Author: John Loayza, Assistant Grand Chancellor
Grand Lodge of Illinois, A.F. & A.M.
Communication and trust equals a lodge engagement policy, and is a basic platform for all lodges. However, we need to understand who are the engaged lodge members, and how any specific lodge brands or images drive them towards that engagement.
Engaged lodge members can be recognized because they are the advocates of a specific lodge brand/image. They are the members who are constantly tweeting or posting about their lodge, lodge officers, and lodge activities for both the members, their families and communities. They write the reviews and tell their friends or acquaintances about a specific lodge. I.E., they endorse the positives of a lodge, tend to be very loyal, vocal, and are very valuable advocates. Although it varies from academic or business study to study of groups , these members, in any specific organization, tend to be around 25% of the total membership. They represent the real promoters and member relationship growth spark plugs of organizations, compared to the average lodge member. Even though every member has the potential to become actively engaged, lodge officers need to develop a strategic approach, beginning with highly member centric communications. Let’s look at just 3 elements of engagement:
1-COMMUNICATION-Today’s connected members expect lodge communications to be about them. I.E., the value a lodge provides to its members. Excellent and progressive lodge officers realize that it’s not just talking to members that’s going to build or strengthen a lodge, rather, it’s about listening to and developing value programs for the lodge members that makes a positive difference in overall growth.
Our younger generation of members want conversations and programs that provide an overall appreciation of Masonry’s Principles, History, Ritual, Brotherhood, and Relationships (Family, Community, Lodge, and Social). However, they expect those elements to be more centered around their wants, needs, experiences, and feelings. Thus, they want to feel valued and have conversations or communications to be human and personal. Thus, good communications is a process that is ongoing and between friends. Like education, it never ends.
Unfortunately, some lodges and lodge officers follow old and strict approaches with their members. They haven’t adapted to the changes that have been made or are continually being made in this century. Our thinking processes and actions are different from by gone eras so it’s no wonder that some lodges have problems of membership growth or lodge loyalty. Moreover, some lodge officers have forgotten that today’s younger members are more educated, travel more, are globally connected, and are human beings with emotions and needs that need to be satisfied.
Communication is the foundation stone of trust. Lodge members need to feel that their opinions matter, that they are being heard, and that their issues are a priority with the lodge officers. If lodge officers engage in personalized, real time conversations, and actually listen to what the members are saying, lodge officers can then lead the members towards the path of positive engagement.
2-TRUST-Member trust will not suddenly happen overnight. It’s the result of consistent positive experiences with lodge officers who have a progressive attitude, and develop a positive lodge brand/image that is recognized by all.
Lodge officers need to remember that current or potential lodge members have more choices than ever before, and they have an unprecedented level of influence over others. Lodge brands and activities need to be fully understood and demonstrated that they deliver consistent quality member service as a top priority, in order to increase member loyalty. Therefore, consistency is an essential part in the development of trust with lodge members.
As progressive lodge officers go through the lines, they will develop additional skills in growing their lodges, and need to get to know their members better. Furthermore, they will feel more personally invested in the lodge process, and the members will feel more connected to the lodge brand/image as trust continues to be developed.
3-ENGAGEMENT-Although some non progressive or non modern thinking lodge officers think that member engagements can’t be measured, analyzed or aren’t a necessary priority, yet, engaged lodge members are highly visible and necessary for any lodge’s future. Those engaged lodge members are the lodge advocates and loyal friends of all lodges.
Engaged lodge members are the ones currently investing more time and effort in promoting their specific lodges. Moreover, they also are consistently writing reviews, conversing with others, tweeting and posting their experiences with friends and peers. This is also what happens in any business or fraternal organization.
Brethren, engagement may seem like a challenging concept to analyze, but just look towards your most visible lodge members to see what engagement looks like, and truly listen to what they are saying.
