Unlocking the Power of Association Membership

How to Maximize Value for Your Members

"Associations that are able to unlock their power for members by creating meaningful connections, providing relevant education, and advocating for their industries will be well-positioned to thrive in a rapidly changing world." - Jill Huentelman, Vice President of Membership and Marketing, Association Forum

Association Relevance Grows During Economic Challenging Times

During difficult economic times, associations become even more important for their members. Whether it's a recession, a market downturn, or a global crisis, associations can provide valuable resources and support to help members weather the storm. Here are some reasons why associations are especially important during tough economic times:

Networking and collaboration: During difficult economic times, members may feel isolated and uncertain about the future. Associations provide a network of peers and industry experts who can offer advice, support, and collaboration opportunities. By connecting with others in their field, members can learn from each other, share best practices, and develop new ideas and strategies to navigate challenging times.

Professional development and training: Associations often provide educational resources and training programs to help members stay current with industry trends and best practices. During a downturn, it's even more important for members to maintain their skills and knowledge, and associations can provide the resources and support to help them do so. This can include online training, webinars, conferences, and other professional development opportunities.

Advocacy and representation: Associations can serve as powerful advocates for their members, especially during difficult economic times when policy decisions can have a major impact on their industry or profession. Associations can work to influence policy decisions, lobby for favorable regulations, and represent their members' interests at the local, state, and federal levels.

Cost-saving resources: During a recession or market downturn, members may need to tighten their budgets and cut costs. Associations can provide valuable cost-saving resources, such as group purchasing programs, insurance discounts, and other member benefits. By leveraging the collective buying power of their members, associations can negotiate better deals and provide cost savings to their members.

Overall, associations play a critical role in supporting their members during difficult economic times. By providing a network of peers, professional development opportunities, advocacy and representation, and cost-saving resources, associations can help their members navigate challenging times and emerge stronger on the other side.

Examples of failed association member value growth efforts:

Lack of customization and personalization: One common mistake that associations make is assuming that all members have the same needs and preferences. Associations that offer a one-size-fits-all approach to member value may fail to engage and retain members. For example, an association that offers a standard set of benefits and services without taking into account the unique needs of different segments of their membership is unlikely to provide value to all members. Similarly, an association that doesn't offer personalized communications or content may struggle to keep members engaged and informed.

Insufficient engagement and communication: Another common mistake is failing to engage members and communicate effectively with them. Associations that fail to stay in touch with their members or communicate relevant information are likely to lose members or fail to attract new ones. For example, an association that doesn't regularly communicate with members about important industry trends, events, or news may fail to provide value and relevance to its members. Similarly, an association that doesn't actively engage members through social media, online forums, or other channels may miss out on opportunities to build relationships and foster a sense of community among members.

In both of these examples, the key issue is a failure to understand and respond to the needs and preferences of members. Associations that don't prioritize customization, personalization, engagement, and communication are unlikely to succeed in providing value to their members.

"Associations have a great opportunity to focus on value for their members. By delivering the right value proposition, they can help members stay engaged and active, while also demonstrating their relevance to the industry or profession they serve." - John H. Graham IV, President and CEO of the American Society of Association Executives (ASAE)

5 tips to grow membership value for association members

"Associations that provide value to their members know their audience and understand what they need to be successful. They offer educational and networking opportunities, advocacy and industry insight, and often have a deep understanding of the regulatory environment. When associations are successful, they help their members succeed." - Greg Schultz, CEO of the National Wood Flooring Association (NWFA) and former chairman of the ASAE.

1.??????Personalize the experience: Members want to feel that they are a part of a community and not just a number. Personalizing the experience can go a long way in improving membership value. This can be achieved by creating segmented communication strategies, offering personalized content, and providing exclusive member-only resources.

2.??????Offer valuable education and training: One of the main reasons people join an association is for education and professional development opportunities. Providing high-quality education and training programs can help increase membership value. These can be in the form of webinars, workshops, conferences, and certifications.

3.??????Provide networking opportunities: Members want to connect with like-minded individuals in their industry. By creating networking events and platforms, you can help members build valuable relationships and expand their professional network.

4.??????Provide access to industry resources: Members want access to resources that will help them excel in their field. Providing industry-specific resources like research reports, white papers, and case studies can add value to membership.

5.??????Engage with members regularly: Engaging with members regularly can help you understand their needs and preferences. This can be achieved by conducting surveys, seeking feedback, and using social media to connect with members. By understanding what your members want, you can better tailor your offerings and improve membership value.

Trends To Watch In Association Industry

"When it comes to adding value for members, associations should focus on solving their biggest pain points. Whether it's providing education and training, offering networking opportunities, or advocating for their interests, associations should always be thinking about how they can help members overcome their biggest challenges." - Tony Rossell, Senior Vice President of Marketing and Strategy at the Marketing General Incorporated (MGI)

Hybrid events and engagement models: The COVID-19 pandemic has accelerated the adoption of virtual events and online engagement models for associations. While virtual events are likely to remain an important part of association strategies in 2023, there is also a growing demand for hybrid models that combine virtual and in-person elements. Associations are likely to focus on creating more engaging, interactive, and personalized experiences for members, whether they are participating in-person or remotely.

Digital transformation and innovation: Associations are likely to continue investing in digital transformation and innovation in 2023. This includes leveraging new technologies such as artificial intelligence, machine learning, and blockchain to enhance member experiences, improve operational efficiency, and drive growth. Associations are also likely to prioritize data analytics and insights to better understand member needs and preferences, and to develop more targeted and effective strategies.

Emphasis on diversity, equity, and inclusion (DEI): DEI has become a critical issue for associations and is likely to remain a key focus in 2023. Associations are likely to prioritize creating more diverse and inclusive environments for members, whether through hiring practices, board and leadership composition, or programmatic offerings. Associations are also likely to focus on addressing systemic biases and creating more equitable opportunities and outcomes for all members.

"Associations are uniquely positioned to unlock the power of their communities by bringing together like-minded individuals, providing valuable resources and education, and advocating for the collective interests of their members." - Terry Clark, CEO, Association of Talent Development (ATD)

In conclusion, it's clear that creating member value is more important than ever for associations facing difficult economic times. By focusing on their core purpose, listening to their members, and adapting to changing trends and challenges, associations can remain relevant and provide meaningful value to their members.

However, creating member value is not a one-time effort. It requires ongoing attention, investment, and innovation to stay ahead of the curve and meet the evolving needs of members. Associations must be willing to take risks, embrace change, and invest in new strategies and technologies to remain competitive and provide value to their members in the long term.

Ultimately, associations that are able to create member value in difficult times will be well-positioned to weather the storm and emerge stronger on the other side. By staying focused on their mission, listening to their members, and adapting to changing trends and challenges, associations can unlock the power of their communities and provide meaningful value to their members in even the most difficult of times.

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