Creating Your Association’s Unique Value Proposition
Conveying value is a popular topic at any level, from large national associations to the smallest local association. And for good reason. Understanding how to communicate the value of membership directly relates to how engaged members are with their association. Engagement in the association effects their willingness to take advantage of available products and services—many of which provide critical non-dues revenue to sustain and grow the organization.
Most association executives and leaders, though, are confused with the definition of “value” versus “ROI” of membership. Getting this definition straight is the first and fundamental goal for this session. Teaching about how to deliver a solid value proposition is the second.
Offer ideas of how to keep value alive in the organization, including:
- Clarity about what a strong value proposition means.
- If it is important enough, the value proposition should be a strategic goal.
- The importance of using member feed-back to identify the most relevant value points.
- Rules for developing and tools for testing your value proposition.
We will walk through seven steps in planning to teach you how to create your association’s unique value proposition. AE and elected leadership participants will leave this session with an understanding of the importance of value proposition, the importance of finding your value proposition, how to communicate it to grassroots members, and integrating value throughout your operations and staff.
Association Staff and CEO