Bernadette Jiwa, storytelling guru, wrote that good marketing, “empowers people to make decisions now that they won’t regret later”, and, “helps people to do the things they want to do.” (You can find the whole post here).
Just because we manage non-profit associations does not make us immune to lousy marketing. Even association marketing can force attention, game participation, and fake attraction. Sometimes the relentless drive for numbers makes us take shortcuts, and these shortcuts repel members in the long run rather than engage them.
When members respond to the association, do they sometimes regret it later? Does your association help members do the things they want to do, or instead, does the association help members do what we want them to do?