Make more attendees and members magically appear by knowing who your audience is.

Just like watching any good magic show, you tend to believe what you see and not think so much about what you don’t see. Yet the illusion proves it’s what you don’t see that is more important than what you do.

This is also true of membership-based organization’s events. Let’s pull back the curtain and reveal the true magic of growing participation in your events and finding new members, too.

It’s important to look beyond what we usually see (i.e., members and attendees or participants) and discover what we don’t usually see (i.e., non-members and non-attendees). Let’s sort these four types of constituents out a bit.

Member Attendees

Take a bow and put your hands together – and curl those fingers to form a heart – for these awesome individuals.

We love member attendees. They not only paid dues (and likely have paid them for a number of years), but they also registered for our event and will be fully engaged in the proceedings. An organization can’t ask for more from these loyal and dedicated participants. They’ve taken the initiative to get engaged and involved and have increased their lifetime value to the organization. This group is the flash of fire and smoke that makes the audience gasp with astonishment when a magic trick hits its climax.

Do what you can to recognize and acknowledge these attending members when you have the opportunity because they could easily fall into the next group in the near future.

Member Non-Attendees

Pick a card, any card. Well, this group is the rest of the deck.

You try your hardest to get as many members to come to your events and it’s usually a small percentage that does. What will make these dues paying loyal subjects attend their first event or attend more often? Ask them. Be sure to send surveys or conduct phone interviews to find out. The intelligence you gather will help make decisions about your upcoming events and get more members engaged like the next category of tricksters.

Non-Member Attendees

How is it possible that the head of the lady-sawed-in-half is moving at the same time her feet are moving? It doesn’t make sense!

That’s the same reaction membership professionals have when they see non-members attending the big organization-wide events. Somehow, they feel the event is relevant and valuable enough to attend yet they don’t want to be engaged or even affiliated with the organization the rest of the year. Set aside your disbelief and make a connection with these valuable leads and prospects for membership. Make them an on-site offer that will astonish them. One they can’t refuse. Extend their experience beyond the short event and get them onboard as a member before they disappear into a puff of smoke when your event ends.

Non-Member Non-Attendees

Look into the void where the Statue of Liberty once stood with your mouth open in amazement. Nothingness. Yet there’s something there.

We’re not talking “Joe public” here. We’re looking at those constituents that are within your industry or profession or circle of relevance that should be members and should be attending your events, but just haven’t taken action or even identified themselves as part of your organization’s world. You know they’re out there. They may be lurking on Facebook, Twitter, or Linked In or visiting your website regularly. They may be a member of a sister organization or writing a blog. Maybe they only attend local, state, or regional events. They’re there but you just can’t see them. Get out of your seat in the audience and rush the stage. Find a way to “touch” them and grab their attention. Rent a mailing list. Place an ad. Send a direct message through the social media platform. Send someone to setup a table at that small meeting or event. Once you do find them, the opportunity will magically appear and you can turn on the lights or open the door to make the big reveal, hold their hand, and take a bow in front of your adoring audience to show off a new member or attendee or both.