I love it!
Last week, I overheard my daughter and her friends (future members of associations I hope) talk passionately about their love for Netflix. Each one screamed louder than next one as they shared stories about the movies (or content as we call it in the association world) they had recently downloaded to their Chromebooks and relayed how easy it was to find and watch what they wanted when they wanted it. Because a subscription to Netflix starts at $7.99, less than the cost to rent two movies a month, the decision to join is almost a no-brainer. I wonder if their parents may have hesitated at paying an annual subscription for $96.
The best word to describe their reaction is passion. Oxford defines it as strong and barely controllable emotion. Imagine if your association generated this type of passion among your members – including young professionals.
The road hasn’t always been smooth for Netflix, but the organization had the agility to correct its course when it made a few blunders and the foresight to provide subscribers what they need when and where they want it. Last July, Netflix boasted over 50 million members in 40 countries. It’s amazing when you compare it to 56 million households in the U.S. that have a cable subscription (Nielsen). Oh, and its revenue hit the $1 billion mark last year as well.
I understand that it is easier to be passionate about movies and TV shows, but what if we created the same level of excitement among our members? What if the simple action of helping members find exactly what they want the moment they want it became the goal of associations?