As Fall approaches (here in the US), it's the time of year that many organizations turn their focus to member recruitment. Whether it's an annual membership drive, a member-to-member referral campaign, or a growth effort conducted alongside conference registration, it's typically all-hands on-deck to work toward growing the organization's membership for the new calendar year.
When growth is the goal, the natural inclination is to lean into marketing. Where can we get the word out? What channels can we use to reach new people? Do we need to re-tune our messaging to attract new attention?
Yet, the truth is that marketing, in the vast majority of cases, isn't actually what grows an organization.
The Fastest Path to Growth Challenge: