The to WhyMembers Join an Association
Do you know why your
members really join and renew?
Barely more than half of all associations (corporate or individual) saw growth in their membership between 2010 and 2014
Source: MGI: 2014 Membership Marketing Benchmarking Report
Why is that?
Most frequently cited challenge for associations =
not effectively communicating
membership value.Source: MGI: 2014 Membership Marketing Benchmarking Report
You survey members…
You talk to members…
And they tell you whatthey “value”
Your marketing reinforcesthat value
You even demonstrate the tangible ROI
So why is membership stagnant or declining?
The economy Competition
Market dynamics Staff issues
Could be any or all of thesebut not likely
Let’s uncover the to grow membership
Step 1: Identify the problem
Look at many associations’ websites and collateral and you’ll see…
Seem familiar?
Sure they’re the benefitsyour members said they value
And many are tangible
But they’re about whatthe member “gets”
What’s wrong with that?
Let’s dig a little deeper
If all cars come with 4 wheels, a motor and a steering wheel…
Then why did you purchase your car?
Yours hasextra benefits,
you say?
If I took ANY car and added all the features you said you value…
Would you buy it?
I didn’t think so!
So how is membership in your association any different?
Step 2: Understand the problem
Tangiblebenefitsalone
HappyMembers
We typically focus on the ROI of membership
It’s tangible, measurable, marketable
Too often ROI is based on what’s provided,
not what’s received
It shifts the focus to cost
instead of value
Dues
What I get as a member
ROI tells me what I get
Not how it makes mylife better
Selling the tangible is only half of the equation
Step 3: Identify the Solution
What’s missing?
The primary emotional driver leading to a join or renewal decision
All purchase decisions are
based on emotion and rationalized afterward.
This is an excellent resource to better
understand decision-making behavior
Consider AAA (American Automobile Association) membership for a minute
Many of their members join for the towing service benefit
But that’s not why they joined
That’s what they tell AAAand their friends
This is where 45%+ of
associations miscommunicate
theirvalue proposition
Don’t be one of them!
Place yourself in the mind of the AAA member.
Did the member join to get “free” towing?
No, it came from a deeper level
What was the member thinking when they joined
or renewed?
“I fear being broken down on a dark road, late at night, with
no way to get home”
Towing may be the tangible benefit, but peace of mind is
priceless
Membership includes free
towing (up to xx miles)
AAA members enjoy peace of mind with 24/7 towing service
(up to xx miles)
Tangible Emotional
Understanding the personal needs and challenges our
prospects and members face...
And the emotions they experience in confronting
them…
Makes us tremendously more effective in communicating value
So why do your members really join and renew?
Connectedness Belonging to something of importance
Contribution Giving for the greater good and benefiting others
Prestige Achieving recognition or status
Competence and confidence Appearing informed and knowlegeable
Security Knowing someone is there to help
Power Leading change to produce positive outcomes
The 6 Emotional Drivers
Step 4: Put it in Practice
4 Things You Can Doto Grow Membership
Develop an understanding of the
unique emotional drivers behind your members’ decision to join/renew.
Create ongoing, year-long dialog with
members.
Assess your mission and benefits to determine
how they address emotional needs.
Communicate in a way that demonstrates you
understand the emotional needs of
members.
Aligning benefits to prospects’ and
members’ emotional needs is
the formula for success
Steven E. Glover
Thank you for viewing my presentation! These are only highlights of what you can do to place your association on the path to growth. Let me know how I can help you with your membership challenges.
© 2014 Steven E. Glover
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