Why “New Member Orientations” scare your members and what you can do about it!

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Membership, Retention

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OK, so you finally signed up that new member you’ve been after for a couple of years. In addition, it was a great new member month and several other businesses joined as well.

Now what? It’s time for a NEW MEMBER ORIENTATION so that we can sit these new members down and tell them about all of the member benefits, programs, educational opportunities, government affairs issues, committees, Expos, Table Top events, golf events, meetings, networking opportunities and everything else we can think of.

Then, once the “orientation” is completed we can send the new member home with literally stacks of flyers, brochures, schedules and in some cases, whatever other paperwork that has been around the office way too long.

Imagine yourself as a new member…you get an email (hardly personal) or maybe even a postcard announcing the “new member orientation” and all of the things that will be covered over the sixty to ninety minutes. How compelling does all of that sound”?

Would it make you quickly clear your calendar so that you can go sit with a “bunch of strangers” and get a one-hour lecture?

Now, I am not suggesting that the “orientation” is a bad thing. I am suggesting that “perception is reality” in the mind of the new member. The word “orientation” has different connotations for different types of people and in many cases does not equate necessarily an important event or even a comfortable situation.

So, here’s the “secret” taken directly from a Rotary Club – instead of an “orientation” have a new member “induction”. An induction is a welcoming ceremony honoring the new member attendees.

Complete a phone to CALL all of the new members that you would like to “induct”.  (Leaving a voice mail is not a “completed” call)

Invite them personally to their new member “induction” to be held at the next Membership dinner or luncheon.

Let the new member know exactly what is going to happen at the “induction” and DO NOT tell them they will have the opportunity to speak for 2-3 minutes and tell everyone about their company (that is terrifying for most).

Follow-up the completed call with a handwritten card or note repeating the invitation and thanking them for taking a couple of minutes on the phone with you.

DO fax or email them a quick 3 or 4 question document asking for some basic information about their business that someone else will read at the “induction”. This mini-profile can be used as a feature in the next newsletter as well.

DO let them know that their meal is complimentary and that there will be other new members “inducted” at the event.

DO inform them that they are being honored as a new member and will not be asked or required to do anything but sit and eat.

DO tell them they can bring a spouse, friend or business associate with them.

In the next newsletter make it a point to include a list of all of the new “inductees” whether they showed up or not. Include the mini-profile of each inductee in the newsletter as well.

Here’s a hot tip: Make a copy of the page in the newsletter that has the “inductee” information on it, attach a “sticky” note to it with a quick “congratulations and welcome” and send it to the new member in hand- addressed envelope with a real stamp.

The entire goal of having an “induction” is to remove any fear, discomfort and pre-conceived notions about what is going to happen. Part of the “secret” is to spell out clearly and personally what the process will be and remove all responsibility from the new member for this first “taste” of the Association.

I’m sure there are other steps that you can add to this process. Do not make it complicated and do not try to shortcut it.

The reality is that some new members will never show up for there “induction”. But, they will remember that you took the time to make a personal call, sent them a nice card, asked for information about their company and sent them a special copy of the page in the newsletter that included their information.

Remember, many new members never make it to the second year. What if you could “save” just one in every four by doing just a little bit more…?

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Sales 101 – Features and Benefits, Increase non-dues revenue by “changing the

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Non-Dues Revenue

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I am on a lot of email and newsletter lists for Association’s around the country so I get the opportunity to see just how “offers” are made for things like sponsorships, publication advertising, event participation and a whole variety of other non-dues revenue generating items.

Here is a typical sample email soliciting sponsorship for an event. I’m keeping it generic just for this example but it’s pretty similar to dozens of offers I have received.

“Sponsorships available for upcoming Trade Show, Business EXPO or Parade of Homes”

Show your support for your Association by becoming a Presenting Sponsor

Your donation will be greatly appreciated – call for details

What do you think? Sounds like a little “begging” to me. For what it’s worth, these types of “asks” have worked OK over the years but in a tighter economy where member companies are searching for tools to increase their revenue and bottom line words like “support” and “donation” just do not have quite the same impact that they used to.

Your Association is one of the most powerful marketing tools a member can use to improve their business. The key is to show your members the value in terms that they can understand. Making comparisons to other marketing tools they use can really open their eyes to the “bargain” they are getting when it comes to Association dues.

