Associations
Gen X Marks the Spot!
For more than three decades, Baby Boomers were the workforce majority, and this generation remains the largest percentage of members in associations, as well. Then, in 2015, the Millennial generation became the workforce majority, and as the largest generation in history, they became the most studied generation. But what about X? Generation X is the sandwiched-in-the-middle, smaller generation that is often overlooked and remains one of the most difficult-to-engage generations. Their arrival marked the end of membership as we know it, becoming the first generation to question the relevance of associations and ask, ‘what’s in it for me?’ Raised to be self-sufficient, Xers didn’t have the same influences as Boomers and Millennials — two generations raised with community-building and networking influences, experiences, and mindsets. As a result, the way Xers engage as members differs from Boomers and Millennials. They are more likely to need direct outreach to engage, to want short-term volunteer opportunities, and need to clearly understand how membership benefits and fits into their lives. For too long, associations have assumed Xers are exactly like Boomers and will follow suit and join associations. This hasn’t been the case, and as the generation now moving into leadership roles, associations need to seriously consider how to engage X.
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Forecasting for the Future: How to Prepare for (and Embrace!) Change
Some of us don’t like cold weather – myself included. I’ll take a hot, sunny day any day over snow! We can’t change the weather or the many other forces outside our control, but we can adjust our attitudes toward change. Research shows the most successful organizations (reporting high levels of productivity, profitability, and engagement) are accepting of change. This means they are both accepting of new ideas and new people. Conversely, organizations struggling to engage their teams report higher levels of resistance to change. It sounds simple enough — to shift our attitudes toward change — but if it were easy, everyone would be doing it, and every membership organization would be reporting high levels of productivity, profitability, and engagement. The fact is, change is difficult. Our brains resist change (that’s a scientific fact), and most of our organizations were founded many decades ago. We’ve held on to traditions and irrelevant models simply because they are known and familiar. But in a world fueled by innovation and disruption, we have to warm up to the idea of change to stay relevant, competitive, and community-centric. In this episode of the Membership IQ podcast, I use the weather as a metaphor for change and remind association leaders how their responses to change and a culture of resistance to change can create significant problems within the organization. I could sit on the sidelines and whine about snow or even stomp my feet and complain about it. But would that do any good? No. There is absolutely no benefit to resisting change, but there are benefits to be realized when we accept it.
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Answering Your Membership Questions #1
🎤 Engagement, value propositions, decline, oh my! I’m receiving more questions than ever about #membership so I’ve started doing something new—a live Q&A! For 30 minutes each month, I’ll answer as many Q’s as possible. During our first conversation, we received 48 questions, so I decided to also respond to a few of them on my blog this month. Let me know what you think about the Live Q&A’s and blogs, and if you like them, I’ll keep doing them! What can we do to better communicate membership value? It’s important to know exactly how your organization brings value to your members. Who better to articulate that than members themselves? Ask them to describe how being a member makes a difference in their lives. This is, by far, the most powerful marketing and program development tool you can utilize. By inviting your members to share their stories, you’ll know precisely how your organization brings value to your members. Further, there should always be a list of benefits that’s exclusive to members only. Members want an incredibly personalized service experience. They don’t want to feel like a number, they want to feel like they’re a person who is valued by your organization. Members crave a secure relationship—feeling cared for, appreciated, and respected. Members with an emotional connection to an association are considerably more likely to renew, to volunteer, and to refer your association to others. It’s critical you take the time and effort to build those relationships. How do we improve membership engagement? We all know this isn’t a one-size-fits all world anymore. Claiming a niche is imperative to your organization’s future success in today’s competitive and distracting marketplace. Shifting your approach to become meaningful to someone – not everyone – is the key to growing your membership right now and will support creating long-term sustainable membership growth. Further, if it’s not contributing to your association’s growth or delivering value to your members, quit doing it. When…
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Messaging That Matters to Your Members
Shakespeare said it best: “All the world’s a stage.” Whether you are on the board or staff, a chapter leader, or a volunteer – what you say and how you say it influences organizational culture as well as the decision to join or renew membership. In my early career as a journalist, I realized there were two kinds of people: people who were great under pressure and people who fell apart under pressure. When you are conducting a media interview, how a person communicates with you tells you a story in and of itself. Is the person stumbling over their words? Defensive and placing blame? Or confident and polite? A journalist is trained to ‘sniff out the story’ depending on what is said, but also what is unsaid. We all, to some degree, do the same assessment of people in our everyday interactions, and we decide whether we trust and feel safe with someone and the organization that person represents. Like it or not, people are drawing conclusions about what it’s like to be a member of your association based on what leaders say and how they say it. I’ve observed there is an overall lack of media training, branding, and messaging awareness in membership associations. As a result, many associations experience member disengagement and decline – sometimes not even realizing it’s happening as a result of negative messaging. In this episode of the Membership IQ, I share some examples of messages that have a tendency to backfire and usher up a reminder to staff and volunteers – you are always on stage representing the association’s membership and brand.
