A few weeks ago we spoke about why membership organisations need to think more like brands in order to survive. However, upon some reflection, we realised that they don’t need to just think like brands they need to be just as relevant as them too. Think about it. Why do people love brands so much? Usually, because they’re relevant to them. So that’s exactly what membership organisations need to do to, they need to stay relevant. But how exactly can they do that? Well, we’ll show you in three easy steps how membership organisations can stay relevant.
Know your members.
It goes without saying that members should always be at the heart of what you do as a membership organisation. So, when we talk about being relevant, you have to be relevant to your members. Make sure that you are catering to their needs and giving them what they want out of this membership. If you haven’t already set up an electronic survey that you members can take when they log into your website. This will give you more of an insight into what they like and what they feel needs improvement when it comes to their experiences. If you host regular member events, why not ask them in person at the event? Or better yet set up a user group to get a whole load of feedback all at once.
Stay ahead of your industry.
Once you’ve understood what you need to work on to stay more relevant to your members it’s now time to start thinking about where you fit in your industry. It’s no surprise that membership organisations that stay ahead in their industry are ultimately more successful. You don’t just want to be a part of your industry as a membership organisation, you want to be a thought leader, an influencer. The best way to do this is to make yourself forever present. Industry event coming up? Make sure you’re there or better yet try to wrangle a speaking slot or booth. Something big happen within your industry lately? Write a blog article about it and share it amongst your connections. Whatever you do, the key thing to remember when staying ahead of your industry is to be present. If your membership organisation keeps popping up within your industry people are more likely to remember you. And being remembered is half of the battle.
Keep up to date with technology trends.
Now that you’re relevant to your members and starting making waves in your industry it’s time to start thinking about how you can stay relevant in the future. The best way to do this is to stay on top of social technology trends. Frequently check out the social media scenes and blogs to see what’s trending. Is there a new social platform blowing up? Try it out and tell your members about it. In addition to this, another thing to keep in mind when thinking about growth in the future is to execute new and top marketing trends. Knowing about up and coming trends and implementing them before they really blow up is the best way to stay relevant i9n the future. Keep learning about emerging trends and never be afraid to test them out.
So that’s how membership organisations can stay relevant. But remember that every membership organisation and industry is different therefore so should how you approach this process should be too.
As always if you’d like to know more about how we can help you and your membership organisation please do not hesitate to get in touch and we’ll see what we can do to lend you a helping hand.