When membership organizations make bad decisions, we can learn a lot from their mistakes. Here is a tongue-in-cheek look at ten easy ways to smother member loyalty and engagement. About a 7 minute read.
My role as a marketing consultant has allowed me to work with all types and sizes of membership organizations. From large organizations with a million or so members, to small non-profit and trade groups with just a few thousand members. Most organizations seem to get it. They’ve figured out how to adapt to meet the unique needs of their members, and they can seamlessly integrate our discount platform into their existing suite of member benefits and privileges.
A few others -- dare I say -- are unprepared for success.
They have so many fundamental problems with how they run their organization that adding a powerful engagement tool like ours will actually make matters worse.
After more than a decade in working with various groups, I’ve noticed some important patterns among the few groups that struggle the most. The ones that have a knack for suffocating member engagement.
I think there’s great value in learning from the mistakes of others, so here’s my list of the ten easiest ways an organization can smother their member loyalty and engagement: