Attached to this email is the report of the Ad Hoc Recruitment and
Retention Committee. I've also included a text copy of the report
below. 73, Rod W6ROD
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Document #22
Report of the Ad-Hoc Recruitment & Retention Committee
Board of Directors Meeting
American Radio Relay League
July, 2003
In January, 2003, the Board passed the following motion:
49. On motion of Mr. Isely, seconded by Mr. Maxwell, it was
unanimously VOTED that the following resolution be adopted:
BE IT RESOLVED, that the ARRL President establish an Ad-Hoc
Committee tasked with developing and testing methods for increasing
ARRL membership and retaining existing members. In pursuit of
this task, this committee shall draw on the resources already available
within the ARRL Headquarters organization, but is expected to use
these existing resources in new and innovative ways.
President Haynie then announced the members of the Ad-Hoc Recruitment and
Retention Committee: Vice President Stafford, Chairman; Directors Bellows,
Day, Walstrom, Vice Directors Greenheck, Leggette, Raisbeck, and
Mendelsohn; Mr. Wilson. In addition, Dennis Motschenbacher has
participated in the discussions and work of the committee.
The committee has had several teleconferences discussing numerous
strategies and methods of recruiting new amateurs and new ARRL members and
retaining members. The following is a list of various ideas and strategies
in various stages of development by the committee:
1. MANUFACTURERS PILOT PROGRAM. A pilot program has been
initiated with ICOM, America that provides the buyers of ICOM equipment
with a $15.00 coupon good toward ARRL membership. The pilot program will
run until August 15, 2003, and be assessed at that time as to its
effectiveness. Details of the pilot program are set out in the paper
attached to this report, noted as attachment A.
2. MAJOR RETAILER PILOT PROGRAM. A second pilot program will
commence in August with Ham Radio Outlet. Visitors to the HRO store, not
necessarily purchasers of equipment, will be given a coupon worth $5.00
ARRL membership. HRO will also be given consideration equaling $15.00 when
the member actually applies for membership. This pilot program is also
described in attachment A.
3. ARRL SALES REPRESENTATIVES. We are working on a concept that
provides for ARRL membership salespersons to sell ARRL memberships at
conventions, club meetings and any other venues where amateurs gather. The
idea is to augment the efforts of Directors, Vice Directors, Officers and
others in marketing ARRL memberships. The details for a couple of separate
pilot programs to test out this concept are currently being developed. One
of the pilot programs will involve a compensated sales rep and the other
will involve a volunteer sales rep. A white paper with the basic concept
is set forth in attachment B.
4. RENEWAL NOTICES. Specifically in the area of retention of
members, the committee discussed the current HQ activities dealing with the
process used for renewal notices to members. The committee has recommended
that a personalized letter be made a part of the process in which the
ARRL activities and achievements during the past year are highlighted with
the specific idea of showing the member that the ARRL is actively working
to provide a better amateur service for them. This personalized letter
would replace one of the currently used renewal notices. The personalized
letter will be tested against the currently used renewal notices for a
three month test period and the results will then be evaluated.
5. USE OF MEMBER ONLY PORTION OF WEB SITE. For both recruitment
and retention purposes, the committee feels the members only portion of
the ARRL web site could be used to a greater extent to attract and keep
members. For example, there are certain specialty interests within amateur
radio that could be better served through our web site than through QST or
other publications provided by the League. To use ATV just as an example,
we could have original articles on ATV, reprinted ATV materials found in
older publications by ARRL, a moderated discussion group regarding ATV,
etc. All of these would be available ONLY to ARRL members through the web
site. Staff is currently working on a white paper to present to the
committee as to how we might implement this concept for one specialty area
within amateur radio. We need to know how we might best service the
specialty areas within amateur radio through the web site and what that
might cost. We also need to have some way to measure success of the
strategy in acquiring and retaining members. If it seems to work well, we
can always expand it to other specialty areas, such as AM, contesting,
DXing (although we understand we have a high percentage already), QRPers,
digital modes, even public service and emergency communications, etc. The
list goes on and on. The important idea is that if people perceive that
theres something important and informative going on within the ARRL member
only portion of the web site, they will be more motivated to become, or
remain, a part of it. Publicity for these specialty interest areas of the
members only web site could be covered in QST, the ARRL Electronic Letter,
and even in any specialty publications produced by entities or persons
actively involved in these specialty interest groups.
