Friday, March 9, 2012

Pitch Camaraderie - It Never Gets Old

I'm currently preparing a FY2012-2013 Membership Marketing Plan for one of clients. As part of this process, I'm speaking with Board members and other volunteer leadership to get their perspectives. As part of my interview process, I always ask..."Why did YOU join?"

The overwhelming reason from each of the 12 people I spoke to was because they were looking for...


On the heels of these interviews, I was also reviewing a member acquisition letter that, even after years and years of use, it still remains one of my best responding letters. It starts..."As a member of our profession I know you understand how important being  a member of a community is."

Its an interesting dichotomy that as technology allows us to become more independent and possibly "reclusive," we're still drawn to each other for ideas, affirmation and confirmation.

My point is to suggest that you DON'T UNDERSELL THIS when preparing your member promotions. "Camaraderie" is still something we look for and are willing to pay for. Some also want discounts, training, social media...but these simply don't seem to be as consistantly desired as "Camarderie."

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