Membership: how to pitch it?

Thinking back to Emily’s 3 tiered pyramid

Tier 3:  the dues-paying, insanely active committee serving members
Tier 2:  the dues-paying, conference attending and sort of active members
Tier 1:  the dues-paying yet not really active members

I’d like to bring attention to two other “groups”

The “former members who decided to not renew” and the “potential members who have never joined”

Not to start a gripe-fest, but:
Why did the former members lapse?
Why have the potential members not joined?

Without knowing why people have left or not joined in the first place, how does a very large and very diversely interested association (re-)appeal to people who are not members?
What are the strengths of size/diversity?
What are the weaknesses?

Without completely ignoring the folks outside the pyramid, how can the Association appeal to the Tier 1 members to become more involved?

ALA is working to provide an online meeting space for members to organize their activities; ALA Connect – it’s in beta right now.  I suspect this may be the best start in this direction ALA has yet taken.

imho, one of the keys to the success of this endeavor will be the ease in which members can share out their activities in their myriad social feeds and draw in more interest and participation. I hope to see this work well for the association

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