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In the “Scrooge” Model, the association charges for
everything—there’s a fee for membership, a fee for education sessions, a fee
for breakfast and lunch programs, a fee for white papers and research,
publications and events. The main
concentration is on maximizing the revenue that comes in from members.
What do you do when the money runs
out?
In the “Milk” Model, the organization easily demonstrates
ROI on programs by offering professional development credits, certifications, and
enduring content that is useful to members beyond the day of the program. But
the value of membership still isn’t clear, since similar programs are often
available to the general public, without paying to join an association.
How do you demonstrate the value of
membership when non-members can get the same content for another $50?
The “Antique Model” describes associations that have been
around forever (almost literally). They have great name recognition and brand
profile in their industries, but they struggle to adapt to changes in the work force,
and to deliver member ROI for newer generations.
What do you do when your brand can no
longer carry you?
None of these models describes a
modern association that understands its members and has a clear idea of
why they join. Most members decide to affiliate because they believe the
association can help them solve a problem—but to do that, you need to know what
that problem really is.
Members renew because their problem
has been solved, and now they feel confident that the association can keep them
engaged. They feel like they belong, that their opinion matters, and that their
organization would be able to help them if they had another tough question to
answer.
What
can your membership department do to bring your association to the next level?
To survive and thrive in an era of
changing member expectations, Sladek recommends learning
the three core problems that keep your members up at night. Then, in her words,
blow up your member benefits.
Yes, blow them up.
And then, regroup and create a new set
of member benefits to address your members’ core problems. Create a strategic
plan that addresses each issue and shows how your organization can successfully
solve it.
Once the plan is in place, hold yourself
accountable. Convene your team regularly to track progress. Take some time to
review the plan, and see if there’ve been any changes that might shift your
plan. At every step, keeping your members satisfied has to be your top
priority.
