Yes, members want to receive value, but they want more than just that.
Members want a relationship with the association.
And they want to build many relationships because of the association.
Members want to make an impact in the association, profession, or industry.
And they want a say on what the association focuses on and does.
Members want to feel ownership.
And they want to help.
Members want to connect
Like any relationship an equal amount of give-and-take is okay.
But tremendous effort on their part with no positive outcome is not.
When they contact the association, they expect a response (just like they would from a friend).
Members note non-response with disappointment.
Like we do with our acquaintances we form the types friendships we want.
Not all members want the same kind of relationship, and that is okay.
Becoming a member is not a transaction. Members want a relationship.
- Joining verses belonging
- Why belonging is the new ROI
- Moving membership from a transaction to an experience