There is a loneliness epidemic in America today. A plethora of studies confirm that from 20% to 60% of Americans suffer from episodes of loneliness. The variation suggests a lack of certainty about what constitutes loneliness.
Ironically, membership organizations are struggling to add new members. People are not joining, and the financial implications are threatening their existence. Some member numbers for some groups have been spiraling downward for decades.
Organizations compete with work and family commitments, as well as quality of life, recreation, travel, etc. Many younger people prefer to not become involved in organizations because of the time commitment and their wish to have quality time with their families.
An organization cannot function well without a critical mass of members. There is a direct correlation between fiscal health and membership stability/growth. Obviously, dues revenue is driven by membership, but so is non-dues revenue. Non-dues revenue is all about exposure to members, whether it be from exhibits, advertising special projects, etc. It’s all about exposure.
The “member value proposition” (MVP) is seen as a way of bringing in new members. Organizations struggle to articulate why the organization has value, even though the people who are struggling developing the proposition are devoted to the organization. They just can’t explain why!
Organizations typically say they are all about education, networking and/or advocacy. This draws a big yawn from the prospective member looking for something more, but they can’t find what they are looking for.
Survey after survey has shown that members remain members of organizations because of friendships. Organizations fulfill our need for friends. Unfortunately, it’s not as easy as advertising to prospective members that they should join to make friends.
We know that people make deep friendships when they work together on a common cause. Organizations provide this opportunity. Obviously, advocacy is all about causes, and we noticed that younger members are drawn to causes impacting their professions. Almost any part of organizational leadership involves opportunities for working together.
Organizations would be well advised to try to identify those opportunities and make them available. Modern professional organizations do not wish to advertise themselves as lonelyhearts clubs. So how does an organization get the attention of the lonely souls?
Board members can reach out one on one, inviting prospective members, and focusing on opportunities to meet their colleagues and make a difference. Activities should be structured to create opportunities for personal interaction and shared successes.
