While my initial interest in the topic had more to do with my company's internal marketing than that of our clients, the key takeaway was an idea to help associations build membership by leveraging the voice of key members. There are two primary applications of this concept in the association world.
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Every association should be working with long- term, active members to promote membership.
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Associations must look to membership for the challenge of recruiting "non-core" members, or members on the fringe of an industry.
Using "advocates" to promote your association
Nearly every association has - at one time or another - used the voice of engaged, long-term members to promote the advantages of membership. It is clear that these "internal advocates" - or association cheerleaders - will typically be members that wholeheartedly support the mission or strategic direction of the association. Organizations use the testimonials of advocates on recruitment materials, leverage their influence at meetings, and seed committees with the members most likely to speak highly of the organization.
The "non-core" member testimonial
Just as powerful a message, however, is the use of the "non-core member" voice to promote the association to prospects outside "core" membership. Associations often struggle to convince the prospective member who may be on the fringe of the industry that there is value in joining. Why not take a look at your members in this category and ask them for their voice in promoting the association?
In addition to leveraging the voice of typical association advocates, this approach is effective for a number of reasons. Using non-core testimonials will:
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Exhibit quantifiable reasons reluctant prospects should join your association
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Clarify misconceptions about your organization among non-core members
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Answer objections frequently used by prospects on industry fringes
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Show that other non-core members are already "in the fold."
"Non-core" testimonials in action
An example of the effective use of non-core testimonials comes from a past client, the Society of Independent Gasoline Marketers of America (SIGMA). Feeling as though SIGMA's reputation was that they represented only the largest private branded chain retailers, SIGMA launched a marketing initiative with the goal of dispelling this notion. "The perception of SIGMA as an elite 'club' needed to be changed. SIGMA is, in fact, an open and inclusive organization that everyone one should belong to," said SIGMA's Executive Vice President, Ken Doyle.
The resulting campaign included proactive measures to change SIGMA's reputation such as a series of brochures including "fringe" members saying things like, "SIGMA: It's not just for chain retailers anymore!" and "SIGMA: It's not just for the big boys anymore!" The net effect of this campaign was that the organization was able to effectively reposition themselves in the minds of others in the industry.
No matter what the approach your association takes, it's critical that you don't bear the brunt of your recruitment challenges alone. Use your resources, many of which are under your own roof. Begin by making your members your allies and, in turn, your advocates. |