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New, Now, Next: A Successful Strategy for Membership Growth
On a recent trip to Hawaii, my husband and I ventured up a mountain, following the signs which told us a scenic overlook was just up ahead. The road was curvy and bumpy, and we anxiously anticipated the view awaiting us at the top. Imagine our surprise, just as we reached the summit, when the sunshine suddenly gave way to grayness, and we found ourselves standing right smack in the middle of a cloud! There was nothing ‘scenic’ to see. In fact, we could barely see more than a few feet in front of us! This is the perfect metaphor for vision – or a lack thereof. In recent years, there have been many bumps and curves in the road, which have forced organizations to focus on the road in front of them. Some leaders have become incredibly fixated on the day-to-day. But vision is imperative for success! Now more than ever, members look to their associations for answers, guidance, and inspiration. People want to be a part of communities and have access to resources — both of which deliver a sense of security and belonging. Moreover, they want to know the organization has a destination in mind and isn’t merely buckled up to withstand the curves in the road. When the outlook is fuzzy, and the association’s vision isn’t immediately apparent, people feel uncertain about what they are joining and why it matters. In this episode of the Membership IQ, I explain the need for vision to keep members engaged and the organization moving forward — even in times of disruption. Send us a message if you need help clarifying your organization’s vision.
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Modernizing Your Mentality: Advocacy and Superheroes
A common motif in pop culture today is that of the superhero. Growing up, comic books were coveted by my peers, and today, many of those stories have been adapted into books, TV shows, and films. In recent years, the Marvel Universe and DC Comics have produced countless films whose storylines center around heroes. These characters have abilities beyond those of ordinary people and use those powers to enact positive change. They are the ultimate advocates for a cause. When it comes to your association, who are the heroes at the center of your story? It may come as a surprise, your NextGen members can be your greatest superpower. They have the potential to be your most powerful advocates by garnering support for the causes most important to your organization. Much of my work centers around young people. In my work with Gen X and Gen Zers via think tanks, surveys, focus groups, and interviews, a “hero mentality” presents itself consistently. Young people today believe that they have a personal responsibility to make meaningful change and an impact on the world. This hasn’t always been the case – so what’s changed? Thanks to 24/7 news coverage and the advent of social media, young people are highly aware of the world’s injustices. If you work with (or are currently raising) adolescents, you likely know that the childhood experience has been forever changed by technology and the constant access to information it provides. The last two decades have been some of the most disruptive in our nation’s history. Those who grew up in this era experienced a host of radical changes, including an economic recession, the war on terror, climate change, a pandemic, and human rights issues – to name a few. As a result, they’ve become global thinkers and are well educated about the issues we are facing. They feel compelled and inspired to influence positive change. In recent years, we’ve seen more young people than ever…
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Elevate And Appreciate: Creating The Perfect Membership Experience
I recently returned from a long overdue vacation to Hawaii that had been planned for almost two years (thank you, pandemic!). If you’ve never been, I cannot recommend it enough. The views, the culture, and the endless list of attractions make it an experience like no other. We had the opportunity to sample amazing cuisine, walk along pristine beaches, and even swim with sea turtles! Perhaps the most memorable experience, though, was when we first arrived and, upon disembarking our plane, were greeted with a warm “Aloha!” and fresh flower lei. This traditional Hawaiian welcome makes you feel instantly excited for what lies ahead and that you’ve truly arrived in paradise. What can we learn from this type of experience when it comes to associations? Have you ever considered what the experience is like for those who show up at your association’s door? Whether it’s a social event, a conference, a professional development program, or even your website, the experiences your organization provides can leave your members (and prospects!) eager to get involved…or looking elsewhere. Now, more than ever, the ways in which your association presents itself, its brand, and how it values members are integral in getting them to invest (and reinvest) their time, money, and energy into your community. I frequently hear leaders lament the fact that their membership base is flatlining or declining – or that they are struggling to attract younger generations of members. When I’ve dug deeper, I’ve almost always found that the member experience is the root cause of the problem for one of two reasons: The membership experience is chaotic and disorganized. The association’s mission is complicated. Too many services are being offered, or member benefits are unclear, making it confusing for prospects and current members to understand what they are actually getting out of their membership. The membership experience is antiquated. The association may lack a social media presence or is using outdated platforms to communicate information with…
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Acing Your Association’s Succession Plan