The committee is very excited about this particular strategy. We
can see the ARRL developing these specialty areas within the members only
portion of the web site that will allow us to market specialty products and
promote advertising for these areas if they are well used. And the bottom
line is we will be able to better serve those segments of amateur radio
that we would not otherwise be able to serve.
6. INTERMISSION SLIDES AT THEATRES. The committee is exploring
the idea of having PSA slides shown at theatres at the intermission to
publicize amateur radio. The art work can be produced in-house but were
searching for a group of theatre chains who would be willing to show the
slides without cost. It appears many of the theatre chains charge a
handsome sum even for public service announcements.
7. ALLIED ACTIVITIES. There are a number of activities that
people are involved in which lend themselves to amateur radio
involvement. For example, yachting and RVing come to mind as obvious
examples. There are two strategies being explored. One is to get a club
in an area where there is a lot of yachting activity to get involved with
the yachting organizations to put on programs about amateur radio and then
conduct licensing classes for those persons interested in pursuing a ham
license. The other tactic is to have an amateur radio presence at boating
and RV equipment shows to promote amateur radio. A related tactic would be
to have an MOU with the Coast Guard and to try to get amateur radio into
the curriculum for boating licenses and safety courses given by the Coast
Guard. The same situation might apply to the Civil Air Patrol.
An important aspect of this Board Meeting will be the strategic
planning portion dealing with our overall strategies in how we will deal
with marketing an HF license without a Morse requirement. The results of
the Boards work in this area will fully impact the committee work with the
allied activities strategies we are considering.
8. VIDEOS FOR RECRUITMENT/RETENTION. The committee endorses the
idea of having a video produced that would be a tour of ARRL HQ and an
explanation of the benefits of being a member of the ARRL. There was some
discussion of this idea at the January 2003 Board Meeting and it was a
topic of discussion within the committee. Staff is currently investigating
the costs involved in producing such a video. Staff is currently working
on the details of a special mailing including the CD Video Amateur Radio
Today to determine its use as a recruiting tool.
9. ON-LINE LICENSING COURSE. Staff has made progress in exploring
the feasibility of offering an on-line licensing course which may or may
not be packaged with a League membership. Steve Ford is coordinating the
project. The R&R Committee has encouraged staff to proceed to develop this
idea. The Board will be advised of this concept as it is developed if in
fact it seems feasible.
Id just like to make some general comments about the work of the
committee. Weve had other ideas that might assist in achieving growth but
would involve expenditures of large amounts of money. The charge to the
committee was, of course, to use the current resources available to the
organization. The committee has tried to do that with each of the ideas
weve explored. However, the committee might approach the Board with some
ideas that would involve spending some resources. One that comes to mind
immediately is the idea of expanding the use of the member only web site
for special interest group activities. To go beyond a small pilot program
and to do the project right might involve the League committing some
resources to the idea. That will be at a later date of course.
As chair of the committee I have tried to keep the Board advised
of the general progress of the work of the committee and will continue to
do so.
Respectfully submitted,
Rod Stafford W6ROD
Attachment
A
ARRL Membership Recruitment
Pilot Program for Manufacturers and Dealers
Prepared by Dennis Motschenbacher, K7BV and Debra Jahnke
ARRL Sales and Marketing Staff
April 23, 2003
In an attempt to bolster new member acquisitions, ARRL has entered into
recruitment pilot program agreements with one Amateur Radio manufacturer,
ICOM America, and one Amateur Radio retail chain, Ham Radio Outlet.
These test programs, which vastly differ from our traditional recruitment
methods, will hopefully be mutually beneficial to all three involved
organizations.
