There really is a right answer of course. You want to adapt and thrive and not feel like something was forced down your throat.
I live away from a large city, in a county that is beginning to understand that social media is a very important part of offline marketing. When used and understood social media can save you money at the pump because you can reach out and effectively touch someone – or many someones – with a Facebook page, a Twitter tweet, a Google+ hangout (I love those hangouts), email, texts and more.
There are text programs where you can sign people up and distribute reminders for programs and special events the problem here is the potential for over use and abuse.
Email alone is not cutting it. Mailing a monthly publication probably gets some attention, note the emphasis is on the word “some”.
Holding events and reminding people is another good way, but if you have a lot of members and many are not attending the events, do you really think they are opening your emails or liking your Facebook page or would sign up for texts?
You are always going to have the old familiar crowd, but eventually the old familiar crowd dies off and if you don’t have a retention program in place to hold on to your customer base you are screwed and always chasing new faces.
Running after new warm bodies and not keeping them happy gets you a “not interested” when you ask them to join again next year. Now you need more new warm bodies but your old familiar ones are getting cold and as I said dying off.
A good example of this is that several vital people who are heavily involved in marketing and development in my county left an organization and moved on to areas where the importance of what they do is understood. It isn’t understood here enough and worse yet, it isn’t understood by the leaders who should be concerned about those retention numbers. Quantity never takes the place of quality. When you have people on board that can contribute amazing ideas and you let them down or let them grow cold, you have not done your job.
Every person you bring into the team of existing members needs to be nurtured all the time otherwise they will leave, or cut back in what they were offering because guess what? Someone else recognizes their worth. Yes when you have good quality people it is your job to keep them happy. When you don’t you end up at the local bar crying in your beer and wondering why you lost one more person.