There is a growing challenge facing local chapters of national trade associations and local, independent networking groups. It is not a new issue, but it is becoming more pronounced.

The issue is that existing members are not experiencing the ‘value of membership’ and are electing not to renew. That might be understandable, except they find enough value to attend meetings as a non-member. Simply math tells them: Subtract the $300-400 of annual dues and add the $10-20 premium for non-member attendees (based on attended meetings). Voila, they still have a ‘presence’ and ‘make or maintain contacts’, while saving $200-300 per year.

As a legal matter, if one promotes an event to both members and non-members, an organization cannot turn away non-members after an arbitrary number of attended meetings (such as one or two). That becomes a ‘restraint of trade‘ matter.

One can increase the meeting fees for non-members after a designated number of attended meetings. That makes it less of a saving and sends a clear message: “Don’t be a party crasher. You’ve sampled the organization. Either join, stay home, or pay a big-time premium.”

Part of the rub is that groups have a marginal markup on member rates. If non-members pay $10 more, per person, the entire ten bucks goes to the bottom line. The risk: If one increases the margin for non-members to say, $40, after two meetings, perhaps fewer of them would attend.

Some people would see that as a problem. Others might not. From a membership standpoint, the goal should be to have the greatest number of members, attending regularly, learning from programs, networking with others, and experiencing value in membership.

The main reason for admitting non-members (guests), generally, should be to offer a sample meeting or two of the organization, with the goal of encouraging membership. The exception to that is bringing a co-worker, peer  or significant other, once or twice a year, perhaps for an awards gala or a specific speaker. In those cases, the attendee is deemed (by the person bringing them) as an unlikely candidate for membership; just a casual attendee for a specific event.

Primary members in hospitality organizations (wedding planners, caterers, event planners, etc.,) often hurt their cause in the manner of doing, or not doing business with members. They are not obligated to refer business to people/businesses who join their organization; however, it is wise to keep one’s eyes open for new talent, always. By continual interaction with new or unfamiliar companies, one may discover superior or different talent, that can benefit all involved.

OPINION: Failing to interview/screen newer members of your organization is, at best, lazy. At worst, it is insincere, from an organization standpoint. One cannot guarantee referrals, but primary members should feel some ethical obligation to meet with newer members and learn about their talents and services.

CAVEAT: If a member of any organization is an unprofessional slob, no one should feel the impetus to refer or book them. There tend to be few barriers to membership. Usually just a financial one. That being the case, there is no guarantee that a specific member is worthy of referral or booking.

I have been hearing a constant drumbeat, along these lines, in many cities and various organizations. There are no simple answers and there is always: The law of unintended consequences. That being said, executive boards and membership committees should be discussing this issue and get out in front, before membership numbers dwindle before their very eyes.

Then again, there could be a future trend. Casual guests are not admitted. Members and invited guests only. That would change the dynamics, overnight.

Please share your thoughts, observations, and experiences on this.

Andy Ebon
The Wedding Marketing Authority