Obviously, the primary goal of manufacturers and retailers is to increase
visibility and product sales. ARRLs goal is to bring greater numbers of
new and lapsed members into our ranks. ARRL staff has been working with
ICOM America and Ham Radio Outlet to craft programs that will attempt to
achieve these objectives.
Our development strategy has resulted in two independent program types that
will run consecutively. This approach will allow us to measure each
programs level of success without running the risk of one program
negatively impacting the other. In addition, if fine-tuning is needed, we
will be able to apply what lessons were learned during the first program
and apply them to the second. Analysis of both programs will be ongoing and
a cost/acquisition detail analysis will be conducted for each program
ninety days after the respective commencement dates.
An interesting twist to the programs will be that, as an ICOM dealer, Ham
Radio Outlet will participate in the ICOM Membership Recruitment Pilot
Program and, at its conclusion, independently sponsor their own pilot program.
Outlines of both programs follow.
ICOM MEMBERSHIP RECRUITMENT PILOT PROGRAM
Program Summary:
For a limited time, ICOM dealers will give purchasers of ICOM equipment a
coupon/membership application good for $15 toward membership dues for each
brand new or returning (after a lapse of 1 year) ARRL member. Current
members may transfer the coupon to a third party.
Program Timeframe:
This program will premiere on Friday, May 16th, 2003, at the Dayton
Hamvention and will run through Friday August 15th, 2003.
Program Preparation:
ARRL and ICOM staff members are currently working jointly to product a
coupon with a face value of $15 to be used toward the purchase of an ARRL
membership. The face of the coupon will explain its use and the reverse
side will serve as an ARRL membership application. Coupon use will be
restricted to individuals who have never held ARRL membership or whose
membership has been expired by one year or more. The coupons will carry an
expiration date of August 15th, 2003.
Signs depicting the coupon and its use will be created for display at
Hamvention and in ICOM dealer showrooms.
Coupon and sign quantities are currently being determined by ICOM staff.
ARRL will use Sales and Marketing department in-house graphics services to
design the coupons and signs. Upon ICOM approval of proof copies, ARRL will
arrange for, and incur the costs of, printing and delivery of all items to
ICOM at the Dayton Hamvention.
· Initial Startup Cost Estimate - $1,200.00
Program Execution:
Upon purchasing product from an ICOM Dealer, the customer will be handed
the coupon by Dealer staff. A provision has been made on the coupon face
for transferability if the customer does not meet the requirements for use
(i.e., customer is currently an ARRL member, etc.)
Once the coupon and remittance are received at HQ (the coupon plus
remittance will equal desired term fee,) staff will verify that the user
has never held ARRL membership or their membership has been lapsed for one
year or more. If the criteria are met, ARRL will charge ICOM the $15 face
value of the coupon. However, ICOM will also be afforded the same $15
finders fee that we currently offer ARRL affiliated clubs. The finders
fee will offset the charge to ICOM, creating a zero dollar transaction.
If, upon receipt of the coupon and remittance, it is determined that the
customer does not meet the criteria necessary for coupon use (customer is
already currently an ARRL member, etc.,) the membership transaction will be
pro-rated based on the amount of remittance received without the coupon.
The coupon will be voided, and a notification/explanation letter will be
sent to the member regarding the pro-rated term.
At each thirty day interval, ARRL staff will provide ICOM with a summary
report documenting of the quantity of members acquired and the quantity of
coupons that were voided, due to the non-eligibility of the user.
At the end of the pilot period, we will generate an ARRL internal
comprehensive report, including final acquisition totals and the
acquisition cost per member. We will also provide ICOM with a full summary
account.
We will seek ICOMs feedback to determine their perception of the programs
level of success, ease of administration, needed changes, and viability of
future periodic or full time deployment.
HAM RADIO OUTLET MEMBERSHIP RECRUITMENT PROGRAM
Program Summary:
For a limited time, HRO's Anaheim store will offer visitors a special ARRL
membership application that entitles any brand new or returning (after a
lapse of 1 year) ARRL member a $5 gift coupon that may be redeemed with
their next purchase at any HRO location. The new member receives the HRO
coupon from ARRL with their membership package.
