Luke Vander Linden

Luke Vander LindenLuke Vander LindenLuke Vander Linden

Luke Vander Linden

Luke Vander LindenLuke Vander LindenLuke Vander Linden
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The Society for Corporate Governance

Vice President of Membership & Business Development

The Society is the only professional association for the role traditionally known as “Corporate Secretary” although in recent years - largely because of corporate malfeasance and the demand for socially and environmentally responsible investing - what used to be one individual is now often an entire department.


At the Society, I was responsible for the acquisition and retention of the Society’s 3,750 members (we were at about 3,300 when I started) as well as chapter engagement, sponsorship sales and service provider stewardship, creation of new products and services and supervision of all marketing and communications efforts. Depending on the day, I had a staff of two to three.


During my time, we Increased dues revenue by 15% and member count by 14% to over $3MM per year. I established and enforced branding guidelines while launching new marketing plans for certification program, ESG initiative and upcoming 75th anniversary.

MAJOR ACCOMPLISHMENTS

  •  In less than 3 years increased dues revenue by 15% and member count by 14% to over $3MM per year
    • Established a calendar of direct marketing to lapsed members and prospects to professionalize the member marketing program, including direct mail, email and marketing automation
    • Optimized the renewal series and created a mail/email/phone on-boarding program; increased overall retention rate to 88%
    • Reintroduced an incentivized member-get-a-member program representing a 4% increase in member count in first 2 years
    • As initial marketing efforts matured, identified and implemented outreach to potential new member segments including the "next generation" of members
  • Coordinated marketing and branding for Society-wide events, products and services
    • Established and enforced branding guidelines for all Society communication internally and externally
    • Outlined complete overhaul of Society website to personalize messaging for both members and non-members
    • Initiated research into chapter strength and weakness including by geography, programming and outreach 
    • Launched outreach and marketing plans around new certification program, Environmental & Social (ESG), private company member outreach and upcoming 75th anniversary celebration
  • Managed relationships with service providers including $250K sponsorship program, writing and implementing service provider policies and service provider task force
  • As key leadership-level team member, attended to operational needs
    • Oversaw RFP process for new IT managed services vendor and new AMS management vendor
    • Led move committee for office relocation including site selection and renovation and day-of move

KEY STRATEGIES EMPLOYED

  • Membership Marketing
  • Key Performance Indicators & The Economics of Direct Marketing
  • Complex Personalization
  • Member-Get-A-Member
  • Multi-Channel Marketing and Analysis
  • The Next Generation of Members
  • An Essential Educational Brand
  • The Power of Community (Websites)
  • Full Branding Guidelines

Where Else I've Worked

  • Retail & Hospitality ISAC
  • Wright Holmes
  • Academy of Management
  • Carl Bloom Associates
  • The Hundred Year Association of New York
  • Thirteen (WNET)
  • Other Experience

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