From Palm Beach to Grand Forks, from Realtors® to Chiropractors both are working to discover, from the member – IN, their true value proposition.
The traditional planning process begins from staff and leadership – out to members. It’s common for an association to want their members, or rather to repeatedly attempt to convince members what the association thinks should be important to them.
Whether an association of 8,000 Realtor® (in Palm Beach) or 300 Chiropractic professionals (across North Dakota), finding a compelling reason members would want to belong and communicating a message of value is a discovery process. It cannot be dictated from the inside out.
1. Think about the various audience you serve. Invite them in.
2. Ask the right questions
3. Link where you excel today to what they need most
Content for your statement of value.
Associations have different missions but most of time, their goal is the same. Articulate value so that members want to join, affiliate, and be part of a “family” of like-minded professionals.