Considering a New Membership Model
Don't fix what isn't broken
Is it time to update your membership model? It’s a popular question on many membership professionals’ minds and is reflected in recent data. Forty-five percent of associations have considered a new membership model in 2021, up from 40 percent in 2020, according to Marketing General Incorporated’s (MGI) 2021 Membership Marketing Benchmarking Report. It is a small, but notable, increase.
But before jumping into a new membership model structure, Camille Sanders, CAE, director of marketing and membership at the American Association for the Study of Liver Diseases, recommends taking a step back to see if you really need one.
“Because you obviously don’t want to fix what isn’t broken,” she said.
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