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Saturday, May 9, 2020

Strategy is relevant

During this time of COVID-19 disruption, I've had the good fortune to stay connected with many Optimist Club members from different clubs and regions. We've shared worries and most importantly, we've shared positive thoughts and plans for the future. We've also shared thoughts for what I've heard called our NOW normal.

Led by the Optimist International office, President Adrian Elcock, and its international committees, the organization is conducting online elections for its 2020-2021 leaders and is in the planning stages for conducting the Optimist International Convention virtually. Yes, I think we are adapting to our NOW normal. I promise to share more here about the virtual convention, among other things, as information becomes available.

This website was created to share information that we, as Optimist Club members and Optimist Clubs, might not be getting from other sources. Over the past thirteen years, we've experienced ups and downs in communication. Right now, during this time of disruption, I've sometimes felt over-connected and perhaps you have too. Certainly, hearing the news media, the US President, other world leaders, and state/province, and local leaders and politicians might be seen as a full-time job. Reading the memes, both positive and negative, can fill up our social media streams making it tough to connect with those with whom we most want to speak. Even the messages created by Optimist International and Optimist Clubs can be staggering as we stretch our minds to ask, why does this matter to me?

Hence, I decided my membership recruitment and retention message for this month must touch on strategy.

Membership recruitment and retention tip #81: [COVID-19 social distancing edition #2] 

Stay connected in a meaningful way. Last month, our advice was to stay connected in this time of physical distancing. We encouraged you to connect with your members via social media platforms like Zoom, Facebook, Instagram, among others, and even the old-fashioned telephone. By reaching out, we let others know that even during a crisis, we can weather the storm together. With another month ticked off the calendar, we want to say that while it is important to reach out, it is even more important to reach out in a meaningful way. 
membership pnw optimist clubs
Once the connection is confirmed, you must add some strategy to your communications plan. Decide what the message is that you want to say - it may be informative, entertaining, or a call to action - and then create a text, graphic, or video to deliver the message. 

But don’t stop there. Use data to determine where the message should be posted and how your members will be most likely to receive it. Be selective in the content of the message and the delivery system. With all the media that is bombarding us at this time, it’s easy to overlook something important because the last time we heard from a particular source it was frivolous or worse. 

The content of your messages must be consistently relevant or they won’t be worth your member’s time.

Do you need help? 

If you need help creating relevant content for your Optimist Club members, I would love to help. We have a tried and true social media editorial calendar that will engage your members and help your Optimist Club excel. 

Reach out to Linda Vaught here. 

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