Value Propositions for Member Associations
A value proposition IS your members’ rationale for choosing your association.
A value proposition IS NOT a list of member benefits, or the association’s determination of what is valuable to a member.
A value proposition clarifies what members value.
Unlike Benefit Statements or a Brand Promise, a Value Proposition answers three questions:
1. What does the target audience most need and why now? Do you know your members’ problems and concerns? What is the urgency to solve them?
2. What does your association do well today to answer that need?
3. How will your claim create a better future for the member?
Creating a value proposition is a process containing several practical steps.
nSight Marketing blends formal learning from respected sources to hands-on work with associations and organizations to present a unique process for creating unique value proposition:
– Introduction to the process through our webinar Seven Steps to Developing a Value Proposition.
– Full-day, on-site planning with leaders, key staff and task force members.
– Creation of value proposition.
– Graphic depiction of the concepts.
– Determination of collaterals (print and digital) to communicate your value proposition across multiple channels.
– Key messages for use by all members of the organization in ongoing communications.
A Local Association’s experience of developing their Value Proposition [Click here to read]
The Association Executive’s perspective about going through the process [Click here to read]
What Task Force Members are Saying About the Process
“Thanks for keeping everyone on track at the KAR Value Proposition Task Force. It can be frustrating for me when folks head down a tangent but you returned their focus to the subject at hand!” – Roger H, member, KAR
“Great job this morning discussing our survey feedback and link to the value proposition. Thank you for your work and ‘nSight’. – Tim W, Broker and Past President of OSCAR