It’s a common thing. Non-profit organizations find themselves in need of new members. They evolved, developed their bubble, and enjoyed their activities until one day they discovered how membership numbers were going down.

That’s when they decide to do something about it.

A group is created that is tasked with describing who would be a good fit. Another group is tasked with spreading the news of the organization’s activity on social media. Members are asked to promote the organization and invite friends and colleagues to join.

What I’ve seen numerous times is how those members who have just joined the organization find themselves asked to help recruit new members. It happens at the risk of forgetting what the organization is for.

It’s not enough to gain someone’s attention.

Nor is it enough to know whose attention one wants.

One asks for someone’s attention to serve it.