On paper, your association has an organizational-type membership structure. But, that is not the way your members think about the membership.
Your key contact member understands that some of their colleagues at their organization can be members. But, most often when they think about the value of the association, they are not thinking about the value to their colleagues, or even the value of the membership to their organization, they are thinking about the value of the membership for themselves. This single individual makes the determination to renew based on the value they, themselves get from the association.
If your association needs to improve its value proposition, start by boosting the value for the people who decide to renew.
- We join because that is what we do
- Our members are self-centered (it’s okay everyone is)
- Why long-time members are reluctant to leave your association