Attracting And Maintaining Members

The lifeblood of any organization is its membership, yet many organizational leaders often seem to ignore that fact. Organizations must constantly make its existing members feel proud of belonging and that their membership is valuable and worthwhile, as well as a priority. At the same time, successful organizations reach out to lapsed members, and attempt to address in a positive manner why certain members give up their membership. This group is extremely important to an organization, because it is generally easier to re-up a lapsed or former member, than it is to attract new members. Leaders must realize that lapsed members were at one time members, so at least at one point, felt it was important to belong. It is the "job" of leaders to make the organization attractive once again.

I have observed some organizational leaders who explain that they are not actively seeking new members because their existing membership ranks are sufficient. These leaders need to realize that the reality is that certain members give up their membership, others age and get less involved, and others die. Many formerly proud, successful and grade organizations and associations run into difficult times because as their membership "grays," they do not have new leaders and "joiners" to take up the slack. Successful organizations are always seeking new members who believe in their mission, and want to get involved.

One of the major challenges that many organizations face is insufficient communication. In recent years, much of this has been the result on certain "leaders" over-dependence on strictly digital communication, using the internet, websites. E-Blasts, and e-mail almost exclusively. Effective leaders understand and realize that optimum communication depends on using various areas of communication, and while digital is convenient, relatively inexpensive, and quick, it is often impersonal, "cold," and inefficient.

Marketing studies have shown that effective postcard campaigns are still the third most effective at eliciting a response. The highest percentage of recipients view and respond to them. The first and second most effective means of communication are face-to-face, and telephone contact. Texting has been shown to even be more effective than e-mail. While there is certainly a place, and a need for all these forms of communication, membership satisfaction is directly related to members feeling welcome and wanted.

Organizations need to reach out to grow their membership ranks. That often means that leaders must go outside of their comfort zone. It also means that leaders need to know how to speak to, rather than at, members and potential members.

All of these obstacles are part of a far greater challenge that most organizations face, which is a dearth of effective leadership. Those organizations that emphasize leadership qualification and in-depth, professional training, invariably fare much better than those that do not!