Finding your niche
In a world of choices, how does your membership organization stand out from the rest? What value do you give to your members that they cannot get anywhere else? What is your niche?
Dear Readers,
In a world of ever expanding choices, most organizations are going to have to stop targeting everyone and focus on a niche for growth. If you don’t focus on explosive growth in a core market, then you might only grow a little spreading yourself too thinly. It takes a lot of value, effort, and marketing to drive growth across all markets, but you will find with the right value set and pitch, that you can drive growth where it is most important to your organization.
Questions to ponder today?
1. What is the market for my membership organization?
2. How many people are in that market?
3. What is their most common method for my potential members to learn about my organization?
4. What is the most cost effective method to reach my audience?
The questions you are going to ponder will take some work to answer. You might even need to hire a professional. However, if you take the time to think about who you are targeting and how you are going to reach them, you will be on the path to sustainable growth.
My goal is to help organizations realize that. I have seen to many non-profits and subscription based businesses get some press, boom, and then lose a majority of their membership due to unsustainable growth. They stopped service the core niche that allowed them to get known and now are no more.
Good luck and keep growing,
Chris
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