It is obvious, but needs to be said nonetheless – you need to keep your membership pot full with as little leakage as possible. To be a successful membership organisation, or even one that survives in the current environment, requires a particular mindset: “To consistently provide the products / services that members need to thrive”.
This is the mindset which forms the bedrock of EVERYTHING your membership organisation does, from training and qualifications, to being the voice of the profession/industry you represent … and everything in-between. I mean EVERYTHING.
You MUST put members front and centre of what you do.
The 3Rs of Membership
To make it easy to remember, there are three cornerstones for membership organisations … what I call “The 3 Rs”:
RECRUITMENT – potential members want to know why they should join. What you can do for them that will make their life / career better. The old What’s In It For Me (WIIFM) syndrome. Crack this and they will sign-up.
RETENTION – current members want you to remind them of how you add value and why they are better to remain in the fold rather than be on the outside. Crack this and your drop-out rate will be minimal and little more than natural wastage.
RELATIONSHIPS – this is all encompassing. By building and nurturing relationships with stakeholders (this is called public relations), e.g. influencers, potential members, current members, lapsed members, etc. you will influence opinions which in turn will drive recruitment and retention. Great membership organisations have great relationships.
Why hire Lindsey Collumbell?
I work with Boards / Councils / Senior Management Teams at membership organisations to help achieve the delicate balance of providing and communicating the services members need with generating a commercial return. I provide senior-level experience to get the results your membership organisation needs. Typical membership support which clients request include:
- standalone projects to recruit / engage members
- stakeholder analysis and mapping
- member value propositions
- message development
- content management – audit, strategy, copywriting (web copy, printed collateral, blogs, social media posts)
- member journey analysis and mapping to products & services
- product / service development to best serve member needs
- member communication audits, analysis and strategies
- strategic public relations programmes
- business award programmes
Get in touch
If your membership would benefit from the type of consultancy described here, then get in touch with me. In the meantime, have a read of some case studies (membership organisations, Public Relations, and business award programmes) to get a flavour of my work, and then fill in the form below or get in touch by email or the good ol’ telephone.
If you have an idea you are mulling over and want to talk it through, then let’s get talking and start work on improving your member recruitment, retention and relationships.