Every organization goes through growth spurts, like a teenager with growing pains. Sometimes they are intentional and sometimes they are happenstance.

The most successful organizations don’t just say, “Growth!” They ask, “Growth and then….” They plan what is next for those people they just brought into their orbit.

You’ve added a new member. Great! What are you going to offer them next?

You have a new customer! Wonderful! What other product or service is a natural offering for them to move up to?

I talk about accelerating engagement like this in depth in the cover story of this month’s Associations Now magazine: Accelerating Engagement Online and Beyond.

Growth and…then what will you do next? This question should be a significant part of any marketing campaign. Have that plan and offer in place so you don’t waste that newly engaged person you spent so much effort to attract.