How to decimate your membership in one easy step ...

An association based in New South Wales had a new accountant who had been there for about three months and had yet to talk to a member. It was time for renewals to go out and, being conscientious, he had read the constitution where it clearly stated that "members must be given six months written notice should they wish to resign their membership". So he sent out the renewals with a bright yellow sticker attached that stated "Payment required within 7 days or legal action will be taken". Without speaking to a member he had single-handedly managed to devastate their membership numbers that year (and for several years afterwards).

Renewals are a form of direct mail ... and one that this organisation had roundly stuffed it up. This was unfortunate because direct marketing is not difficult. It is simply a matter of understanding how the different factors work together to produce a successful outcome.

Nonprofits and Social Media - Seth Godin's Comments and the Huge Response that followed

Seth Godin (famous social marketing blogger) wrote a blog not so long ago called "The Problem with Non" (as in nonprofits). He talks about how ineffective nonprofits have been in using social media to achieve their objectives and how most nonprofits are afraid of change. On the Midstream Corrections blog you can read the original post as well as find links to the barrage of responses...

Why resigned members won't tell you why they've left

I found an article called "Why I cancelled my gold membership" and it sent a shiver down my spine. The author wanted to resign his Xbox Gold Membership. First, he outlined how difficult they make it to resign. Then he admits that he knew they would ask him why ... and the fact he had no intention of telling them. He then goes on to say that he is willing to share his reasons with the rest of the word. And he proceeds to do just that ... in detail.

Most people are not comfortable sharing negative opinions directly with the entity or person they have that opinion about. For example, if I were to ask you what you thought of me then you are unlikely to turn around and say "Frankly I think you are a skanky ho." Few people operate like that.

It is important to understand why your members resign. Tracking the true reasons for this may enable you to identify serious issues that will cause your membership to further decline. It is essential that you have processes in place to ensure your resigning members share their true reasons with you.

Posting them a resigned member survey is not the answer. If they don't care enough to renew why should they care enough to return the survey. Only those who really hate you will do that. The others will forever remain a mystery.

Telephoning and asking is better than posting a survey. But if an organisational representative is calling you will still encounter that resistance to truly share the reasons why they are resigning.

A phone call from an independent representative works better. That person can be a paid consultant or one of a group of members who have volunteered to make those calls.

How do you find out why your members resign? Is it effective?

American Chamber of Commerce shows how NOT to handle the press and members

The American Chamber of Commerce has not been having a good time of late ... and below you will find the video to prove it.

First of all, they've taken a position on climate change that is at odds with a number of their bigger members. This has caused a fairly public stoush with some members including Apple (who resigned their board position and membership as a result of the issue). On October 9 the Enterprise IT website published "What's in a Membership?" talking about the chamber position and the issues being cause by their stance. In the meantime the chamber insisted that they were simply representing the views of their 3 million members.

Then on October 13 Mother Jones exposed the fact that the chambers' membership numbers were closer to 200,000 in The Numbers Game. Things weren't looking great.

By the next day the Mother Jones reported that the US Chamber Reduced Numbers 90% immediately following publication of the article - despite not making any comment to address the allegations. While an argument could be made to say that the chamber represented the local chambers and their members, this argument was damaged when local chamber members were quoted saying that the American Chamber doesn't represent their interests and they have no membership connection with them.

Then, to top off an amazingly bad run, corporate pranksters "The Yes Men" held a fake newsconference where they claimed to be from the American Chamber. In that news conference they announced that their stance on climate change had changed. However halfway through that newsconference someone from the chamber runs into the room. This is all captured on video. What I find astounding is the way in which the American Chamber representative handles the situation. In terms of the guy impersonating the chamber he doesn't do too badly. But he lets himself down at the end when reporters start asking for his card - and he refuses to hand out cards until they tell him where they are from. Did he intend refusing a card to a media outlet that he doesn't like? Click here to read the article. Click here to watch the video.

Wow ... this organisation seriously needs an intervention! Or at least some training on how to better manage the media and communications with stakeholders!

Hard sell membership may be good for short term sales but won't generate loyalty.

I read an article by Aaron Crowe who talked about the unpleasant experience of being sold a gym membership. I could really relate as I've gone through the same process recently myself. The sales pitch was so intense that, despite joining, I resigned a couple of weeks later. I'd found I'd really come to resent the entire process and going to the gym reminded me of it. I ended up joining another gym with a much more relaxed and friendly atmosphere. Thankfully not too many associations have chosen to follow the membership sales approach adopted by many gyms.

Interesting discussion regarding compulsory membership moves by Australia association

The Association of Financial Advisers and the Financial Planning Association of Australia are calling for mandatory membership of financial planners in order to lift both the professional standards of public perception of the finance advice industry. Even more interesting than the article itself are the comments. It is interesting to see how members and prospective members are reacting to this more ... read more.

No longer sponsored by GM

Wow ... in the U.S. GM Motors was allowed to abruptly cancel 54 sponsorship contracts worth tens of millions (possibly more). While it was a necessary cost cutting measure it will make people very wary about dealing with them in the future. I'd certainly be asking for the money upfront! ... read more.

Classic association blunders

I loved this post on the Acronym blog that listed Classic Association Blunders. I would add a few more classic association blunders to that list including:

- Focusing on recruiting new members when existing members are pouring out the back door.
- Getting great sponsors on board and then failing to proactively service them.
- Relying just on the opinions of the board rather than undertaking research when making decisions that require a true understanding of the opinions of the rank and file membership.

Can you think of any more?

I don't matter to you

Wow! Click here to read an enlightening perspective on being a committee from the point of view of a member. Does this happen in your organisation?

The Romance has gone!

The Romance Writers Association of America has a problem - the members are revolting. The associations' failure to move with the times has hurt them badly. This is a warning sign for any associations that think that they can continue to do just the things that worked 10 years ago. Click here to read the article.

Member boycott of event due to drug company sponsorship

This was very interesting. The association seeks to provide a better conference by getting drug companies as sponsors. Some members boycott as they have concerns about pharmaceutical company sponsorship. It puts the poor association in a really tough position. Personally, I think the boycotting members should understand that, whether the drug companies sponsor or not, it will still be up them whether or not they choose to use the drug. Read the full article here. What do you think? There has been some discussion about this already on the Membership Solutions LinkedIn Group. Click here to read what's been said.

Awards dispute

Recently a new awards program was launched for the meetings and events sector within Australia. In response to this the existing associations representing the sector (Meetings and Events Australia and the International Special Events Society) issued a joint communiqué denouncing the newcomer. Read the full article here. This is a very interesting turn of events. How do you think this reflects on each person involved?