How to change negative perceptions in 3 easy steps

Sometimes it’s all too easy to shy away from difficult truths about your organisation. AND some marketing agencies and data analysts (particularly those who are not membership specialists) run scared from negative statistics, perceptions and attitudes that may haunt your organisation. BUT this information is vital if you want your membership base to grow, flourish and evolve. It’s really important to tackle these issues head on. We’ve worked with a number of membership clients who have done just that and have really turned their organisation around – increasing their numbers, changing perceptions and glowing with positive press.

From our experience with these organisations, we share these three simple steps for you to take, to achieve the same results.

1. Face your fears

The first step is the most important. Find out what ghouls are lurking in your metaphorical cupboards. You may already have a hunch which particular tricky beast you must vanquish, but it’s always good to get a second opinion. If you have a research or data analytics company on board – talk to them. If they haven’t highlighted any problems, ask them to hunt out any negative trends or attitudinal nuggets that might shine a light on your dark side.

Let’s face it, none of us like to be the bearer of bad news, so it’s important to be frank with your agencies. Explain that you want to ensure your organisation is not being held back by past ghosts and old-fashioned attitudes. Your marketing company should relish the challenge of working on a creative campaign to make your organisation relevant to a modern membership base.

Get everyone on board, analyse the problem and use every negative nugget to inform your creative team, so they can crack on with a killer campaign.

2. Get real

Okay so this is the really sticky problem. Some negative perceptions may be founded on reality. Most organisations have a stereotype. It may now be largely outdated, but for most of us there’s always that (whisper it) older member who is a little stuck in their ways. It is an unfortunate truth that stereotypes are created for a reason. They exist.

The problem is that historically they were truly the heart and head of your organisation. However, most of us have evolved with the times – attitudes and needs have changed now. You don’t want to alienate your stalwarts, often they are some of the most active and engaged people. BUT you must reflect the needs of the generations coming through. You cannot let the “traditionalists” (for want of a better word) dictate the direction of your organisation.

Small changes can make a big difference and shouldn’t upset the apple cart too much.

Look at the tone of voice you use, look at the people you show in your creative campaigns. Do they represent all your members? Is the language you use inclusive and supportive? Any good creative agency will be able to balance a more modern look and feel without losing the loyalty of the old guard.

3. Live and breathe your ethos

Now you have made those changes and have a fresh approach, the hard work really begins. Make sure everyone in your organisation is singing from the same hymn sheet.

From the reception you give over the phone or at your events, to the emails sent internally as well as externally, it should all be consistent, following the guidelines set out in your marketing campaigns.

Having put in all the work to get your marketing comms right, the last thing you need is someone at branch/local level, or on the end of the phone or at a meet-and-greet undoing everything you’ve worked so hard to change. One inconsistent blurting can make for a world of hurting – sorry that was terrible, but we are heading into Halloween – so it wouldn’t be right if I didn’t finish with something a little horrid!

I wish you pleasant dreams and may your membership nightmares be a thing of the past.