A couple questions for anyone working in a membership-oriented business:
- Have you ever experienced a decrease in membership and not know why?
- Have you ever wondered about an effective strategy to increase membership?
The answer to both questions is branding. If your messaging – what you say and how you say it – is inconsistent or insufficient in communicating membership benefits, you stand a very good chance of seeing your membership shrink.
3 Easy to Remember Tips for Making Membership Magic:
- Communication Consistency.
Let the frequency of news dictate the frequency of your newsletters – whether you send via email, traditional mail or both. Some organizations may have a membership that appreciates a weekly eNewsletter, while others may prefer a monthly update. If you’re promoting country club events, the number of events scheduled in any given month may help dictate the frequency that communication is required to keep members apprised of what’s coming up.
- Brand Consistency
Every marketing material – whether printed or digital – tells members about the type of club to which they belong. If your brand is elegant, then your materials need to be elegant. Does your designer “have the chops” to do elegant? Or do you have a “good enough” approach to your marketing efforts. A truly high class brand is consistent from cocktail napkins and menus to signage, bulletin boards and newsletters.
- The Element of Surprise
Delight your members. Be creative and mix it up. If you’re mailing in the effort on your mailings, it shows. Surprise your members by promoting upcoming events and informing them about community news in a way that’s fun and exciting. This isn’t just another golf tournament, dinner or holiday weekend that’s coming up – this season’s event is going to be better than the last, because you’re involved! And it’s what the membership deserves. It’s why they choose to be members or want to become members. Show them something enticing. If you’re in marketing, you’re in show business – so perform your best.
The good news is that you’re not The Lone Ranger! If you’re looking to build or brighten your brand; and wow the members of your organization, contact me for a free 30 minute consultation. A little bit of collaboration goes a long way – and together, we will wow them!