Did you see the movie “Pay It Forward” with that cute Haley kid?
He had a pretty simple idea about doing something nice for someone and asking that
person to simply “pay it forward” by doing something nice for just two other people and
asking them to ‘pay it forward” too. After that, the laws of math would take over and
literally thousands of people would benefit.
Stay with me for a minute while I kind of “set you up” for the steps you can take to
make this powerful process work for your Association.
Do you know the number one reason a company doesn’t join your Association?
They never get asked. Why? Even though you work on your “Spikes -Ambassadors”, and bring it up at
every committee and board meeting getting your members and staff to “sell”
memberships is tough. Often it’s a lack of time and energy but there is one other big
reason.
Fear. Nobody wants to admit it, but for a lot of people the thought of calling someone
(friend or not) and asking them to join the Association is not real comfortable so it gets
put off or never happens at all.
There are plenty of companies willing and eager to join your Association if someone
would invite them.
Here’s an extreme example.
A few years ago we worked with a Home Builder Association in Helena, Montana on one
of our “DIRECTDrive” membership drives. They had about 250 members at the start of
the Drive and 48 hours later they ADDED 261 new paid members. That’s over a 100%
increase in two days. Again, I’m not telling you this so you think I’m great or anything. I’m
telling you this so you know that there are still lot’s of companies (thousands and
thousands) that will join your Association if they are asked. Some will say “no” but the
secret to increasing membership is in increasing the “asks” exponentially.
So here are the steps to a “Pay It Forward” membership process that will increase
the number of “asks” dramatically.
1. Write or have written a strong “sales letter” for your Association. The key words
here are “sales letter”. Don’t expect all of your members to be experts at convincing
people to join the Association. A good sales letter will have a powerful headline, create
an emotional bond with the reader and offer several examples of how they can improve
their business and lifestyle by joining as soon as possible. Always include testimonials.
Finally the “sales letter” will always have an offer, an enhancement and a reason to
respond easily and quickly. Do not confuse a sales letter with a “plea for support”.
2. Decide on a two to four day timeframe to conduct your “Pay It Forward”
campaign. Don’t stretch it out any longer or it will lose it’s excitement.
3. Send an email or letter to your members about the new “Pay It Forward”
membership campaign and dates and let them know you will be sending them more
information soon.
4. About two days prior to the Campaign, email or mail a copy of the sales letter (if
by email include a link to your online payment system if you have one. If you don’t, email
me and I’ll tell you how we do it.)
In your email or letter ask your members to simply write a short personal email
and attach the sales letter you provided and “forward” it to their own “sphere of
influence” using their email contact manager (like “Outlook”) or any other method they
have to reach their business contacts. Remember, it’s not spam if they only use their
sphere of influence.
Payables lists work really well! Make sure the personal email or note includes
something like “please forward this letter to anyone else you know that benefits from a
“healthy building industry and would like access to some of the “most powerful,
influential and successful business people in the area”.
5. Provide some sort of recognition for all that participate.
Here’s is why this process works. It takes away the fear by using email and mail only. No
cold calls. Equally, if not more important the “sales letter” you provide does most of the
“heavy lifting”. All the participants have to do is add a little note and pass it on to their
“list”.
These are the basic steps to a “Pay It Forward” membership campaign. I would
have to make this letter many more pages to go into every detail, but I hope you
get the idea.
We have used this process successfully and you can too.