Association Membership Not Growing?

association membershipAssociation Membership Not Growing? With senior management teams developing next year’s budgets, it’s good a time to conduct a survey and assess your associations impact. The results and a competitive market assessment will be helpful in constructing a membership growth strategy. Associations who have not experienced membership growth will find this approach helpful.  It will reveal strengths, opportunities, and weaknesses, all of which can be leveraged into actionable growth strategies.

Laser Market Focus

Individuals and corporations make membership decisions based on their Association’s ability to impact priorities that matter most to them. Whether it be legislative, regulatory, training, or certification related, they are all evaluated. Associations that convert actionable data into tangible solutions will improve their retention and growth opportunities.

Relevance

Companies conduct internal assessments before they join or renew Association memberships. Members “stay or leave” and prospects “join or go somewhere else” based upon their perception of an organization’s impact. They measure “relevance” as an Association’s capacity to help companies or individuals achieve their business, professional, or personal objectives.

Quantify and Qualify

Impact surveys should become part of an Association’s DNA. Why? Organizations that consistently benchmark products and services based on their marketplace are better positioned that those who don’t.

The impact survey is all about member/prospect “up at night” issues. Answer these key questions:

  1. What is the financial impact on professional and or corporate business objectives?
  2. How do current programs, services, and the advocacy agenda address the financial impact of “up at night” issues?
  3. Do proposed program changes or new initiatives help members and prospects achieve success?
  4. From the member and prospect vantage point, what else can the Association do? 

Association Membership Not Growing?

Associations who want to grow should be seen as strategic partners. Once your Association is viewed as a strategic partner, membership growth and higher retention follow. Keep in mind that several Associations already using this approach have seen double digit growth. Why not give it a try? A growth formula you can use immediately:

Member Impact Survey & Competitive Assessment + Actionable Growth Strategies = Membership Growth.

For a free copy of the “Accelerating Strategic Member Engagement” eBook, request your copy at www.potomaccore.com.

association membership

Member Perspective: Should We Renew?

member perspective

On any given day a corporate executive receives a renewal invoice from an Association or a Society. By week’s end, several more renewal invoices cross the same desk. What happens next? It’s critical to know what happens next or chances are a letter of resignation is on the way. In an uncertain economy, corporations and individuals hold memberships to a very high standard. Organizations should look at renewals from a member’s perspective, doing so will help secure the dues and the member relationship. (http://bit.ly/1FBNn5j)

Life Inside Member Companies

A corporate executive that survives downsizing wears several hats. The days are packed with meetings, and weeks seemingly are spent visiting customers. Complicating matters, Publicly Held Companies are laser focused on quarter and year end results. Earnings results must meet or exceed stockholder expectations, there is no wiggle room. Life on the inside is tough, what can Associations and Societies do to uncover opportunities to uncover opportunities and deliver value?

3 Questions that  Help Earn Renewals

1. What is the dollar impact of policies on members? Not less than six months prior to renewal, meet with dues decision makers. Bring an legislative and regulatory impact statement to the meeting. Inquire how these issues will impede the company from achieving profit targets in the next five years. Vigorously quantify and qualify policy impact. ( http://bit.ly/1btcvac)

2. Are your member’s participating in areas that impact them? Knowing the policy areas that have the greatest impact, review and confirm  participation in the most critical areas to the company. Some executives may have transitioned out to a new company. If so, there is a new opportunity to engage new executives. Ask the company contact for an introduction.

3. Can we Confirm a Policy Briefing on “Pain Point” Issues with Issue Experts? Leverage an opportunity to demonstrate value on the member company’s “Pain Point Issue” Concerns. Ask the dues decision maker to invite the C Suite and executives to participate in a Conference Call, Video Conference or Webinar focused on their business outcomes. Make it easy to say yes by having a prepared invite for the company contact to send out right away.

Member Perspective: Should We Renew?

Member PerspectiveBusy executives welcome the opportunity to share their concerns.  However they appreciate an organization’s commitment to provide service in areas that impact their business objectives. Companies are tuned to their own channel “WIIFM” What’s In It For Me.” When they share their concerns, they will respond positively when they see engagement in areas that impede their business.

Unquestionably member renewals comprise a substantial portion of Association and Society revenues. Staying focused from a member perspective helps organizations focus on the dues payers.

Associations and  Societies around the country using this or similar approaches have celebrated success many times over. Secure membership bases helped some Associations reach stretch goals that may not have been possible otherwise. One Association doubled membership while another reached past the $1 million threshold in net dues growth. What made the difference at these Associations and Societies? The ability to see member business objectives as their own and, developing solutions to help members overcome impediments to meet or exceed their goals.

For a free copy of the “Accelerating Strategic Member Engagement” eBook, request your copy at www.potomaccore.com.