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Fool Me Once, Shame on You; Fool Me Twice, Shame on Me

Shelby Daly

How to create loyalty and trust of (non)members National Athletic Trainers'​ Association:



Create A Positive Membership Environment:


Prioritize Onboarding and Training

A survey revealed poor onboarding as a primary reason 17% of new workers quit in the first three months. Therefore, pay attention to membership onboarding by scheduling time for new members to:

*Sit in on meetings

*Get mentored by existing members

*Learn about the organizations function

*Be familiar with organizations codes of conduct

*Read important organization projects


Remove Uncertainty

The landscape of today is more uncertain than ever before. Professionals are pensive and unsure about the future. This climate of stress can reduce productivity and make members constantly on the lookout for greener pastures. Although you can’t fix the stresses of society, the organization can make members feel at ease by briefing them & giving notice whenever changes are on the horizon.


Trust & Empower Your People

Empowerment in the profession. Autonomy plus trust is paramount in building relationships that enable members to work to their full potential. Seeking their advice & suggestions is a way to show that you are their equal & of value. When every team member feels empowered and important, they are more likely to be faithful. The best way is to accept ideas & feedback, a practical way to empower members when possible by involving them in decision-making processes. Not only will this make them feel valued, but it can also provide the organization with truly great ideas.


Be A Loyal Leader

Loyalty is a two-way street. If you aren’t loyal to your members, they won’t be loyal to you.


Resolve Disputes

Despite the best workplace culture, employees will still clash and have problems with each other. The way you deal with these disputes will either foster loyalty or make members unhappy.

Therefore, put a dispute resolution process in place to help staff know how to handle disputes. You might also need to get rid of managers & members who make the workplace miserable for others. It wouldn’t be inappropriate to terminate their membership or transfer them to a different council if you notice no changes after reprimanding them.


Open Lines Of Communication

In difficult times, communication is what will make or break company loyalty. Members shouldn’t be the last to know about essential changes in the organization. Giving vague answers or reports will only make them more worried & undermine what little loyalty they might have. Establishing lines of communication that may be lacking due to the minimal face-to-face contact.


Be human-centric instead of profit-centric, stop harping on the funds. If members are only seen as dollar signs they aren't going to come back. By displaying empathy and humanity, you can transform how your members feel about being a part of your organization.




Shelby 7/2024

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