Yes, We Can Engage Members in Tough Times
Ever noticed how when the going gets tough, we begin to expect more problems? Like in associations who are predicting that we’ll see softer renewals, fewer registrants and less volunteers around the table? (As an aside, read ASAE & The Center's new research for some comfort.)
With this conversation playing all around, it was a delight to stumble upon Ken Thomas’s posting on Six Ways to Engage People in Tough Times. I’d recommend association’s read Ken for two reasons:
First, read to embrace his assumption that you can engage people – regardless of the times. We just need to change our conversation. I was speaking with attendees at an association gathering this week and someone challenged my optimistic viewpoint to which I explained the old adage that if you go on the field saying you hope the team won’t lose, there’s little chance of winning. Heading out with the idea of we’re going to win so let’s play, ups the chances.
Second, read for the back to basics reminders like its what people are getting right now that motivates them right now. So, pay attention to the day-to-day rewards. This happens to be Ken’s first tip; you’ll have to check out the posting for the other five.
Which speaks to you the most?
Always in search of ideas.
I love that you mention changing the conversation. I was just at a CE and we had 2 minutes in a small group to talk about the opportunities the " constrained economic environment" have offered. Everyone talked about priorities, trying different things, refocusing on core business activities, etc. It was a great way to reframe our thoughts and perceptions.
Peggy this is good stuff. Personally I like point 6 - I think in tough times / times of crisis it's far too easy to get sucked into the paradigm of conditioning ourselves to look for / expect the worst. Sometimes, even the best of us, need a good attitude adjustment or at least an outsiders take to affect a change in perspective.
With regard to your initial point, I think we continue to be too focused on the how in the communication message (is it a blog, forum, Twitter, etc.) instead of the what and why of communicating. It only makes sense that we need to adjust the message or even shift to a completely different topic to really give members what they need/want. There is no reason to believe that conversations that associations have with their members should be any different than a conversation that you and I would have. We could bounce from topic to topic depending on the relevance or urgency of it.
Ken's post appealed to me for a number of reasons but I think one of the biggest challenges with his approach is getting people to work for/identify with the intrinsic rewards. I think we will continue to combat the WIIFM syndrome and until we can overcome it, that may be a big barrier.
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