When offering sponsorships for events compare the benefits your event offers to other types of media.

Let’s say you are selling a sponsorship for your upcoming Annual Banquet. This might sound a little over the top but it really is the truth. For example, if the attendance at your Annual Banquet is 150 business people you might consider presenting your sponsorship offer like this:

“Make One Sales Presentation and Reach 150 of the most Powerful, Successful and Influential Business People in the Community in Just 5 minutes!”

As the Presenting Sponsor of our most attended business event of the year you will have the opportunity to present your company to an audience of 150 business decision makers that directly or indirectly influence the buying decisions of literally thousands of employees, co-workers, family members and friends.

Calculate the lifetime value of just one or two new business relationships based on using this event as a powerful marketing tool and you will see that the marketing value far exceeds the investment of just $2500.00. (if you would like to receive Our FREE Special Report: “How to Calculate the Lifetime Value of a Member” email Kate atrob.kate.oliver@gmail.com and in the subject line write: Our Association wants to know “How to Calculate the Lifetime Value of a Member” and we will gladly email it to you!)

In addition to reaching 150 business decision makers and fellow members all at once in a gala setting, you will also receive a list of all attendees that you can follow up on in the coming year.

Compare this marketing tool to running an ad in the paper for a day or two or any other “mass media” advertising. By choosing this sponsorship as a marketing tool for your company you will get “face-to-face” with a specific, targeted audience that you can continue to work with to build business relationships long after the initial investment.

Since this sponsorship is an “exclusive” marketing tool you are assured that other businesses in your category will not be able to share in this one-time marketing opportunity.

Your Association looks forward to working with you to help increase your bottom line.

It will be a pleasure to offer our support to your company.

The above is not just a sample of a sales letter or sales script. It is also a thought process. Your Association offers tremendous “bang for the buck” to your members. Remember – “you have the carrot”. Use this same thought process for other sponsorships and non-dues revenue opportunities. Take a look at your current offers a make a list of all of the “features and benefits” and make sure your member “prospect” is aware of the real value you are offering.

Note – I have used and taught this “thought process” personally and it has generated literally millions of dollars in revenue for Association’s around the country as well as other Associations and Organizations.

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Recognition and the “Ribbon” –It’s not just about the “regulars”

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Membership, Retention

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“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.

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“Seven Sponsorship Tips”

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Non-Dues Revenue

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It must be sponsorship sales month!

I’m getting at least one email, letter or flyer every couple days soliciting a sponsorship of some sort.   Having been on the buying and selling side of sponsorships for years I’m going to offer a few tips on offering sponsorships to your member companies.

1. Match the quality of the offer with the amount of the “investment” you are offering.   This means you don’t mail your offer on a cheap, black and white photocopied piece of paper – if you are trying to get someone to consider spending $250 – $10,000 (or more). Take some time to craft a great letter, personalize it and print it on something other than 20lb. bond paper and enclose it in a 9 x 12 envelope with real stamps and a real persons name in the address area.

2. Send only one sponsorship offer at a time.   Do not confuse the “buyer” with three or four offers at a time. Take the time to learn about the potential sponsor’s company and offer a package or program that is customized to get them the highest value for their investment. If you must send “multiple choice” sponsorship offers at least limit them to one type of event at a time – don’t mix a Membership Meeting sponsorship offer with a Trade Show sponsorship offer.

3. The benefits are more important than the features.   Features are what the sponsorship includes like: your company logo on a 4 x 8 ft. banner.   Benefits are explanations about why the feature is valuable like: Over 225 of the most powerful, successful and influential business people in the area will pass by your company identified as a major supporter and sponsor of this event. The banner will be placed in a high traffic area near the buffet line and then moved to the exit door to get your company maximum exposure from this influential group of decision makers. Estimated number of times your company logo will be seen over the course of the evening – 775 impressions!

4. Sell the event, then the sponsorship.   Before offering a sponsorship to an event, sell the event. In order for a potential sponsor to make a decision about an investment they need to know as much as possible about the event and why it will be valuable to their company. Too often, there is a very brief, if any, description of the event followed by two pages of sponsorship opportunities. Take a little time to write a great and detailed description of the event and don’t assume just because the event has been produced annually for 26 years that all of your members know what the event is. Remember, a good share of your members don’t even know what goes on at a Membership meeting!

5. Face-to-Face is always best.   There is no more effective way to offer a sponsorship than “in person”. If you are offering a $2500 sponsorship it is more valuable to offer to meet for lunch or breakfast at your member’s location or facility and bring box lunches or a platter of pastries and fruit. It may seem like a “shameless bribe” but the odds of success will increase exponentially over a cheap black and white photocopy or worse – a mass email offer.

6. Follow-up is critical.   Sometimes it takes a second, third or fourth contact offering new information each time to get your member company to make a “good” decision. Don’t give up after just one “try”.  Follow-up can be done in person, by telephone or by mail.

Email is ok as a support tool but it is not a stand alone sponsorship sales tool. For most consumers it takes nine separate contacts before they make a new purchase. Most sales people give up at one contact.

7. Getting a “no” is not the end of the world!   One of the biggest challenges in selling sponsorships is fear. The fear of getting a “no” stops most event coordinators or directors and sales people from making a personal call or presentation. Instead, emails and flyers are sent eliminating the fear of rejection but also lowering the odds of success dramatically.

When someone says “no” they are not making a personal judgment about you. They are just saying “no” to your offer. In our office we have our own way of responding to “no’s” – we say “NEXT”.

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“Is There Wind in your Sails?”

Categories:

Membership, Non-Dues Revenue, Retention

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I subscribe to a number of marketing newsletters and magazines. I got one recently and
it had a quote that kind of “hit home”. I’m not going to write a long letter today. I just want
to give you a little “food for thought”.

Every Association has kind of a “way to do things”, whether it’s adding new members,
retaining new members or increasing non-dues revenue.

Most of the time, all of those systems or processes work really well. But, once in a while
even a tried and true way of doing things can lose its effectiveness due to the economy,
local business climate, competition or some other outside force. Sometimes, we see it
coming and sometimes we don’t.

In the “world” of Associations there is a lot of talk about how hard it is to get new
members in this “down market”.

Retention rates have become cause for concern.

Non-dues revenue is not quite as easy to generate as before. The way it has “always
been done before” just doesn’t quite have the same impact it used to.
 
Here is the quote (maybe one of you knows who said it, I don’t):
 
“When there is no wind in the sails, start rowing”
 
How does that quote apply to an Association?

If you’ve been “sailing along” for the past several years and are finding that some of the
things you are used to doing just aren’t working as well as they used to now is the time
to start “rowing”. It’s not the time to just sit in the boat and wait for the “old wind” to come
back. It’s time to “row” until you get the wind behind you again.
 
Look for new ways to increase membership. Really get a “focus” on retention and
start a systematic approach to keeping your members and try some new tactics. Set
aside some of the “old ways” of doing things and try some new ones.

Take some time with your committees and brainstorm new ways of generating non-dues
revenue – without any preconceived notions or ideas.

I’m not suggesting at all that you abandon your current systems and processes. I am
suggesting that when the wind stops (or slows way down) you can either sit in the
boat and wait for something to happen or you can “grab an oar” and make things
happen.

Here are a couple of things that might help you get some fresh ideas and
strategies:
 
Go online and do a search on “increasing membership”, “increasing member
retention” and “non-dues revenue”. You’re going to find literally thousands of web
pages that you can look at for ideas. Be sure to go a little “deep” in the search and check
out what other types of associations and organizations are doing in these areas. Nearly
every type of group puts increasing membership, retention and non-dues revenue right
up at the top of the “to do” list. You will find a lot of “junk” but you will also find a whole
slew of new ideas and ways to “row”.

Finally, call some of your members that have successful businesses and ask if
they would be willing to participate in a brainstorming session on recruiting
members, increasing retention or increasing non-dues revenue. Let them know they
won’t have to join a committee or get on a board. No strings attached – you just want a
little input.

Most of these businesses are working on the same things you are – they call it increasing
customers, retaining clients and increasing the number and size of their transactions.

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Sponsorship or Donation – Your Event IS a Media

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Non-Dues Revenue

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Selling sponsorships is easy. Sure. Have you ever felt like you were going “back to
the well” just one time too many? Do you feel like the same companies just keep on
giving and giving? You are not alone. If you use words like support and donation when
you are offering sponsorships to your events then those are pretty natural feelings.

