the secret to why members join an association
TRANSCRIPT
![Page 1: The Secret to Why Members Join an Association](https://reader036.vdocuments.us/reader036/viewer/2022070323/55a205061a28abdf648b4602/html5/thumbnails/1.jpg)
The to WhyMembers Join an Association
![Page 2: The Secret to Why Members Join an Association](https://reader036.vdocuments.us/reader036/viewer/2022070323/55a205061a28abdf648b4602/html5/thumbnails/2.jpg)
Do you know why your
members really join and renew?
![Page 3: The Secret to Why Members Join an Association](https://reader036.vdocuments.us/reader036/viewer/2022070323/55a205061a28abdf648b4602/html5/thumbnails/3.jpg)
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
![Page 4: The Secret to Why Members Join an Association](https://reader036.vdocuments.us/reader036/viewer/2022070323/55a205061a28abdf648b4602/html5/thumbnails/4.jpg)
Why is that?
![Page 5: The Secret to Why Members Join an Association](https://reader036.vdocuments.us/reader036/viewer/2022070323/55a205061a28abdf648b4602/html5/thumbnails/5.jpg)
Most frequently cited challenge for associations =
not effectively communicating
membership value.Source: MGI: 2014 Membership Marketing Benchmarking Report
![Page 6: The Secret to Why Members Join an Association](https://reader036.vdocuments.us/reader036/viewer/2022070323/55a205061a28abdf648b4602/html5/thumbnails/6.jpg)
You survey members…
You talk to members…
And they tell you whatthey “value”
![Page 7: The Secret to Why Members Join an Association](https://reader036.vdocuments.us/reader036/viewer/2022070323/55a205061a28abdf648b4602/html5/thumbnails/7.jpg)
Your marketing reinforcesthat value
![Page 8: The Secret to Why Members Join an Association](https://reader036.vdocuments.us/reader036/viewer/2022070323/55a205061a28abdf648b4602/html5/thumbnails/8.jpg)
You even demonstrate the tangible ROI
![Page 9: The Secret to Why Members Join an Association](https://reader036.vdocuments.us/reader036/viewer/2022070323/55a205061a28abdf648b4602/html5/thumbnails/9.jpg)
So why is membership stagnant or declining?
![Page 10: The Secret to Why Members Join an Association](https://reader036.vdocuments.us/reader036/viewer/2022070323/55a205061a28abdf648b4602/html5/thumbnails/10.jpg)
The economy Competition
Market dynamics Staff issues
![Page 11: The Secret to Why Members Join an Association](https://reader036.vdocuments.us/reader036/viewer/2022070323/55a205061a28abdf648b4602/html5/thumbnails/11.jpg)
Could be any or all of thesebut not likely
![Page 12: The Secret to Why Members Join an Association](https://reader036.vdocuments.us/reader036/viewer/2022070323/55a205061a28abdf648b4602/html5/thumbnails/12.jpg)
Let’s uncover the to grow membership
![Page 13: The Secret to Why Members Join an Association](https://reader036.vdocuments.us/reader036/viewer/2022070323/55a205061a28abdf648b4602/html5/thumbnails/13.jpg)
Step 1: Identify the problem
![Page 14: The Secret to Why Members Join an Association](https://reader036.vdocuments.us/reader036/viewer/2022070323/55a205061a28abdf648b4602/html5/thumbnails/14.jpg)
Look at many associations’ websites and collateral and you’ll see…
![Page 15: The Secret to Why Members Join an Association](https://reader036.vdocuments.us/reader036/viewer/2022070323/55a205061a28abdf648b4602/html5/thumbnails/15.jpg)
Seem familiar?
![Page 16: The Secret to Why Members Join an Association](https://reader036.vdocuments.us/reader036/viewer/2022070323/55a205061a28abdf648b4602/html5/thumbnails/16.jpg)
Sure they’re the benefitsyour members said they value
![Page 17: The Secret to Why Members Join an Association](https://reader036.vdocuments.us/reader036/viewer/2022070323/55a205061a28abdf648b4602/html5/thumbnails/17.jpg)
And many are tangible
![Page 18: The Secret to Why Members Join an Association](https://reader036.vdocuments.us/reader036/viewer/2022070323/55a205061a28abdf648b4602/html5/thumbnails/18.jpg)
But they’re about whatthe member “gets”
![Page 19: The Secret to Why Members Join an Association](https://reader036.vdocuments.us/reader036/viewer/2022070323/55a205061a28abdf648b4602/html5/thumbnails/19.jpg)
What’s wrong with that?
