What does it take to excel at association management? Just one thing. Focus.
Focus on members
We win when we focus on members. And not just any member but the members who love us the most. Our core members. It is hard to serve this valuable segment well when we are looking for growth in all the wrong places: unengaged members, lapsed members, non-members, or consumers.
Focus on adding member value
I love this idea that I stole from Greenfield Services latest e-book. “Our organization needs to be member-centric not membership-centric.” It is so easy to get wrapped up in the business of the business. Sending out renewal forms, updating our AMS and having meetings. Adding member value means fighting that temptation so we can spend more time with them. Produce the benefits they need. Eliminate what is no longer working so we can serve them better.
Focus on solving member problems
Our members’ problems are evolving. Perhaps the profession is changing, laws are changing or the industry is changing. For sure technology is changing and tastes are changing. Too keep up with the relentless change we need to seek to understand members better, learn their world view and get a handle on their problems. Are we solving our members’ problems; the ones they are struggling with right now — today? Or are we solving our members’ problems of last decade.
Top-tier organizations excel because of just one thing and that one thing is focus.
- Member-centric not membership-centric (guest post on AssociationMarketer.com)
- What leadership can do to hedge against a downturn
- Goliath and David