Tuesday, June 26, 2007

Breaking the Rules of Engagement

As a special reward (or perhaps punishment) for reading this blog, you now have access to an upcoming article from Stephanie Vance, the Advocacy Guru. Entitled "Breaking the Rules of Engagement," this piece looks at how Associations must reframe their view of how members expect to interact with their organization.

The article outlines four rules for quality engagement, which are:

Cultivate the Powerful 1%: In other words, stop tyring to actively engage all members in every project. Find the few that really care and cultivate their interest. Let them join you in finding new recruits.

Stop Using Carrier Pigeons to Reach a Tech Savvy Audience: Some organizations are still deciding whether to deliver their newsletter electronically. "Nuff said.

Get Members Talking: The new generation of advocates expects to have a conversation with the organizations of which they are members. It's not enough to push information out. You must pull them in through an open and respectful forum.

Give Up Control: Without a doubt, the most difficult, but the most important rule for Associations to follow. To truly engage your members you must release your stranglehold over the conversation -- only then will the ideas (both good and bad) begin to flow.

Click here to access the article

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