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 […]
Value Proposition
Put Your Value to the Test: Key Messages Help Get More Member Attention (and Retention)
Getting members’ attention during a crisis is different than when business is booming. It’s more important now than ever to convey the one overarching solution you have that will help the worried member. Get their attention with one key message that you can use over and over again to say why your association matters to […]
Four Essential Steps to Successfully Reach Your Members
“We (the association) must be relentless in convincing our members that we matter to them in order to survive. It’s our job to show them how we matter,” said association executive Mary Cano in a discussion about planning for new ways to communicate with members. Associations invest extraordinary time and resources to develop and fine-tune […]
Dues Renewal Season: Is Your Value Proposition Due for a Change-up?
Never forget that you (CEO, your board and staff) know and understand more about your benefits, your offerings and your value than do 90% of your members. It’s the time of year to share that message with your members. This comment commonly surfaces on association member survey responses when the association asks: “What could <the […]
Feed Your Communications Plan with Key Messages That Matter to Members
by Guest Blogger Kat Szymanski, Business Development at nSight Marketing “Members don’t get it; they don’t understand what we offer them.” It’s common to hear this from association staff, CEOs, and leaders. Relentless focus on the member can turn readers from “so what” to get them to say, “Oh, I get it!” in today’s distracting […]
A Perfectly Quiet Room Led to an “Aha” Moment for an Association’s Leaders and Staff
2012 marked the start of a full-speed trend for associations to answer “so what” about why they should matter to their members. The value proposition began it’s time in the spotlight. Ada County Association of REALTORS® was our first Value Proposition Project. A never-forget moment from the workshop: after ACAR members (not the leaders) identified […]
