Raise your hand if you’ve ever wondered why the heck people think that what your organization does is brilliant, but they still don’t become a member. Go ahead, raise those hands. I’ll wait. If your hand is now raised, you are in good company. In fact, getting interested people to decide “yes” is something that challenges a lot of membership-based organizations. There may be hundreds of potential members who sit on a mailing list, attend an organization’s hosted events, and keep an eye on wha...