![Page 20: The Secret to Why Members Join an Association](https://reader036.vdocuments.us/reader036/viewer/2022070323/55a205061a28abdf648b4602/html5/thumbnails/20.jpg)
Let’s dig a little deeper
![Page 21: The Secret to Why Members Join an Association](https://reader036.vdocuments.us/reader036/viewer/2022070323/55a205061a28abdf648b4602/html5/thumbnails/21.jpg)
If all cars come with 4 wheels, a motor and a steering wheel…
![Page 22: The Secret to Why Members Join an Association](https://reader036.vdocuments.us/reader036/viewer/2022070323/55a205061a28abdf648b4602/html5/thumbnails/22.jpg)
Then why did you purchase your car?
![Page 23: The Secret to Why Members Join an Association](https://reader036.vdocuments.us/reader036/viewer/2022070323/55a205061a28abdf648b4602/html5/thumbnails/23.jpg)
Yours hasextra benefits,
you say?
![Page 24: The Secret to Why Members Join an Association](https://reader036.vdocuments.us/reader036/viewer/2022070323/55a205061a28abdf648b4602/html5/thumbnails/24.jpg)
If I took ANY car and added all the features you said you value…
![Page 25: The Secret to Why Members Join an Association](https://reader036.vdocuments.us/reader036/viewer/2022070323/55a205061a28abdf648b4602/html5/thumbnails/25.jpg)
Would you buy it?
![Page 26: The Secret to Why Members Join an Association](https://reader036.vdocuments.us/reader036/viewer/2022070323/55a205061a28abdf648b4602/html5/thumbnails/26.jpg)
I didn’t think so!
![Page 27: The Secret to Why Members Join an Association](https://reader036.vdocuments.us/reader036/viewer/2022070323/55a205061a28abdf648b4602/html5/thumbnails/27.jpg)
So how is membership in your association any different?
![Page 28: The Secret to Why Members Join an Association](https://reader036.vdocuments.us/reader036/viewer/2022070323/55a205061a28abdf648b4602/html5/thumbnails/28.jpg)
Step 2: Understand the problem
![Page 29: The Secret to Why Members Join an Association](https://reader036.vdocuments.us/reader036/viewer/2022070323/55a205061a28abdf648b4602/html5/thumbnails/29.jpg)
Tangiblebenefitsalone
HappyMembers
![Page 30: The Secret to Why Members Join an Association](https://reader036.vdocuments.us/reader036/viewer/2022070323/55a205061a28abdf648b4602/html5/thumbnails/30.jpg)
We typically focus on the ROI of membership
![Page 31: The Secret to Why Members Join an Association](https://reader036.vdocuments.us/reader036/viewer/2022070323/55a205061a28abdf648b4602/html5/thumbnails/31.jpg)
It’s tangible, measurable, marketable
![Page 32: The Secret to Why Members Join an Association](https://reader036.vdocuments.us/reader036/viewer/2022070323/55a205061a28abdf648b4602/html5/thumbnails/32.jpg)
Too often ROI is based on what’s provided,
not what’s received
![Page 33: The Secret to Why Members Join an Association](https://reader036.vdocuments.us/reader036/viewer/2022070323/55a205061a28abdf648b4602/html5/thumbnails/33.jpg)
It shifts the focus to cost
instead of value
![Page 34: The Secret to Why Members Join an Association](https://reader036.vdocuments.us/reader036/viewer/2022070323/55a205061a28abdf648b4602/html5/thumbnails/34.jpg)
Dues
What I get as a member
![Page 35: The Secret to Why Members Join an Association](https://reader036.vdocuments.us/reader036/viewer/2022070323/55a205061a28abdf648b4602/html5/thumbnails/35.jpg)
ROI tells me what I get
Not how it makes mylife better
![Page 36: The Secret to Why Members Join an Association](https://reader036.vdocuments.us/reader036/viewer/2022070323/55a205061a28abdf648b4602/html5/thumbnails/36.jpg)
Selling the tangible is only half of the equation
![Page 37: The Secret to Why Members Join an Association](https://reader036.vdocuments.us/reader036/viewer/2022070323/55a205061a28abdf648b4602/html5/thumbnails/37.jpg)
Step 3: Identify the Solution
![Page 38: The Secret to Why Members Join an Association](https://reader036.vdocuments.us/reader036/viewer/2022070323/55a205061a28abdf648b4602/html5/thumbnails/38.jpg)
What’s missing?
![Page 39: The Secret to Why Members Join an Association](https://reader036.vdocuments.us/reader036/viewer/2022070323/55a205061a28abdf648b4602/html5/thumbnails/39.jpg)
The primary emotional driver leading to a join or renewal decision
![Page 40: The Secret to Why Members Join an Association](https://reader036.vdocuments.us/reader036/viewer/2022070323/55a205061a28abdf648b4602/html5/thumbnails/40.jpg)
All purchase decisions are
based on emotion and rationalized afterward.
