“A man will work hard for a dollar, but he will die for a ribbon” – unknown author I found this quote in a book I was reading as we were flying to another state to help with a membership drive It got me thinking about all of the members that don’t take a “front and center” or “active” role in the Association, but simply pay their dues year after year.
What kind of recognition do they get? If they are not a board member or committee member and aren’t a “regular” at the General Membership dinner do they even deserve recognition? When the newsletter comes out does it appear to have the same group of members featured time after time except when the new officers are elected? Take a look at the past twelve months of your newsletter and see if there is a pattern.
“It’s their own fault they didn’t get anything out of their membership…they never got INVOLVED”
Have you ever heard that one? Have you ever said it?
Here’s something you may already know. If not, it’s time to learn it – it’s called the 80/20 rule and here’s how it applies to most Associations. 20% of your members will get “involved” in about 80% of your activities and issues. Some will attend Membership Meetings, some will get on a committee, some will come to the annual banquet, some will attend a golf event, some will be in the Expo or Table Top night, some will help with a government affairs issue. 80% of your members will seldom if ever come to any event or be vocal about their membership, yet they will pay their dues with the first renewal notice and quietly “support” the association for years.
80% of members will receive little, if any, real recognition like a photo in the newsletter, a kind word from the President, a note from the EO or even handwritten thank-you from a committee chair. Why, there’s not a recognition plan for the members that don’t get “involved”. 20% of your members will receive 80% of the recognition in most Associations. These are the members that come to almost every event and are on boards, committees and panels. They are recognized on a regular basis in newsletters, at Membership Meetings, at the Annual Banquets and are constantly reminded of their value to the Association…as they should be! But, what about the rest of the members?
Do they deserve recognition if all they do is pay their dues on a regular basis?
If all they do is show up for an event once in awhile should they get a “ribbon”? Take a few minutes to calculate the lifetime value of a member. Is it worth it to create some way to give recognition to all of the members, even if their only “involvement” is paying their dues? You bet it is and here’s a few ways to get it done. Make a list of all of the things that you could recognize different types of members for. Then make a list of ways to provide that recognition.
Valuable Tip:
Use this hierarchy when trying to decide how to provide recognition (the ribbon)
1. In person – either hand delivered to their location or at one of your meetings or events
2.) By telephone – call them with the recognition and follow it up with a card
3.) By mail – send a note or card (always handwritten and hand-signed)
4.) In the newsletter – always bold every member name in the newsletter. A card in the mail prior to or soon after a mention in the newsletter will do amazing things for your retention.
5.) On the website – only after at least step 2 or 3 has already taken place.
6.) Email – never, ever as a stand-alone form of recognition or thank-you. It’s about the same as sending your condolences by email only…don’t do it and don’t let anyone else in the office do it either.
Your retention will increase or decrease in direct proportion to the type and amount of recognition you provide to ALL of your members – whether they are “involved” or not.