Is Career Stage the Key to Member Acquisition?
Consider services geared toward members at various career stages
At the American Nurses Association (ANA), new-member acquisition is growing by leaps and bounds.
“It’s been in the high single-digit to low double-digit growth territory for the last five or six years,” says Steve Fox, ANA’s vice president of membership and constituent relations.
That’s an impressive feat, considering that ANA competes with hundreds of specialty nursing associations for the 4 million or so nurses who are registered in the United States. What’s a primary reason for their success? A new framework of thinking about membership, not as a one-size-fits-all bundle of standard benefits but as a set of narrowly defined products and services geared toward members at various stages of their careers.
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