Here’s a different way of thinking about sponsorship: Your event is a form of media just
like a newspaper, radio station, magazine or television network or even direct mail. But
yours is even better.

Here is an example. Suppose you have a bank as a member. Banks use all of the
media I mentioned above on a regular basis. They spend thousands using a “shotgun”
approach by advertising to “mass audiences” hoping that someone in that “mass
audience” has an interest in what they are offering. After the ad runs the bank has no
way of knowing specifically who even saw it unless someone walks in and mentions it.

Let’s take look at your event sponsorship as a form of media. What audience can
you deliver? Other media deliver audiences, so do you?

If your event is a Trade Show you deliver a specific, targeted measurable audience.
They might be middle income, 50% male, 50% female, average age of around 42
(guessing). If you get 3000 attendees plus the exhibitors then your media is delivering an
audience of 3000+ specific individuals. In addition by including your sponsors in your
own marketing and promotion you are giving them “credibility by association” with
potentially thousands more people. If you have collected names and addresses through
a drawing or contest at your event, you can even hand your sponsor a specific list to
follow up with. See if a newspaper, radio station or television network can or will give you
a specific list by address of listeners, watchers or readers. It won’t happen.

Once you understand the audience your event (media) offers and the different ways
companies can use your event as another form media the words support and donation
can go away. You have the carrot! There are hundreds of companies looking for
alternatives to traditional advertising that can’t be measured and is getting them the
results they want.

Here’s a simple process that you can follow:

1.) Make a list of your events. Include Business EXPO’s, Home Shows, Tour of
Homes, Golf Tournaments or Outings, Membership Meetings, Annual Banquets and any
others you can think of.

2.) Define in general terms the type of audiences that attend. Each event draws a
different audience. You don’t have to be ultra specific. For example, your Annual
Banquet may draw 250 of the “most powerful, successful and influential” business
people in the community. That’s a pretty valuable audience for the right company.

3.) Make a list of types of companies (not specific names) that would benefit from
reaching the audiences you have defined.

4.) Now look at your membership list and see what companies match up with which
audiences the best. Now you have a list of companies to “offer your media”.
 
5.) Set your sponsorship values carefully. Usually, when we are asked to evaluate a
sponsorship plan the value far exceeds the price. Remember, when pricing your
sponsorships compare yourself to other media. Do not base your pricing on how much of
a “donation” you think you can get.
 
Your event is a powerful and effective marketing tool. If you treat it like the
valuable asset it is getting sponsors will be easy and even fun.

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The Ebb and Flow of Association Life

Categories:

Retention

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What now?

Membership is sagging. Retention is slipping. The Sky is falling.

We get to talk to a good cross section of Associations all over the country, many of whom seem to have adopted this attitude as their mantra.

So how does an association break out of this rut? By asking themselves some hard, serious and honest questions: 1. “When is the last time I looked really hard at my current membership?”

2. “When is the last time I evaluated our mission statement?”

3. “When is the last time we introduced or even evaluated our member benefits?”

4. “When is the last time we looked at or changed our event calendar?”

Believe it or not, many associations have never taken the time to evaluate their Association.  They follow the same event schedule and go about each event the same way they always have – in terms of promotion, sponsorship, agenda, etc.  They continue to do things the way they’ve always done them without considering:

1) Who started doing things this way?

2) When were these practices put into place?

3) (maybe most important) what was the association or “economy” like at that time.

There is something to be said for the old adage “if it’s not broke, don’t fix it” but the feeling of the moment seems to be “despair” and the cry of the day seems to be a desperate need for change.

If you don’t know what needs to “change”, then it’s pretty hard to make one.

In Renegade Retention Secrets Vol. II, I state that Associations need to have an Honest Awareness.  This means they need to make an honest assessment of their plans, purposes and goals, a reality check of sorts.

Maybe it’s time to introduce a new member benefit. First, look at your current benefits and determine if they are really meeting the current needs of the current members.  There’s an idea in sales for when times are tough that is applicable to membership: “They’re just not buying what I’m selling.” Associations need to ensure that everything they offer – to current or potential members – is a real and perceived benefit.

