Gene Simmons of the rock band KISS (and amazingly successful business man) has a credo that he lives by every day. According to Gene, “Every Day is a Money Day”. At the conference we attended Gene said that every morning when he gets up to “go to work” he asks himself what actions and activities should he take that will result in generating more revenue and profits for his company – and then he implements and executes them. Period. It’s really not “rocket science”.
How does that quote relate to your Association? Try this credo for your Association: “EVERY DAY IS A MEMBER DAY!”
What does that mean? Take a look at a “typical” day at your Association. Take a hard look at the activity around the office – even if you are a one person office.
Will the activities of the day help increase membership?
How many items on the “to do” list are aimed directly at member retention?
Is there a focus on increasing non-dues revenue or just maintaining the status quo?
At our office there is usually so much activity going on that it’s easy for me (a true procrastinator) to just kind of move through the day and look back at the end of the day to see what happened. Usually, when I let myself just make it through the day the level of real productivity slips – actually it kind of plummets.
One of the things that have helped me is to make a very short list of at least three activities or actions that are directly aimed at getting a new client, retaining an existing client and creating a new product or service for our clients.
My goal each day is to implement and execute at least one activity in each of those areas, regardless of whatever else happens around me.
If your day tends to get away from you occasionally or at the end of the day you sometimes wonder if you really accomplished what you set out to – you might create a simple, three item action lists that will help make “Every Day a Member Day”. These daily actions do not need to require a lot of time and effort to be effective – they just need to implement consistently.
Here’s a really easy and simple three-step “Every Day is a Member Day” plan:
1.) Send a short letter to a non-member each day that describes the benefits of membership and contains at least five “testimonials” from current members. The letter can be a form letter but should be written in a conversational “tone” and include a handwritten note and signature.
2.) Call or send a short note to a current member that is not one of the “regulars” at meetings and functions. I recommend either a personal call or a handwritten note just to let them know you appreciate and value their continued membership.
3.) Send a past event “sponsor” an “unexpected” thank-you notes (never an email) each day and includes a list of current sponsorship opportunities or marketing tools that you have available.
These are just three ideas to get you thinking. There are all kind of small but effective things that you can do make “Every Day a Member Day”.
All three of the above activities can be completed in just a few minutes each day. You will be pleasantly surprised at the results but will also have real sense of accomplishment each day, week and month.