Here is an example of a non-logical truth. The best time to acquire new members can be during an economic downturn.
Yes, you read that correctly.
As I scan reports for membership acquisition efforts, I am seeing some very strong returns. One organization that I spoke with today is seeing a turn around this year after many years of declining membership. Another long term client is experiencing their best new member year ever.
Why is this?
First of all, any change prompts people to look at new opportunities and solutions. We are clearly in the midst of great change as a society.
Secondly, during times of economic uncertainly, people look for an anchor. Professionally associations can be that anchor. Think for a second, if you knew your job was in jeopardy, isn’t one of the first places you would go for help your professional association or network. That is the place to make contacts, go to job boards, attend meetings, and interact on a list serv.
Here is the bottom line. Don’t base your marketing on what you hear in the news or what seems logical. Stay in the membership acquisition market – emphasizing the unique services you alone can provide -- and read the marketing results. You might be surprised by the number of loyal members you will add when you become their knight in shining armor.