The mental math we do is just one part of the decision to join. There are many conversations about demonstrating ROI lately but ROI is only one piece of the membership equation. At a much higher level what your best members want is to belong.
Belonging is a feeling. Its a sense we have when we think – yes, I get along with these folks. They have interests like mine. They are interesting, the kind of people I want to spend time with.
Belonging also says something about us as people. Why do some people wear a Life is Good shirt? It says something about them as people, the same holds true with belonging to organizations we think are great. Being a members says something about the kind of person I am.
Sure you can prove value but that might be the easy part. How do you tell your organization’s story so that members not only want join but belong?