The late, great motivational speaker, Zig Ziglar, once said, “We all listen to station WIIFM. What’s In It For Me.” Your members and potential members are asking the same question. What does membership in your association provide me?
Enter the value proposition. The building block of any association’s membership program should be a strong value proposition. It should clearly express what the value of joining provides each person. Plus, your value proposition should state what you stand for, explain your difference from other like-minded associations, and identify your purpose.
Value of Membership
Whether your association is a small local organization or a large national one, the same question applies: “What is the value of membership in your association?” People are busy. They will only attend another meeting or event if it provides real benefits.
When considering this question, always approach the answer from the membership point of view. Are the noted benefits clearly outlined and presented in a manner that justifies and entices membership? Also, are the benefits of membership easily accessible to both current and potential members?
One strategy in defining member benefits is categorizing them by Direct Value and Indirect Value of membership. Show how membership impacts an individual or business as well as the association’s strategy to promote benefit on behalf of professional advancement.
Direct Value to Members
To gain and keep members, they must see the immediate and direct value of membership. Engagement with your vision begins here as well. List the Direct Value. Promote those values in a prominent position on your website and in all printed materials.
- Network and connect with like-minded individuals in their profession. (If possible, offer a job source where members could list jobs available, as well as jobs needed)
- Allow members to advance their careers as they contribute to their profession.
- Offer continuous education and training for all members, whether through blogs, videos, journals, or newsletters.
- Implement online resources such as webinars and podcasts.
- Provide tangible, usable takeaways for business use.
- Suggest leadership opportunities for name recognition in their industry.
- List direct membership benefits (insurance, legal resources, members-only discounts, etc.)
- Provide mentor/mentee opportunities, particularly for new members.
- Coordinate collaboration opportunities, whether on a local, state, or national basis. Collaboration could be done on a virtual platform or in-person with association meetings and conferences.
- Contribute grants or scholarships.
- Offer service opportunities within the association or with other community-based organizations for the express intent of building goodwill.
- Provide membership opportunities in local and state affiliate organizations.
Indirect Value to Members
Indirect value refers to the unforeseen benefits the member receives, either real or perceived. Perhaps the indirect value is not evident. Members take it for granted, but it would reduce the perceived customer value if they were lost or removed.
- Members have a perceived status by belonging to your association.
- The association advances the profession.
- Membership provides advocacy with the local, state, and national government, or in education.
- As members reflect on their careers and local communities, they may see an opportunity to influence their profession’s direction or address challenges.
- Membership allows for research.
- Members may perceive financial benefits with corporate partners.
Again, the optimal strategy ensures membership benefits are clearly defined and easily accessible. All members in leadership and board of directors’ positions should have a clear understanding of the benefits of membership and be able to present a consistent, clear message when asked, “What is the value of membership in your association?”