In addition to continually evaluating organizational benefits, Associations need to be constantly evaluating and adapting their recruitment and retention programs. They need to determine what is really happening versus what the “staff” says is happening.

Maybe you’ve heard me say “Every day is a money day.” That means that every day, every decision I make is aimed at moving me closer towards achieving my goals of success.

In an Association, before a new program, benefit, system or event is implemented; the staff needs to have a plan of implementation – steps to success. Then they need to evaluate whether or not these steps will move them closer to or further away from their goals.  More importantly, they need to consider if this new plan or program will cause them to reach their overall goals even when it is implemented.

Having an honest awareness means an association should look at everything it does and offers and analyze whether or not it is for the betterment of the membership as a whole. Are these events really geared towards the betterment of the members, or are they just recycled from an events calendar from 1983?

Making an Honest Assessment

Ask yourself these questions:

“Who are my members?”

“Why are they Members?”

“What do they want?”

The answers you get should be the first steps towards gaining an Honest Awareness.  Associations must never forget why they are here – for the protection and well being of their members. It’s not a Superior/Subordinate, Teacher/Student relationship. The association works for its members and everything it does should be about them. Everything it provides must meet their needs and represent their purpose for being in the Association. Not vice versa.

Following the Leader?

Often times, Association’s get their plans (recruitment, retention, non-dues revenue events, plans of action, etc.) from one another. One association shares its “plan” with another who then adopts it as their own, whether it works for and benefits their specific members or not. Associations are as unique as the members within them and what works for one Association doesn’t necessarily work for another.  When they begin copying each other blindly – just because it’s “something” and “we’ve gotta do something” – there is no longer an Honest Awareness and the stage is set for an ineffective, out of touch and sometimes, completely unaware relationships between the advocate (the Association) and its beneficiaries (its members). In order to work towards the betterment of the association, an honest assessment of current practices, plans and direction needs to be made. Look at when and why the current plans were implemented.  Was it a “follow the leader” mentality? If so, it may time for a restructure or a new direction.

Your association is a living, breathing entity. You have the power to adapt. What are you going to do?

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A Special Message on OPTIMISM and ATTITUDE from the “front lines” – from Kate

Categories:

Retention

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Happy summer to everyone! It is hard to believe that just a couple of months ago we were talking about the rough winter many of you were having around the country and then summer just showed up for all of us to enjoy.

I know that each of you and your Associations are busy planning summer BBQ’s, Golf Tournaments (Outings) and other events for your members. I hope that you are enjoying the fact that you are creating excellent situations and opportunities for members to get together and meet each other.

As members ourselves, we look forward to the events that get planned and seeing and talking to other people like us who get up every morning and “try to do what we do better” and “try to figure out how to do more of it”.

Getting an opportunity in our busy week to see other folks that are out “fighting the good fight” is inspiring and I truly appreciate all the Associations we belong to for doing what they can to put those opportunities together.

Your efforts and hard work is applauded!

Rob and I talk throughout our day about Associations and what we can do to help them grow their membership, keep the members they have and increase non-dues revenue. Being the “cheerleader” of our team, as well as one who believes wholeheartedly that if you BELIEVE with all your heart in something you will succeed, I decided that Rob should write his article on that subject this week.

But Rob, who is always ten steps ahead of me on his thoughts and being the “informer – educator” type said I should write about the “power of believing” and he would give you another “tool” and hopefully a new way of looking at HOW you do it now.

“I probably won’t add my two cents very often in this weekly newsletter but I was very inspired this week to share some thoughts with you”.

Please understand I am writing to you from a fellow member’s point of view. I hope that I can help you better understand the place you have as a “Non-Profit” Association working with and for “For-Profit” Companies in their drive to succeed in business and support the issues you and they have within the industry.

We have been members of various Associations for over 25 years. We believe whole- heartedly in the mission and goals of the associations we belong to. But, in the end we belong not only to support the industry but also to meet other companies who want to grow and do business together.

That said and being the optimist that I am in believing that everyone and every business can succeed with the right mind set and goals, it makes me crazy to watch TV and read the paper and hear the media and the government make us feel like with the “state of our economy” every business in the country should just “close up shop” and wait for the end.

