Connecting with Your Members – Part 1
Note: This series will be devoted to the Membership Connection Model that I have been developing the past few years. It will be a synthesis of a number of different concepts and ideas I have presented to multiple groups over the past two years. My desire is that this model gives a complete picture of what you need to do as a membership organization leader in order to connect with your members and create an organization that benefits your members.
Introduction to the Membership Connection Model
In order to connect with your members both potential and current, you need to make sure that you are satisfying the four types of connection:
1. Intellectual
2. Financial
3. Physical
4. Emotional
Having all four types of connection with your membership is vital to building a strong membership organization. Read these four types again and be aware that they are organized in difficulty to achieve.
Intellectual – This portion of the model covers the information that you provide your members. This could be the conferences, meetings, programs, or content that you distribute. The intellectual portion of the Membership Connection Model is the content that your members want to have to do something with their lives.
Financial – Nothing in life is free and people that make a financial commitment are more likely to see value in the membership you are offering. Think about the largest membership organizations that you are a member in. Have you made a financial commitment? Doesn’t that make you feel more connected?
Physical – Though there are some very successful online communities. There is something to be said for having the ability for your members to be physically connected to your organization. This could take many forms, but what is most important is that your members have physical connections.
Emotional – Make them laugh, make them cry, or for goodness sake, make them feel something! Without the emotional connection, you might be able to attract new members, but you are not going to be able to keep them.
That is the basis for the Membership Connection Model. Stick with me as I go into depth on each of the four touch points for Membership Connection so that I can help you succeed in growing your membership organization.
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