Club Enthusiasts vs. Club Leaders |
The WBCCI is in trouble. Just ask any leader you know. At the very top level of this club the thoughts are varied. Our membership is dying off; younger generations aren’t joiners; a single product club can’t survive.
All of these positions represent a failure to lead. It’s not what we can do – it’s not what we should do – it’s not even what we must do – it’s succumbing to the current situation and making excuses.
FACT: This club gets more new members every year that would make most clubs our size envious. Nearly one thousand NEW members every year. That is outstanding!
FACT: We loose more members every year than we gain.
So what’s the problem? RETENTION is our only problem and there is the real can of worms. We have no idea why we lose a member. We don’t ask, we don’t poll, we don’t tally, and we don’t analyze. Most importantly without all of that data we can’t take corrective actions on common complaints that would help retain large numbers of members.
How many companies 7,000 strong do you know of that don’t have a
Marketing or Risk department in charge of gathering and tabulating all
of this data? What company watches its financial resources wither
without action? We must allocate a lot of significant time for
personnel at WBCCI headquarters to make this a daily task – even if
that means hiring a dedicated pollster.
Unlike most companies we have but a single product. We sell a
membership. People can take advantage of many wonderful things in this
club but first they have to buy a membership.
It’s not until you’re a member that you find out what the club is
really all about and people join for many different reasons. They join
to find and rally with other Airstream owners locally. They join to do
some regional travel with the same. They join to experience the holy
grail of the club – longer term traveling via club caravans. They join
merely because Airstream and the WBCCI share a long term history that
they believe they should also be a part of. Some even join merely for
the red numbers that align themselves and include them in that history.
Our leadership continually plays with and supports items that separate
them from the membership. The jackets – the ties – the
color-of-the-day unison dress. The para-military review of our units.
While most of the membership can tolerate these items how many can’t,
won’t, and leave just as soon as they’ve had their share? How many
members has this club lost through the years just to pomp and
circumstance? How many members has this club lost through the
perceived (or real) chasm that is the result of groups of members
looking more like they’re a battalion of soldiers than people and
families that own RV’s?
The coronation of our International President has recently come under
attack. Is it such a big deal? No, it’s not – it just helps build the
perception of us vs them and many International leaders recognize this
– yet there it is.
How refreshing would it be to find an incoming International President
that, instead of a tux and gown ball, had a daytime picnic full
of scheduled activities for kids and families? Sack races; horeshoes;
egg/spoon races; face painting; a talent (or talent-less) show; maybe
even an International President dunking tank? Raise money for charity
– three throws -- $5. Heck – how many tanks can you rent -- 21? Now
there’s a fund-raiser!
No, these are not activities that will save the club – but what a fun
way (day) to welcome new officers into the club and bring leaders and
mere members all together for a day of fun.
Recent membership declines can be partially tied to the continual
attempts by our leadership to divide this club. ‘Let’s change the name
and tick off 30% or more of the club. I wonder if they’ll leave?’
‘Let’s try and sneak in SOBs so *WE* can continue to buy new motor
homes and break the 50+ year membership requirements of an Airstream
only club. I wonder if a new alternate club will form as a result?’
Our current election methods have been reduced to junk. This club has
been taken over by a minority special interest group and we have been
watching them play out their own special interest agendas for at least
the last four years. It’s called the IBT friends and family plan.
It’s a fairly loose clique of mostly motor home friends that think they
know what’s best for YOU.
Nominating Committees should NOT be selecting THE candidate that you
will have the honor of nodding your head in unison over. With special
interest minority members in charge of both the club and these
committees now is the time to review a candidate’s position and stance
on a wide variety of issues.
Give members a choice – let members decide which candidate holds
positions and beliefs that are more in tune with their own views.
Nominating Committees can still play valuable roles. They can endorse
candidates if they like. They can endorse multiple candidates for a
position if they like. But 1, 2, or 3 members should no longer be
dictating to this club who you will unanimously nod your head for.
Enthusiasts hoping to run for office should also understand that the
climb to the top is NOT about having fun and looking slick in tacky
looking red, blue, green, or yellow attire. Very few are watching the
Emporer’s clothes with feigned admiration these days. With recent
leadership driven events that have been extremely divisive and
destructive to this club a red jacket is likely to draw the attention
of a dedicated member’s 1500lb bull.
The IBT is a board of trustees that is RUNNING a corporation. A real
live corporation that sells a product and must retain members that buys
that product.
Every Region Officer you elect becomes IBT. In 2007 if they can’t
recognize that 30 years of declining memberships is like walking
between 100 yards of trailers flying nothing but red flags at five
flags per trailer – then they shouldn’t apply. They shouldn’t expect
for you to elect them.
Today this club needs leaders that are not from a minority special
interest group. This club needs leaders that see the problems this
club has as plain as the nose on your face; they have concrete plans to
address the problems; and can detail those plans to the membership.
Disclosure should be a mandatory part of the election process –
specific disclosure. In open voting the membership will figure out
exactly which plans have merit and who should be influencing the
direction of this club. The status quo is the last thing this club
needs and leaders looking to come on board to support the status quo
will only help continue the club’s further decline.
You can read more and comment HERE.
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Visionary Ideas 