We feel we should conduct research with prospective members. But should we really?
Related: How to engage long-time members Association competence & comfort How to serve members during their professional life events
While not a new conversation this is becoming a bigger issue in association circles. Association staff look at their attendees and notice much more white hair than in previous years. Then they look at their data and sure enough the average age of members is in the 40’s or 50’s. Alarm bells start sounding because […]