Crisis Happens! How to be an Umbrella for your Members

I have a new book out! MemberShift: Why Members Leave and The Strategies Proven to Bring Them Back is a must-read for all who are interested in the topic of membership!

Welcome back to another episode of the Membership IQ, where you go to get smart about membership. 

Being in a state of change has become our new normal. It's a fact that we're experiencing more disruption right now than any other time in history. We're dealing with unpredictability all the time. This means that associations have to be really good at being adaptable, to evolve.

Lately, I've been in crisis mode, and I've noticed that while "crisis mode" often comes unexpectedly, there are usually warning signs. 

In my experience, major crises in associations typically stem from breakdowns in communication and relationships.

For example, early in my career, I worked for an association in crisis for years. Leadership turnover, a disengaged board, financial issues, and high staff turnover led to declining membership. 

The leadership change saw three leaders in quick succession, with several staff members coming and going because relationships weren't nurtured.

The board was disengaged, with some missing meetings for months. The board selection process was focused on titles rather than passion and commitment, leading to further disconnect. Financial troubles and declining membership compounded these issues, creating an atmosphere of mistrust and chaos within the association.

In a crisis, it's crucial to ask:

• How did we get here?

• What story are we telling?

• What are we conveying to our members?

Members need transparency and trust, not surprises. To do this successfully, it's essential for associations to align with the right people. Those who can tell the organization’s story, be part of the solution, co-create, innovate, plan for the future, and spread the news that all is well. 

This is referred to as leveraging your stakeholders - bringing in people who can help you problem solve, plan, and communicate is absolutely key. Once relationships break down, it's tough to rebuild trust, and the crisis can worsen, leading to membership and revenue decline.

Building relationships, telling your story, and assuring members that everything is under control is vital. Have a clear plan and communicate it effectively. 

Take a moment to pause and ask:

• What is our plan?

• Who will help us implement it?

Finding the answer to these two questions is absolutely key to ensuring that associations can get through the crisis instead of digging a deeper hole. 

In those messy moments, it's important that associations have a strategy for moving forward, a clear head, and the support that they need. 

Crisis happens, and when it rains, it pours. But these situations can be prevented by bringing a metaphorical umbrella, preparing for bad weather. 

You can weather any storm with the right preparation and strategy.

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