Sounds simple, but the next step is the critical one. How does the organisation open its arms to the prospective member? That’s a relationship issue and it needs to be dealt with just like a friendship.

Again, this may sound airy fairy, even ridiculous, and if we were to articulate this to the organisation’s supporters they would think so too. But it’s what underlies the development of the messages we use in all our membership communications.

It’s the strategy, not the message.