Andrea Pellegrino shared a great post that gets right to the point of how Associations are failing their members. Her post 7 Ways to Lose Members she shares how Associations are. Publisher should take note too as a couple of these point may hit home as well. Here is a quick summary and my comments..take a look..what do you see?. Warning, it’s sarcastic!
1. Don’t ask members what they want: Tell them!
Your association has been doing this for years…eventually things will change back so members get what your doing, right?
2. Talk to your members as if you don’t know who they are.
This social media thing will blow over and people will fallback into line. After all, you already know what they really need.
3. Don’t give members personal service: Give them FAQ’s.
Aren’t all members the same and isn’t it so much more efficient to tell them all what they need to know, at the same time.
4. Make them wait!
See point #2…they will change, then we can go back to the way things were.
5. Ask them for more money right away.
Everyone knows that membership dues isn’t enough. Let’s though a bunch of products at them and surely they need some.
6. Don’t waste time or money bringing in “peripheral” members!
By all means, if people can not pay for full membership – forget them…they will just miss out! This is member only content, join or you don’t exist.
7. Focus on “messaging,” not on providing value.
Because we know what they want we just need to figure how to tell them.
This may sound harsh but members are not going to wait for Associations to change…they have more choices than ever before.
The value of building a community is well understood and the race to build one is on. The for-profit world is all to willing to find the products and services members will pay for.
The publishing industry, in particular, also heavy hit by the changes in digital technology, is slow to react but appears to be more motivate to change, to innovate. Through subscriptions, products, events and better connecting sponsors…will they become the leading “membership-based organizations”?
The answers, if you are an Association or Publisher… is different for each organization… but the answer will be found though innovation…innovative thinking, innovative leadership, innovative people.
Check out Andreas full post here.