Charities, non-profits, religious communities, and small businesses are all struggling for new members and customers.
People have wandered away in larger numbers over the past few years and haven’t returned.
So, how do you bring them back? Or how do you attract the interest of others who may be looking for you and looking to be a part of what you do?
If you are interested in new members, it’s important to communicate effectively with individuals outside your doors, those who don’t already know all about you.
What are you doing to let the outside world know what you’re doing? That you’re interested in hearing what they’re looking for, want, and value?
Energy and Sharing the Message
Maybe you rely on members of your community to spread the word. Is that working? Or is that working enough?
Word of mouth is, for sure, the best way to have your message shared.
But even once people have learned about you, how do they learn more? Where do they start? How do they join in, support you, or donate?
Ideally your marketing strategy will ensure the systems within your organisation are supporting your goals, your mission.
If your community has an energy about it, and you’re letting the world know about it, there will be interest. People will want to know what to do next.
Maybe they’ll visit your website or social media accounts. Maybe they’ll wander through the door. They may take a second look at the sale flyer you sent out and put it on their calendar.
Now What?
Once people find out about you, they’ll have questions.
So, who should they speak with, how should they learn more about you, where should they go?
If they have visited your website or social media accounts, are they going to be learning what you most want them to know?
If they attend your sale, will they be motivated to return for the next one?
If you’d like people to come back, you’ll need to earn their repeat business and loyalty.
So, what are you doing to support people who have shown an interest? Does your organisation have systems in place to ensure new people stick around?
Does your marketing strategy support those systems?
When you ask people what brought them your way, find out too what brings those customers back.
Of course, you don’t want to expend too much energy on people who aren’t going to stick around.
But, they’re less likely to stick around if no one follows up with them, and supports them.
Don’t let those newbies fall through the cracks.
Keep it Simple
When you’re struggling for new members, knowing where to start can feel overwhelming, so it can help to keep things simple.
You never know when the next person through your door could be your next loyal customer or dedicated volunteer. Or maybe the friend they refer you to will be.
Maybe they just need a bit of encouragement or support to make that next step. To keep coming back.
Here, input from those inside your community and outside of it can help.
Find out what people are looking for, and if they’re finding it.
Then, keep applying what you’ve learned. Try things out. It doesn’t have to be anything elaborate. It just needs to be enough to show people that you’re listening.
If you show people that you care, you never know how many more people they may help you share your message with as a result.
Asking them the right questions, in the right way, can provide you with essential information that can inform how you go forward.
You’re not alone in the struggle for new members.
Times are changing, and your audience may be changing, in various ways, too.
But keeping things simple can help find the way forward. To find a way to reach new people, and share your message with them.
So, start with the basics, and spend time making sure you’re offering products or services of value that people are looking for.
Seek out and listen to input from others. Reflect on what you find out.
Then make change accordingly.
People like to feel seen, heard, and understood. So, keep things simple by making sure you’re helping people to feel that way – both those already a part of your community, and those on the brink of joining you.
The more you listen to input (from long-term members, those who’ve recently shown an interest, and those still not sure) and apply what you learn, the more quickly you may experience positive change – and the new members to show for it.