We try to deliver more member value. It seems like we are making great headway because the staff feels excessively busy. There are a few massive initiatives on the docket. The board is excited. But what our members see is business as usual. They see the same annual conference, the same webinars and the same newsletter. Why is there a disconnect between the momentum the staff and key volunteers are feeling and the lack of positive change for the average member?
Why we often work on the wrong things
We tend to get caught up in projects that while important or interesting don’t change the value from the member’s point of view. Administrative tasks, board and volunteer managment and constant maintenance of current member benefits are some examples. What kinds of new projects do improve member value? They fall into 3 categories.
3 Focus areas that increase member value
- Member Experience – From the first time members are greeted at the annual conference to returning the desired information on the association’s website easily and quickly; thoughtfully improving experiences like these can improve member value.
- Customer Service – There’s a difference between getting your question answered and feeling like you were heard, valued and served. Top-notch customer service delights members.
- Innovation – Most of us think about innovation in developing new member benefits. In addition to developing new member benefits think about innovation for all areas of the association including events, website and research.
Making sure 90% of the staff’s projects fall into these three categories will take you a long way toward improving member value. Are you working on the right things?