GOOD VALUE + GOOD EXPERIENCES = ENGAGEMENT!
Chris DeMarco ORTA Executive Committee
In November, I had the privilege of attending AMBA’s 2024 Roundup, in Houston, Texas. AMBA has the expertise and resources to research and analyze the subject of successful organizations. At the Roundup, they shared this information with their affiliated associations. One of the most informative sessions was presented by author Amanda Lea Kaiser. In our busy contemporary society, membership is a concern for many organizations. New members, renewals, registrations, participation, and energy are in short supply. People want to engage, they say, but they just don’t have time. As an organization, what are we to do? To get new members and retain current members we need to increase engagement. Emotions are a key element of engagement. We need to redefine and rethink membership engagement, creating a good feeling and a good atmosphere and good feeling for members.
I would like to share a few “takeaways” that I hope will be of valuable to your Chapter. As I reflect on my experience as an ORTA leader and a local Chapter leader, I realize I have spent a great deal of time and energy emphasizing the VALUE of ORTA and local membership – the advocacy work regarding our pensions, service to our communities, socializing with fellow members, and the access to AMBA’s valuable insurance and financial products and Passport savings on goods and services. However, I also realized I need up my game regarding experiences. Maya Angelou said words to the effect that “people will forget what you said or did, but they will not forget the way you made them feel.’ There is no doubting the VALUE of membership, but, what are we doing to create EXPERIENCES?
So, it’s time to become CEO’s – Chief Experience Officers! Everyone can be a CEO, not just those in positions of leadership. Let’s start with looking at how we welcome new members. Do we have a consistent process in place that we implement when we successfully recruit a new member? Are things such as a welcome phone call, an email or letter, a cheerful greeting and introduction at an event, or possibly a conversation to get to know the person’s story and their “why,” for becoming a member, a part of your welcoming process? These will help to make a new member fell welcome. At your events, do you welcome new members and current members upon entry, at registration, and at the opening of the event with a SMILE and the heartfelt vibe that we are happy that they have joined us? To engage a member, especially a new one, start the volunteering activity with a micro-volunteering experience, rather than asking them to become a Board member or officer, at their first meeting, let’s say. Maybe something like being a welcome greeter at the next event, would be a better way to engage someone without scaring them off. One Chapter I attended, had a business card with the year’s meeting and event schedule, on one side and important contact info on the other, which was distributed to new, current, and perspective members as well as visitors.
In our communications, in person and in print, on a continuum, can we adopt more of a “best friend forever” or “happy dog” tone, rather than a dry “institutional, polished business” tone? Every time we communicate, we’re communicating two things: what we say, that is the VALUE, and how we say it, the tone, that is the EXPERIENCE.
Consider reframing what we’re offering so everyone is getting the most out of their membership. Be sure you are creating a bubble of experiences that will create a bubble of emotions in people with whom we communicate. Create great experiences every time you deliver a point of value, such as an event, newsletter, email, or other piece of written material. Aim for high VALUE and high EXPERIENCE!
Watch this space for more suggestions to elevate engagement. I would be very happy to attend your Chapter event and make a presentation on becoming CEO’s.
Click here to read more about Amanda Lee Kaiser's book, Elevating Engagement Uncommon Strategies for Creating a Thriving Member Community.
Chris DeMarco's message was included in ORTA's Biannual Newsletter, which was sent to members via USPS. Join ORTA to receive full color, hard copies of our biannual newsletters!