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I’m
sure you’ve seen all of the headlines about those hotsy-totsy internet
companies going out of business. Some of you are probably thinking, “Good.
They were never REAL companies anyway. They just created a lot of wealth for
some computer geeks and took a bunch of venture capital down the tubes.”
Others
are probably thinking “See. I told you so. This e-commerce thing was just a
fad. People still want to do business with real, live people and companies, not
a bunch of computers. I’m glad our organization didn’t fall into the trap of
getting into a bunch of expensive ‘portals’ and ‘hyperlinks’.”
Don’t you believe it. As much as some people (your truly, included) would like
a lot of this stuff to go away, it isn’t. What we’re seeing is just the
normal shake-out of any new industry or technology. (Don’t forget that in the
1920’s and 1930’s there were hundreds of companies manufacturing
automobiles.) Like it or not, we’re going to need to deal with this technology
revolution from now on. I refer to this as a “revolution” not because
technology changes are new but the because the speed of current
technology changes are so hard to deal with.
We’re all coping with the challenges of attracting and involving a new
generation in our organizations. Maybe we (yours truly, included) need to stop
fighting and give in to what’s going to work with this–and the succeeding
– generations of members and prospects. We need to be flexible and we need to
be realistic.
First of all, if you think the “traditional” methods of communicating
with members are going to give you the response you want, think again.
Newsletters, “Friday faxes,” town meetings at conventions, etc. are
techniques that will work with the people they were already working with, not
with the new members.
Second, if you think people are going to show up in the same numbers as
they have in the past, think again. In the era of the 24-hourwork day,
organizational meetings are starting to get lower and lower on the priority list
of our members and prospects. Let’s see – our members have three choices
each day after their “normal work day.” They can spend some quality time
with their family; they can sit down at their home computer and get a2-hour head
start on that project or report that’s due; or they can go to a meeting of
their trade or professional association. Guess who loses.
Third, instead of wringing your hands and wondering what to do, get with
the program. Things are still in that “shake-out” mode, so you might even be
able to have some fun with it. If they want options on how to be a “good
member,” let’s give it to them.
The New Rules of Engagement
In the “olden days” we considered our “good” members to be those who
were “involved” in leadership roles at the national or chapter level. Of
course, those people are still good members. But in today’s world we can’t
count on as many people to get involved like that. So instead of concentrating
on “involving” members, we need to concentrate on “engaging” members. We
need to connect them to our organizations in any way possible, in any way that
is comfortable to them – not just to us.
Why not make that mythical “virtual member” we’ve all talked about a
reality? In fact, why not just
create a category called Virtual Member? Let members sign up to get
whatever they want from the organization through electronic communication. They
don’t want a monthly magazine or a bi-weekly newsletter.
Let them read whatever they want to read online. They don’t need a
publications catalogue- they’ll get that off your website. IF they decide to
attend your conference, they’ll pay a premium (less than non-members, more
than “full” members). Chapter membership? Optional. Do they want help from a
staff specialist on a particular issue? Give them a special email address. Do
they want access to special interest groups or technical divisions? No problem.
Add a small fee to your Virtual Membership fee(full members get it included in
their annual dues). Time for renewal? Online of course, with special incentives
to upgrade to full membership.
Okay, doubters, let’s hear it. We’ll lose advertising revenue for our
publications. We’ll have fewer people attending our meetings. Full members
will feel that these people are getting membership cheaper than they are. Why
shouldn’t everyone support the organization equally?
Guess what? They weren’t coming to the meetings anyway. They weren’t reading
the publications and resented having their mailboxes full of things they
didn’t want. They DO support the organization – they just want to do it in
their own way.
Flexibility is going to be the key to survival in this new marketplace. Until
everyone is on the same level in terms of communications technology, we need to
be able to meet the needs of all types of members. Give it a try.
Membership.com isn’t a slogan – it’s a reality.
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