It never fails that sometime during a membership conference, someone will get behind the podium and say, "If each one of us would just recruit one new member, we could double our size." Now, it's not that I disagree with that idea. The problem is they're preaching to the choir. The attendees are usually the most motivated folks who actually do recruitment. What we aren't reaching is the disengaged member who may not be around long himself.
I tend to think in terms of fixing the holes in the boat. Not only fixing the holes, but bolstering the structural problems, and giving it more than a fresh coat of paint. People will go to an organization that is sexy or trendy or hot. Look at the success of USGBC. But there are also problems with that kind of rapid growth. We need to keep providing better customer service.
Why can't we do both? Change to be the organization people want to belong to, and let them know about us at the same time. In my last post, I talked about networking and selling the value of maintaining professional relationships. This is a fundamental key to success.
Another key is to engage new members the moment they walk in the door. Give them a job and some buy-in and they keep coming back for more. And they might bring someone with them.
Programming is also important. Too many chapters let good programs slip away and begin doing the box lunch-type programs that cater to one segment of a diverse organization. Where are the programs for the manufacturer's representatives?
It's getting late and my thoughts are becoming more and more random, so I'd better sign off. See you soon.
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