electronic Invoicing:
Electronic invoicing will enable non North American
members to receive invoices
in a timely manner. Approximately 9,000 SLA members have
email. We expect the
process of using electronic email to reduce the actual costs
of printing and
mailing invoices over the next couple of years. We expect a
gradual conversion
to the new electronic process
and SLA will promote this process and possibly
offer a 5% discount if members pay on receipt of the first
email which will be
sent approximately12 weeks out from their anniversary date.
Approximately 3,000 members do not
have email and will have to continue to be
sent printed invoices to these members. The value of
electronic invoicing will
be a reduction in actual cost, staff time and prompter payment
of dues.
The electronic invoicing will promote
SLA member benefits and be used as a
promotional tool as well as an invoice as space allows.
Electronic invoicing is
efficient and timely allowing for faster payment.
Print and Electronic Payment Simultaneously:
Initially those that have email will
receive their first invoice via email
along with a printed version. In addition all members will
receive printed
invoices as we introduce this new feature and evaluate its
response rate and
timeliness. Those members that do not have email will continue
to be invoiced
via print.
NEW MEMBER RETENTION
Utilize technology to enhance and
increase retention initially targeted at
first year members.
Use Voice responsive technology to
keep in touch with new members and find out
what they like and what they do not like about SLA. Include a
survey with the
message.
Have staff prepare a message and that could include a one or
two question
survey targeted at new members for information on how they
view their SLA
membership. Increase an
overall renewal rate by increasing retention of new
members.
If this technology is effective and
obtains a high renewal rate it will be
considered for use in other areas for surveys and promotional
efforts impacting
retention and new member development.
Email New Members:
Email to new members to thank them
for joining SLA and letting them know that
their new member packet is forthcoming. Give them their pin
number and invite
them to use the member only section, etc. Brings the new
member into the
community more quickly and allows them to start enjoying their
benefits
immediately. Good customer service.
TELEMARKETING:
In-house telemarketing to promote
reinstatement and obtain exit surveys with
those deactivated members that choose not to renew. The goal
is immediate
reinstatement by encouraging use of a credit card. Disseminate
information as
appropriate and make needed adjustments as indicated.
Customer Service Center-Outsourcing:
Efficient and timely response to
calls from members and potential members. A
multitude of services will be offered to assist each
department at SLA and
offer members efficient and timely responses to a variety of
information and
activities offered by SLA. The Customer Service Center will
perform a multitude
of tasks from answering questions about the organization to
conference
registration, data base changes, processing orders for publications; mailing
membership information; processing reinstatements and
processing new members.
This should free up staff time in multiple departments and
allow SLA staff more
for time for development, expansion of products and
promotional efforts.
Outsourcing is the most
cost-effective way to promptly serve in a timely and
efficient manner our membership with basic information,
changes in data,
mailing of products, etc. This frees up in-house staff to be
more productive in
their areas. Saves staff time, money and allows for more
productivity.
Prepared
by:
Sherry
Icenhower, SLA's Membership Director
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