The Hidden Cost of an Unengaged Member

What happens to an unengaged member?

Do they go off into the sunset? Do they benignly go about their days? Are they neutral, neither sad nor happy about their member experience? Are they a single lost opportunity?

Nope!

According to my research with over 477 members, unengaged members pose a real threat to the health of your organization.

An unengaged member is likely an angry member. They are angry because they didn’t get any value. Or they are mad because they didn’t find their peeps. Or they are mad because they felt shunned. They are furious that they made the wrong decision. They invested a little money and time, and it was for nothing. Do they feel stupid or silly for making a bad decision - yeah, maybe a little.

When people become angry, even slightly, they often share their emotions with others. Angry word of mouth is incendiary because personal recommendations are highly influential.

Way back when, Marketing General was asking about word of mouth in their Membership Marketing Benchmark Survey, and most associations estimated that word of mouth drove members to their doorstep around 80% of the time. Well, word of mouth works in reverse as well. A nay-sayer can be a powerful force in preventing someone from joining, attending, participating, or volunteering.

One unengaged member can spur a whole posse of unengaged members.

I’m not presenting this research to scare you, but rather to suggest that engagement is the most essential strategy for every member community. It’s the ultimate goal that every leader should use to plan their activities. Because…

No members, no mission.

Is it time to revisit your strategy? How might you make member engagement far more critical to your board and each person on your staff?

Oh, and hey, looking for a hundred-bizillion ideas to get you started? How about a staff book club with Elevating Engagement? It’s the book Reggie Henry called the “Quintessential playbook for engagement—from the member’s perspective." 😄