Member Models and Their Relation to Value

28
Member Models and Their Relation to Value in a Time of Change Jodie Slaughter, FASAE President and Founding Partner McKinley Advisors And Michelle Mason, CAE, FASAE, CQIA Managing Director ASQ #ASAE12 LO1

description

Presentation given by Jodie Slaughter, FASAE and Jodie Slaughter, FASAE President and Founding Partner, McKinley Advisors and Michelle Mason, CAE, FASAE, CQIA Managing Director, ASQ at ASAE Annual Meeting 2012 Member Models and Their Relation to Value in a Time of Change

Transcript of Member Models and Their Relation to Value

Page 1: Member Models and Their Relation to Value

Member Models and Their Relation to

Value in a Time of Change

Jodie Slaughter, FASAE President and Founding Partner

McKinley AdvisorsAnd

Michelle Mason, CAE, FASAE, CQIAManaging Director

ASQ#ASAE12 LO1

Page 2: Member Models and Their Relation to Value

Membership is dead!

Long live membership!

Page 3: Member Models and Their Relation to Value

Is the annualized trend in full, paid memberships for your association over the past 5 years higher, lower or flat?

Flat

Page 4: Member Models and Their Relation to Value

Is the annualized trend in full, paid memberships for your association over the past 5 years:

Flat

Lower

Higher

0% 10% 20% 30% 40% 50%

23%

28%

44%

18%

38%

44%

37%

26%

34%

27%

29%

44%

CESSE 2012 EIA 2011 EIA 2010 EIA

Page 5: Member Models and Their Relation to Value

What do you anticipate will happen with membership over the next 5 years?

forward-looking

Page 6: Member Models and Their Relation to Value

Flat

Lower

Higher

0% 10% 20% 30% 40% 50% 60% 70% 80%

23%

28%

44%

18%

38%

44%

37%

26%

34%

27%

29%

44%

12%

15%

67%

Estimate CESSE 2012 EIA 2011 EIA 2010 EIA

Same trend with 5 year forward-looking estimate: forward-looking

Page 7: Member Models and Their Relation to Value

What concerns you most about membership in your association over the

next five years?

Page 8: Member Models and Their Relation to Value

What concerns you most about membership in your association over the next 5 years?

"Open" Journals / Info

Lack of Employer/Govt funding

Competition

Membership Model

Providing/Communicating value

Aging Membership/Attracting Youth

4

4

4

6

11

14

Page 9: Member Models and Their Relation to Value

Typical age distribution of an

association’s membership

TODAYUnder 25

25-34

35-44

45-54

55-64

65 or older

0% 10%20%30%40%50%

1%

3%

18%

30%

39%

6%

Page 10: Member Models and Their Relation to Value

Forecast age distribution for the

same association in 2025

Under 25

25-34

35-44

45-54

55-64

65 or older

0% 20% 40% 60%

1%

3%

9%

18%

30%

39%

Page 11: Member Models and Their Relation to Value

Your Value Proposition

• It’s more than what you say.

• It’s also what you deliver.

Page 12: Member Models and Their Relation to Value

How we look to some…

Pay us in advance so that you’ll have lots more to read and the ability to pay us again for access to things that may or may not be relevant for you…

…because it’s the “right thing to do” and you’ll feel guilty if you don’t.

Page 13: Member Models and Their Relation to Value

Customer Value Proposition

Job to be done: solves an important problem or fulfills an important need for the target customer

Offering: satisfies the problem or fulfills the need. This is defined not only by what is sold but also by how it’s sold.

Adapted from Reinventing Your Business Model; Mark W. Johnson, Clayton M. Christensen, Henning Kagermann; Harvard Business Review, December 2008

Page 14: Member Models and Their Relation to Value

Compare:•Networking Opportunities All Year Long

•Meet Your Next Employer, Client, Hire Here

•Keep Up to Date on Trends in the Field

•Easy Ways to Maintain Your Designation/ License/Credential (so you can keep working, get business, etc.)

Page 15: Member Models and Their Relation to Value

is Subjective

• Demographics can matter• Career stage• Job setting• Level of engagement…

• And sometimes they don’t

Q: What affects value in your Organization?

Page 16: Member Models and Their Relation to Value

Variable Value

Good of the Order

PersonalBenefits

Page 17: Member Models and Their Relation to Value

How do you determine member value in your organization?

Page 18: Member Models and Their Relation to Value

How do you know?• You have to be curious• Look at behaviors• Study transactional data• Link to demographics• Ask the right questions• And listen

Page 19: Member Models and Their Relation to Value

Your Value Proposition

• It’s more than what you say

• It’s also what you deliver

Page 20: Member Models and Their Relation to Value

Living with a mature model

We typically try build our member value proposition around our existing processes and resources…

…this has acute impact on the membership value proposition.

Page 21: Member Models and Their Relation to Value

Think about:

Conference committees

Website navigation

Presidential initiatives

Chapter meetings

e-newsletters

Page 22: Member Models and Their Relation to Value

Some of our processes and decisions that erode the MVP:

Product development Pricing Brand strategy Incentive compensation Promotional mix Technology platforms Service levels R&D investment

Page 23: Member Models and Their Relation to Value

Think about what you offer:

• Is available EXCLUSIVELY to members?

• Addresses ONE job to be done, not ten?

• Is CHEAPER, FASTER or EASIER to obtain?

• Is relevant to nearly ALL of your target audience?

What do you that fits the bill?

Page 24: Member Models and Their Relation to Value

Strategies to Enhance the MVP

• REWORK internal structures• Seek BALANCE in the MVP• Focus on the USER EXPERIENCE• Determine what can be made EXCLUSIVE• Test low/no cost CONTENT alternatives• TARGET communications (REALLY)• Invest in MOBILE• Increase FLEXIBILITY in membership

policies

Page 25: Member Models and Their Relation to Value

What should you do next to enhance your MVP?

Page 26: Member Models and Their Relation to Value

• There WILL be markets and potential members to serve in the future.

• Certain membership drivers are ETERNAL.

• Membership growth is a LAG INDICATOR of a viable customer value proposition.

• Our challenge is to create a BALANCED AND COHERENT value proposition for membership.

The Half-Full Glass:

Page 27: Member Models and Their Relation to Value

Really?

Really?

Page 28: Member Models and Their Relation to Value

Not if you offer unique value and have the tools to make

it compelling.