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.
 


Comments

Jay Cole Simser

Wed, 06 Jan 2010 13:30:35

Iowa Research Lodge # 2 just republishedBrent Morris' Book "A Radical In The East" - It addresses these problems also. I recommend it. It would be a good book for Lodges to study as a group.

 

Eddie Allen

Wed, 06 Jan 2010 20:02:02

 

Gerald Edgar

Wed, 06 Jan 2010 21:37:02

I agree completely Bro. Hummel. Most churches seeking to reverse membership losses have the same idea: anyone & everyone is "selling" a product or service. You either offer a better deal or the customer walks elsewhere (or never walks in at all). As many churches have learned, it's no good to bring more people in the front door if you are losing an equal number out the back door. I.E. success with member-ship is 'attraction' AND 'retention'.
Where I would make a fine distinction is cost; it's not per se our Dues that cause a member to believe he is not getting full value, rather it's our use of his time that he is asked to 'spend'
We use inordinate time of said time reading Minutes, paying bills and countless other tasks that none of us would do in our daily business meetings.
Do as Grand Lodge does and every other business; approve a budget annually, put in checks & balances (separate Scty's & Treasurer's duties in deed as well as in theory) and only ask for Lodge approval for a new or much larger expenditure than normal.
Handle a lot of the 'who will do what, when is the best date for an event, etc' either before or after the Stated while at refreshment rather than having an entire Lodge held captive while Tom & Bill debate who will bring the potato salad & is Fred available that night. Stated's are for Masonic education and Degree work - truly put the Craft to work & give them proper instruction!
The answers to most of our problems are in the very ritual we repeat twice; the duties of the principal officers and decorum within the Lodge room. But like the Lords Prayer or Pledge of Allegiance, we mumble them so often we no longer 'hear' much less practice.
Thanks for a good topic!

 

Dean H. Martin

Thu, 07 Jan 2010 04:58:06

Your comments are true. I live in Florida, still belong to Lodge in Iowa. Recently I applied for membership in a service club. After attending a meeting I submitted my application. A couple of weeks after attending a meeting and submitting my aplication, on short notice I was invited to a meeting. I had a previous engagement and had to decline. After a period of 60 days I had no communication from the organization and sent an e-mail requesting an update. I was advised "pending board review". 30 days later I was asked about my involvment with the Shrine and another organization to which I belong. I answered, but in doing so withdrew my application. The club President sent me an e-mail requesting "why". I advised mainly because of time and a complete lack of communication other than e-mail. Point being "if we do not communicate and show commitment" many will be lost.

 

Donna Smithson

Sat, 09 Jan 2010 16:40:37

This was shared with me because my son has become very involved in Masonry. I appreciated the response so much that I forwarded it on to the secretary of the Department of Iowa American Legion Auxiliary. What is said here is apropos for almost every organization to which we belong.

 

Gerard Machado

Mon, 19 Apr 2010 08:40:37

I am starting a Needs Assessment of our Lodge to look at retention of new members and I am very interested in your re-publication of Brent Morris' book. How could I get a copy?
Thanks

Gerry Machado

 

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