Let’s face it. Many membership professionals have struggled with low engagement for so long, some may wonder if their program has been damned to membership purgatory.
It’s not easy to build a successful membership organization. And it’s even harder to maintain sustainable membership levels, especially when so many other competing groups vie for your member’s attention.
As experts in member benefits, engagement and loyalty, we wanted to look further into these ongoing issues. We recently conducted a nationwide survey of leaders and members from trade and professional associations, non-profit membership groups, alumni organizations and unions. Our research identified a significant gap between what members want, and what leaders are willing to offer. (You can see the full study here.)
The study also revealed many new insights into the mind and spirit of today’s members. Consequently, we’ve identified a few uninspired practices that are downright blasphemous when it comes to member engagement. The result is that many organizations are unnecessarily being removed from the good graces of their members.
So, forgive me for my sinfully frequent references to heaven and hell, but I’m sure you’ll be blessed if you avoid these 7 Deadly Sins of Member Engagement: