How to Attract and Keep Members in the New Marketplace
Attitudes about membership-based organizations have changed forever. Only people who understand these changes – and adapt to them – will succeed in attracting and keeping members in the twenty-first century. But change is not your biggest challenge, it is the speed of change.
In this insightful book, Mark Levin, CAE, CSP, explains not only how to adapt to the ever-changing marketplace but also how to make change work for you. The first six chapters of the book guide you through the steps you must take to succeed in recruiting and retaining members in the twenty-first century. The final chapter is packed with enough ideas to put you well on your way to membership retention success.
Forward by Harvey Mackay
Author of Swim With the Sharks Without Being Eaten Alive
The power of association is a tremendous force in our personal and professional lives … Mark Levin shares his insight, experience, and talent to give his readers hundreds of suggestions on how to make the power of association work for them.
Table of Contents
|Chapter 1||Identify the new marketplace and learn to deal with it.|
||Invest in technology, and use it to attract and keep members.|
||Move from mass marketing to mass customization.|
||Maintain the human touch in the “business” of membership.|
||Brand the organization.|
||Create a membership experience.|
||Fifty ideas and activities to retain members in the Millennium Marketplace.|
As your organization moves into the next century, it must avoid the biggest mistake possible: trying to keep up with organizational change. Rather than keeping up with the changes in your organization, the challenge is keeping up with changes in the lives of your members.
To put it simply, it’s not about you. It’s not about the organization. It’s about the member. To take advantage of this new marketplace, you need to understand what’s going on in people’s lives. You also need to understand how those factors affect members’ attitudes toward their organizations.