Will people renew their memberships this year? It’s hard to predict. So much has changed that will affect people’s decision to join or renew with their professional association in 2021. Added to that, associations often lack the most basic tool to foster the acquisition, retention, growth, and engagement of their customer base: a well-defined value proposition.
When asked “why should I join?” associations tend to make two critical mistakes in answering: They list a litany of services and products they offer, and they define value from their internal perspective—basically rehashing their mission. So, if a well-defined value proposition isn’t a long list of benefits or a one-sided marketing slogan, what is it? And why is it important to have one?
“Value” is defined as the benefits and solutions people can expect from joining, while “proposition” captures the commitment of the organization to deliver on its promise. Value propositions are unique to each organization, must be carefully crafted as part of a broader strategy, and should be periodically revised to remain relevant.
Please select this link to read the complete article from ASAE's Center for Association Leadership.