Whose perspective?

If you were designing a new membership program, what would be the best source of information and ideas to shape your plans?

A. Trying really hard to think of something yourself?
B. Brainstorming with your board?
C. Asking open-ended questions of the people for whom the membership is intended?

It might be obvious that the best answer is “C”.

But then again, maybe it's not so obvious.

I've seen more than a few failed or stalling membership programs that are simply not appealing to the potential members, because they weren't designed from their perspective.

Here's the thing:

There are many reasons why your fundraising campaign, advocacy push, or membership drive could fail to meet its targets.

Low staff commitment, ineffective marketing and communications, unrealistic goals.

Those are real problems.

But solving them won't matter a bit, if what you're actually offering is not actually interesting to the people you're targeting.

If you can build your plan around actual conversations with some of those people, that’s best. But in any case, do what you can to see it from their perpective.

Otherwise, how would you expect to motivate them at all?

All the best,
A.