2020 was the year to turn VIRUS into VALUE. Associations across the country took the time to re-think and question why they exist. What should members rely on from the association during a crisis and every day?
Let’s face it. Some members feel obligated to belong. Many associations were determined to change the perception from the obligation to belong into an ovation (an enthusiastic show of appreciation and reason to belong)!
If you have a value proposition today and leaned on it during the pandemic, then you will relate to what follows.
Three association CEO’s set their own perceptions aside as they stay open-minded to discover, plan for, decide on the words, and teach their leaders how to articulate their value proposition (promise) to members:
- A local association, with 3 CEOs in 9 years in Delaware was determined to create their own new beginning to change member perception and help them look forward to a bright future and clarity about what to expect from the organization.
- A local Colorado association gained confidence about the words that would mean something to the Broker (business owner) about how the association helps them grow more competent Agents and combat growing competition.
- A national association who’s ‘all about the land’ agreed on just the right words to say about why land people should belong to RLI. Their goal is to position themselves to grow their membership. They are focused on how the association helps members feel more connected and confident in their work through cross-country connections.
Three different reasons, three different audiences, and one big result: Everyone, from the CEO to the Board Chair to the Membership Director all have a common explanation that answers why the association is relevant to members today.
When you consider the one big ‘thing’ you offer that overcomes your members’ biggest worries, don’t assume your leaders’ answers and your members’ answers are the same.
A member value proposition ensures you speak in the member’s language, about the priority benefits of membership that most relates to them. Your biggest strengths are just features, unless they mean something relevant to your most important member groups.
I’ll bet your intuition is right about what you do well that members need most. But then again, why not make sure?
Discover the words that will refresh your brand. These associations follow the process that’s outlined in the book Breakthrough Value. To learn more click here.