Carr Communications 
P.O.  Box 1400
Rolla, Missouri 65402
573-265-8615
Fax: 573-265-6035
carrcom@rollanet.org
Creating a Membership Card





Goals:   The primary goal is to increase the membership base and the retention rate of paying members by offering tangible reinforcement for their investments.  A secondary goal is to reinforce current and prospective underwriters through a cost effective vehicle that offers high visibility and in-store traffic.

Methodology:   Secure a variety of discounts from area businesses and organizations whose goods and services would be attractive to the public radio audience.  These exclusive discounts would be available only to card carrying members.  It is recommended that underwriters also receive the cards.

Implementation:   The station should be aware that there is a time investment up front and on an ongoing basis in order for the membership card to be successful.  Although a relatively small amount of time will be required, it must be factored into what is often an overburdened schedule on the part of staff.
 

  1. Designate those staff members who will be responsible for creating and maintaining the membership card program.  Responsibilities include: 1) creating and implementing the concept; 2) overseeing the bookkeeping and maintenance aspects, as well as fielding associated phone calls; and 3) soliciting businesses and organizations and necessary follow-up.

    2.  
  2. Introduce concept at a staff meeting and keep all staff in the loop who will be impacted by this new aspect of the development program.

    3.  
  3. Target businesses.
    1.  Look at demographics and psychographics of the public radio audience to determine those types of businesses which would be attractive to public radio listeners (i.e. record/CD stores, audio/video equipment outlets, computer stores, fine restaurants, gourmet shops, entertainment and leisure services such as theaters, museums and the travel industry).

      2.  
    2. Brainstorm with staff, Board and volunteers for the purpose of compiling a list of prospective area businesses.
  1. Determine parameters.
    1. Decide upon minimum length of contract (12 months is preferable, 6 is acceptable).

      2.  
    2. Determine number of vendors, 8-10 to begin with; can be as many as you like--the higher the number the better--as long as they can be maintained effectively.  By increasing the number each drive, it is another "selling point" for increased member benefits.

      3.  
    3. Develop contract (designate number of months of the commitment, expectations of station and the benefits to vendor, plus termination clause).
  1. Develop presentation to prospects.
    1. Create print materials which contain the following elements:

      2.  
      1. Synopsis: history and current status of station

        2.  
      2. Explanation of vendor discount program

        3.  
      3. Benefits to vendor, i.e. listings in the program guide, on-air exposure,  in-store signage

        4.  
      4. Audience demographics

        5.  
    2. Design and print up window decals or table tent.
  1. Underwriting staff secure discounts (vendor participation helps underwriting reps.  in that it adds another element to the underwriting kit).

    2.  
    1. Set timetable and goal desired for each vendor.

      2.  
    2. Study materials and role play.

      3.  
    3. Schedule appointments.

      4.  
    4. Complete presentations.

      5.  
    5. Obtain discounts by  (date).

      6.  
  2. Prepare follow-up.

    3.  
    1. Solicitor(s) shares necessary information with on-air staff for scheduling purposes.

      2.  
      1. Supply vendor names (addresses are optional) to on-air staff for rotation purposes (stations usually cluster several businesses during a break as an epilogue to a membership cart).

        2.  
      2. Deliver window decals or table tents to participating businesses.

        3.  
    2. Devise a tracking and bookkeeping system to monitor length of vendor contracts for renewal purposes.

      3.  
    3. Work out a procedure for reinforcing the relationship with vendors.

      4.  
      1. Mail thank you letter and copy of contract.

        2.  
      2. In addition to on-air rotation, add vendor names to list of names to be thanked at close of on-air drives; also to pledge manual and on posters in air control and pledge central for use during pledge breaks.

        3.  
      3. Add names to list for inclusion in upcoming program guide and for future issues.

        4.  
      4. Add business' names to the guest list for the annual underwriters' appreciation event.

        5.  
    4. Begin a prospective vendor file for future solicitation purposes, based on input from Board, station volunteers and staff, as well as information obtained from psychographic data.

      5.  
    5. Note:  Expand number of vendors as soon as possible to increase the appeal of the membership card.

      6.  
    6. On-air staff should refer to the membership discount program throughout the year, as they explain the membership program during their respective shifts.

      7.  
  3. At the six-month point in the discount program, evaluate  methods and successes and adjust activities accordingly.

    4.  
  4. Once the program is established, after a year or so--six months if businesses are seeing a lot of traffic--consider charging vendors a nominal fee $250 - $500 each.  Escalate gradually as traffic will bear.