There was a book written a few years ago titled “Don’t Sweat the Small Stuff”. The truth is I bought it, skimmed it and set it aside so I really can’t beat it up or give it a fair critique. But, what I can say is that when it comes to running and operating a member based association, it’s critical that everyone sweats the small stuff.
Here’s just a sample list of things to “sweat”:
Get new member packets out fast, not a month or two after a new member joins. Imagine, joining a group or making a purchase and getting no “recognition” for 60 to 90 days – not a great start for a member relationship.
Take the time to make a “personal” contact several times a year with each member. Use handwritten cards, phone calls, personal visits and at least one personal call per year from the Board President or the Executive Officer. That one phone call could increase your retention rate substantially.
Return member phone calls immediately. When a member actually takes the time to try to communicate with your association – for any reason – consider it an opportunity to enhance and strengthen the relationship and act accordingly.
Send out “relevant” emails. Don’t waste your member’s time by sending them a continuous “stream” of emails that have no value to the recipient. Your Title Company member doesn’t need to get the email about the “plumber’s certification and licensing class”. Take the time to segment your email lists into smaller groups. Your members will appreciate the fact that you understand the value of their time…and might even start reading the emails again.
Take the time to pick up the phone whenever possible. Voicemail automation is a powerful tool, but it will never be a substitute for a friendly, live human voice.
Choose productivity over activity. Make sure that the methods that you use to communicate and interact with your members are effective, efficient, and get you to your stated goals. Sometimes, a simple phone call to invite a member to a general membership meeting or special event can replace a “pile” of emails, flyers and letters…and get greater results. Make a list of your daily “activities” and make sure that they are getting you closer to your goal.
Create a pleasant and professional office atmosphere, regardless of the size of your Association. Take a look around the office. Get rid of outdated flyers, magazines, brochures and anything else that doesn’t add value to the members “experience” in your facility. The reception area is a place to welcome visitors – not a personal museum for the family of the office manager to hang photos or the latest “artwork” by a two-year old Picasso.
Finally, just make a list of other little things that you can do “just a little better” in the future. Sometimes, just “sweating” a couple small things can make a huge, positive difference in your Association.