I went out to a local burrito restaurant for lunch with a co-worker recently. As we were standing in line to place our orders, I was telling her about putting my thoughts together to write this next Bulletin article. I shared with her that I try to read as much as I can about member associations, trends, leadership, and anything that I think might help me to do my job - serving APCO’s membership – better. Recently, I read something that indicated a leader should “communicate until you see results.” My colleague commented about the importance of “relationship” in effective communications. Of course. If I were to shout out to the restaurant full of people that I needed something, how much of a response would I receive from the other patrons? With the restaurant staff, there is an implicit and superficial relationship, they might respond to me. But probably my only hope of a meaningful response is going to come from my co-worker, because I have a relationship with her. I know her and she knows me.
As chapter leaders, how well do you know your members? Are they just a list of names that you email invite to your meetings? Do they recognize your voice? Communicate until you see results. Anyone who’s taken a basic communication course has seen the diagram of the communications cycle. It’s a circle. I know I don’t have to explain to you how effective communication works, but have you examined the feedback are you getting from your chapter? If it’s too quiet or not quite the response you had hoped for (low attendance, low engagement, low participation), maybe you need to take a look at the way you are communicating to your members.
Let’s face it, we’re all inundated with electronic messages. An email really needs to have a great subject line or call to action included for me to really stop and take action on it. It’s expensive to send messages through the mail (I confess, I’m still a handwritten letter writer and I love that late afternoon trip to the mailbox to see if there’s anything in there for me). How many phone calls have your chapter leaders made to your membership this year? Are you calling your new members to welcome them and ask what they need from the chapter? Are you talking with your members and actually asking them to serve on a committee or to volunteer in some capacity? Do you know your members well enough, that when you suggested to someone they run for chapter second vice-president, that they actually do it? As a chapter leader, do you foster relationships with members that go beyond your circle of friends? Those new relationships will bring new ideas, new enthusiasm and new contacts to your chapter.
When you know your members, really know them, they will respond when you call out.
(This was July's PSC magazine submission, I hope you don't mind me posting it here, in case you missed it last month - Ann)