I Was Invited To The White House!! Why Invitations Work

I have a new book out! MemberShift: Why Members Leave and The Strategies Proven to Bring Them Back is a must-read for all who are interested in the topic of membership!

I had the privilege of seeing Prince perform in concert a few times in his hometown of Minneapolis, Minnesota. At the end of his Minneapolis concerts, it was tradition for him to invite everyone back to Paisley Park for an after-concert jam session. I’d often hear after from people and the media how amazing it was. 

One of my number one regrets in life is not following through on that exclusive invitation to see him perform. 

Recently, I received another once-in-a-lifetime invitation. The invitation was extended to myself and 50 other business leaders to attend the Inaugural White House Business Leader Summit. We had the privilege of meeting with senior Presidential advisors to discuss current issues within businesses - especially small businesses. 

There is nothing more amazing than the feeling of receiving an exclusive invitation. 

However, lately we've lost the charm and allure of the invitation. During COVID-19, we got used to doing everything virtually. Events have become less formal. We're still running around in pajama pants today. The invitation is a novelty, a much-needed breath of fresh air. 

Your membership organization has the opportunity to create something amazing in the form of an invitation - a backstage pass. 

My research showed that a few years ago, when Millennials were entering the fold, we saw the cycle of engagement radically shift. 

Boomers and Xers were joining an association because it was the right thing to do for their career and their community. They were content with sitting back, observing, paying dues, and eventually leading. 

However, Millenials and Gen Zs want to be invited to join. 

They want to immediately feel like they belong. They immediately want to gain the opportunity to learn, lead, and make a difference. They want to see modernization happening all around them in the form of evolution, innovation, collaboration, and globalization. 

Joining an association means a lot to Millenials and Gen Z. When they join, they are putting their stamp of approval on the organization. They see it as an extension of their identity and they value the opportunity that an exclusive invitation supplies. 

That is a significant commitment. And it starts with the invitation. 

Associations have to be inviting their members in. 

Members want to experience things that are unique. They want to feel valued and appreciated. They want to feel that by being a part of an organization, they’re gaining access to things that they can't easily access anywhere else. It's an association’s job to offer that exclusivity, by coming up with programming that is special. 

However, associations may not be leveraging the opportunity to foster relationships, further opportunities, and create those unique backstage experiences. 

Some of the most successful associations I've seen are in the habit of asking people for feedback and inviting them to their tables. Projecting the culture of “I want to hear from you. I want to learn from you.”

For example:

• Inviting ten people a month to have coffee with the CEO. 

• Hosting a think-tank or focus group. 

• Inviting people for interviews - to learn a little bit more about their experiences. 

• Inviting people to special events, to exclusive things. 

When associations foster these communities of learning and feedback, innovation, relevance, and emotional connection skyrocket. 

When you invite people, it's like dropping a pebble into the water and watching the ripples. 

While I’m recounting my exclusive opportunity, the other attendees are doing the same. They're sharing their stories and connecting with others invited to the event - much like all those people that went to Prince's after-concert. 

Overall, the invitation is really powerful. But, it's under-utilized within membership circles. So I urge associations to think about who's at their table. And what difference it would make if every month they were doing something to foster “backstage experiences” - furthering connections and inviting people in. 

You won't regret it. There's so much to benefit from extending the invitation.

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