“We’re rethinking what membership means,” He said.

“Oh, have you asked your members?”

“Ask our members,” he wondered aloud.

“Yes – they probably have opinions about membership.”

I just had this conversation. Really.

This smart professional was re-imagining membership behind closed doors — with staff and a few board members.

Asking members about their attitudes and preferences about membership hadn’t even occured to him.

We can hypothesize all we want about what donors and members want, what they feel, how they want to hear from us. But it doesn’t mean anything if it isn’t informed by their attitudes and behaviors.

Get out from your  tower and go talk to your members. Otherwise, you’re just throwing spaghetti at the wall to see what sticks.