The Secret to Why Members Join an Association

Learn why members really join an association and the steps you can take to improve member relations to place your association on the path to membership growth.

Published in: Government & Nonprofit

The Secret to Why Members Join an Association from Steven Glover

Transcript

• 1. The to Why Members Join an Association
• 2. Do you know why your members really join and renew?
• 3. Barely more than half of all associations (corporate or individual) saw growth in their membership between 2010 and 2014 Source: MGI: 2014 Membership Marketing Benchmarking Report
• 4. Why is that?
• 5. Most frequently cited challenge for associations = not effectively communicating membership value. Source: MGI: 2014 Membership Marketing Benchmarking Report
• 6. You survey members… You talk to members… And they tell you what they “value”
• 7. Your marketing reinforces that value
• 8. You even demonstrate the tangible ROI
• 9. So why is membership stagnant or declining?
• 10. The economy Competition Market dynamics Staff issues
• 11. Could be any or all of these but not likely
• 12. Let’s uncover the to grow membership
• 13. Step 1: Identify the problem
• 14. Look at many associations’ websites and collateral and you’ll see…
• 15. Seem familiar?
• 16. Sure they’re the benefits your members said they value
• 17. And many are tangible
• 18. But they’re about what the member “gets”
• 19. What’s wrong with that?
• 20. Let’s dig a little deeper
• 21. If all cars come with 4 wheels, a motor and a steering wheel…
• 22. Then why did you purchase your car?
• 23. Yours has extra benefits, you say?
• 24. If I took ANY car and added all the features you said you value…
• 25. Would you buy it?
• 26. I didn’t think so!
• 27. So how is membership in your association any different?
• 28. Step 2: Understand the problem
• 29. Tangible benefits alone Happy Members
• 30. We typically focus on the ROI of membership
• 31. It’s tangible, measurable, marketable
• 32. Too often ROI is based on what’s provided, not what’s received
• 33. It shifts the focus to cost instead of value
• 34. Dues What I get as a member
• 35. ROI tells me what I get Not how it makes my life better
• 36. Selling the tangible is only half of the equation
• 37. Step 3: Identify the Solution
• 38. What’s missing?
• 39. The primary emotional driver leading to a join or renewal decision
• 40. All purchase decisions are based on emotion and rationalized afterward. This is an excellent resource to better understand decision- making behavior
• 41. Consider AAA (American Automobile Association) membership for a minute
• 42. Many of their members join for the towing service benefit
• 43. But that’s not why they joined
• 44. That’s what they tell AAA and their friends
• 45. This is where 45%+ of associations miscommunicate their value proposition
• 46. Don’t be one of them!
• 47. Place yourself in the mind of the AAA member. Did the member join to get “free” towing?
• 48. No, it came from a deeper level
• 49. What was the member thinking when they joined or renewed?
• 50. “I fear being broken down on a dark road, late at night, with no way to get home”
• 51. Towing may be the tangible benefit, but peace of mind is priceless
• 52. Membership includes free towing (up to xx miles) AAA members enjoy peace of mind with 24/7 towing service (up to xx miles) Tangible Emotional
• 53. Understanding the personal needs and challenges our prospects and members face...
• 54. And the emotions they experience in confronting them…
• 55. Makes us tremendously more effective in communicating value
• 56. So why do your members really join and renew?
• 57. Connectedness Belonging to something of importance Contribution Giving for the greater good and benefiting others Prestige Achieving recognition or status Competence and confidence Appearing informed and knowlegeable Security Knowing someone is there to help Power Leading change to produce positive outcomes The 6 Emotional Drivers
• 58. Step 4: Put it in Practice
• 59. 4 Things You Can Do to Grow Membership Develop an understanding of the unique emotional drivers behind your members’ decision to join/renew. Create ongoing, year- long dialog with members. Assess your mission and benefits to determine how they address emotional needs. Communicate in a way that demonstrates you understand the emotional needs of members.
• 60. Aligning benefits to prospects’ and members’ emotional needs is the formula for success
• 61. Steven E. Glover Thank you for viewing my presentation! These are only highlights of what you can do to place your association on the path to growth. Let me know how I can help you with your membership challenges. © 2014 Steven E. Glover