In the association world, we tend to want to treat all our members equally: nobody is more important or special than anyone else. That’s a noble impulse and helpful, up to point. After all, you don’t want your association to seem cliquish, or for any member to feel like there’s no place for her, like the association doesn’t respect or value her.
But only up to a point.
Because the fact of the matter is, some members ARE more important or more special than others. Some members only date your association casually and then move on. Some make significant, long-term commitments. Those two types of members are not equally valuable.
The challenge is to recognize ALL kinds of members and ALL levels of contribution and relationship appropriately, while still making everyone feel welcome in your community. That is, to treat people equitably rather than equally.
How do you actually do that?
Download your free copy of Steal This Idea! Innovations in Cause-Oriented Fundraising for Associations at https://bit.ly/3eu6ntm to find out, and pay special attention to the Woolly Mammoth Theatre Company case study (on pages 6 and 7) to see exactly how one organization makes EVERYONE feel like a rock star.
Wes Trochlil says:
As I’ve been saying since I was a membership director over 20 years ago: “All members are equal, but some are more equal than others!”
Elizabeth Weaver Engel, CAE says:
Right on, Wes!