CHAPTER PLAYBOOK

Acquisition

One of the benefits of our One NAIFA structure, is that the home office has taken on some of the burdens of generating leads for the enterprise association. Through running enterprise-level campaigns, events and initiatives, NAIFA develops thousands of leads each year.

Once leads are collected through various programs, NAIFA puts them through a lead funnel to try and close the prospect into a member straightaway using email and our online join process.

NAIFA does send renewal emails and US Mail letters for annual renewals so neither the Chapter Staff nor the volunteer members should need to do this effort. Having said that, Chapter members and staff are best situated to make "care calls" or "lapsed calls" to members. Reports are readily available to make this easy for you to do.

Additionally, NAIFA will periodically undertake win-back campaigns to former members and the Chapter is also free to do this at any point.

Lead Generation

While not an exhaustive list, below are some of the ways NAIFA generates leads.

100% Agency Program – Agencies that commit to having 100% of their agents as members not only get all of the value that NAIFA membership offers to everyone, they also get committed marketing benefits from the agency that leads to greater recognition, promotion and engagement.

Is your agency nearly 100% NAIFA members? Or do you know of an agency that is? Recommend them to be a part of NAIFA's 100% Agency Recognition Program.

Advisor Ambassador Program – Utilize the award-winning Advisor Ambassador Program to develop new leads and convert to membership. NAIFA runs this program every month staffed by Young Advisor Team members. Participants in the program are generated through a combination of organic social media and email marketing.

Chapters can assist in the success of this program in several ways:

Get your YATs involved in becoming an Advisor Ambassador content leader. To do this, contact Emily Cabbage at ecabbage@naifa.org.
Make sure that your Membership Chair supports the program.
Recommend a YAT as a presenter for the Advisor Ambassador program.

Advocacy in Action Center – The Advocacy Action Center can be used for both members and nonmembers. NAIFA periodically collects the names and contact information of nonmembers that have registered and use this for lead generation for those that sign up for action alerts. Chapters are encouraged to put a link to the Advocacy in Action Center on their website, nonmember communication, etc. All Chapter sites that are using the NAIFA HubSpot platform will automatically include a link to the Advocacy Action Center.

Chapters can help to highlight the importance of the Advocacy Action Center by mentioning it in emails, social media and at meetings.

Affinity Partners – NAIFA holds a variety of relationships with vendor partners that comprise the Affinity Partners Program. Vendors such as CalSurance offer E&O insurance to nonmembers and provide contact information, thus developing new prospects. These nonmembers are also put into the email funnel to close directly.

Agencies – Agencies can buy bulk memberships, have members participate in payroll deduction, or allow us to reach out to each member of their team on a one-on-one basis. Chapters are highly encouraged to get to know the agencies in their areas and build relationships with managers. Agencies can be a great source of non-dues revenue for sponsorships and can provide a group membership opportunity.

NAIFA's Membership Team and home office Business Development staff are always ready and available to aid with any agency presentations that need to be made. To access the Membership Promise Presentation or a membership presentation designed specifically for General Agents and Managers, please click here.

Brand Awareness – NAIFA's goal of the home office's Marketing & Communications team is to build greater recognition, respect and desire for affiliation with the NAIFA brand through media outreach, speaking opportunities and publications (research, magazine, blogs and content marketing efforts). Our efforts in marketing events, research papers, surveys and the like often result in the generation of new leads.

Chapters can generate their own leads by also offering their own events, content, blogs and interactive content.

Brokerages – NAIFA works to develop partnerships with many Brokerages such as IMOs, BGAs, FMOs and other groups who will buy bulk memberships, allow payroll deduction or work with us in promoting membership to their colleagues and supporting us.

Carriers – Insurance or financial companies such as New York Life, Mass Mutual and others who will buy in bulk, allow payroll deduction or allow us to talk directly with their agents to promote membership.

Chapter Meetings/Events – Virtual or in-person programming that generate leads at the Chapter level. Need a speaker? You can request a NAIFA Advocacy Brief or a State of NAIFA presentation. Commonly requested speakers include NAIFA President, NAIFA CEO, NAIFA Trustees, NAIFA VP of Member & Chapter Services, NAIFA VP of Marketing & Communications, NAIFA VP of Governmental Relations, NAIFA Governmental Relations State Chapter Director, NAIFA PAC Director and other members of the NAIFA Staff. Members of the Membership Committee can also be requested!

The Centers – NAIFA's Centers of Excellence are all thought-leadership initiatives whereby Chapters can look to speakers, content and sources of programming. The Centers also generate membership leads by offering events and blog subscriptions.

Consumer Initiatives – Create demand for NAIFA members through consumer outreach and education; position consumer directory search (Find an Advisor) and consumer marketing as a benefit of membership. Chapters are encouraged to post the Find an Advisor tool to their website.

Individuals – People who come to us or those we reach out to as individuals. Do you know of someone who would make a great addition to NAIFA? Help us seek out potential members by recommending your peers and colleagues to our membership acquisition team.

LUTCF and LACP– Utilize LUTCF and LACP for membership recruitment. Chapters should promote these programs on their website, newsletters, print media, etc.

Member Advocates – Engage members to promote the value of membership within their spheres of influence.

National Quality Awards – Utilize NQA for membership recruitment. Chapters should promote the NQA on their website, newsletters, print media, etc.

On-Demand Archives – Programs are archived behind forms to allow for lead generation.

Online – Leads generated via social media, meetings and online promotions.

Partner Organizations – Other groups who have MOUs with us and who agree to partner with us and help support the industry and elevate the profession. These include WIFS, NAAIA, LAAIA, AAIFPA and NAILBA.

Professional Development – Utilize compelling programming to attract and engage potential members.

Publication Subscriptions – Utilize Advisor Today, Advocacy in Action blog, etc. to develop leads. Chapters should regularly include these subscriptions in all communications.

Subscriptions to Content – NAIFA offers content through subscriptions such as YouTube and SoundCloud to gain followers and serve as lead generation.

CHAPTER PLAYBOOK

Acquisition

Lead Generation

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