Membership applications are often among the first steps clients must take to begin a program or service. These applications are important for a number of reasons, not the least of which is the basic information they provide. Can you imagine operating a membership based business with no idea of who your clients are or how many you have at any given time? Imagine maintaining contact with a group of people for whom you have no contact information. You are not likely to be very successful. Generally, the membership application collects some or all of the following:
The information you choose to collect on membership applications will depend upon your business type, marketing goals, business goals, and a number of other factors. Keep in mind that membership applications are most effective with interaction; they are fluid rather than static documents. You must provide for a mechanism that allows you to make updates (address changes, etc.) as they become available to you or you will lose valuable contacts.
It is important to assure prospective members that any sensitive information you collect on membership applications will be treated with care. Many people concerned about identity thefts, sales calls and intrusive governmental policies have become reluctant about sharing their personal (and sometimes even identifying) information. Not only must you protect membership applications from prying eyes, but you must also encourage employees to adhere to the highest ethical standards in relation to application information. For example, if you have a high-profile or wealthy client employees must understand that contact outside of business concerns is prohibited as is the giving and/or selling of client information to persons not connected with your business.
Membership application information should be added into your database at the first available opportunity (assuming the are paper-based). Lost or missing applications can jeopardize membership and put business goals off track. Additionally, an organized business is regarded with more confidence than is one that must constantly ask clients to resubmit lost or missing items.
While it’s true that there is nothing arresting or exciting about membership applications, their value must not be overlooked. Membership applications are in essence the foundation of your efforts if you want to retain and recruit members. If your business is member-based, it’s a sure bet that you do.
