In my other universe (vocation), I am employed in the insurance business, having joined the family business some 30-odd years ago.  Groups within that industry are always doing studies about client acquisition and retention and I came across one such study recently that has a direct application to Freemasonry, called: "Why Customers Leave."  At first glance, you may be thinking that we don't have customers in Freemasonry, but in reality, our members are our customers, and if the Grand Lodge in general and your lodge in particular aren't careful, they will leave us.  Here are the numbers:

 1%    Die
 3%    Move away
14%   Buy from a friend/competitor
14%   Leave because of price
68%   Leave because of perceived indifference

Now, there isn't much we can do about the 1% who die or the 3% who move away. But 14% decide to focus their resources toward other groups or causes competing for that member's time.  That 14% is closely related to the 14% who leave because of price, because they don't really leave due to price, they leave due to value, or a lack thereof.  They leave because what their dollars spent on dues is less than the value they have received.  That is shameful and is something we most definitely can impact.  68% -- more than 2/3 of customers/members leave because they think we don't care about them... they leave because they think we don't value them.  That is 100% within our control. 

How much time and or money would you have to invest in each member to let them know you value them as people and as members?  Not much.  How long does it take to pick up the phone and call a brother who hasn't been involved in your lodge for a while and tell him you miss his fellowship?  Five minutes per member?  Ten?  Similarly, what does it cost to send a Birthday or a Get-Well Card to a Brother?  Two dollars (including postage)?  Three?

Any time/money invested in the two simple ideas mentioned above will come back to your lodge many times over.  Get together with your lodge leadership and brainstorm on these and other ideas to increase the value to your members and improve their perceived return on investment.  Think about it.  Do it.
6 Comments