Sunday, July 22, 2012

7 Association Membership Articles Worth Saving

You may want to share these articles with your membership and marketing teams.

When Satisfying Member or Customer Needs is not Enough: Connecting with the Heart
  From SocialFish 
What does satisfying customer or member needs (and I use these terms interchangeably) really mean? Is it designing programs or services that your organization believes are relevant? Discounting fees for the unemployed? This top-down, provider–to-customer product design conjures up for me images of amateur target practice. You aim in the general direction of the target but which of its concentric circles you will hit is a tossup. All you can do is just hope that you may per chance land at the center.

Rewriting the Rules of Member Engagement: 5 Ways Associations Can Leverage CRM to Drive Interaction and Relevance 
eBook from Avectra.

  1. Manage the Member Lifecycle
  2. Increase participation via a dedicated community
  3. Provide new networking models
  4. Monitor the conversations taking place on social channels
  5. Automate and measure member engagements
The End of Membership as We Know It
Posted by Michael Barratt, CMP, on the PCMA Blog.
Membership and the reason individuals belong to associations has shifted over the years. Speaker Sarah Sladeck of XYZ University identified three main reasons for the decline of membership during “The End of Membership as We Know It” session at the June 12 PCMA Education Conference:
  1. Economics and the declining economy overall 
  2. Changing technology – there have been more changes in the past 5 years then in the previous 50 years 
  3. Demographic shift – by the year 2015 there will be more Generation Y employees in the workforce than any other age group
Seven Levers to Increase Membership Recruitment
Posted in the Membership Marketing Blog
  1. Find the need. 
  2. Consider pricing.
  3. Market penetration. 
  4. Explore marketing channels. 
  5. Regular testing. 
  6. Expand. 
  7. Frequency.
So Why Test in Membership Recruitment?
Posted by Tony Rossell in MGI’s Membership Marketing Blog
Great example of testing association dues levels by sending half the group the “normal” price and half the group a discounted price. Shows what to test as well as how to test. “But whether you choose to discount or not, the more important point is that it pays to conduct statistically valid market tests. The 80 percent of associations that do not do testing in their membership marketing efforts are missing out on better returns.”

Three Types of Photos your Nonprofit Should be Sharing Every Day 

From John Haydon, the Nonprofit Facebook Guy
Simply put: share photos depicting your People, Mission, Work.

Industry (associations) Must Respond to Generational Shifts
By Karlene Lukovitz via Media Post News
This article focuses on the changing demographic's impact on supermarkets.  As you read it, however, translate the information/data on how it might impact your association or nonprofit organization.  "Boomers, who have been driving consumer trends for decades, will fall to below 20% of the population over the next eight years. They will also be moving out of their peak-earning years into retirement. By 2016, they’ll be more reliant on fixed incomes and focused on lifestyle preservation. Their at-home food spending could fall by as much as $15 billion per year through 2020."


  1. Steve, you may not have seen my post on "Five reasons why membership is killing association business models: Part I" last week. Here is the link:

    I certainly think association membership teams would benefit from reading the entire series. Part II will be posted this Tuesday.

  2. Thanks for sharing Jeff. I look forward tp reading your posts and encourage my readers to do likewise.