Ever have a member turn 180 degrees? That about-face can either be the best thing to ever happen to your association or the end of of an active member. So what do you do in either case of member 180?
From Active to Disengaged
This is listed first because it’s not only an association leader’s biggest fear, but also a more common 180 in the book of association member relations. You have an active, interested, participating member who suddenly doesn't show up anymore. Maybe you know why and can pinpoint it to (hopefully) something exterior like a new baby, retirement, or a change is job or position. Maybe you can deduce that the association just isn’t a good fit anymore and the programming and activities have become uninteresting or not applicable to the member. (Hopefully not!) But more often than not, unless you have a close relationship with this particular member, you may never know. It could be any combination of reasons or something else entirely. So what now? All you can really do is keep channels of communication open and address problems that need solving. Often it could be a simple fix (lunch time meetings for the second and third shifters, maybe) or something that you can bring before the board in a timely manner. Sometimes members and associations just grow apart.
From Uninterested to Engaged
Jackpot! Suddenly your association has jumped up in priority for a member and he or she is IN! That’s great! Try and catch that lightning in a bottle and find out made them suddenly pop up. If you don’t feel comfortable asking, that fine too. Grab the engagement! Give them something to do without overwhelming them, have fun, and ask them to invite their friends! If the opportunity arises, see if they would want to help with recruitment. Whatever worked to get them involved is bound to work for someone else!
Either way, your association has a lot to learn from the situation. Even if these movements were almost entirely the circumstances in the individual member’s life, it’s still your job to nurture that engagement or direct the member back to activity. Take the usual good practices for engaged members:
- Well programmed events
- Great member benefits
- Increased social media interaction
- A little face time
Don’t forget that one of the best tools in your arsenal for dealing with members of all levels of engagement is your AMS. Don’t have one? Click below to download our free guide to purchasing an AMS! It’s chock full of ways your AMS will improve your member relations, as well as things to look out for in the buying process. Download today!