Association Member Valuation Process - Discovering The Real Value Of Your Association Membership

When a tree falls in the forest and nobody is arounddiscover answers. I believe if you look at this with an
to hear it; did it make a sound? Most would say,open mind, you too, will absolutely want to take your
"Yes." But, when as association offers value to itsassociation membership through this valuation
members and the members do not take advantage;process. While I have helped a number of
did the association deliver value? Many would say,associations with this process, I will detail my work
"No."with one such association.
Gone are the days where professionals and businessInitially, ask the members what they get out of
owners would simply belong to their association forbelonging to their association. Every item they
"networking" opportunities. Today, more than evermention, list on a flip chart or enter into PowerPoint
before, it is crucial that trade and professionalwith the image projected on a screen.
associations deliver high-level and usable value to theirNext, after each item is listed, conduct a discussion
entire membership. I'm talking about the value thaton the real, honest and yearly sustainable dollar value
individual members want rather than the value thatthey received through their association membership
the leadership, knowing better, thinks they need.and attending their conference. This can be difficult,
Frequently, when association members are askedas people will argue incessantly about the numbers.
about the value they receive from their membershipHang in there and gently force them to come to
they stumble. How would you, as an executivesome kind of agreement on the value of each item
director or volunteer leader, feel if all the memberslisted.
of your association said, "I'd be foolish NOT to belongWhen the group seems to have exhausted the line
to my industry's association and attend its annualitems, push them to explore further, many times
meeting?" You would feel fabulous!more valuable items will be discovered. Below is an
Unfortunately, published in the November 2001 issueexample of the association membership value that
of Association Management magazine, there was anone group determined:
article about why members do not renew. The article$1,000 for industry specific technical training offered
stated that American Society of Associationtwice a year.
Executives' research revealed the following reasons$1,000 for business, management and marketing
for association members not renewing:training twice a year.
Business closed/merged-12%$300 for monthly legislative updates.
Change of profession-15%$1,000 for coupons for goods and services offered
Cannot determine-16%by the national organization with national and regional
Dues too high-17%membership.
Not enough time to use member benefits-7%$600 for legal seminars offered twice a year.
Services no longer relevant-17%$200 networking value at semi-annual meetings.
Other-16%$300 tax savings on income spent attending
In my opinion, the only "non-value" issue is thevacations (meetings).
business closing or change of profession. All the$500 for mentoring opportunities available through
remaining reasons loudly say, "Not enough perceivedmeeting attendance.
value!" Over 73% of the non-renewing members said,$200 for product knowledge gained at meetings.
"Not enough perceived value."$200 for company credibility and image associated
Today, there are basically two categories ofwith membership.
association members: The first is the most desirable$300 for education in accessing local publicity.
by many leaders. They will belong to their industry's$200 for publicity and exposure through association
association and support it with attendance-no mattermembership.
what. These "jewels" are dieing off. The second is aNow ask the group how much it costs them to both
more challenging type. They say, "I'll come and play inbelong to the association and attend the association's
your sandbox if you can show me that I will getannual or semi-annual meetings. Put that number on
more out of it through synergies and economies ofthe flip chart.
scale than by not participating." The latter, generallyNext, add up the dollar amount of all the line items on
are younger and many times have taken over thethe board and show the two numbers to the group.
business from a parent. Their life is busy and they doFor the above-mentioned association, the cost of
not want to waste their time just "networking".membership and attendance at the two semi-annual
Why are association executive directors andmeetings was pegged at approximately $1,600. After
volunteer leadership not listening? Perhaps, it isless than an hour (session time expired), the group
because it's generally easier to blame the membercame up with membership value in real dollars at
reduction problem on industry consolidation, an area$5,800.
of no control, rather than on lack of memberWith numbers like the ones above, it is easy for one
perceived value, an area over which leadership doesto justify the time and dollars necessary to take
have control. Even with consolidations, if the involvedadvantage of membership in their industry's
parties really believed in the value of membership inassociation. It is possible for your members to say,
their industry's association, they would find the time"I'd be foolish NOT to belong to my industry's
and dollars for multiple executives, and or subsidiariesassociation and attend its annual meeting?"
to hold membership.The last thing is for the association leadership to
Now that an enormous problem has been unearthed,produce a Member Value brochure; in which are listed
let's look at one possible solution: A process forthe actual services and yearly sustainable real dollar
helping members to determine the real dollar value ofvalues offered by the organization.
their association membership. This will help yourI believe one of the best ways for any association
members in having an emotional ownership in theirto grow its membership is through a membership
membership. Additionally, this process will empowerparticipation process like the one I've outlined for you.
and encourage members to talk to non-membersThis will help your current members to truly become
about membership in your association.active advocates for the association rather than just
I discovered this process due to association memberpassive members. Realistically, not all members will do
request. It is truly fulfilling to see people make a shiftthis, but many will. Give them the right tools, and
when they understand and work collectively topeople will amaze you with their results.