Imagine this: You have a member who regularly engages with your association. They come to meetings, events, “like” your posts on social media, etc. They even volunteer from time to time.
But all of a sudden, you stop seeing that member as much. They stop coming to meetings and events, stop liking your posts on social media, and stop offering to volunteer, entirely. What happened?!
Well, a number of things could’ve happened. But the better question to ask is, “What can we DO about it?”
Here are a few tips:
1. Talk to them!
This should be your very first course of action - always. If you can’t catch them in person, give them a call. Let them know you miss them and you’d love to have them back. Then, ask them why they’ve recently disengaged. Does it have to do with money? Time? Your organization’s offerings? It’s important that you find this out because that will determine next steps.
2. Give them options
Let’s say the member says they’ve just been short on time and that’s why they’ve disengaged. Well if that’s the case, give them a few options to re-engage that don’t take much time. For example, micro-volunteering opportunities. Are there any little tasks they can do that won’t take much time? It’s much easier to get someone to commit two hours than it is a full day.
Or let’s say the issue is with your organization’s offerings. The member just isn’t finding them valuable anymore. Well don’t take that feedback too harshly. Consider it constructive. If you know what your members want from you, you can adjust your services to make/keep them happy. (Note: You don’t have to rework your offerings entirely. Just make little changes where needed. For example, if you have monthly luncheons and the member hasn’t been interested in the speaker topics lately, determine what topics they would be interested in. Then, try one of those out in the next couple of months. At the very least, it shows you’re receptive to feedback.)
3. “Assign” them a brand ambassador
Ok, you’ve done your part. But you still need someone to look out for this member - to make sure they slowly re-engage. To do that, consider “assigning” them a brand ambassador - someone’s who a champion of your organization and also heavily involved. Have that brand ambassador reach out to them every so often to see how they’re doing. And while you’re at it, have them personally invite that member to meetings and events. Who knows, the member may just need a little encouragement/support.
Want more tips for keeping your members happy and engaged? Check out our free guide, Membership Engagement for Small-Staff Associations below!