In the realm of organisational improvement, it’s all too common to shy away from confronting uncomfortable truths. Marketers and data analysts, especially those not deeply embedded in the world of membership, sometimes avoid confronting the lurking spectres of negative statistics and perceptions. However, if you’re seeking growth, vitality, and evolution for your membership base, it’s imperative to tackle these challenges head-on. We’ve witnessed remarkable turnarounds in various membership organisations, and we’re here to reveal the three swift and effective steps that can yield similar results.
1. “Confront Your Demons”
The critical first step is acknowledging the ghosts that may haunt your organisation. You might already have an inkling of the particular obstacles you need to overcome, but a second opinion is always valuable. Engage with research or data analytics experts to uncover negative trends or attitudes that shed light on your organisation’s dark side.
Honesty is key in these conversations; let your agencies know that you’re committed to eradicating past issues and outmoded attitudes. Challenge your marketing team to craft creative campaigns that make your organisation appealing to a modern membership base. The information you gather should guide your creative team towards crafting a compelling campaign that resonates.
2. “Get Real and Stay Relevant”
Addressing a delicate issue—some negative perceptions might be grounded in reality. Most organisations have stereotypes, which can be outdated but still persist. Stereotypes exist for a reason, even if that reason no longer holds true. While you shouldn’t alienate loyal members, it’s vital to adapt to the evolving needs and attitudes of newer generations.
Small changes can yield substantial results without rocking the boat too much. Evaluate your tone of voice and the representation of members in your campaigns. Ensure your language is inclusive and supportive, striking a balance between a modern image and retaining the loyalty of your stalwarts.
3. “Live Your Values”
Once you’ve made necessary changes and adopted a fresh approach, the real work begins. Consistency is paramount—everyone in your organisation should sing from the same hymn sheet. Ensure that every interaction, from phone calls to events and internal emails, aligns with the guidelines set out in your marketing campaigns.
After all the hard work invested in refining your marketing communications, the last thing you want is for inconsistencies at the local level to undermine your efforts. Even a single inconsistent element can unravel everything you’ve painstakingly achieved. Remember, one misstep can lead to a world of hurt, and we’re heading into the Halloween season, so a little horror-themed warning seems appropriate!
Wishing you pleasant dreams and the banishment of membership nightmares into the annals of history.
Mulberry Creative is a specialist creative design and marketing agency for membership organisations with a company legacy stretching
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