A geothermal heating and cooling company installed two wells in my neighbor’s yard a month ago. Initially my neighbors were thrilled about the prospect of a new cost-effective heating system. Now they are dismayed at the state of their yard. It looks like the moon. Landscaping, apparently, is not part of the package. This feels like a job half done.
What half completed benefits or programs are you delivering to members?
Do you do custom data pulls from member research? Handing the data over in a raw, unformatted excel spreadsheet is underwhelming. Instead do the analysis, formatting, chart building and design in a presentation ready document. And charge accordingly. Members will love you for saving time for them.
How do you welcome new members? With a blast email with a few links on how to get started? How about a real phone call from a staff member or board member or other involved member? A chat with a real person forges a nice early connection with the association. Immediately this helps the new member network with another person which is one of their top reasons for joining.
What is your social media outreach like? Posting internally generated content in social media only half the story. Connecting, championing and giving hat-tips to members, business partners and vendors is a great way to forge awareness of and goodwill for the association.
Review all the ways your association touches members. Are there any activities that can lead to member disappointment? Hint: they may not be telling you they are disappointed. Where is the staff delivering a job half done?
Where you find disappointments either turn them into something that delights members or stop doing them at all.