I’ve been talking to a lot of associations with decreasing membership and revenue. Their members are disengaged and there’s evidence of that in their renewals and conference attendance. First year members are the most likely to open and click on an email but that ends abruptly for the vast majority that don't renew for a second year.
We also found that most associations send a lot of broadcasts out to their membership to try to increase interaction. They’re yelling their value proposition from the treetops. And when all they hear is an echo, they yell louder or use different tools to talk at members. associations are broadcasting, but not listening. And this isn’t limited to associations. We all do this because it’s how we were taught to market.
What people are craving more than anything else is an authentic connection. Imagine meeting someone at a cocktail party and you want to get to know them. Do you talk at them incessantly telling them all about your features and benefits? About why they should want to hang out with you? No, of course not, we might tell them something and then ask them something and then tell them something and then ask them something. There’s an exchange of listening and telling. That’s how connections are made.
So why don’t we do that with our members? Why don’t we ask them questions and give them thestage? Oh, and an annual survey is not giving them the stage, by the way.
This is the problem we’re focused on at PropFuel. To respond to this we created a platform that creates authentic member engagement for associations by asking continuous and targeted questions.
So how does software help create an authentic relationship? Of course the software won't make the relationship between an association and an individual authentic. But it can begin the process and create a channel where associations will know who to talk to, what to talk to them about and when to talk with them, as individuals, who have individual thoughts.
Take a look, set up a time to see a demo with me.
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