Trust me, I know that the price of doing business is getting higher and also know first hand the pinch the government has on small business. But I feel even stronger that the sky is NOT falling. If each of us does everything we can do in a day to make it a “money day” and give our customers the best product and best service, odds are strong that we will survive and even prosper.

I bet you’re asking yourself how that applies to your Association. YOU and your entire staff can be the voice in the background that helps lead your members to success in their businesses.

Believe it or not your members listen to you and your board and follow your lead.  

We hear often now that membership is down and that locals are concentrating on retention. Some associations don’t want to pursue new members because they believe businesses just don’t have the extra money to “support the industry”.

Remember YOU have a tool for businesses that want to grow and succeed – your association is that tool.

Remember YOU have the carrot!  

If you have been to a membership drive training with us you have gotten a dose of the passion Rob and I share on that subject.

I promise you, as we do everyone at our DIRECTDrive trainings, there are thousands of companies (potential members of your association) who are looking for the marketing tool that your association offers. There are countless companies that understand the value of meeting other serious business people that want to succeed and find consumers who want to buy from them.

They are out there for the asking. YEP – you just have to ask, not beg for support or donations.

I found a quote that I want to share:  

“It is attitude, not aptitude that determines your altitude” –  Zig Ziglar.  

If you BELIEVE people will succeed in business and that you can be the uplifting voice they hear at events, meetings, committee meetings and even your association staff meetings THEY WILL FOLLOW!

Case in point – We were privileged to meet the Helena Building Industry Association in Montana and help them do a membership drive.

If you have been to that part of the country it truly is an amazing place to see (Rob was born there).

When we arrived we found a room full of HBA folks ready to take their area by storm. Being led and inspired by their EO, Elaine Marcille and her new assistant Toni, they rounded up their most positive board members, membership committee members and just plain old hard-working members who didn’t have a clue as to what they were about to accomplish.

They all just put their “I Believe” hats on and got ready to do whatever they needed to do to help their association.

To make a long story short, (although it is an amazing story if you ever want to hear it – email Elaine in Helena) that “little” association in the middle of Montana with 250 members on a Tuesday, ADDED 261 NEW MEMBER COMPANIES IN THE NEXT 48 HOURS. They more then doubled their size and took first place on National Membership Day.

WHY? They believed they could.  They also knew that there were companies in their area regardless of the “business climate” who did want to grow their businesses and were just waiting to be asked to join.

YES – waiting to be asked to join a growing, business-centered and fun association.

My challenge to each of you, starting at the top – every EO, staff member (no matter what position), and board member – BELIEVE in business and your community and have the right SUCCESS attitude every day as you walk into your association. Strive for success for your association and for the success your members.

If your members succeed – your association will succeed and grow.  

Attitude – attitude – attitude will help everyone succeed. I encourage you to take a look at yourself, staff and board members and see if there are small changes that can be made in order to help create a better business environment in your community.

Ask yourself today how you can make every event and meeting “just a little” better opportunity for members to do business with members.  

In closing, please remember your association has the “carrot” and if your members succeed your association will succeed and grow. Attitude, even if you have to fake it, will over time help you win – BIG.

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Permanent link to this article: https://www.olivergroupassociationinsider.com/2013/07/01/a-special-message-on-optimism-and-attitude-from-the-front-lines-from-kate/

Are you Ready for a Challenge in the “New Economy”?

Categories:

Membership, Retention

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Shhhhh – don’t tell Rob but I (Kate) am filling in this week! This Association Tip will be just a little bit different. I have a challenge for every association staff person who wants to take this “New Economy” on with both feet forward.

Are you ready for an easy challenge that will (if you aren’t already) get you on the path to doing business different then you did in the “Old Economy”?

Do you want to stand out in the community, keep the members you have and even get new members?

Do you want to make your current members feel appreciated and motivated to refer new members to your association?

If you know me, you will know how passionate I am about the “written note”. NOT emailing – really writing a note – do you remember handwritten notes?

So, when was the last time you really sent a thank you note or any note of appreciation to someone in your association or your community?

Challenge: Start today and write one note. Write one note a day each day this week. That is four notes to start.

