Member Retention

   Consider this familiar story, the local corps of lodge officers observes a steep falloff of member interest or attendance within a specific lodge. In contrast, other lodges are doing surprisingly well. The successful lodges not only attract new members, but also have more frequent attendance. Unfortunately, it may not be clear what has caused this situation because of not properly analysing the situation in each grouping of lodges, thereby, leaving the lodge officers without the information needed to repeat successes or avoid the pitfalls. Where do you start to understand the situation or differences in the lodges? There are mountains of data that the lodge officers could collect in order to show reasons for the differences and the way to correct any situation. However, many officers either don't want to make positive changes or don't understand how to do them or if information is collected, it may not be reviewed quickly enough and be out of date when finally reviewed.
   Doing research, collecting data, and then analysing that information can be exasperating but it's necessary to improve our lodges and create a more professional corps of officers. We need to understand all the variables that impact lodge member retention, even though the combinations may seem infinite.
   Member retention and, ultimately, member lifetime value are part of the end goals of our lodges. How do you evaluate which member retention and up sell efforts work best with your members? How did member satisfaction scores, member growth history, and engagement frequency correlate to the increase of member behaviour-attendance, participation in and development of activities, understanding of Masonic Principles? What Masonic marketing, membership campaigns, and programmes were most effective, and to which member segments? Moreover, across the holistic member journey, what activities supported loyalty or led to a downturn in the lodge?

Real-Time Insights Into Member Behaviours
   When it comes to understanding metrics regarding lodge measurement of successes/failures, we normally focus on the top line data. We can track member satisfaction scores, but they don't necessarily reveal much about a member's or a potential member's interests or member retention over time. We identify lodge revenue per member, but without analysing campaign effectiveness, by member segments, to identify the most active members. What's needed are metrics or understanding member delivering actionable insight into the actual levers driving member retention. Only by understanding member behaviours at a deeper level can we develop effective, new strategies and the ability to target campaigns and personalize offers to drive that all important member lifetime value.
   Fortunately, the rapidly emerging world of digital analytics enables lodge officers to gain insight into member behaviours in ways that were impossible just a few years ago. Digital analytics which is the ability to collect, analyse, and visualise information from big data in real time is the key that unlocks an extraordinary amount of information about lodge members, mainly, how, when, and why they join a specific lodge; what causes dissatisfaction, downturns in attendance; and the best ways to retain members.
   There are two transformational principles in the world of marketing and analytics:

   1) Multichannel Marketing & Communications: With the explosion in social and digital media, lodge members or potential members engage with specific lodges and Masonry through an increasing number of channels. This make the member journey more complex every year. We live in an era of multichannel marketing and communications, with the mix now including an array of traditional and online channels, combined with the world of social and mobile apps.
   2) Earned Interrelationships: These marketing channels and their performance are tightly interrelated. It is only by analysing correlations between competing factors that we understand individual lodge campaigns and channel performance trends over time. This is essential to producing a longer-term picture of factors contributing to member retention. 

Complexity and Surprises

   Lodges/lodge officers are able to measure or identify member dissatisfaction or lack of attendance, but may not recognise the factors leading up to it. Analysis makes it possible to correlate key demographic, behavioural, social, personal, activity, and financial factors to decipher obscure relationships and dispel misconceptions.
   The analytics process produces surprises. With proper and constant analysis, lodge officers are able to observe unexpected correlations and can take corrective measures where none where originally projected. Now they have the actionable data they need to increase the likelihood of certain behaviours that reduce any form of member dissatisfaction.
   Viewed holistically, we see many lodges benefiting. Officers can assess lodge viability correlated with their marketing, programmes, communications efforts, and developing lodge loyalty programming. Furthermore, lodge officers learn how their lodge campaigns and communications stack up in terms of dissatisfaction and loyalty, as well as membership growth. Finally, the possible financial benefits from analysis relating to member loyalty, lodge growth, and up to date fees and dues. 

Member Retention Is The New Science

   All this tells us that the intelligence needed to drive member loyalty must both accurately describe a lodge's current state and create a foundation for forecasting future behaviour. Calculating member lifetime value is an exercise in predictive, multichannel analysis. To achieve this, lodge officer's analytics capabilities need to connect the dots among many data sources, provide real-time analysis, and predict relationships and trends that ultimately enable everyone to discover new truths.
   The good news is that all of this is possible today. We should think of this as the new science of retaining members, drawing on fresh or creative methodologies and a new generation of technologies in multichannel digital analytics.

Fraternally,

John Loayza

Assistant Grand Chancellor

GL Leadership Committee

Grand Lodge of Illinois, A.F. & A.M.

