Tip Tucker Kendall
Director, Membership Strategy
I specialize in project management of all types - large and small - for associations. However, my passion is working with small associations who have small budgets but need expertise in membership development, strategic planning, member research, marketing and communications, website design or event registration.
Managed $1.5 million in association revenue projects, including:
Membership – Built member marketing and retention programs for the association's 4,000 members, helping them to achieve the highest number of members in over 10 years;
Event registration - Planned all marketing, communications and sales for annual convention (held in conjunction with the NCAA Women's Final Four);
Advertising sales - Sold both print and online advertising in the association magazine, website, e-newsletter and convention program;
Fundraising - Responsible for all fundraising and marketing of the Betty F. Jaynes Internship Program.
Planned and managed association projects, including:
Designed the annual member research projects (online surveys and focus groups);
Managed a two-person on-site staff (providing front-line customer service, sales and marketing activation) as well as virtual technology staff/contractors (technology and event services);
Budgeted for most of the association's revenue projects, meeting or exceeding revenue projections every year.
Coordinate a two-year project building the association's database, website and custom-designed modules;
Wrote copy for:
Membership brochures, invoices, e-mails, benefit program descriptions, website information, receipts;
Convention program information, registration emails, brochures;
Exhibitor prospectus and monthly communications;
Fundraising promotions, thank yous and website copy.
Implemented new online Career Center, increasing non-dues revenue and providing a vital member benefit.
Increased member recruitment by 64% in two years by:
Coordinating annual direct mail solicitations and follow-ups;
Creating membership/meeting registration packages that promoted membership to meeting attendees;
Building a prospect list that allowed for targeted marketing;
Promoting AAEP membership at veterinary tradeshows throughout the U.S. and Europe.
Managed a renewal portfolio of $1.8 million, improving retention 2% (to 96%) by:
Streamlining the dues billing process;
Implementing the association's first e-dues invoice;
Improving phone and e-mail follow-up campaigns for nonrenewals.
Started a large-scale young practitioner initiative called “Take the Reins” promoting membership to new graduates, creating new continuing education and technology offerings and increasing engagement in the association's business through increased committee appointments.
Coordinated member research, including large-scale membership surveys, focus groups, e-surveys and exit surveys.
Increased non-dues revenue approximately $50,000 per year by implementing a pay-to-play online Career Center.
Served as liaison to Membership Development Committee, Professional Conduct and Ethics Committee, and the Personal and Professional Wellness Task Force.
Increased membership sales by 30%.
Motivated 350 members in achieving their fitness goals and providing one-on-one nutritional counseling.
Managed a staff of eight employees.
Increased individual monetary donations and volunteers by 40%:
Planning and marketing cost-effective fundraising events;
Over-hauling the donor database and designing personalized direct mail appeals to multi-level donors.
Coordinated all media communication efforts, including sending regular press releases and establishing relationships with local newspaper writers, radio personalities, advertising companies and television producers.
Served as staff liaison to the Public Relations and Special Events Committees.
Broke the association's recruitment record in 2001 (from 35 to 80) by:
Writing and implementing the association’s first Membership Marketing Plan;
Coordinating annual direct mail campaigns;
Coordinating a prospective member telemarketing survey to determine what messages would be most effective in marketing to prospects.
Implemented the association’s first international membership programs.
Coordinated membership approval processes and bylaw amendments with legal counsel and board of directors.
Managed the association's ethical conduct policies and procedures, mediating over 100 formal complaints between and against members.
Increased the company's group tour business by 100% by planning and operating approximately 30 group tours/events per year, including military reunions, school trips, garden club tours, etc.
Negotiated contracts with hotel and attraction vendors.
Moveable Feast - Delivered meals to HIV-infected individuals and hospice patients (4 years)
Town Branch Trail - Created fund-raising events for TBT, a six-mile greenspace in Lexington
2008 Public Relations Society of America (Thoroughbred Chapter) - Winner, Four-Color Brochure
Service - 2008-10 member of the ASAE's Membership Section
Service - 2008 member of the ASAE's Young Professionals Council
Speaker - 2008 ASAE Marketing and Membership Conference
Speaker - 2009 ASAE Marketing and Membership Conference
Co-author (book) - 199 Ideas: Membership Recruitment and Retention