You can think of membership restructuring like a game of poker. Even if you hold all the right cards, if you bet too high or not enough, you could end up with a less than favorable outcome when it comes time to lay your cards on the table.
Using this metaphor in a webinar last week, Dan Ratner, a membership and business development strategist with Next Steps, LLC, addressed the gamble that is a membership restructuring, along with some of the associated risks and rewards.
“If you do it right, it can lead to membership growth,” Ratner told me in an interview. “But if you do it wrong, it can lead to things like retention issues.”
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