Drifting Away: Why don’t visitors join the Organization?

October 13, 2019
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Drifting Away: Why don’t visitors join the Organization???
Organization Retention & Growth
Part one of a two part series.

Has that thought ever passed through your mind??? Visitors come to your Organization once or twice, but do not come back. They do not join.

I have been involved with Professional Development Organizations for the past 2 decades. I have served on the local Board of 2 National Organizations and a major hospital. Membership has always been a challenge. Growth has been a struggle. Succession planning has missed the mark.

Serving in a volunteer organization is very fulfilling. Also, very frustrating, because we are all volunteers. Volunteers who serve in a variety of capacities. We volunteer our time, talent, and often money. With the overwhelming demands of life, members must make a tough choice on attending.

How do we capitalize on those guests who “stop by to see what you are all about?” We don’t want to swoop down on them like “birds of prey” to carry them away. Also, we cannot let the demands of our roles keep us from connecting to them.

I attend a very large organization. Most individuals are surprised I do not get lost in the crowd. A friend once asked me, “how do you feel connected in such a large organization?” I thought for a moment and replied, “I have anchors.” He responded, “tell me more.”

Anchors are what keeps your guests from “drifting away.” Let us personalize it. Think back to the first time you attended an organization. Hopefully, you were invited or knew someone. Often we are “flying solo.” The only identifier is that “Hello My Name is” tag. First who designed it??? You can hardly read the person’s name. Next it falls off within 30 seconds. Often I find my name tag and other’s stuck to the bottom of my shoe. Forgive me, I digress. Back to my point. At most events, few people greet you beyond the “head nod”, “smile”, or my favorite – “please excuse me” as they pass by you. After enduring this tribal encounter…..no wonder few return for a second helping.

What are Anchors? Anchors are your organization’s Brand Ambassadors. They are the outgoing and confidant members who can start up a conversation with a stranger. Those who are committed to serving the guests. Yes, I said “serving.” Service extends beyond the retail store or banking center. Never forget, you and your organization are there to SERVE.

Five steps of setting Anchors:

#1: Anchors connect to the Guest.

That personal touch that goes beyond exchanging names. Anchors express a genuine welcome and starts building rapport.

#2: Anchors cultivates the conversation:

Explain who we are, what we do, and why we do it
Discuss this event or meeting
Ask questions
Effectively listens
Learn who the guest is, why are they there, and what do they want

Anchors introduce the Guest to key contacts within the organization. This is not a hand off “see you later alligator approach.” Remember this is an organization and not a football game.

Anchors serves as the guide for the event/meeting. Anchors ask questions to learn more about the Guest.

At the end of the event/meeting, Anchors will ensure they have the contact and background information. Anchors share this with the Membership Director. This does not end the relationship.

Within a few days, Anchors follow up with the Guest via email or call (which ever method is appropriate). Anchors invites the Guest to the next event/meeting.

#3: Anchors consult.

Anchors continue the relationship by explaining how the organization can meet the Guest’s needs. Individuals join an organization to meet an unfulfilled need. You must know the organization’s “value added proposition”. It is as simple as, why are you a member of this organization? Personalize your response by telling your story.

#4: Guest converts to a member.

When Guests understands how the organization can meet their needs they join. Organization’s Members cultivate a deeper and stronger relationship with the Guest at every interaction. The Guest becomes part of the organization – part of the family.

#5: New member continue their journey and champion the cause.

Anchors can move into the role of Mentor or the New Member is matched to a designated Mentor. Anchors relationship continues as a fellow member or confidant. New Member integrate into the organization. They move from a volunteer to committee member and some day to a board role. Soon the New Members becomes a Champion for the organization. They share their story with others.

Then the cycle continues all over again.

Remember Connections are like planting seeds. You need to water them often. Cultivate the soil. Nurture the sprout. See the sprout grow into a might tree.

Call to Action: How will you implement an “Anchor” program?

This is a personal blog of Arturo Venecia II. Any views or opinions represented in this blog are personal and belong solely to the blog owner and do not represent those of people, institutions or organizations that the owner may or may not be associated with in professional or personal capacity, unless explicitly stated.