It seems like some non-profit membership organizations are trying to avoid money. They spend a lot of time trying to wrangle volunteers and continuously lower or maintain membership fees in the face of inflation. What if the non-profit’s goal was not to avoid money, but to do something great for society? I’m being weird — of course it’s trying to do something great for society. Getting more members, getting more money, and being able to hire qualified pros seem like things that would help.
Much of the erroneous thinking in these groups comes from the kindheartedness that attracts leaders to participate in the non-profits. The moves may be associated with being gentle and thoughtful, but really they’re not being kind and sweet to the mission.
It’s like when men wonder why they don’t get girls and they call themselves a “nice guy.” I’ll call it nice guy syndrome (NGS). Dude, you’re not rejected because you’re a nice guy. You’re rejected because you’re not attractive.
- Solidness is attractive.
- Power is attractive.
- Personality is attractive.
- Honesty is attractive.
- Generosity is attractive.
- Benevolence is attractive.
The flitch comes down to *Something*
The org has to be SOMETHING. It has to be substantial. It needs a brand, a personality, a direction, and a momentum.
Price
If price of membership is $20 / year, that’s not really a group I need to be a part of. It barely exists. Sure I might throw them two tens, but what about next year? I don’t care and I don’t know why they’d care if I’m a member for 20 bucks. NGS says lower the price and more people can join.
Lowering the price isn’t a technique for getting more members. It’s a technique for getting fewer.
Exclusion
We think when we’re losing membership it’s because we’re excluding people. No, those people are excluding the org. If I have a chess club, I need to exclude people who don’t like chess. If I want members, I need to exclude people that don’t LOVE chess too. Otherwise, what are the chess lovers joining? Nothing. Gotta be something. Gotta stand for things. Gotta stand against things. NGS opens the doors to everyone so that maybe we can inspire someone to eventually love chess.
Benefits
The members pay for things all the time like food and cars. Those things have value to them. We don’t want to lower prices, we want to increase value. Using the network effect, hive minds, herd action, systemizing, and pooling resources (like money) orgs can provide more services year after year to members. If the services have value that members can’t find anywhere else, they will stick around and participate. NGS keeps us feeling good about what we’re already doing and wonder why people don’t like us.
Benevolence
Related to exclusion, members want to have a badge to wear of goodness. Not just outwardly to get status, but to feel good about what they’re doing in the world. Members want to know they’re joining a group that’s doing something good. We have have to do good things and tell the members about it. NGS makes us assume that we’re doing good just by volunteering or working too hard or whatever and we assume everyone knows it.
Back Patting
Strong growing organizations remind their members over and over again what the name of the organization is and the good things they’re doing for the members and the world. Over and over. Say our name. Say it again. Think of AA, each member says they’re an alcoholic at least once per meeting. They need extreme buy-in if their erratic, undisciplined members are going to tear apart their entire way of life in order to get recovery. NGS thinks that humbleness is purity, but when an organization enforces or models humbleness, it’s really forcing its members to diminish themselves.
Barrier to Entry
If someone needs to climb over a wall to get in, they have to climb over a wall to get out. NGS rolls out a million red carpets and opens up all the doors and nobody really wants to come in because they can see what’s inside — nothing… or should I say not SOMETHING.