M-I-C is the Key
By Pam Burks of Pam Speaks!

M-I-C refers to not the process of making your presentations and training programs more Memorable, Interesting and Credible. How do you accomplish this? Following are some ways to add, “sizzle to the substance.”

“M” is for Memorable

Memorable is “worth being remembered or noted; remarkable,” according to the American Heritage Dictionary. How do you make your presentations and training sessions more memorable?

Presenting the Top Ten List of Ideas to Be Memorable…

• Know your objective.
• Connect at the beginning.
• Open with a startling statement and/or close with a surprise ending.
• Anchor the time and/or the place.
• Tell your own stories from your life experiences.
• Communicate your life lessons.
• Engage through experiential learning activities.
• “Spice it up” with humor.
• Share with a partner “What I learned today."

“I” is for Interesting

Interesting is defined as “arousing or holding attention; absorbing.” How do you make your presentations and training sessions more interesting?

• Create “word pictures” – the “movie in your mind.”
• Emphasize action verbs.
• Start with a dramatic or significant statement.
• Cite quotations, statistics, facts & data.
• “Circle” to tie together the introduction and conclusion of the story.
• Interject humor.

“C” is for Credible

Credible is both “deserving of praise or commendation and worthy of belief.” The following will make your story more credible:

• Credit sources of quotations, definitions & activities.
• Relate your own stories, not another ’s as your own.
• Present your own life experiences –perhaps “embellished,” but still credible.
• Design stories within “human” realm, not overly exaggerated.
• Make others the “hero” in some of your stories.
• Take responsibility for your communication.

Revitalize your Approach to Membership Development
By Christine Kerstetter, MBA

Associations constantly identify trends for their members and help them to be forward-thinking in their profession. Member-based organizations should do the same when it comes to member development initiatives. Take a look at your current membership activities and revitalize your way of thinking, as well as your approach to membership development.

As your organization begins planning your next membership development campaigns, consider the following fads in membership that have faded, and think about integrating the new ideas into your initiatives:

Networking vs. Social Capital

If you are still including networking as a membership benefit, think again before using that term in your next brochure, e-mail or other communication. Social norms of communication have changed, making “networking” available practically anytime and anywhere via electronic methods. While “networking” is individually based, social capital is built by creating mutually beneficial links between people who wouldn’t otherwise have a chance to interact. Social capital is important if you have different membership categories that rely on each other or you represent a profession where members tend to specialize and may need referrals.

Value Proposition vs. Affinity

At its core, the traditional value proposition is the idea that we must show members tangible return for their dues investment. But unless we are positive about what an individual member values, we don’t know whether the value proposition we offer means anything to them.

Instead of trying to sell a value proposition or benefit, consider working on building member affinity. Affinity is a connection between the member and your organization. It may not be as easy to illustrate or develop, but it is well worth the extra effort. Affinity-building initiatives include two-way communication with members and being proactive when seeking feedback.

Recruit vs. Engage

Recruitment and retention have been the mainstay of membership development for a long time, but chances are great that a member who has been recruited will be less likely to remain a member than one that has been engaged.

To engage a member, continue the conversation that started when you asked them to join. Ask new members what they would like out of their membership and tailor a program to meet their interests.

There are many tools available that allow an organization to communicate efficiently with select groups of members at a very low cost. If you have not taken advantage of targeted permission-based e-mail, you may want to consider how the tool can help you engage members.

Retain vs. Maintain

Retain means keep, maintain means nurture. All relationships need to be nurtured in order to thrive, including the member-association union.

Member maintenance includes basic membership functions, like simplifying the dues renewal process. Eliminate barriers, such as an online renewal process that may be too cumbersome or frustrating. Be sure you consider what is most convenient for the member, not your own internal processing.

Maintenance also encompasses all other areas of your organization. Make sure leaders and staff in other programming areas are aware of what members expect and are reacting to changing member needs to maintain relevancy.

Developing a membership plan that produces positive results is difficult, but not impossible. Be prepared to implement initiatives that challenge your current development strategy and remember to constantly focus on achievement and you will generate results that reward your efforts.

By Christine Kerstetter, director of marketing services, Daruma Marketing & Communication, Ltd., www.YourDaruma.com, a firm specializing in membership development and communication.

© 2004 Daruma Marketing & Communications, Ltd.