Membership-driven organizations have the greatest opportunity to keep and gain more members. It resides in their online member community. The problem is that most membership-driven organizations don’t focus on how they are positioning their online member community as a “member benefit”.
Technology will not solve this issue.
The assumption that members will find value in your online member community comes with no guarantees.
The goal is to develop a strategy to position your online member community in a way that it is viewed not just “as a member benefit”, but rather one of “the greatest member benefits”. A benefit that keeps delivering the right kind of value to members 24/7.
In order to do this you need to understand what motivates members (internally and externally).
You need to understand the differences in value perception on a per member basis.
You need to quantify and qualify member feedback mechanisms into the right data sets.
You need to use member feedback data to deliver a member experience that is in line with their motivations.
Your online member community is not just platform. It’s not just a “place to connect”. It’s your opportunity to show members that you are listening. It’s a visual representation of the work you’ve put in to show that your organization is putting their feedback into action. It creates loyalty. It supports your mission.
In the video above, I cover a proven strategy that you can use to position your online member community as a true member benefit.
Something that will deliver value to members and improve member retention.
Something that will get members talking and help grow your membership.
Something that will help grow revenue opportunities.
Something that ultimately helps you achieve your mission.
After you watch the video, be sure to head on over to the full article I posted on Social HubSite to take a deeper look into this topic.