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  11. <title>Sequence Consulting | Association Growth Experts</title>
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  31. <title>From Passive to Passionate: How to Supercharge Member Engagement</title>
  32. <link>https://sequenceconsulting.com/formula-member-engagement-and-retention/</link>
  34. <dc:creator><![CDATA[Chris Vaughan, PhD]]></dc:creator>
  35. <pubDate>Wed, 10 Apr 2024 21:08:37 +0000</pubDate>
  36. <category><![CDATA[Member Engagement]]></category>
  37. <guid isPermaLink="false">https://sequenceconsulting.com/?p=6008</guid>
  38.  
  39. <description><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time: </span> <span class="rt-time">5</span> <span class="rt-label rt-postfix">minutes</span></span> Boost member engagement and retention for long-term success with this insightful article. Discover strategies to turn passive members into enthusiastic participants.]]></description>
  40. <content:encoded><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time: </span> <span class="rt-time">5</span> <span class="rt-label rt-postfix">minutes</span></span><img fetchpriority="high" decoding="async" width="612" height="407" src="https://sequenceconsulting.com/wp-content/uploads/2024/04/celebrating-success-picture-id541976048.jpeg" class="attachment-full size-full wp-post-image" alt="Member Engagement and Retention" style="float:right; margin:0 0 10px 10px;" srcset="https://sequenceconsulting.com/wp-content/uploads/2024/04/celebrating-success-picture-id541976048.jpeg 612w, https://sequenceconsulting.com/wp-content/uploads/2024/04/celebrating-success-picture-id541976048-300x200.jpeg 300w" sizes="100vw" title="From Passive to Passionate: How to Supercharge Member Engagement | Member Engagement and Retention"> <div data-elementor-type="wp-post" data-elementor-id="6008" class="elementor elementor-6008" data-elementor-post-type="post">
  41. <section class="elementor-section elementor-top-section elementor-element elementor-element-325b7cf elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="325b7cf" data-element_type="section">
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  47. <p><strong>Member engagement and retention are the ultimate weapons in the battle for long-term success.</strong> Without a loyal and actively involved base, even the most well-intentioned organization can struggle to grow or sustain itself. This article steps up to be your champion in this fight, offering a treasure trove of insights and strategies to turn passive members into enthusiastic participants.</p> </div>
  48. </div>
  49. <div class="elementor-element elementor-element-efbe07b elementor-widget elementor-widget-heading" data-id="efbe07b" data-element_type="widget" data-widget_type="heading.default">
  50. <div class="elementor-widget-container">
  51. <h2 class="elementor-heading-title elementor-size-default">Defining Engagement: Beyond Participation</h2> </div>
  52. </div>
  53. <div class="elementor-element elementor-element-5d20fad elementor-widget elementor-widget-text-editor" data-id="5d20fad" data-element_type="widget" data-widget_type="text-editor.default">
  54. <div class="elementor-widget-container">
  55. <p>Engagement goes far beyond the act of simply showing up. It&#8217;s a dynamic two-way street where both the organization and its members actively contribute and receive value. This exchange can manifest in many ways, fostering a sense of connection and belonging within a thriving community.</p><p>Recognizing this multifaceted nature of engagement is the key to unlocking a more involved and invested membership base. By understanding how members can contribute value, organizations can cultivate a more profound sense of connection and, ultimately, achieve their growth objectives.</p> </div>
  56. </div>
  57. <div class="elementor-element elementor-element-3f3abb8 elementor-blockquote--skin-boxed elementor-blockquote--align-center elementor-blockquote--button-color-official elementor-widget elementor-widget-blockquote" data-id="3f3abb8" data-element_type="widget" data-widget_type="blockquote.default">
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  59. <blockquote class="elementor-blockquote">
  60. <p class="elementor-blockquote__content">
  61. Engagement transcends mere participation. It's a two-way street where an organization and its members exchange value. </p>
  62. </blockquote>
  63. </div>
  64. </div>
  65. <div class="elementor-element elementor-element-14875d5 elementor-widget elementor-widget-heading" data-id="14875d5" data-element_type="widget" data-widget_type="heading.default">
  66. <div class="elementor-widget-container">
  67. <h2 class="elementor-heading-title elementor-size-default">The Value Hierarchy of Engagements</h2> </div>
  68. </div>
  69. <div class="elementor-element elementor-element-5f521e9 elementor-widget elementor-widget-text-editor" data-id="5f521e9" data-element_type="widget" data-widget_type="text-editor.default">
