Member value is complex, and members are evaluating whether they are getting value from the association all the time. But the value of their benefits is not the only element they are considering.
Member value is all of these elements and more
Customer service – how easy and quick is it to contact someone who has the answer I need?
The quality of their relationships – are other members like me? Do we share similar experiences and world view?
Ease of use – are transactions fast and pain-free without requiring too much of me?
Types of experiences – do I have great memories of association related experiences? Did I get what I expected? Was I pleasantly surprised?
Sincerely welcomed – do I feel welcomed by this group of people? Am I on the outside looking in or do I feel at home?
First impressions – right after I join, can I tell that I will get something out of my membership? Do I feel like I made a mistake in joining?
Aesthetics – how does the website look? How about brochures, emails, signs and more? Are they designed well? Am I proud to be associated with an organization that looks like this?
Culture – what are the main qualities of everyone I come into contact with? Are they friendly, helpful, open, sincere, kind, welcoming?
Solutions – can I find solutions to the professional problems I am having right now?
Member benefits – are the few benefits I use worth my money and more importantly my time?
And the extras they pay for – on top of membership, how do I feel about paying for this extra? Will it be indispensable?
Now that we know how members evaluate the value which of these elements if improved, will increase member value the most at your association?