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Thursday, December 19, 2013

NRA Sets The Standard for Customer Engagement

A good article that explains from a business perspective why the NRA is so successful. From the article:

First, the NRA offers valuable benefits—including access to local shooting and hunting clubs, family programs and classes in shooting and gun safety, discounts at gun shops, and insurance—that mesh well with members’ lifestyles.

Second, it operates a very active and effective media program, including two of the most popular magazines in the U.S., and a comprehensive, carefully maintained website.

Third, and perhaps most important, the NRA understands the importance of community, of building in-person, member-to-member relationships. That’s why the local activities—the gun clubs and the classes—are so important: They really cement the amazingly loyal connection between the NRA and its members, by encouraging personal relationships among the members themselves. By combining a strong grassroots foundation with an appealing benefits programs and prominent media platform, the NRA enlists significant loyalty from its members and can encourage them to take an active role in the promoting its political agenda, first on the local level and, for some, on a larger stage. It’s incredibly effective.

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