  70. <div class="elementor-widget-container">
  71. <p>Not all engagement activities are created equal. On one hand, high-impact, infrequent events like annual conferences offer substantial value. These gatherings provide opportunities for in-depth learning, networking with peers, and fostering a sense of community. However, these events typically occur only once a year, limiting their overall impact on engagement. Conversely, low-impact, frequent actions like receiving newsletters may not generate significant engagement on their own. </p><p>The critical challenge for organizations lies in identifying the sweet spot &#8211; activities that contribute most significantly to member value and influence membership renewal. This requires a shift in perspective, moving beyond simply counting the number of engagements to understanding their depth and impact. </p><p>Organizations can uncover hidden gems by analyzing data on member activity and its correlation with renewal rates. For example, volunteering opportunities or participation in advocacy efforts, while less frequent than attending a webinar, might demonstrate a more profound member commitment and positively influence renewal decision.</p> </div>
  72. </div>
  73. <div class="elementor-element elementor-element-6f0dbb1 elementor-widget elementor-widget-heading" data-id="6f0dbb1" data-element_type="widget" data-widget_type="heading.default">
  74. <div class="elementor-widget-container">
  75. <h2 class="elementor-heading-title elementor-size-default">Measuring Engagement with Precision</h2> </div>
  76. </div>
  77. <div class="elementor-element elementor-element-a5ce211 elementor-widget elementor-widget-text-editor" data-id="a5ce211" data-element_type="widget" data-widget_type="text-editor.default">
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  79. <p>While offering a starting point, traditional surveys are limited in capturing the full spectrum of member engagement and retention. Imagine relying solely on surveys to gauge a student&#8217;s performance—you might miss valuable insights from class participation or project work. Similarly, surveys can miss subtle engagement cues that paint a more accurate picture.</p><p>This is where data-driven analysis enters the game, providing a far more nuanced picture. Organizations can uncover hidden gems by examining the frequency of member activities and their correlation with renewal rates. Think of it like this: Surveys ask members, &#8220;How engaged do you feel?&#8221; while data analysis shows you, &#8220;What actions demonstrate true engagement?&#8221; Analyzing website visits, event attendance, volunteer sign-ups, and even content downloads paints a more complete picture of how members interact with the organization.</p><p>This data can then be used to create an &#8220;engagement scorecard.&#8221; This scorecard goes beyond a simple yes/no response and assigns a value to each activity based on its frequency and correlation with member renewal. The scorecard empowers organizations to move beyond a one-size-fits-all approach and tailor their strategies to activities that genuinely resonate with their members, fostering long-term engagement and a thriving membership base.</p> </div>
  80. </div>
  81. <div class="elementor-element elementor-element-b334f94 elementor-blockquote--skin-boxed elementor-blockquote--align-center elementor-blockquote--button-color-official elementor-widget elementor-widget-blockquote" data-id="b334f94" data-element_type="widget" data-widget_type="blockquote.default">
  82. <div class="elementor-widget-container">
  83. <blockquote class="elementor-blockquote">
  84. <p class="elementor-blockquote__content">
  85. Not all engagement activities are created equal. </p>
  86. </blockquote>
  87. </div>
  88. </div>
  89. <div class="elementor-element elementor-element-3097e31 elementor-widget elementor-widget-heading" data-id="3097e31" data-element_type="widget" data-widget_type="heading.default">
  90. <div class="elementor-widget-container">
  91. <h2 class="elementor-heading-title elementor-size-default">High-Value Engagement Actions: Where the Magic Happens</h2> </div>
  92. </div>
  93. <div class="elementor-element elementor-element-323be52 elementor-widget__width-initial elementor-widget elementor-widget-text-editor" data-id="323be52" data-element_type="widget" data-widget_type="text-editor.default">
  94. <div class="elementor-widget-container">
