This question is something that comes up with nearly ever
association or chamber partner we talk with. Measuring the true
value of what you are providing to your members is a difficult and sometimes
daunting task. The key to uncovering the answer to these questions is to:
Understand Your Unique Value Proposition
What do you provide that your competitors don’t? Don’t reach
for the standard answers such as networking, education. Are you sure they
can’t get that information someplace else? With the creation of social media,
there is a lot of “free” information out there. You can uncover this via
surveying your members and not just going to the usual suspects such as
networking, lobbying, etc. Your hunch might come true, but it’s great to
back those hunches up with data. Electronic surveys are the way to go,
they eliminate paper, and survey tabulation. Does your Association
Management Software (AMS) provide you with the opportunity to survey your
members? Use the tools you have available to find the data you need to back up
those hunches.
Show Your Members The Value Your Organization Brings
Depending upon your AMS provider this can be accomplished by
understanding what you should be asking your database. With the Weblink
Solution this can be accomplished at the click of a few buttons with reports on
Member Activity, Member Referrals, just to name a few of our standard 230
reports we provide to our association and chamber partners. Being able to
uncover this information can help you prepare for those difficult conversations
when it comes time for their dues renewal.
Listen to Your Members
Listen to your members, because they are the reason that
your organization exists. Sure, it seems basic but listening to a member
who has a concern, no matter how big or small will go a long way in retaining
them for more than your initial term. This listening doesn’t just have to
happen at conferences, you can uncover what they think about your educational
programs, and other services by participating in the various social media such
ask: LinkedIn, Twitter, Facebook
and Pinterest. By doing a quick
search on topics that relate to your organization whether it be a chamber or an
association allows you to know what the “chatter” is in these arenas. It
can be accomplished by spending 1 -2 hours per week, or even more if you have
an intern or staff member managing this aspect of your chamber or association.
Understanding what’s out there will help you engage members and spark
them into action.
Stay Relevant
In the book, Race
for Relevance- 5 Radical Changes for Associations written by Harrison
Coerver and Mary Byers, CAE they point out what has changed about
associations. They talk about targeting your membership so that you can
really understand what is important to them, along with fighting the status
quo. It’s a great read, and Sarah Sladek writes more about how membership
is changing in her book The End of Membership As We Know It: Building the
Fortune-Flipping, Must-Have Association of the Next Century. She was
also a recent keynote speaker at the ASAE’s
Marketing Membership & Communications Conference where she talked about
the changes that our society as a whole have weathered including but not
limited to: the .com bust, the 911 attacks, and the Baby Boomer’s impending
daily retirement numbers. Her presentation was thoughtful and gave
the audience a lot to think about. What is your association or chamber doing
to stay relevant?
Make sure that you have the right tools in place for
managing the relationship with your members. If your association didn’t
exist what would happen? You might be surprised at the answer. Keep your
finger on the pulse of your members with your
Association Management Software (AMS) system. It can provide numerous
ways to measure engagement and help you demonstrate what YOUR association or
chamber has done for their members.
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