Program Timeframe:
This program will premiere on Monday, August 25th, 2003, at the Ham Radio
Outlet Anaheim store and will run through Monday November 24th, 2003.
Program Preparation:
ARRL and HRO staff discussed all aspects of the program and agreed that the
Anaheim California store will act as the sole location for this pilot effort.
ARRL will use Sales and Marketing department in-house graphics services to
produce a $5 HRO coupon and a sign outlining program guidelines. In
addition, ARRL will provide special source-coded membership applications
explaining the program and the coupon that Ham Radio Outlet will bestow
upon qualifying individuals who use the application to sign up for ARRL
membership. Both the sign and the membership application will clearly state
that receipt of the $5 HRO coupon will be restricted to individuals who
have never held ARRL membership or whose membership has been expired by one
year or more.
ARRL will provide a small vertical application holder to showcase the sign
and membership applications.
Upon HRO approval of proof copies, ARRL will arrange for, and incur the
costs of, printing and delivery of all items to the Ham Radio Outlet
Anaheim store before the commencement of the program.
· Initial Startup Cost Estimate - $500.00
Program Execution:
On Monday, August 25, 2003, the Anaheim store will display the sign and
ARRL membership applications in a visible counter location. The expiration
date, stated on the applications, will be Monday, November 24th, 2003.
Purchasing product is not a prerequisite to customer participation. Any HRO
visitor may take an application.
Once the special membership application and full remittance are received at
HQ, staff will verify that the user has never held ARRL membership or their
membership has been lapsed for one year or more. At that point, the new
member will be mailed a $5 HRO gift coupon to be used at any Ham Radio
Outlet store. The Anaheim store will be awarded a $15 ARRL credit to their
store account as their finders fee reward.
If, upon receipt of the application and remittance, it is determined that
the customer does not meet the criteria necessary receive the HRO gift
coupon (i.e., customer is currently an ARRL member, etc.,) the membership
transaction will be processed and the member will receive notification that
no gift coupon can be issued. HRO will receive no finders fee in these
cases.
Within ten days after the last day of each month, ARRL will provide Ham
Radio Outlet with a statement, showing the total amount of credits applied,
due to finders fees. The statement will also include the totals for
individuals who used the form to join, but did not meet the criteria.
At the end of the pilot period, we will generate an internal comprehensive
report, including final acquisition totals and the acquisition cost per
member. We will also provide HRO with a full summary account.
We will seek Ham Radio Outlets feedback to determine their perception of
the programs level of success and ease of administration.
SUMMARY COMPARISON OF PILOT PROGRAMS
Although both programs share a common focus, a coupon, they are
significantly different in approach. ICOMs program dictates a product
purchase and will award their coupon at the point of purchase. The coupon
is for a single purposepaying a share of prospective members dues upfront.
Thus, using the ICOM coupon as a co-payment amount, the customer will pay
less than the full dues amount. ICOM has decided to forgo a finders fee
from ARRL.
The Ham Radio Outlet program requires no purchase, but calls for the
prospective member to pay the entire dues amount upfront. They will receive
the multi-purpose rebate coupon after the fact. Ham Radio Outlet will take
advantage of the finders fee from ARRL.
Despite their different methods, in both cases, after rebates and
adjustments, ARRL will receive the same final dollar amount per qualified
member ($15 less than the usual membership rate being paid.)
In both programs, Family, Blind and 21 and under discount rate applicants
are not eligible and these programs cannot be combined with any other
special offer, coupon or discount.
Attachment
B
ARRL Field Membership Recruitment Representative Pilot Program
Prepared by ARRL Sales and Marketing Department
BACKGROUND
The Ad Hoc Membership Recruitment and Retention Committee requested that
staff prepare a white paper describing the field-based membership
recruiting pilot project proposed by staff in the 2003 Plan. This paper is
Staffs initial cut at how such a program might work.
