Division A - Public Relations Programs
Category 6 - Internal
FPRA Southwest Florida Chapter Membership Satisfaction Campaign
Nancy McCarthy, APR; 2005-2006 Southwest Florida Chapter Board of Director
The Southwest Florida Chapter of the Florida Public Relations
Association (FPRA) was chartered in 1985. After a year of low
attendance at monthly luncheon meetings and the cancellation of the
chapter’s annual professional development seminar, member satisfaction
and chapter finances were on the decline. According to a survey
conducted at the end of the year, only 58 % of members were very or
completely satisfied with their membership and only 32% were very or
completely satisfied with monthly luncheon topics. In addition, the
chapter’s total cash assets had decreased by 14%. To ensure the
continued success of the chapter, a membership satisfaction campaign
was developed. The target audience was FPRA members, guests, and
Objectives: 1. Increase members’ overall level of satisfaction by 10 % by the end of the fiscal year.
2. Increase members’ satisfaction with monthly luncheons by 10% by the end of the fiscal year.
3. Achieve a 75 % member retention rate by the December 31, 2006.
4. Increase the chapter’s total cash assets by 10 % by the end of the fiscal year.
At the board retreat, board members brainstormed tactics that they
could implement to help achieve these goals. The team determined that
strengthening our programs, enhancing consistent and timely
communications, and offering fun networking opportunities would be key
to increasing member satisfaction, as well as attracting new members.
To improve our monthly programs, an excellent line-up of speakers was
secured well in advance and a save-the-date was distributed to promote
lunch meetings (including speaker and topic). The chapter also moved
the monthly luncheons to a location that offered a wider array of food
options. Luncheon coupons were developed as a simple way for members to
prepay for luncheons and leveraged the benefit as a way to encourage
repeat attendance. To foster communication with members the chapter
improved its Web site by implementing content management software that
allowed each board member to post information on programs, events,
newsletters, photos and other information as soon as it’s ready.
Monthly newsletters were also distributed consistently two weeks prior
to the luncheon date to keep chapter events top-of-mind. An
event-packed summer was planned and coined the “Summer of FPRA!” The
“summer” began at the Fort Myers Relay for Life on May 1. More than 10
members and their families participated in the American Cancer
Society’s signature event. It was a great way for members to get
involved and show FPRA’s presence in the community. On the heels of
Relay for Life, chapter held a very successful Image Awards program.
The highly coveted membership awards, Rising Star, Member of the Year
and Public Relations Professional of the year, were also presented at
the event. Next on the roster was PR University, our annual
professional development seminar. An impressive lineup of speakers was
secured, including the community affairs liaison for the Miami Heat. A
media breakfast was held on July 11 and was also an outstanding
success. Ten representatives from the media attended, and event
attracted more than 100 members and guests. An additional “fun”
membership appreciation event was held in conjunction with new member
orientation which attracted several chapter leaders, new and seasoned
members. The chapter also added a new professional development
opportunity– PRU Book Club. The book club met monthly to discuss books
about PR, advertising, leadership, business, time management and other
related topics. It was an attractive addition to our professional
development suite that appealed to all professionals. We also
invigorated the chapter’s bottom line with a sponsorship brochure that
standardized sponsorship levels for all events, in addition to a new
luncheon sponsorship option and a comprehensive sponsorship that
included benefits at all FPRA events. The chapter’s media directory was
also enhanced and sold to members and guests which proved to be an
effective fund-raising tool. To show appreciation to board members
throughout the year, the President awarded a “golden gavel” at each
board meeting to a board member who was doing an outstanding job. In
addition, fun “snap cups” were given to board members and they were
encouraged to place words of inspiration and kudos in each others “snap
Evaluation: All of the tactics that were
implemented during the year paid off! At year-end, more than 80 percent
of members were completely or very satisfied with their membership—a 22
% increase and 12 % more than our goal.
2. Relocating the monthly
luncheons, securing phenomenal speakers and promoting the events not
helped to increase attendance dramatically, members’ satisfaction with
the luncheons increased by 42%! In addition, we increased satisfaction
of the location and food by 44% and 59% respectively.
attendance, sponsorships, professional development seminar, media
breakfast and media directory all helped to increase the chapter’s
total cash assets by 66%! These funds will go a long way towards
ensuring the chapter’s continued success.
4. The plan allowed us to achieve 80 % retention, 5% above goal and a 5% increase in membership.
Budget: Expenses: $15,928.33 Income:$26,108.00 Detailed breakdown in notebook.