Not-for-profit organizations are facing similar challenges to many for-profits. There are parallels in terms of failing to attracting new members and resisting new imperatives such as letting go of the old to embrace the new. Many not-for-profits are steadfastly adhering to practices that have been in place for decades. Some are adopting a defeatist mentality by accepting membership attrition as a natural consequence of changing times. However, nothing can be gained by “shooting oneself in the foot.” By allowing negative mindsets to prevail, some not-for-profits (as well as corporations) will continue setting themselves up for failure. The good news is that examples abound of successful not-for-profit groups that are engaging their communities in new ways. One of my clients recently adopted podcasts as one of their content-sharing tools. The results have been extraordinary, evidenced by the highest levels of membership engagement when podcast downloads were tracked and analyzed. In addition, committees that produce the podcasts have a renewed sense of enthusiasm. The content creators are eagerly seeking out guests and are committed to growing their followings as well as expanding their programming.
Organizations that choose to embrace change, use new technologies, and incorporate social media in their marketing strategies are experiencing heightened interest in their member offerings and benefits. By emulating the success of innovative organizations as well as looking in your own backyard for examples of chapters and community groups that are thriving, it IS possible for your not-for-profit association to grow…and indeed, to flourish in the future.
Michelle Ray (Twitter) is one of the best international leadership keynote speakers in Vancouver. She helps you discover your potential through presentations, coaching and consulting. With over 20 years of experience Michelle has worked with hundreds of companies around the world. She is taking bookings for speaking engagements and can be contacted at MichelleRay.com