In It ForEVER™
Shift the focus from marketing and communications to
the core reasons why members join or renew.
Most organizations (non-profit or for-profit) focus a majority of their resources and energy on marketing and communications to achieve incremental growth while ignoring the four key areas of their business model that drive exponential growth over time. The In It ForEVER™ principle emerges from the belief that members are in it for…
- A quality positive Experience,
- Ever-increasing Value,
- Intentional Engagement, and
- Consistent and reliable Relevance
Your members demand and expect a quality positive experience that becomes more valuable over time and keeps them engaged in the work and activities of an organization that remains a relevant and meaningful part of their personal and professional life indefinitely.
If your organization does not deliver well on this promise, the relationship is at risk. Over the life of the relationship, trust is either built or eroded. The organization that takes for granted the agreement made between the organization and the customer risks losing the relationship altogether.
Experience
The expectations of customers are to receive an experience that is of high quality, positive, exciting, fun, rewarding, and maybe a few surprises that “wow” them. Are you falling short of their expectations?
Value
The value proposition is a critical element in meeting and exceeding expectations. If the value is not constantly increasing it is forgotten. Customers aren’t just asking, “what’s in it for me?” They’re simultaneously asking, “what have you done for me lately?” When was the last time you evaluated your value proposition?
Engagement
Engagement is not the responsibility of your customers. It’s yours. It must be on their terms and not the organizations. You must find ways to pull customers in and engage them. Have you engaged your customers in a meaningful way or just built engagement vehicles that remain dormant or mundane?
Relevance
Many organizations try to be all things to all people. Organization leaders should have the mindset of being all things to “our” people. Grow to the maximum levels within your niche and find ways to deliver value. Is your organization losing focus on your target market and their needs?