  95. <p>Certain actions consistently emerge as the heavy hitters of member engagement and retention, offering significant value and fostering deeper connections. These high-value engagements include:</p><ul><li style="list-style-type: none;"><ul><li><b>Personal interactions through local chapters: </b>Face-to-face interactions in local chapters create a sense of community and belonging. Members can connect with peers, share experiences, and receive personalized support, fostering a deeper loyalty to the organization.</li><li><b>Volunteering:</b> Volunteering allows members to contribute their skills and expertise to a cause they care about. This two-way street strengthens member commitment and builds a stronger sense of ownership within the organization.</li><li><b>Advocacy efforts: </b>Participating in advocacy campaigns allows members to collectively have their voices heard on issues that matter to them. This active participation fosters a sense of purpose and strengthens the bond between members and the organization they represent.</li><li><b>Interestingly, recurring engagements </b>like specialized insurance purchases also rank highly as high-value actions.</li></ul></li></ul><p>This finding challenges the conventional wisdom that discounts and one-off events are the key to member engagement and retention. While these tactics still have a place, the data suggests that members value benefits that seamlessly integrate with their daily lives and provide ongoing value.</p> </div>
  96. </div>
  97. <div class="elementor-element elementor-element-54a9ebc elementor-widget elementor-widget-heading" data-id="54a9ebc" data-element_type="widget" data-widget_type="heading.default">
  98. <div class="elementor-widget-container">
  99. <h2 class="elementor-heading-title elementor-size-default">Strategies for Supercharging Member Engagement and Retention</h2> </div>
  100. </div>
  101. <div class="elementor-element elementor-element-30d8958 elementor-widget elementor-widget-text-editor" data-id="30d8958" data-element_type="widget" data-widget_type="text-editor.default">
  102. <div class="elementor-widget-container">
  103. <p>Enhancing member engagement and retention requires a strategic shift, starting with a comprehensive audit of your current offerings. Think of it like revamping your product line – you need to identify what resonates with your members and what&#8217;s gathering dust on the shelf. This audit analyzes member activity data and its correlation with renewal rates. By understanding which activities generate high engagement and contribute most to member retention, you can prioritize these &#8220;star performers.&#8221; </p><p>On the other hand, the audit might reveal some low-engagement benefits. These could be generic discounts on unrelated products or access to infrequently used resources. Instead of clinging to these underperformers, organizations should consider strategically reallocating resources. Phasing out low-engagement benefits frees up valuable budget and human resources that can be channeled towards more impactful initiatives.</p><p>Organizations can create a balanced engagement portfolio by prioritizing high-value benefits and strategically reallocating resources. This portfolio caters to diverse member needs and preferences, ensuring a year-round engagement cycle that keeps members actively involved and invested in the organization&#8217;s success. Imagine a membership experience that goes beyond one-off events – it&#8217;s a dynamic ecosystem offering ongoing value, fostering continuous interaction, and ultimately driving member retention.</p> </div>
  104. </div>
  105. <div class="elementor-element elementor-element-af69810 elementor-widget elementor-widget-heading" data-id="af69810" data-element_type="widget" data-widget_type="heading.default">
  106. <div class="elementor-widget-container">
  107. <h2 class="elementor-heading-title elementor-size-default">Engagement for New vs. Tenured Members</h2> </div>
  108. </div>
  109. <div class="elementor-element elementor-element-779c239 elementor-widget elementor-widget-text-editor" data-id="779c239" data-element_type="widget" data-widget_type="text-editor.default">
  110. <div class="elementor-widget-container">
  111. <p>Engagement strategies shouldn&#8217;t be a one-size-fits-all approach. Like nurturing a plant, member engagement thrives when tailored to the member&#8217;s lifecycle stage.</p><p><b>New Members (First 90 Days): </b> Imagine a new member as a seedling – full of potential but needing careful attention to establish strong roots. This is a critical period for setting the stage for long-term engagement. Organizations should implement a targeted onboarding program during the first 90 days. Techniques like personalized welcome emails, phone calls, or access to online resources like FAQs or video tutorials can empower new members with the knowledge they need to navigate the organization&#8217;s offerings. </p><p><b>Tenured Members: </b> Think of tenured members as established trees that provide shade and stability to the organization. However, even established trees need occasional pruning and care to flourish. For these members, the focus shifts towards deepening their connection and maximizing their value to the organization. Targeted email series can be used to share exclusive content, industry updates, or member success stories, demonstrating the organization&#8217;s value proposition and keeping them actively involved. </p><p>By tailoring strategies to each lifecycle stage, organizations can nurture a thriving membership ecosystem, fostering ongoing engagement and loyalty from both new and established members.</p> </div>