Achieving Control Of Lodge Experiences

   The governance of a lodge rests heavily on the shoulders of all the officers, especially the WM and the Wardens, who are responsible leaders implementing the image of Masonry and their lodge in particular. Unfortunately, there are some local lodge officers who have not studied or stressed the importance of their overall image.  
   Lodge image, its success or failure, is influenced by member experience and can impact any lodge faster now than at any time in history. Lodge experience, whether good or bad, can spread all over the world in no time, thanks to social media. Every interaction with a member is critical, because we never know which experience could suddenly affect potential candidates, as well as current members or a lodge within any community.
   Many lodge officers have already learned that favourable contacts and modern methods of good business practices improve member experiences that can be beneficial. Improving the member experience during any interactions with lodge officers or the lodge itself is an ongoing and hands on endeavour.
   All impacts on member experiences are equally significant. The critical first impression and continued emphasis on member experiences requires coaching and acceptance of many new or improved lodge governance methods, the ability to relate with 21st Century Masons, providing good programming, and the use of modern technology.
   Local lodge coaching may sound strange, but in principle it's not much different from coaching any team. We should constantly measure and coach our lodge officers and lodges; collect a lot of performance data to analyse it, using all data to identify areas of improvement; and implementing a process to make sure those improvements are implemented by our lodge officers. Unfortunately, many dais officers take a very narrow approach to collecting the data they need to properly understand member experiences and keeping their lodges both growing and progressive. This makes it hard to identify opportunities to improve, and even harder to predict the results any given improvement might achieve. Collecting the right local lodge data to set goals and do proper analysis contributes to making more informed lodge officer decisions that will more effectively optimize the lodge system, as well as assuring better lodge results.
   First, we need to properly measure and understand member experiences in order to know where we stand and whether our future lodge improvements are effective. Second, it's essential to broaden our perspectives and develop a rating or system that measures member intent, interaction, and perception. Some examples are as follows:

 

Intent: A potential member or even a current member's reasons for belonging to a specific lodge and the activities offered.

Intent can be measured by simple surveys. Unfortunately, many lodge officers don't conduct surveys or consider it as a waste of time.

Interaction: The specific steps or actions taken by lodge officers in an effort to complete goals. Interaction is measured and

evaluated using system-performance reports, actionable summaries, best practices, and is just an analysis of what is happening or what actually happened.

Perception: The emotional value a member places on the ease and efficiency with which lodge goals were accomplished.

Perception is evaluated using surveys which lodges seldom utilize for their own benefit..

 

Surveys Alone Are Not the Answer

   Many lodges could use surveys to measure member satisfaction. These are an essential component of any member experience measurement, but some surveys focus only on the member's perception of the lodge interactions. In order to improve perceptions, it's necessary to understand in great detail the reality underlying them. However, surveys must be combined with lots of performance data. This is where effective analytics can extract the necessary information to measure intent and interaction to get a true picture of the member experience.
   So what do we measure? Although it may seem overwhelming, we need to capture much more data to truly manage and improve lodge member experience ratings. This can come from standardised reports, such as goal/task completion details, event development, ritual competency, etc. The information provides even more insight into the journey of our members and lodge officer development. In order to find out how a lodge or lodge officers are performing from a member's perspective, we must combine all of this data and ask the right types of questions as we analyse it.
   For example, to analyse a member's reason for joining a specific lodge, we might consider using goal/task-specific reports, exit point reports why members may not be regularly attending lodge. Evaluate this data against survey data and member interaction behavior to get a much clearer picture of the overall member experience. It's important to understand member behaviour, and lodge patterns which drive lasting improvements.
   By asking the right types of questions of our local lodge system and members, then capturing and analyzing operational data, we will not only get a truer picture of the experience, but additionally, the analytical information will provide the visibility needed to track down and fix issues that impact local lodge experiences and image in a specific lodge and surrounding lodges.
   When we are able to measure the right data, analyze it, and improve the problem areas we uncover in a systematic and predictable way, and we will have arrived. Moreover, we will get a firm understanding of managing member experiences in any lodge and can enjoy the benefits of providing a great member experience both for the image of Masonry and any lodge in particular. However, this process rests on the progressive attitudes of the local dais and other lodge officers.

Fraternally,

R.:W.: Bro. John Loayza

Assistant Grand Chancellor

GL Leadership Committee

Grand Lodge of Illinois, A.F. & A.M.

