It’s Not About Your Association
I have seen a number of posts, and heard a number of comments, over the last few days about how some associations are trying to get members to renew, or support them in other ways, by telling them that without their dues or support the association will cease to exist. Although this may be true this approach is surprising to me and in my opinion a very selfish and self-defeating message.
Associations exist because of our members. I realize that we have sources of non-dues revenue and other ways to generate funds but the core of most associations is the membership.
Now, especially, is the time to show our members they are our main focus and that we care about them and understand that this is a challenging time of need for many. It is time to put extra effort into putting ourselves in to their shoes and using that insight to inform them about how we can help them. Some of those resources may require membership and some of those resources may have a price tag on them. That is ok as long as not everything costs money and the resources are truly designed to help a member’s current need(s).
You need to continue to communicate with your members and show them you know them and understand them and have their back. The more targeted those communications can be toward their needs the more likely they are to stay connected to your association and be even more involved when this is all behind us.
Executive Management | Fractional C-Suite | Finance | Operations | Shared Services | Policy Analysis |
4yThanks Scott for these important albeit forgotten points.
President & CSO (Chief Swag Officer) at The Swag Diva - Branded Promotional Products Solutions Provider
4yAnother perfect opportunity for corporate sponsors to reach members during these difficult times using well thought out and crafted direct mail. We’re working with our clients to send genuine, caring messages and useful promo products to members reminding them of their support. Many mailable items that are inexpensive + paired with the right message = memorable forever!
Experienced Corporate Partnerships Strategist, Consultant, and Educator specializing in associations and non-profits. Dedicated to boosting revenue, enhancing member value, and promoting organizational sustainability.
4yGood points Scott Oser and John Lingerfelt. Not only should associations communicate with and work with members ... associations should communicate with and work with their top-tier corporate sponsors. Some sponsor companies are cutting back as a result of COVID-19; other companies are pursuing or expanding their marketing goals. Few of these companies will automatically write a sponsorship check to an association ... especially if the association's conference has been cancelled, rescheduled, downsized, or repurposed. However, some of these companies will gladly work with associations to support members while achieving their companies' business goals. Success will be gained by associations partnering with sponsor companies.
Certified Association Executive | Association Forum Forty Under 40 Award Recipient | Membership, Governance & Operations Specialist
4yInteresting article Scott. It can be difficult to keep this mentality in mind when your association is hemorrhaging funds due to cancelled meetings/annual conferences/lack of new members, but still very important to think about.