  112. </div>
  113. <div class="elementor-element elementor-element-ec53ba7 elementor-blockquote--skin-boxed elementor-blockquote--align-center elementor-blockquote--button-color-official elementor-widget elementor-widget-blockquote" data-id="ec53ba7" data-element_type="widget" data-widget_type="blockquote.default">
  114. <div class="elementor-widget-container">
  115. <blockquote class="elementor-blockquote">
  116. <p class="elementor-blockquote__content">
  117. The ultimate goal is to construct a high-engagement portfolio that maximizes member value and drives renewal rates. </p>
  118. </blockquote>
  119. </div>
  120. </div>
  121. <div class="elementor-element elementor-element-5f6bdf8 elementor-widget elementor-widget-heading" data-id="5f6bdf8" data-element_type="widget" data-widget_type="heading.default">
  122. <div class="elementor-widget-container">
  123. <h2 class="elementor-heading-title elementor-size-default">Building a Thriving Engagement Portfolio</h2> </div>
  124. </div>
  125. <div class="elementor-element elementor-element-27a4a75 elementor-widget elementor-widget-text-editor" data-id="27a4a75" data-element_type="widget" data-widget_type="text-editor.default">
  126. <div class="elementor-widget-container">
  127. <p><span style="color: var( --e-global-color-primary );">The ultimate goal is to construct a high-engagement portfolio, a collection of membership benefits and programs that truly resonate with your members. By prioritizing engagement, you can maximize the value members perceive from their membership, ultimately driving renewal rates and securing a loyal base.</span></p><p>Here&#8217;s how this approach works:</p><ul><li style="list-style-type: none;"><ul><li><b>Member-centric focus: </b>Shift the focus from simply offering benefits to strategically evaluating each based on its ability to drive member engagement and retention. This means understanding what truly motivates your members and prioritizing benefits that align with their needs and interests.</li><li><b>Data-driven decisions:</b> Don&#8217;t rely on guesswork. Utilize surveys, feedback mechanisms, and analytics to score each benefit based on engagement value. This data will guide you in allocating resources towards the most impactful offerings.</li><li><b>Enhanced member experience:</b> Members who find value and purpose in their membership are more likely to stay engaged. A high-engagement portfolio fosters a sense of satisfaction and belonging, leading to a more positive overall membership experience.</li><li><b>Organizational growth: A high-engagement portfolio prioritizes</b> member needs and fosters loyalty, resulting in a stronger organization. Increased retention rates mean sustainable revenue streams, which in turn fuel the further development of member-centric programs and services.</li></ul></li></ul> </div>
  128. </div>
  129. <div class="elementor-element elementor-element-643464e elementor-widget elementor-widget-heading" data-id="643464e" data-element_type="widget" data-widget_type="heading.default">
  130. <div class="elementor-widget-container">
  131. <h2 class="elementor-heading-title elementor-size-default">Conclusion: A Blueprint for Success</h2> </div>
  132. </div>
  133. <div class="elementor-element elementor-element-b2a2386 elementor-widget elementor-widget-text-editor" data-id="b2a2386" data-element_type="widget" data-widget_type="text-editor.default">
  134. <div class="elementor-widget-container">
  135. <p>Member engagement and retention isn&#8217;t a one-size-fits-all tactic; it&#8217;s a dynamic and multifaceted process. Think of it like cultivating a thriving garden – you need to understand the soil, choose the right plants, and provide ongoing care. Similarly, successful member engagement and retention requires a strategic and data-driven approach.</p><p>These insights offer a valuable blueprint for revitalizing organizations&#8217; engagement efforts. By fostering a deep understanding of your members and prioritizing high-impact activities, you can cultivate a vibrant and engaged membership base that thrives for years to come.</p> </div>
  136. </div>
  137. <div class="elementor-element elementor-element-083ae3f elementor-widget elementor-widget-heading" data-id="083ae3f" data-element_type="widget" data-widget_type="heading.default">
  138. <div class="elementor-widget-container">
  139. <h2 class="elementor-heading-title elementor-size-default">Call to Action</h2> </div>
  140. </div>
  141. <div class="elementor-element elementor-element-ae21ca3 elementor-widget elementor-widget-text-editor" data-id="ae21ca3" data-element_type="widget" data-widget_type="text-editor.default">
  142. <div class="elementor-widget-container">
