Community, crescita ed engagement
Ottobre 8, 2007
da Acromym Blog
The goal shouldn’t be 10,000 more members or 1,000 more attendees. If you have those, great, but the more important measurement is how much you mean to anybody who shows up. If you make them a better person, a better professional, or you make an organization more successful—these are the things that really matter.
The real problem with membership growth isn’t that it’s an unimportant metric — it’s very important. The real problem is that too many organizations forget that a metric is exactly what it is, not an end in and of itself. Membership numbers are a measurement. That means that ultimately they are measuring something else. (A cup of water is measuring the water, not the cup.)
The purpose of an association is NOT to grow its membership. The purpose of an association is to serve its membership. If it serves its membership well, and markets its efforts correctly, the association will grow, within the boundaries of whatever industry segment or membership it serves.
Instead of questioning its necessity or importance, we should be talking about how associations can benefit from the pursuit of meaningful and sustainable growth through innovation.
Entry Filed under: comunicazione, marketing, social media. Tag: marketing.
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