Membership.com
I'm sure you've seen all of the headlines
about those hotsy-totsy internet companies going out of business.
Some of you are probably thinking, "Good. They were never
REAL companies anyway. They just created a lot of wealth for
some computer geeks and took a bunch of venture capitalists
down the tubes." Others are probably thinking "See,
I told you so. This e-commerce thing was just a fad. People
still want to do business with real, live people and companies,
not a bunch of computers. I'm glad our organization didn't
fall into the trap of getting into a bunch of expensive 'portals'
and 'hyperlinks'."
Don't you believe it. As much as some people (yours truly,
included) would like a lot of this stuff to go away, it isn't.
What we're seeing is just the normal shake-out of any new
industry or technology. (Don't forget that in the 1920's and
1930's there were hundreds of companies manufacturing automobiles.)
Like it or not, we're going to need to deal with this technology
revolution from now on. I refer to this as a "revolution"
not because technology changes are new but that because the
speed of current technology changes are so hard to deal with.
We're all coping with the challenge of attracting
and involving a new generation in our organizations. Maybe
we (your truly, included) need to stop fighting and give in
to what's going to work with this -- and the succeeding --
generations of members and prospects. We need to be flexible
and we need to be realistic.
First of all, if you think the "traditional"
methods of communicating with members are going to give you
the response you want, think again. Newsletters, "Friday
faxes," town meetings at conventions, etc. are techniques
that will work with the people they were already working with,
not with the new members.
Second, if you think people are going to
show up in the same numbers as they have in the past, think
again. In the era of the 24-hour work day, organizational
meetings are starting to get lower and lower on the priority
list of our members and prospects. Let's see -- our members
have three choices each day after their "normal work
day." They can spend some quality time with their family;
they can sit down at their home computer and get a 2-hour
head start on that project or report that's due; or they can
go to a meeting of their trade or professional association.
Guess who loses.
Third, instead of wringing your hands and
wondering what to do, get with the program. Things are still
in that "shake-out" mode, so you might even be able
to have some fun with it. If they want options on how to be
a "good member," let's give it to them.
The New Rules of Engagement
In the "olden days" we considered
our "good" members to be those who were "involved"
in leadership roles at the national or chapter level. Of course,
those people are still good members. But in today's world
we can't count on as many people to get involved like that.
So instead of concentrating on "involving" members,
we need to concentrate on "engaging" members. We
need to connect them to our organizations in any way possible,
in any way that is comfortable to them -- not just to us.
Why not make that mythical "virtual
member" we've all talked about a reality? In fact, why
not just create a category called Virtual Members? Let members
sign up to get whatever they want from the organization through
electronic communication. They don't want a monthly magazine
or a bi-weekly newsletter. Let them read whatever they want
to read online. They don't need a publications catalogue --
they'll get that off your web site. IF they decide to attend
your conference, they'll pay a premium (less than non-members,
more than "full" members). Chapter membership? Optional.
Do they want help from a staff specialist on a particular
issue? Give them a special email address. Do they want access
to special interest groups or technical divisions? No problem.
Add a small fee to your Virtual Membership fee (full members
get it included in their annual dues). Time for renewal? Online
of course, with special incentives to upgrade to full membership.
Okay, doubters, let's hear it. We'll lose
advertising revenue for our publications. We'll have fewer
people attending our meetings. Full members will feel that
these people are getting membership cheaper than they are.
Why shouldn't everyone support the organization equally?
Guess what? They weren't coming to the meetings
anyway. They weren't reading the publications and resented
having their mailboxes full of things they didn't want. They
DO support the organization -- they just want to do it their
own way.
Flexibility is going to be the key to survival
in this new marketplace. Until everyone is on the same level
in terms of communications technology, we need to be able
to meet the needs of all types of members. Give it a try.
Membership.com isn't a slogan -- it's a reality.
© Copyright , B.A.I., Inc. All rights reserved.
Mark Levin, CAE, CSP is a 30-year veteran
of the association management field. He has worked with hundreds
of organizations and tens of thousands of organization staff
and volunteer leaders around the world. His newest book, "Millennium
Membership" is available through ASAE at asaenet.org,
through Amazon.com
and Barnesandnoble.com,
and at bookstores around the U.S. He also serves as Executive
Vice President of the Chain Link Fence Manufacturers Institute.
Mark can be reached at www.baileadership.com
or via e-mail at mlevin0986@aol.com.
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