Why We Join
Last week I spoke at the Association Foundation Group’s annual conference. As I was creating my presentation (now don’t laugh – they had this fish theme going) Lure Them In …Can Interactive Marketing Work for You? I began thinking about why do people join or donate to organizations and associations.
Now I belong to a number of associations … okay so most of them are business related … yet they all provide me with some similar benefits.
• Networking Opportunities
• Continuing Education, Training and Resources
• Critical Issues (Advocacy)
• Publications and Updates
• Job Banks (don’t tell my CEO)
What did these various associations do that caused me to join in the first place and continue to renew my membership and support year after year … well they …
• Clearly outlined the benefits of membership
(some even threw in a backend premium for joining or renewing)
• Built a relationship with me
(sharing the latest information and keeping me updated)
• Shared how my membership and contributions made
a difference with personal stories
• Sent me numerous calls to action
(both to advocate and to donate)
• Ensured ongoing cultivation
(guaranteeing I would answer a future call to action!)
How did they accomplish all these wonderful things? Okay so they did used a number of traditional methods such as mail, phone and face to face asks … but each embraced technology with email updates, newsletters and built a community of members where I could go to ask questions and get answers.
If your organization wants to build its membership base or acquire more donors you need to ask yourself - What are you doing that will inspire someone to join or donate? Have you outlined the benefits? Are you sharing personal stories of how their membership or support is making a difference? Are you continuing to stay in touch with updates? Have you embraced technology to acquire and engage your constituents?
If the answer to all these is a resounding yes … then you can’t help but be successful!
Regards,
Sue
