We’ve been contacting some of the Association’s around the country about some of the tools that we offer to help increase membership, retention and non-dues revenue. It’s a pretty interesting environment out there as you might guess. We have had limited success, but that’s really not the point here. The real point is that in challenging times there is a reflex to just kind of “freeze” everything and “wait it out”.
We hear things like:
“It doesn’t really matter what we do, no one is going to join right now”.
Someone forgot to tell that to the Springfield, Illinois HBA – they increased their membership by 10% in two days.
“No one is sponsoring anything right now”.
I personally generated about $15,000 dollars for a first time business event our company is producing in the giant metropolis of Wenatchee, WA (population about 30,000 including the surrounding areas).
“It’s really hard to get people to part with money right now”.
We just helped a Humane Society in a very small and depressed area of Washington State generates about $24,000 in a three-day period.
I know that the business climate is a real challenge right now, but there are millions of business people that get up every day and look forward to getting more customers, keeping more customers and generating more revenue per customer. These motivated business people actually “believe” they can succeed.
I heard someone say at a National Home Builders Association event that “non-profit” is a tax classification – not a goal.”
In business, if the times get tough and the solution becomes just to “wait it out” the consequences can be dire. Smart businesses look at their processes and systems, products and services, performance and productivity and then look for ways to become more efficient, innovative and productive while watching the income and expenses like a hawk. They take control of their destiny and don’t commiserate about the lack of business and just “hole up” for the winter.
If your Association were a “for profit” business would you act differently?
If you are reading this article you have already set yourself apart as someone that is not going to just sit around and wait for something to happen, so I know that I am sort of “preaching to the choir”. You have already decided to take action and continue to learn, implement and execute the plans and strategies that are necessary to “compete and win” in the world Association’s.
There are thousands of resources on the web that you can access to get new ideas, tools and strategies. Type “member retention” or “non-dues revenue” or “increase membership” in a search engine and you will be amazed at what you can find. Get about four or five pages deep in the search and you will see retention plans for health clubs, Lions Clubs, Rotary Clubs, churches and more. I recommend that you take some time and do a little “surfing” and stretch your mind even a little bit more.
And most importantly, continue to do SOMETHING! Don’t fall into the “wait and see” trap.
Think like a business and implement like a business…and “don’t stop believing”