Creating value really matters in an association’s strategic plan. Even if the words “creating value” aren’t spelled out, one of the many reason for strategic planning is to use your resources (people, time and money) to focus on key member, industry and/or market issues. To determine value, you … [Read more...] about One Association’s Journey to Creating Value
Your members have options. They can 1) Use your service to get what they need, 2) Get their services somewhere else, 3) Get their tools and resources themselves, without anyone’s help, or 4) Do nothing at all. What will it take to get them to choose you? Whether your goal is to grow membership, … [Read more...] about Why Would I Brand My Association?
Association Executives and communicators - I think this information will help you do your job better. The #1 reason that members joined an organization is to network with others in their field* The #1 reason that members did not renew membership in 2010 was because of the perceived lack of … [Read more...] about Stats About Association Membership in 2010
What’s the strongest brands you know? Brands that have been around for a long time - through generations. Brands that are reliable time after time after time. Brands that offer trust about the value you’ll receive when you go there, or buy that product. I’m on a roll this winter helping … [Read more...] about Why Would I Belong if I Didn’t Have To?
It can be a challenge to help members connect the dots about the benefits of their association membership. We know from studies conducted at ASAE and other sources that members join an association for two overarching reasons: for their personal benefit and for the good of the … [Read more...] about Explaining Member Benefits
I am convinced of the potential of Association Marketing. I am convinced that any association has the potential to add enormous value to the member experience. I am convinced that choosing your target audience and beginning with your association goals, you can get more members to do what you … [Read more...] about I Am Convinced of the Potential of Association Marketing