I'd add one critical strategy--mobilizing word of mouth. Whatever your strategy, it's important to focus on the problem---is it a recruiting problem, a renewal problem or a little of both (the most likely scenario)? Here are three action items that you can implement to mobilize your entire organization around the goal of reversing the slide and giving your members something to talk about.
ACTION ITEM #1
Reach out to your organization's top evangelists and participants. You already know them. They're your board members, section leaders, council participants and advisors. Get a small group together face-to-face or on a conference call to brainstorm around these questions...
- Why do you participate?
- What kinds of members/organizations/professionals would you like to attract to the group and why?
- What other organizations do you participate in?
- What publications do you read?
- What websites do you visit for professional content or social networking?
Also, consider doing a unique, word-of-mouth inspired marketing campaign to a broader list of your most active members to educate them about the great work your organization is doing on their behalf and to mobilize them to evangelize your brand louder than ever. Get crazy...here's the kind of spirit you need to make this work. Here's what Apple did with iPhone.
ACTION ITEM #2
Have a group of volunteers review your membership benefits from the perspective of your members. Have them pretend they're a prospective member. Make sure the group includes people of different ages, experience levels, and core interests. (If you don't have volunteers to draw from, delegate the task to staff members from different departments...be sure to include your interns.) Give the group these questions to get them started.
- What membership organizations, social networks, meet-ups and local groups would you consider joining?
- How do our benefits compare to the benefits of other organizations you're considering?
- How do our benefits compare to the benefits of free social networks, meet-ups and local groups?
- What, if anything, does our organization offer that you can't get elsewhere? Is it worth the fee?
ACTION ITEM #3
If you're having recruitment problems, call new members. It's hard to break into the crowd, but this group is giving it a go. Help them. Remember, these phone calls are not about picking their brain for marketing advice. They're about building raport and creating brand evangelists. Train a group of your staff and/or volunteers to contact new members to...
- learn what goals they hope to reach through the organization, and suggest ways they might reach those goals over time.
- engage them in the organization by educating them about education, networking and leadership opportunities that might interest them.