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Be Bold!
10 March 2011, by , in Marketing, 2 comments

I was talking to an association colleague recently. He was explaining how his association has had flat membership growth for the past several years. He said his association spends over $400,000 annually on membership, and the return is essentially break-even. His idea was that rather than spend the $400,000 on recruiting new members, he would just offer FREE membership for one year and use the $400,000 to service those free members.

Now, we can argue the merits of free membership, but the point is that this is a BOLD move. And often, a BOLD move is required to really shake things up and move us off the status quo.

I think his idea has merit and is really a no-lose situation. Worst case scenario is that he spends $400,000 and adds a bunch of new members that drop the following year. If he’s only breaking even currently, I don’t see how this result is any worse. Seems worth the risk to me.

How can you be BOLD at your organization? What untested idea have you been sitting on that you really want to try? Maybe now is the time to shake things up and be BOLD.

About author:
  • What a fascinating idea – I love it! Wouldn’t it beamazing if more organizations embraced your directive to be bold? Thanks for sharing this story!

  • Wes Trochlil

    Yes, it would be amazing!

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National Association of Life Brokerage Agencies

“Wes was able to come in and offer tangible, relevant advice that made us more productive immediately. I value his understanding of databases but more so, his understanding of how nonprofits work. There was no lost time educating him about how membership organizations are “different.” Wes recommended changes in processes as well as tips and tricks that were easy to implement made an immediate positive impact.”

Mary Pat Paris, Executive Director
International Registration Plan

Mary Pat Paris
International Registration Plan

“This is the second database implementation we’ve done since I have been at Western Arts Alliance (WAA). The first I did on my own. This time we engaged Wes Trochlil as our database planning consultant. Let me tell you, this process is a whole lot easier having Wes on your team! For a small association like WAA, it’s tempting for board and EDs to question the justification and expense of a database planning consultant. But it’s the small associations that need Effective Database Management the most. Wes strengthened our planning process, clarified our needs requirements, helped us steer around solutions that couldn’t meet our objectives, and saved us money in the long haul.”

Tim Wilson, Executive Director
Western Arts Alliance

Tim Wilson
Western Arts Alliance
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