Our members are not only counting pennies. They are also very protective of their time.
Is it worth my time and attention to learn about this association? Is it worth my time to meet other members who may (or may not) be like me? Will it worth my time to contribute? That data or service, does it solve a problem of mine that saves me time?
Members may not be thinking, is the conference and travel worth $5,000? Instead they may be thinking, is the conference and associated travel worth 4 days of my time?
Some of our members may have very small budgets and therefor money is a premium. For many of our members it is not money, it is time. Time they don’t have. Time they can’t get back. Everyone requires a bit of their time. They constantly feel like there’s never enough time.
When we think about our association overall is it worth our members’ time and money? Now think about each service. Is everything we offer worth our members’ money and time?