IF you start this new habit you may even continue next week, and send five more. Don’t get caught up in how it is written or the paper it is written on. Just start by getting out a note card or even a yellow tablet and write a note from your heart in your words. The person receiving this note will know it is from you by how you write it and will be pleased that you took the time to do it. Here are some ideas of who you could send a note to:

Past member – maybe someone who dropped in the past year (I hope you have not lost your way – we want you to find your way back to us.)

Current member – thanking them for being in the association and for what they do for you (We appreciate your membership and know that it is members like you that keep our association growing)

Employee/staff person – for doing all that they do to help keep your association growing (Times get busy in our work day and I wanted you to know I noticed you going the extra mile to make our association a success)

Vendor – for taking care of your association and providing you with their service (We know how busy your day is and we appreciate you going the extra mile to provide our association with excellent service)

Potential member – someone you want to join your association (You are someone our association wants as a member with and we have a special offer for you to join now.)

Last Tips For the best results: Hand address the envelope Put a real stamp on it – CROOKED! Put your first name above the return address Put your business card inside with a short note on the back And if you want to really go the extra mile – make the envelope “Lumpy”.

There is your challenge! If you really want to grow your association in this “New Economy” you will have to do things different to stand out and be noticed.

Let me know how you did!

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Permanent link to this article: https://www.olivergroupassociationinsider.com/2013/07/01/are-you-ready-for-a-challenge-in-the-new-economy/

How to Better Communicate with your Members

Categories:

Retention

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Your members pay their dues and belong to the Association.  There are certain benefits they expect to receive with their membership.  They look to you to provide valuable information – information that will help better their business, ensure that they’re operating up to code or industry standards, info that could increase productivity and maybe increase networking opportunities that will ideally generate revenue possibilities.

When members first join, many are eager for information from their association. But by the end of the year, many may have become less enthused and even disenchanted with correspondence from their Association.  Why does this happen? Because the information that they have received is often uninteresting or worse yet, completely irrelevant to them.

When Nick’s Painting received the 4th fax about plumbing classes, the 5th email blast recruiting volunteers for the economic affairs committee, or the 6th email about WHATEVER, you’ve lost him.  Just like the boy who cried wolf, when the Association really does have pertinent and valuable information for Nick, he’s going to miss it.  There has been so much irrelevant information sent to him that Nick has become weary of the “junk mail” and now, he just ignores or deletes all incoming emails from his association.

The only way to rectify and prevent this from happing is to make every message count. Segment your members. I know that this may take some time, but once you’ve categorized your members into “niches” the end result will be significant. If only builders received faxes about building code updates, only painters received information about painter networking roundtables and only plumbers received coupons or special offers from a plumbing supplier, more of your messages will be read. That is a retention tool.

If a member feels that the Association really knows who they are and cares about them because they really do receive valuable information, then they will be more apt to renew.  Sharing pertinent information with your members shows that you know them and care about them. By communicating with your members on a personal or “individual” basis, you are demonstrating that you “know” them and that they are not just one company out of 800 member companies – they are special. Creating this type of bond is a powerful and effective retention tool.

Make your message matter.  Sending “blast” emails and faxes to your entire membership is ineffective, impersonal and borders on spam. Yes, your members provided their email addresses when they joined, but it wasn’t to get bombarded with irrelevant information.  All day long we are continuously hit with marketing messages. If your association is part of that flood, there is no way the message is getting through unless you figure out a way to stand out and make it matter. Sending out useless information 8 out of 10 times is not the way to break through the clutter.

When they joined, your members gave you permission to communicate with them to build relationships and provide valuable information that will help them. It is your job to deliver these services.

Side Bar: From Kate O 

Having been a part of associations and having heard from so many leaders and staff talk about how busy your day gets and how fast the day goes by I have a couple of fail safe tasks to make sure that you really are sending what “They – Members” will benefit from and stay away from wasting their time. And if you are the EO and have staff sending out these members make sure everyone is on the same page here – It’s ALL about the renewals – RIGHT!

STOP before you press end, fax, or mail and ask yourself: 

1. Is this the right group or groups to receive this message?

2. Will I be wasting a members time by sending this message or could it beneficial to their business?

3. Have I segmented the list to verify the needs and interests of our members before mass-blasting information?

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Permanent link to this article: https://www.olivergroupassociationinsider.com/2013/07/01/how-to-better-communicate-with-your-members/

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