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 scare away member loyalty and engagement. About a 7 minute read.
Sometimes member loyalty is skittish as a kid in a haunted house, tensed to bolt at the first sign that all isn’t well. Some members may fear a horror-filled experience. Others may worry your organization is secretly an identity-snatching zombie.
The worst thing is, they don’t often stay with organizations long enough to find out whether these warning signs are scary monsters or (more likely) simple mistakes.
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, even one backed by the best discount program provider, 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 send members fleeing in the other direction.
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 scare away their member loyalty and engagement: