Why do they think you're awesome?

Do you know why people are joining your organization? Do you know which of them are joining for which reasons?

If you're asking them — or observing them closely — then you probably know. And if you're not, then you probably don't.

People join an association for lots of different reasons: professional development for themselves, business networking, a sense of belonging, giving back to their industry, building their reputation as industry leaders, making the world a better place.

Understanding their motivation is a critical component of tailoring your outreach. Of turning casual contacts into active members. Of raising one-time donors into committed financial partners. Of turning passive members into your biggest fans.

Here's the thing:

Providing basic services might allow you to keep enough members to stay afloat.

But knowing what motivates them, and stimulating that motivation, is what will turn them into true fans of your work.

All the best,
A.