Originally Posted by
L134
Perhaps the most troubling to me is the precipitous decline in membership constantly being mentioned as a CAUSE rather than a symptom. Management and the board continue to cling to the idea that all those people died or aged out in 4 years. They failed to recognize that even though some may be "aging out" as tourists they may very well be aging in as significant donors if they continued to believe in the management of the organization and weren't treated as liabilities to the health of the organization.
What gets me about the "aging out" is that EVERY year people leave for a variety of reasons. Yet, for some reason, the cause of the decline this time is they are all going to the great bike trail in the sky?!? I don't know if ACA ever surveyed those who have not renewed, but they sure should going forward. That is a BASIC business tactic; know your customers, present and past, what makes them want to use you, what makes them want to leave you.