by Patricia A Hudson, MPsSc and James R Hudson, Ph.D. of the Melos Institute*
In this article, Patricia and James Hudson of the Melos Institute,* suggest that if you want to generate better results in member recruitment and retention, you need to:
- Replace Membership Marketing with Membership Development -- a strategic process that focuses attention on helping members to learn how to create their own unique ‘pathways’ within the organization to achieve their personal and professional goals. This approach suggests that the organization and the member are mutually responsible.
- Understand Retention: A Process Influenced by Five Stages of Membership Development: