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Tip Tucker Kendall

Director, Membership Strategy

Work experience

Aug 2015present

Director, Membership Strategy

Women's Basketball Coaches Association, Lilburn, Ga.

Manages a budget of $1.5 million in association revenue projects, including membership and event registration.

Manages of a three-person staff.

Increased membership by ten-percent and overhauled all membership marketing efforts, including:

New member communications;

Prospect lists and strategies for awareness and engagement; and

Dues renewal process (approx. 4000 members) that improves overall retention and stability.

Responsible for marketing the WBCA Convention, shattering the association's attendance record in 2017;

Directs the overall marketing strategy of the association, including:

Members communications (eblasts, newsletters, etc.);

Printed brochures and direct mail solicitations;

Online content marketing, including website, blog, landing pages, video library  and online advertising;

Social media;

Video production; and

Marketing analytics and website SEO.

Manages the registration for all association events and webinars.

Responsible for the association's database of over 70,000 contacts and 50 modules.

Created a new Coach to Coach Mentoring Program (over 400 participants) and Mentoring Madness event to build a stronger network within coaching.

Manages all member and prospect focused research, including member and event surveys.

Develops benefit programs like specialty educational offerings, an online portal for game scheduling and an online registry connecting collegiate and high school coaches.

Serves as the liaison to five committees, including Mentoring and Membership Working Group, Professional Development Working Group, NCAA Division III Conference Captains, Youth Basketball Working Group and Leadership Advisory Council.

Sep 2012Aug 2015

Principal

TTK Association Resources LLC, Lawrenceville, Ga.

I specialized 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.

Jan 2009May 2012

Director, Membership, Exhibition and Convention Services

Women's Basketball Coaches Association, Lilburn, Ga.

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.

Oct 2004Dec 2008

Membership Services Coordinator

American Association of Equine Practitioners, Lexington, Ky.

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.

Dec 2003Dec 2008

Full-time manager/part-timer trainer

Curves for Women, Lexington, Ky.

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.

Nov 2002Dec 2003

Marketing and Communications Coordinator

Lexington Habitat for Humanity, Lexington, Ky.

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.

Aug 2000May 2002

Manager, Membership

Host Communications (National Tour Association), Lexington, Ky.

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.

Jan 1998Aug 2000

Sales Agent/Group Tour Manager

All In One Destinations, Nashville, Tenn.

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.

Education

Aug 1993May 1997

Bachelor of Arts - History and Political Science

Rhodes College, Memphis, Tenn.

Skills

8
Design

Print - PageMaker, Photoshop, Publisher Web - FrontPage, some HTML

8
Database Management/Reporting

NetForum, iMIS, Excel, Raiser's Edger, Weblink, Crystal Reports

My Marketing Pieces

Awards

2008 Public Relations Society of America (Thoroughbred Chapter) - Winner, Four-Color Brochure

Leadership

Speaker - 2017 ASAE Marketing Webinar on Next Generation Marketing

Service - 2016-9 members of ASAE's Marketing Section Council

Service - 2008-10 member of the ASAE's Membership Section Council

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