James Jeynes, Chief Executive of The Membership and Association Managers Network, blogs about challenges facing membership organisation in 2015, but the opportunities to be had.
In the 21 years when I ran membership services for some of the most respected professional bodies I always looked forward to the New Year; it seemed to bring new energy and for some reason the tasks performed in the last few months of the previous year seemed very distant.
On the other hand some organisations such as my own in MemNet (the Membership and Association Managers’ Network) we start the focussed task of sending out renewals, each one personalised and hand prepared to increase the chances of a quick renewal. It’s a very onerous process, but this year we set out to quash the perception that membership is a dying profession and no-one is interested in being a member of anything in the new age of social media and online communities. I feel that perception is very wrong …
On behalf of the profession and for those working within it I challenge the perception that membership is no longer a valued commodity … in fact I would go further and challenge membership organisations, associations, charities and NFP’s to do even better in 2015 and prove me right.
In 2014 MemNet undertook a number of Peer Reviews of organisations who ranged from low to high performing and we were surprised by the lack of some fundamental aspects of running a successful membership body. We also found that some organisations were still feeling the pinch of the 2008-2010 financial crisis in which many individuals and organisations did away with their memberships whether they valued them or not.
But what we can report is that we are turning the corner, individuals and organisations are more optimistic about the future and they are beginning to understand that change may be necessary.
We can show that a leap of faith at the right moment can move an organisation out of the perceived period of status quo or low risk strategies, that leap might be a new website or a new approach to the market. Whichever it is we would argue that you need a wider sector view of what IS working out there and what IS bringing success.
Running a membership organisation is, by nature, a competitive environment. As such, in order to get the most and give the most to your members, you need to understand your members’ needs and preferences amidst an evolving communications landscape.
**Update**
Following on from two successful courses earlier in 2015, I willbe hosting a third on the 23 September in London at the Sport & Recreation Alliance.
This is what Sara Heath, Head of Communications and Member Services at the British Athletes Commission, had to say about the benefits of this event:
"The membership workshop which Sport and Recreation Alliance organised, provided me with the skills and ideas needed to push our membership forward. For many organisations, particularly those funded by the Sports Councils we need to create ways of being more commercially viable and membership is key to this.
The course will give the skills and understanding to deal with both your current members but will show you how to develop ideas to attract more members. The course also shows you the importance of social media in interacting with your members and the best tools to do this."
This course is specifically tailored for sporting membership and association staff which will cover recruitment of members, retention of members, member journeys, websites and how to use social media better.
James Jeynes FRSA
Chief Executive
MemNet, The Membership and Association Managers Network
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