Are you an association asking this question? Maybe-but maybe not. The question that often arises from associations is how do we stop losing members or how do we increase membership numbers?
We work with several associations and membership organizations who have come to us with these questions about sustaining membership numbers. Membership is not based on an effective recruitment strategy or sales pitch. It is based on the value the association brings to its members. Associations must respond to new trends and demands of their members. By responding to new trends, associations can create new resources, benefits, and services that meet the needs of members and provide the value they seek. It is purely about whether a member sees value in being a part of the group rather than not participating. Associations should simply take these steps to determine the value and or potential value they can offer members:
1. Determine the Impact You Want to Have on Members. As an association, take time to determine what will happen to your membership if they participate in your services. Define the characteristics, demographics, etc. that you will see from your membership because of their association with you. Be clear and articulate. For example, an association of writers has determined that all members of the association will practice and implement the latest techniques in writing. Now that you define what it is you want to happen, now it is time to develop the strategies to get there.
2. Discover the Trends of the Association. As an association, discover the trends of your membership and the community as a whole. These two are different. Analyze and listen to your members. Track the trends you see in them. Survey, ask clarifying questions, etc. Then search out the trends of the community as a whole. Sometimes these match and sometimes they do not. Do not assume that your members are participating in the same trends as what may be occurring in your niche, sector, or sub-sector.
3. Define or Develop Services Based on Trends/Needs. Based on the organization’s trends and the impact you want to have, determine whether you meet their needs. If you do not, consider how to redefine your existing programs or create new services based on the trends and needs you see. On an annual basis it is important to review the trends and analyze the services you have. Look at how you can add value to the members by making changes. Members will see value in the association if they perceive the association is being proactive in its approach.
4. Communicate to the Membership the Value You Bring. Communicate clearly the changes in services and the additional value you provide. Communicating value to members can be tough. Take the first step by validating the membership’s needs and trends. Then articulate the services you have and what you will be providing to meet those trends and needs. Do not fall into the trap of communication just for the sake of communication. For instance, just because you received a big grant for services does not mean it is headline worthy for the membership. Members are looking for the value you provide. So, communicate value by providing the expertise you have. Talk about new techniques and ways to improve what they do. Think of them first.
These steps can help you as an association create more value for your members. If you focus on your member, you will see success. Provide value and if you don’t know what that value is-ask!
