During the past several weeks, I have been participating in several online twitter chats - very interesting discussions of what is on the minds of both association and non-profit professionals. Some of the discussion has centered around communications -- how often, types of communications, and so on.
I have been considering the differences in how an association professional views a member versus the way a non-profit or cause related organization professional views a donor. My perspective had been that they should both be viewed the same. I now realize that was a somewhat simplistic approach.
They are different because a member generally has a year-round relationship with the association, while the donor may only interact with the non-profit during an event or donation drive. Education is usually thought of for a member but doesn't a donor need to be educated as well about how their donation will be used, challenges and successes around the "cause," etc? Volunteers for both types of organizations need to be identified and then engaged in the manner and extent the volunteer wants.
So there are differences - but to me one common factor is the need for two-way conversations. NOTE: I said, conversations, not communications. The member or donor needs to receive information, but they also need to feel that the organization is listening to them and valuing their input.
When we receive a response from a member - do we acknowledge it? When a member posts something on our organization's Facebook page, do we acknowledge it? When a Tweet mentions us, do we acknowledge it? The bigger question is what happens when we don't?
Unfortunately too many organizations are not considering this - and the results are decreasing membership numbers or decreasing donation levels. Association and non-profit professionals need to understand and respond - or suffer the consequences. Do you agree or disagree? Let me know by posting a comment here or to lchreno@marketinggeneral.com or Tweet me @lindachreno.
To see some of the discussion from one of the chats, go to the #AssnChat summary created by @kikilitalien sfy.co/V1Z