  143. <p>Evaluate your organization&#8217;s current member engagement and retention strategies and consider implementing the abovementioned approaches. Focusing on high-value engagements and strategically enhancing your engagement portfolio can lead to sustained growth and a more engaged membership base.</p> </div>
  144. </div>
  145. <div class="elementor-element elementor-element-b682249 elementor-widget elementor-widget-text-editor" data-id="b682249" data-element_type="widget" data-widget_type="text-editor.default">
  146. <div class="elementor-widget-container">
  147. <p>For more information on member engagement and retention, please see <a href="https://sequenceconsulting.com/member-engagement-strategies/">Unleashing Member Engagement: Overcoming The 3 Biggest Challenges </a>and <a href="https://www.wildapricot.com/blog/member-engagement" target="_blank" rel="noopener">Your Complete Guide To Increase Member Engagement</a>.</p><p>.</p> </div>
  148. </div>
  149. </div>
  150. </div>
  151. </div>
  152. </section>
  153. </div>
  154. ]]></content:encoded>
  158. </item>
  159. <item>
  160. <title>Rethinking the Model: Why Your Membership Structure Needs an Upgrade</title>
  161. <link>https://sequenceconsulting.com/upgrade-association-membership-model/</link>
  163. <dc:creator><![CDATA[Chris Vaughan, PhD]]></dc:creator>
  164. <pubDate>Wed, 10 Apr 2024 17:29:08 +0000</pubDate>
  165. <category><![CDATA[Member Growth]]></category>
  166. <guid isPermaLink="false">https://sequenceconsulting.com/?p=5980</guid>
  167.  
  168. <description><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time: </span> <span class="rt-time">3</span> <span class="rt-label rt-postfix">minutes</span></span> Discover how to revamp your association's membership model to stay relevant and attract new members. Learn about emerging trends and simple solutions in this article.]]></description>
  169. <content:encoded><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time: </span> <span class="rt-time">3</span> <span class="rt-label rt-postfix">minutes</span></span><img decoding="async" width="829" height="423" src="https://sequenceconsulting.com/wp-content/uploads/2024/04/FIRST-CLASS-AIRLINE-LUXURY-FLIGHT-COMPARISON-AND-REVIEW.jpg" class="attachment-full size-full wp-post-image" alt="Association Membership Model" style="float:right; margin:0 0 10px 10px;" srcset="https://sequenceconsulting.com/wp-content/uploads/2024/04/FIRST-CLASS-AIRLINE-LUXURY-FLIGHT-COMPARISON-AND-REVIEW.jpg 829w, https://sequenceconsulting.com/wp-content/uploads/2024/04/FIRST-CLASS-AIRLINE-LUXURY-FLIGHT-COMPARISON-AND-REVIEW-300x153.jpg 300w, https://sequenceconsulting.com/wp-content/uploads/2024/04/FIRST-CLASS-AIRLINE-LUXURY-FLIGHT-COMPARISON-AND-REVIEW-768x392.jpg 768w" sizes="100vw" title="Rethinking the Model: Why Your Membership Structure Needs an Upgrade | Member Engagement and Retention"> <div data-elementor-type="wp-post" data-elementor-id="5980" class="elementor elementor-5980" data-elementor-post-type="post">
  170. <section class="elementor-section elementor-top-section elementor-element elementor-element-cd8ece8 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="cd8ece8" data-element_type="section">
  171. <div class="elementor-container elementor-column-gap-default">
  172. <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-60454d6" data-id="60454d6" data-element_type="column">
  173. <div class="elementor-widget-wrap elementor-element-populated">
  174. <div class="elementor-element elementor-element-26bc15f elementor-widget elementor-widget-text-editor" data-id="26bc15f" data-element_type="widget" data-widget_type="text-editor.default">
  175. <div class="elementor-widget-container">
  176. <p><strong>The old way of doing things isn&#8217;t cutting it anymore.</strong> Traditional membership models are struggling to keep up with what people want. This article dives into this critical issue, exploring the anxieties of organizations and providing a clear path to reinvigorate their membership offerings.</p> </div>
  177. </div>
  178. <div class="elementor-element elementor-element-edc1bdd elementor-widget elementor-widget-heading" data-id="edc1bdd" data-element_type="widget" data-widget_type="heading.default">
  179. <div class="elementor-widget-container">
  180. <h2 class="elementor-heading-title elementor-size-default">Understanding the Association Membership Model</h2> </div>
  181. </div>
  182. <div class="elementor-element elementor-element-fb9dae7 elementor-widget elementor-widget-text-editor" data-id="fb9dae7" data-element_type="widget" data-widget_type="text-editor.default">
  183. <div class="elementor-widget-container">
  184. Traditionally, association membership followed a simple formula: members paid annual dues and received a set package of benefits. These perks could include access to exclusive content and discounts on industry resources, invitations to member-only events, and networking opportunities. However, this &#8220;one-size-fits-all&#8221; approach has become increasingly outdated.
