Complete Story


Why a Members-only Model Might be Holding Back Your Association

Without invitation, you're keeping interested people at bay

Picture this: It’s Friday night, and you’re walking home through a city. Your commute takes you past a high brick wall with ivy spilling over the top. You can’t see beyond the wall, but you can hear the sounds of a dinner party taking place in the garden beyond. There’s laughter, glasses clinking and the sizzle of a grill. You can easily picture what’s happening—but without an invitation, you can’t join the fun. 

Now imagine a different scene: You’re walking past a park pavilion when you hear the inviting sound of live music. A jazz band has attracted a small crowd of listeners, and you slip into their midst. Someone taps you on the shoulder and invites you to help yourself to a cold drink or a snack from a nearby picnic table. Within seconds, you’ve become part of something.

Traditionally, many associations function like the first scene. They’re walled gardens that remain closed to non-members who can guess—but can’t truly experience—the benefits of joining. The exclusivity might even be part of their appeal. 

Please select this link to read the complete blog post from Association Success.

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