Association Membership ROI or Distraction? How did your Association fare on retention and new member growth in 2012? Before end of year, some membership decisions were on-hold, the fiscal cliff among other things were causing companies to hold off renewing or even joining your organization. What did your members decide? It’s connected to whether or not your members perceive their membership as an ROI or a Distraction.
Stay or Go Equation
Companies are evaluating membership differently. Now companies have a Stay or go Equation. They evaluate by asking is this membership is an ROI or a Distraction:
- If it’s a distraction, members vote with their feet and go elsewhere.
- If membership has ROI, your Trade Association is connected to your member’s business objectives.
Your metrics will help you determine your Association’s ROI.
Three Step Process to ROI
1. Data Driven Strategies
Example – Quantifying policy impact on corporate business objectives.
2. Core Connections – Help companies achieve business objectives
Example – Do strategies to retain, increase participation, grow new members and sponsors reflect a core connection?
3. Member Engagement – Transformational culture change to “We”
Example – Members are more easily engaged once they see their association working as a strategic ally to advance their business interests through consensus. When they don’t feel actively engaged, they form their own coalitions, forums and on-line communities.
Association Membership ROI or Distraction?
Steve Lane, President and CEO , Vertical Leap Consulting and I developed this path to Association Growth. Our research says your Association adds value, connects to your members’ business objectives and your members are more engaged.
How can this process help your Association grow revenue and membership?