Cardinal Virtues

   Last month we witnessed through every form of media the destruction of Northern Japan by earthquake and tsunami. Thousands of people missing, dead or displaced. Buildings, automobiles, airplanes, and ships all now just bits and pieces of debris strewn throughout the landscape.
   Then a nuclear plant began to explode, then implode and collapse. Mixed information came to us regarding the nuclear concern. Was there a serious concern of nuclear radiation contamination? Nuclear fallout?
  All this damage and destruction to one small nation, yet the people of this nation didn’t turn to looting and robbing. Instead, they returned to their neighborhood to clean up and rebuild. Standing side-by-side with their neighbor they figured out how to move forward.
  In one instance a man returning to his home, the only one remaining in the area, sees that the entire main floor was destroyed by water damage; he ascended to the second floor. He came to realize that this floor, the 2nd floor, was exactly as he left it 72 hours earlier, clean and dry. A small smile found itself on his face. “If it wasn’t for a lack of electricity, I would stay here tonight”, he quipped. Returning downstairs he finds a fish still flopping on the floor of his bathroom. This day was the first day of “returning to normal”.
  Many of the Japanese people lost everything; family members, moms and dads, brothers and sisters, sons and daughters. They lost their money, their homes, their cars, their bicycles, and their food. They lost their wedding rings, their children’s photos, their clothing. They lost pets, their stocks and bonds, their passports and wallets.
  It is too difficult to express in words the images we saw on the television or on our computers. Words such as intense and horrific don’t even scratch the surface of the images. I couldn’t even imagine what those that survived would say. It must have been inexplicable and beyond understanding.
  While thinking about the events of this mega-geological catastrophe and the response and resilience of the people of Japan I began to think about the 4 cardinal virtues: Temperance, Fortitude, Prudence and Justice:
  Temperance is that due restraint upon our affections and passions, which renders the body tame and governable, and frees the mind from all the allurements of vice. Temperance is generally defined by control over excess, so that it has many such classes, such as abstinence, chastity, modesty, humility, self-regulation, and forgiveness and mercy; each of these involves restraining some impulse, such as sexual desire, vanity, or anger. Self-regulation is a major component of Temperance. Self-regulation, or self-control, is characterized as “regulating what one feels and does, being disciplined, and controlling one’s appetites and emotions.” It “refers to how a person exerts control over his or her own responses so as to pursue goals and live up to standards.” Its roots lie in its early use by Bandura, who theorized that individuals administer internal rewards and punishments for their behavior when exerting control over themselves. Self-regulation seems to be a part of how the magnanimous people of Japan controlled their emotions during such a trying period.
  Fortitude is that noble and steady purpose of the mind, whereby we are enabled to undergo any pain, peril or danger, when the prudentially deemed expedient. Courage, bravery, will, and intrepidity, is the ability to confront fear, pain, risk or danger, uncertainty, or intimidation. "Physical courage" is courage in the face of physical pain, hardship, death, or threat of death, while "moral courage" is the ability to act rightly in the face of popular opposition, shame, scandal, or discouragement. The Tao Te Ching states that courage is derived from love ("慈 loving 故 causes 能 ability 勇 brave") and explains: "One of courage, with audacity, will die. One of courage, but gentle, spares death. From these two kinds of courage arise harm and benefit." Courage (shauriya) and Patience (dhairya) appear as the first two of ten characteristics (lakshana) of dharma in the Hindu Manusmruti, besides forgiveness (kshama), tolerance (dama), honesty (asthaya), physical restraint (indriya nigraha), cleanliness (shouchya), perceptiveness (dhi), knowledge (vidhya), truthfulness (satya), and control of anger (akrodh). Islamic beliefs also present courage and self-control as a key factor in facing the Devil and in some cases Jihad to a lesser extent; many believe this because of the courage (through peace and patience) the Prophets of the past displayed against people who despised them for their beliefs.
  Prudence teaches us to regulate our lives and actions agreeably to the dictates of reason, and is that habit on all things relative to our present as well as our future happiness. Prudence is the characteristic of exercising sound judgment in practical affairs. The word comes from Old French prudence (14th century), from Latin prudentia (foresight, sagacity), a contraction of providentia, foresight. It is often associated with wisdom, insight, and knowledge. In this case, the virtue is the ability to judge between virtuous and vicious actions, not only in a general sense, but with regard to appropriate actions at a given time and place. Although prudence itself does not perform any actions, and is concerned solely with knowledge, all virtues had to be regulated by it. Distinguishing when acts are courageous, as opposed to reckless or cowardly, for instance, is an act of prudence, and for this reason it is classified as a cardinal virtue.
  Justice is that standard, or boundary of right, which enables us to render unto every man his just due, without distinction. It is the moderation between selfishness and selflessness. The just man renders to each and all what is due to them, which are their moral and legal rights to do, possess, or exact something. This is equal insofar as each one receives what he is entitled to, but may be unequal insofar as different people may have different rights: two children have different rights from a certain adult if that adult is the parent of one of them and not of the other. It is closely related, in Christianity, to the practice of charity, because it regulates the relationships with others. It is a cardinal virtue, which is to say "pivotal" because it regulates all such relationships, and is sometimes deemed the most important of the cardinal virtues.
  The people of Japan showed many traits of strength, resilience and stoicism last month and we can relate by the principles that we are taught throughout our childhood, religious classes, and through Masonry. It is hoped that none of us will every face the challenges of those that experienced the most recent disaster in Japan but in every tough and demanding position may we find ourselves reverting to the lessons of Temperance, Fortitude, Prudence and Justice.

