Associations have strayed from using advocacy as a key part of their membership value proposition. Here’s how to bring back advocacy to serve your members:
Hello and welcome to JP Moery’s Association Hustle Podcast. President of The Moery Company, JP’s mission is to arm today’s associations with insight and strategy to thrive and a progressively complex and competitive business landscape. 21st century associations must move forward with a little bit of hustle and revenue development at their core.
Associations were built to advocate. That’s why we were developed in the first place. And that was, frankly, our sole purpose. Our business models reflected that focus. ASAE claims that in 1953 95% of all the association revenue came from dues to support government relations efforts. But now ASAE reports that only 52% of revenue comes from dues. We’re more diversified in our programs and services. We have event people, education staff, certification, individuals, and public relations. Through all of that, associations have lost their way in terms of being able to talk about advocacy as a key part of the membership value proposition.
We talk about advocacy as representing an industry instead of battling for our members and advocating for them. To advocate for your business at the highest levels of government, I need to know your concerns. If you don’t have a voice within my organization, how could I even begin to say that I represent you? We should be talking about the implications of legislation, interpreting what it means for their business.
Launch a key issues document to all the prospects and see who opens and clicks on that document. Next, send a key regulatory issue update from your government relations regulatory superstar. See who opens and clicks that and use that to make your phone calls about membership. In month six survey to identify what people think about the key issues. Are you talking about things that really matter to them? Then develop a webinar for non-members on key topics.
We hope you enjoyed this edition of JP Moery’s Association Hustle Podcast. We’d love to connect with you. Check out our blog at moerycompany.com and subscribe to our weekly newsletter. You can also connect with JP on LinkedIn and Twitter at @JPMoery, as well as The Moery’s Company’s Instagram and Facebook page. To purchase a copy of JP’s book, Association Hustle: Top Strategies for Association Growth, go to JPMoery.com.
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