For Members Only: It’s not a jacket, it’s the special attention you give supporters
- Wed, June 02 2010
- Filed under: Marketing essentials
When I was just a little younger, I had a Member’s Only jacket. It looked like this except it was gray.
Photo courtesy of “hipandluxurious” on Flickr.
In retrospect, I honestly can’t understand the fad (or my participation therein), but there WAS something alluring about the brand name. Member’s Only. As if wearing this not-particularly-flattering jacket enrolled me in a special club of elite fashionistas with social acceptance. Or something like that.
Which brings me to my point, however indirectly: the word “member” has some powerful connotations. Yet we too often treat our members in anything but powerful ways. That’s bad, because membership comes with expectations. There’s an implicit promise of attention, value and - in the case of nonprofits - true impact.
Here are three reality checks when it comes to members:
1. Being a member should mean belonging to something special. Belonging to your heaviest rotation direct mail list is not special. Treat members like an elite club of supporters making amazing social change - not like ATM machines.
2. The definition of a member is being part of a group. Are you truly engaged in a collective enterprise? Do you create a sense of community around the change you seek? Do you connect members to each other No? Then you’re annoying your members - or underserving them.
3. Put your greatest emphasis and efforts on your existing members, with the aim of together making a difference in the world. One of our worst qualities in our sector is we worry about who isn’t a member rather than adoring the members we have. Not good. That’s like ignoring our mom and brother while we stand in the street trying to recruit strangers to our family reunion. Put your energy into the members you have now - they will spread the word and more members will come your way.
Comments
When you are a member of a group you feel that aren’t alone and you are in connection with people that have the same interest. In my case it inspires me.
Very true for for-profit organizations, too. What’s with all the “new customers only” coupons? So foolish.
This kills me. I had a blue members from 1985 unitl 1998 although I wasn’t allowed to wear it after 1989 
. i hope you’ll be covering some of the non-profit work being done for folks through the Making Home Affordable Program. There are some great outfits out there putting in many hours for no pay just to help many of us.