Religious Landmark

   As this week began we all heard about the "controversial" Islamic center and mosque proposed near the September 11th, 2001 Ground Zero location and how it stirred quite a bit of response. And I began to wonder. How do we, as Freemasons, connect with this story?
   Without telling the same old points of what is needed to become a Freemason let us just jump to the point about our belief in a Supreme Being. It is one of the most important ideas our organization sets forth. That we all agree about an Entity, but that we don't have to agree on what or who the Entity is. Remember, the belief of a Supreme Being is not for the Lodge or the Brethren. It's for ourselves. To hold ourselves accountable for our actions and decisions.
   It is our individual belief in our God, our Jehovah, our Zeus, our Allah, our Ra, Ahura Mazda, Brahma, Viracocha, or Almighty Father that allows us the strength to face our individual challenges. It is Whom holds us responsible to our vows and our oaths. Our Supreme Architect is exactly that, Supreme and ours. And when I sit in Lodge I know that not everyone thinks about faith the same as I do. That leads me to the point that we do not speak about religion in the Lodge.
   So, when I heard about the mosque to be developed a couple of short blocks away from Ground Zero and all the commotion surrounding it I began to wonder. How would our Founding Fathers approached this incredible situation?

With Amendment I of the Constitution of the United States

Congress shall make no law respecting an establishment of religion, or prohibiting the free exercise thereof; or abridging the freedom of speech, or of the press; or the right of the people peaceably to assemble, and to petition the Government for a redress of grievances.

Read it again.

   This is the FIRST amendment of our Constitution. Numero uno. (And no, the Constitution does not state English as our National language. Nor that we should all speak American...cue sarcasm now.)
   If Congress can't make a law for or against any religious establishment or exercise, then how can we as civilians? I don't believe we can. Don't get me wrong, there are actually times when the government has stepped in on religious functions or situations. Think David Koresh and the Branch Davidians or Jim Jones and the Peoples Temple. You might even consider the Salem Witch Trials.
   Right, wrong or indifferent, there have been times the government has investigated certain religious groups to confirm their legitimacy and practices. Many of these groups faced allegations of violence, sexual abuse, kidnapping, and polygamy (an often practiced religious ideal prohibited in all 50 States). But for the government to request the Landmarks Preservation Commission of New York to review the building in question hoping to receive Landmark status so that the building could not be redeveloped seems so irresponsible. So naive. So callus. So ignorant.
   If a group wants to convert a property into an Islamic community center and mosque, I say, "let them". I don't believe we shouldn't care where they want to do it. At least not because of the type of religious organization they are. According to the first amendment we ALL are allowed to practice what we want, where we want.
   But mind you, for every action there is a reaction. And thus, if this groups wants to move into that area they better be prepared for a lot of religious intolerance and challenges. And a lot of upset "tolerant" folks too. September 11, 2001 was a day American People (New Yorker's) will never forget and to this day we still become very emotional about it. So, equally, the Islamic group redeveloping this building must be prepared to be tolerant and seek understanding from others as well.

   We must seek to understand before we can be understood

   There is a greater concept here. A greater challenge. A Masonic challenge if you will.

   To be better. To make us all better people. It is not a simple task; and for most of us we won't even try to undertake it.
   It goes by the name of education. To learn a new language is difficult. To learn a new religion is mind blowing. It is incredibly challenging. Listen, no one is asking you to change your faith or your views. Just to learn. To try and open your mind, your eyes and ears to the concepts and beauty of another faith. You're NOT converting! Relax. You would just be making your Good self, Better. You would be making the world better. You would be living proof that the work of our Founding Fathers was sublime and square work. And, you would be thinking as a well educated spirit.
   Pierre Teilhard de Chardan has been quoted as saying, "We are not human beings having a spiritual experience. We are spiritual beings having a human experience."
   Let's us strive for that position and be a spiritual being having a human experience and do what is right. Stand up for what so many have died for. Our rights as American Citizens. The right to exercise our religion freely.
   Now, take it one step further and stand up for the rights of someone else to practice their own religion freely. No matter its location.

The Treatise of the Three Impostors

However important it may be for all men to know the Truth, very few, nevertheless, are acquainted with it, because the majority are incapable of searching it themselves, or perhaps, do not wish the trouble. Thus we must not be astonished if the world is filled with vain and ridiculous opinions, and nothing is more capable of making them current than ignorance, which is the sole source of the false ideas that exist regarding the Divinity, the soul, and the spirit, and all the errors depending thereon.