Successful association membership is not always about the Big Reveal. One of the most common  expectations of a strategy firm like Association Laboratory, is The Big Membership Idea, The Silver Bullet. The new thing that will completely turn things around. The innovation that nobody else has ever thought of before. Current TV shows constantly show us the Big Reveal. This trains our members, volunteers and staff to think that the famed silver bullet exists. Associations Waste Time and Money by Focusing Exclusively on the Big Picture Unfortunately, for most associations, these types of ideas are not only rare but, often, counterproductive. I say counterproductive because while we search far and wide for the magical elixir that will save our associations, the real answer is much closer at hand. The great quest blinds us  to simpler, easier and more effective strategies that are well within our means to implement. Consider
Do you ever get the feeling that you’re doing the same thing every year – and the same things as everyone else – but for no better results? This, I think, summarizes all our conversations on engagement. Over the last several years, one of the most common themes has been the concept of membership or stakeholder engagement. How can we establish it? How can we expand it? How can we make it a more ongoing, or annualized relationship? The missing link in our conversations is annualized engagement. Annualized engagement is defined as the interaction between you and your members throughout the year, on an annual basis. How often do they engage with your association, in what manner and how consistently over time? Critical to annualized engagement is the existence of opportunities or channels for annualized engagement. Successful annualized engagement is more likely if there are more, not less, opportunities