An Association Executive recently asked the meaning of rational relevance in the context of member feedback. First off to clarify, we aren’t talking about a rational or irrational member! This alternate interpretation highlights that not all member benefits are created equal. Members prioritize the value of association services depending on where they are in their […]
Marketing
Test Your E-Newsletter
Send yourself your association’s latest weekly report or e-newsletter. Here are a six specific areas to look at. Keep your own score to see how your newsletter rates: 1. Headers & formatting – Headers labeled with a general category name gives readers a hint about the topic you are addressing. The boldest areas should be […]
Reflections From a Week of Traveling
A long week across country made me realize that associations face similar challenges…communicating a relevant reason for members to belong. 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 […]
Great Marketing Starts with the Member
I hear questions like this once a month: “Why do members only complain? They don’t recognize what we do well?” “I’d like to create this printed brochure, can you give me your comments?” “We started posting all our news to Facebook. What should we expect?” “I am thinking about going back to advertising in this […]
Ten No-Tech ways to Market On a Dime
Are you are a small association with limited budget? Are you a large association where trade-offs are necessary to fund mission-critical projects? Are you in-between? No matter which describes you, you can always use ideas on how to market on a budget; here is a top 10 list of ways to improve member connections and […]
I Am Convinced of the Potential of Association Marketing
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 want them to do. I am […]
