Your Value PropositionWhatever the industry, your association membership probably declined over the past several years. Among remaining members, no doubt some are struggling while others are rebounding. As markets recover, members are trying to figure out the new normal. And so must your organization. Today you operate in a different kind of market – tackling different issues and striving to serve a different kind of member. Now, more than ever, your members expect a return on their investment.
If you do nothing else in 2013, educate yourself on what a value proposition really is. A strong value proposition goes to the heart of why members belong. A unique and credible proposition is clear about how you respond to members' biggest business concerns and why membership is worth more than the dues check they write.
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