This is an excellent resource to better
understand decision-making behavior
![Page 41: The Secret to Why Members Join an Association](https://reader036.vdocuments.us/reader036/viewer/2022070323/55a205061a28abdf648b4602/html5/thumbnails/41.jpg)
Consider AAA (American Automobile Association) membership for a minute
![Page 42: The Secret to Why Members Join an Association](https://reader036.vdocuments.us/reader036/viewer/2022070323/55a205061a28abdf648b4602/html5/thumbnails/42.jpg)
Many of their members join for the towing service benefit
![Page 43: The Secret to Why Members Join an Association](https://reader036.vdocuments.us/reader036/viewer/2022070323/55a205061a28abdf648b4602/html5/thumbnails/43.jpg)
But that’s not why they joined
![Page 44: The Secret to Why Members Join an Association](https://reader036.vdocuments.us/reader036/viewer/2022070323/55a205061a28abdf648b4602/html5/thumbnails/44.jpg)
That’s what they tell AAAand their friends
![Page 45: The Secret to Why Members Join an Association](https://reader036.vdocuments.us/reader036/viewer/2022070323/55a205061a28abdf648b4602/html5/thumbnails/45.jpg)
This is where 45%+ of
associations miscommunicate
theirvalue proposition
![Page 46: The Secret to Why Members Join an Association](https://reader036.vdocuments.us/reader036/viewer/2022070323/55a205061a28abdf648b4602/html5/thumbnails/46.jpg)
Don’t be one of them!
![Page 47: The Secret to Why Members Join an Association](https://reader036.vdocuments.us/reader036/viewer/2022070323/55a205061a28abdf648b4602/html5/thumbnails/47.jpg)
Place yourself in the mind of the AAA member.
Did the member join to get “free” towing?
![Page 48: The Secret to Why Members Join an Association](https://reader036.vdocuments.us/reader036/viewer/2022070323/55a205061a28abdf648b4602/html5/thumbnails/48.jpg)
No, it came from a deeper level
![Page 49: The Secret to Why Members Join an Association](https://reader036.vdocuments.us/reader036/viewer/2022070323/55a205061a28abdf648b4602/html5/thumbnails/49.jpg)
What was the member thinking when they joined
or renewed?
![Page 50: The Secret to Why Members Join an Association](https://reader036.vdocuments.us/reader036/viewer/2022070323/55a205061a28abdf648b4602/html5/thumbnails/50.jpg)
“I fear being broken down on a dark road, late at night, with
no way to get home”
![Page 51: The Secret to Why Members Join an Association](https://reader036.vdocuments.us/reader036/viewer/2022070323/55a205061a28abdf648b4602/html5/thumbnails/51.jpg)
Towing may be the tangible benefit, but peace of mind is
priceless
![Page 52: The Secret to Why Members Join an Association](https://reader036.vdocuments.us/reader036/viewer/2022070323/55a205061a28abdf648b4602/html5/thumbnails/52.jpg)
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
![Page 53: The Secret to Why Members Join an Association](https://reader036.vdocuments.us/reader036/viewer/2022070323/55a205061a28abdf648b4602/html5/thumbnails/53.jpg)
Understanding the personal needs and challenges our
prospects and members face...
![Page 54: The Secret to Why Members Join an Association](https://reader036.vdocuments.us/reader036/viewer/2022070323/55a205061a28abdf648b4602/html5/thumbnails/54.jpg)
And the emotions they experience in confronting
them…
![Page 55: The Secret to Why Members Join an Association](https://reader036.vdocuments.us/reader036/viewer/2022070323/55a205061a28abdf648b4602/html5/thumbnails/55.jpg)
Makes us tremendously more effective in communicating value
![Page 56: The Secret to Why Members Join an Association](https://reader036.vdocuments.us/reader036/viewer/2022070323/55a205061a28abdf648b4602/html5/thumbnails/56.jpg)
So why do your members really join and renew?
![Page 57: The Secret to Why Members Join an Association](https://reader036.vdocuments.us/reader036/viewer/2022070323/55a205061a28abdf648b4602/html5/thumbnails/57.jpg)
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
![Page 58: The Secret to Why Members Join an Association](https://reader036.vdocuments.us/reader036/viewer/2022070323/55a205061a28abdf648b4602/html5/thumbnails/58.jpg)
Step 4: Put it in Practice
![Page 59: The Secret to Why Members Join an Association](https://reader036.vdocuments.us/reader036/viewer/2022070323/55a205061a28abdf648b4602/html5/thumbnails/59.jpg)
4 Things You Can Doto 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.
![Page 60: The Secret to Why Members Join an Association](https://reader036.vdocuments.us/reader036/viewer/2022070323/55a205061a28abdf648b4602/html5/thumbnails/60.jpg)
Aligning benefits to prospects’ and
members’ emotional needs is
the formula for success
![Page 61: The Secret to Why Members Join an Association](https://reader036.vdocuments.us/reader036/viewer/2022070323/55a205061a28abdf648b4602/html5/thumbnails/61.jpg)
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