I subscribe to a number of marketing newsletters and magazines. I got one recently and
it had a quote that kind of “hit home”. I’m not going to write a long letter today. I just want
to give you a little “food for thought”.
Every Association has kind of a “way to do things”, whether it’s adding new members,
retaining new members or increasing non-dues revenue.
Most of the time, all of those systems or processes work really well. But, once in a while
even a tried and true way of doing things can lose its effectiveness due to the economy,
local business climate, competition or some other outside force. Sometimes, we see it
coming and sometimes we don’t.
In the “world” of Associations there is a lot of talk about how hard it is to get new
members in this “down market”.
Retention rates have become cause for concern.
Non-dues revenue is not quite as easy to generate as before. The way it has “always
been done before” just doesn’t quite have the same impact it used to.
Here is the quote (maybe one of you knows who said it, I don’t):
“When there is no wind in the sails, start rowing”
How does that quote apply to an Association?
If you’ve been “sailing along” for the past several years and are finding that some of the
things you are used to doing just aren’t working as well as they used to now is the time
to start “rowing”. It’s not the time to just sit in the boat and wait for the “old wind” to come
back. It’s time to “row” until you get the wind behind you again.
Look for new ways to increase membership. Really get a “focus” on retention and
start a systematic approach to keeping your members and try some new tactics. Set
aside some of the “old ways” of doing things and try some new ones.
Take some time with your committees and brainstorm new ways of generating non-dues
revenue – without any preconceived notions or ideas.
I’m not suggesting at all that you abandon your current systems and processes. I am
suggesting that when the wind stops (or slows way down) you can either sit in the
boat and wait for something to happen or you can “grab an oar” and make things
happen.
Here are a couple of things that might help you get some fresh ideas and
strategies:
Go online and do a search on “increasing membership”, “increasing member
retention” and “non-dues revenue”. You’re going to find literally thousands of web
pages that you can look at for ideas. Be sure to go a little “deep” in the search and check
out what other types of associations and organizations are doing in these areas. Nearly
every type of group puts increasing membership, retention and non-dues revenue right
up at the top of the “to do” list. You will find a lot of “junk” but you will also find a whole
slew of new ideas and ways to “row”.
Finally, call some of your members that have successful businesses and ask if
they would be willing to participate in a brainstorming session on recruiting
members, increasing retention or increasing non-dues revenue. Let them know they
won’t have to join a committee or get on a board. No strings attached – you just want a
little input.
Most of these businesses are working on the same things you are – they call it increasing
customers, retaining clients and increasing the number and size of their transactions.