Provide Direct Value to Members
Not just to your industry
Associations are tasked with two roles as the face of a given industry. First, they’re expected to serve their members, who pay annual dues to support their organizations. But additionally, they act as the primary voice of the industry, setting regulations and creating public messaging that aims to raise all boats.
Which role takes precedence, and how do you strike a balance? Ed Rigsbee, principal of Rigsbee Research and author of The ROI of Membership, said that this discussion depends on the shape of the organization and the industry that surrounds it.
“Is it a trade association or a professional society? Is it an association or society that’s in a space that’s heavily regulated?,” he asked. “In some associations or societies where there’s not much regulation, serving the industry is kind of a misnomer.”
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