What do your members want? The question that will always be prevalent, consistently changing with generations that rise through the industry, and something that your association should be assessing year over year.
No matter what changes may come through in terms of what matters most, know that the key ingredients to membership still hold true.
Advocacy
As the leaders in the industry, associations represent their members in a way that matter most like making sure their industry – and professional – wants and needs are heard and being worked on. Becoming a member of an association helps heighten the voice of the organization for the industry that could potentially influence legislation – ultimately helping their professional lives. Whether it’s going to Capitol Hill and fighting for what reigns true for the industry or giving your members the opportunity to have a voice within the community, advocacy can take many shapes and sizes.
Support
Knowing that there’s an organization behind them every step of the way and showcasing the resources they need to grow personally and professionally is a huge part of your association’s success – it’s something that will hold true value through time, as members want to know they have the support system behind them. Allow them to communicate with you and your team in various ways and make yourself available both in-person and virtually.
Note that the experience your member has with your association is key in support. They want great customer experience; all while being heard. If they have a negative experience, they’ll be tempted to leave.
Content
Your association is the hub of content. Whether it’s coming from government affairs, education and credentialing, or even industry suppliers, associations are the trusted source of information for the industry. Members rely on this content to help their professional growth, so make sure that you’re distributing it throughout your channels including newsletters, website, social media, podcasts, and others. If you’re unsure of what your members want to hear most about, consider doing a needs assessment or survey to tailor your approach.
Networking
The reason individuals join associations varies. While some members join to expand their personal networks, others join to grow their business. No matter which side of the coin your members are on, know that networking is key to both. Associations provide the platforms to build relationships with industry peers and suppliers through industry events, education, and more. Expand on this!
Value
Probably one of the most important things your members are looking for is value. They’re paying membership dues each year, so they want to know their return on the investment is something worthwhile. Just like content and advocacy, value can be defined differently for each person. Just as it was mentioned earlier, a needs assessments or survey work well to decide what value means to each member. Make sure to listen to your members and tailor your offerings, events, education, and experience so that you can include as many different perspectives as possible.
No matter what, organizations are now realizing their members demand more than just a conference and education. This is especially true with the challenges that associations have faced the last few years. Not sure you have the secret sauce to member value? Don’t fret. There’s nothing wrong with reinventing it for your association. If needed, go back to the basics and determine what works best for your associations value and mission – all while keeping your members top of mind.