From Key West to West Pensacola, the underground militias known as “keepers of the status quo” have launched a massive campaign to capture top members and volunteers of several key state and local associations, government agencies and non-profit organizations. Using mind numbing rhetoric and 20th century communication weapons, they have lulled members into a lethargic and apathetic state, rendering them catatonic and useless to their communities.
Does this storyline seem a bit sensational or does it hit a bit close to home?
With the explosive growth of new digital media channels, companies, organizations, government agencies, associations and non-profits are finding it more difficult than ever to hold the attention of their members. Once upon a time, all it took was a well-written, double-sided newsletter mailed to the members to stir up action. That is no longer the case.
The digital revolution has shortened the attention span of association members and created a standard of social stimulation that requires creative and collaborative communications packaged in a relevant format. The rule of “one size fits all” is also obsolete when it comes to channels of communication.
So how can your organization rescue and/or resuscitate your members, the life-force of your community? Let’s take a look inside four heroic member rescue digital operations orchestrated by the covert team of Digital Opps (the integrated digital marketing division of RB Oppenheim Associates).