OBJECTIVE
Conduct a pilot test program to determine if using professionally trained
sales talent to recruit new ARRL members at conventions, hamfests, club
meetings, and other opportune venues will bring about a measurable increase
in membership at a reasonable cost.
PROPOSAL
· Select two ARRL Divisions with elected officials who strongly
support pilot program initiatives based on using Field Membership
Recruitment Representatives.
· Sales and Marketing staff prepare job description and
qualifications for the Field Membership Recruitment Representatives.
· Division Directors submit candidates for the selection process.
· Sales and Marketing staff select from candidates and train Field
Membership Recruitment Representatives.
· Two six month Pilot Programs
1. One program uses a Field Membership Recruitment Representative who
receives financial compensation/expenses
2. One program uses a totally volunteer Field Membership Recruitment
Representative who receives only expense reimbursement.
· Report measured results monthly to senior management and the R&R
Committee.
· Sales and Marketing prepare a final recommendation based on the
Pilot Program within 30 days of presentation of the last test months results.
RELATED PAST HISTORY
A similar test was conducted in 1996 using an employee named Ed Hammond,
WN1I. Working in conjunction with volunteers and local radio clubs, Ed
attended special ARRL nights at radio clubs with the express purpose of
promoting ARRL membership. ARRL mailed invitations to nonmembers in the
area and the hosts handled local promotion. ARRL purchased telephone lists
of nonmember hams in the area, and hosting clubs called to extend personal
invitations (these calls were actually made in only a few cases). Tests
were conducted in Florida and in the mid-Atlantic states. Ed traveled to
the target area and stayed for about a week, visiting one club per evening
and a weekend hamfest or convention if available. The program was somewhat
controversial, but was successful in recruiting new members in areas where
the local clubs and ARRL volunteers provided enthusiastic support. Although
the test program recruited approximately 100 new members, the cost per
member recruited was prohibitive (Eds salary, plus airfare, plus rental
car, plus meals and lodging, plus ancillary expenses such as refreshments
for the meeting and gifts for the local clubs, plus printing and mailing
expenses).
Current thinking involves using local or regional recruiters who are
compensated through a commission for each member recruited, plus some
consideration for expenses for travel. This approach would significantly
reduce expenses, but may or may not have the same impact as recruiting
through a dedicated staff person.
DISCUSSION
Initial discussions by the Sales and Marketing manager team were based on
hiring full or part-time employee Field Membership Recruitment
Representatives to conduct the test in two specific areas of the United
States. The Field Membership Recruitment Representatives would report
direct to Debra Jahnke, Sales Manager.
A number of strong concerns came out of the planning sessions. They include:
· The potential compensation earned by a Field Membership Recruitment
Representative needs to be clearly described as a stipend to supplement
income, and it may not be attractive enough for sales professionals.
· Liability issues and our current insurance coverage for volunteers
need to be reviewed in light of this program.
· The efforts of Field Membership Recruitment Representatives need to
be closely coordinated with clubs, conventions, hamfests and other ARRL
volunteers. Enthusiastic support of the program from the Board and from
Section leadership is essential for the program to succeed. In particular,
at events with a regular ARRL presence (booth, display), the Field
Recruiter must work in concert with the other volunteers, not at odds.
· For the program to be successful with clubs, the clubs cannot view
this activity as competing with any current or future club commission
program. Care needs to be taken to develop and explain benefits for clubs
that participate. For example, if HQ promotes special visits to hams in the
area, the club has the opportunity to build its own membership. Or perhaps
the club would receive some incentive for each member recruited. Or the
club would receive some ARRL publications for their library or for raffles.
· We need to choose the test area(s) carefully. If we already have
active and successful membership recruitment by Directors, SMs, clubs or
others, this program has the potential to interfere with those ongoing efforts.
CONCLUSION
After much debate, the entire Sales and Marketing manager team ultimately
concluded that the best chance of success for a Field Membership
Recruitment Representative program must be based on the active involvement
of the Division Directors. Without the strong support of the Division
Directors, any such program will likely cause irritation and
dissatisfaction that will make achieving success impossible.
