The Value of Membership – Association Field Report (July 24, 2020)



Just got off a meeting with our advisory board and, I’ll tell you what, we’ve got the best advisory board in the association space! If you don’t believe me, look them up! Go to our website and you can see the rock stars that are on it.
We covered a lot of ground today. One of the things that I think is really important, and available for all of your associations right now, is the “unprecedented” narrative. The story that you can tell about the value of membership during hard times. Your member companies are probably reducing budgets, may be eliminating staff, and all of those things are terrible. However, in this particular environment, the association membership is probably one of the best decisions that they can make.
Let me make the case for you. Right now, you have the opportunity to connect people and deliver business development opportunities that maybe other groups can’t or can’t get without your association. There are regulations that you have to comply with and government relations things that you have to cover that without the association – and maybe without staff – you couldn’t do.
The association membership enables you to cover those areas. There’s certifications and education and professional development that the association provides exclusively for members. I know that you may think you’ve got headwinds here… I think the association membership narrative is one of the best ever.
That’s what these association leaders told me today. That when budgets are cut, when staff is reduced, when there’s little bandwidth, that’s when the association play is the very best. Let’s go for it.
And, here’s the other thing I know; we see it from our data. If you’re out in the field, you’re going to take advantage of those opportunities. As Wayne Gretzky said, you miss 100% of the shots that you don’t take. Got a great value proposition, get out in the field, and deliver. I wish you the best.


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