People connect to organizations for many more reasons than simply a product and location. Granted, these are large factors, but not the end-all. It is therefore important to consider what else contributes to connecting people long-term, build a system to accomplish this, and take action.
Systems are intentional pathways and processes for connecting people. Here are eight steps to consider:
1. Target(s) must be defined
- What is the mission?
- What are the desired end-results?
- Consider your present and desired REACH (age, neighborhood(s), etc.)
- Examples: Contact information? People to attend small groups?
2. Simplicity & Clarity are Essential
- Too many steps and options are confusing to guests AND “insiders” like staff and attendees
- A common mistake is asking too much from people at the beginning
- Make it easy and quick to sign-up; don’t have a lot of steps
3. Strategic Shifts are Often Needed
- Vocabulary and heart (people are not visitors but rather guests)
- Organizational structure and assignments
- Programming tweaks
4. “Relationship” is the Secret Sauce
- Are you promoting relationship or classes?
- Do your environments and experiences foster relationship?
- Do your people understand how to develop relationships?
5. Think Virtual to Personal
- People come to you from many different places and stations
(Connection Pathway’s Worksheet)
- People experience you before they are in-person
- Have connection points along the way
6. Amuse-Buche NOT Buffet (blog)
- Specific deliverables up-front
- Lead people
7. Lead with Three
- Keep it simple
- Keep it clear
- Trust the process
8. Guest Connection Essentials
- Vocabulary Matters
- Experience Trumps Information
- Think Virtual to Personal
- Build the Right Team
- Track people
I covered this material on a recent webinar beginning at 9 Min. 30 Sec.. Watch it here (https://mortarstone.com/back-to-school/):