For as long as I can remember, tennis has been one of my favorite sports. I played from an early age and eventually taught lessons during my summers off in high school. For some, the long hot days, sore muscles, and constant running back and forth may have been exhausting. For me, it was an invigorating activity that required strategy, skill, and patience. Today, I still get just as energized when a tennis match is on TV, and on weekends, I still love to pick up my racquet and head to the courts. Over the course of my career, I’ve found that a comparison can be drawn between tennis theory and membership theory. When I first started researching membership engagement trends in the early 2000s, I observed that older generations (mainly Baby Boomers) valued membership strongly, having been raised to believe that belonging to an association was a key stepping stone in the journey to adulthood. Many Boomers I studied shared a similar experience: start your career, join an industry organization, and earn your seat at the table by continuously investing in your membership. It seems like a recipe for success, right? …Maybe not. At the same time, our research suggested that younger generations were less inclined to join membership organizations. Interest in membership was waning, but why? The turn of the 21st century ushered in major social, economic, and political shifts in our society. Coupled with significant technological advancements, a rapidly changing world swayed young people’s interests, including what they wanted out our their membership experience. The broader data we gathered presented a shocking trend: across the board, 20% of members (younger members) were pushing their associations to rethink and modernize their membership models. They were posing the following questions to their associations: When was the last time you reviewed your membership demographics?How current is your value proposition?What am I going to get out of my membership if I join your association? These questions prompted…
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Strategies for Shifts: How Your Association Can Tackle Change
June is in full swing which means school is out for the summer! I have two daughters in college, both of whom recently returned home from their respective schools after a long and successful year. While it’s wonderful having them back under our roof, our house seems to have expanded to accommodate all of their stuff. Our space has been hijacked by bins of clothes, piles of textbooks, stacks of boxes, and heaps of dorm room dĂ©cor. At times, it can be overwhelming, but I know I will look back and miss these days in the not-so-distant future. Today, as I looked around at the excess of “stuff” that surrounded me, I realized that membership associations are dealing with a similar situation. No, they’re not dealing with towers of physical belongings, but there is a lot of stuff that seems to be piling up – and it can be difficult to determine where to begin when it comes to tackling it all. Since the outset of the pandemic in 2020, we’ve seen profound and unprecedented shifts take place in our society – specifically within the workforce, education, and membership associations. Remote work, hybrid gatherings, mask mandates, and contact tracing became buzzwords in our COVID lexicon – and we continue to see the lasting effects of these shifts today. Of course, many of these changes were unpredictable, but organizations were forced to pivot and adapt accordingly. As a leader, your approach to change (before, during, and after it occurs) is indicative of how successful your organization will be. In my research as a consultant, I’ve discovered that organizations will take one of three approaches when it comes to change. Perhaps you remember reading about these approaches in a previous post. The Ostriches: Nearly 80% of associations fall within this category. Ostrich organizations tend to avoid change. They think that by ignoring it, it will simply go away. The Explosives: This group of changemakers isn’t effective because their…
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Steering Your Association Towards a Successful Future
As a leader of your organization, you want to create a thriving membership community. The road to success, however, can often be riddled with unexpected bumps in the road and detours that can lead you away from your mission, ultimately resulting in membership decline and disengagement. Although it would be nice to have a map guiding you towards your end goal, they don’t always exist. In my work as a consultant, I’ve discovered three common roadblocks that can hinder an association’s growth – and how you can navigate past them smoothly. Your Membership Approach is Antiquated I’ve worked with several associations that want to stay relevant to their members, but struggle to modernize. They cite past traditions and “ways of doing things” to inform current decisions and ultimately, perpetuate a cycle of outdated practices. Recently, I spoke with an organization leader who was in the process of updating chapter bylaws because they were experiencing a membership decline. They mentioned that reference was made to the telegram (yes, a telegram!) and that for certain events, members were to adhere to a strict dress code that required women to wear pantyhose. Clearly, this group needed to contemporize to better connect with their younger audience. To be clear, I’m not trying to vilify traditions. They play an important role in the history of your association and are the cornerstones upon which your membership community was built upon. However, when traditions are interfering with member engagement, it’s time to revisit them and determine whether they are helping or hurting your association’s growth. We need to come to terms with this reality: we live in a world characterized by change and disruption – it’s time for your association to adapt! Your Association Has Limited Return on Investment A revolving door is the last thing your association wants, which is why it is crucial that you create a membership experience that your members continually reinvest in. Time and time again, I’ve seen…
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