  185.  
  186. Today&#8217;s members are diverse and have broader needs and preferences. Younger members, especially, may be less interested in traditional benefits and seek more flexible options, like bite-sized content or project-based resources. The &#8220;Old Standard&#8221; model can&#8217;t keep pace with this evolving membership landscape, leading to frustration and declining participation. </div>
  187. </div>
  188. <div class="elementor-element elementor-element-973576d elementor-widget elementor-widget-heading" data-id="973576d" data-element_type="widget" data-widget_type="heading.default">
  189. <div class="elementor-widget-container">
  190. <h2 class="elementor-heading-title elementor-size-default">The Impetus for Change</h2> </div>
  191. </div>
  192. <div class="elementor-element elementor-element-ef007bc elementor-widget elementor-widget-text-editor" data-id="ef007bc" data-element_type="widget" data-widget_type="text-editor.default">
  193. <div class="elementor-widget-container">
  194. <p>Statistics paint a concerning picture: 54% of association leaders express concern over their association membership model, and another 35% are somewhat worried (<a href="https://www.marketinggeneral.com/knowledge-bank" target="_blank" rel="noopener">MGI 2023 Membership Marketing Benchmarking Report</a>). The call for transformation is loud and clear. The factors driving this challenge are multifaceted. Overdependence on event revenue, declining membership numbers (often with an aging demographic), and increased competition all contribute to this challenge. Additionally, attracting younger members and keeping pace with rising operational costs necessitate exploring ways to make memberships more relevant and financially sustainable.</p> </div>
  195. </div>
  196. <div class="elementor-element elementor-element-23d666a elementor-blockquote--skin-clean elementor-blockquote--button-color-official elementor-widget elementor-widget-blockquote" data-id="23d666a" data-element_type="widget" data-widget_type="blockquote.default">
  197. <div class="elementor-widget-container">
  198. <blockquote class="elementor-blockquote">
  199. <p class="elementor-blockquote__content">
  200. The "Old Standard" model simply can't keep pace with the evolving membership landscape, leading to frustration and declining participation. </p>
  201. </blockquote>
  202. </div>
  203. </div>
  204. <div class="elementor-element elementor-element-5590e1f elementor-widget elementor-widget-heading" data-id="5590e1f" data-element_type="widget" data-widget_type="heading.default">
  205. <div class="elementor-widget-container">
  206. <h2 class="elementor-heading-title elementor-size-default">Simple Solutions, Big Impact</h2> </div>
  207. </div>
  208. <div class="elementor-element elementor-element-da21dcf elementor-widget elementor-widget-text-editor" data-id="da21dcf" data-element_type="widget" data-widget_type="text-editor.default">
  209. <div class="elementor-widget-container">
  210. <p>Fortunately, there are straightforward strategies to breathe new life into your association membership model. Consider implementing autorenewal for recurring revenue, offering monthly or quarterly payment options (think &#8220;Netflix Model&#8221;), or introducing multiyear membership plans with attractive discounts. Flattening your dues structure to remove multiple tiers can also be an effective way to simplify offerings and appeal to a broader audience.</p> </div>
  211. </div>
  212. <div class="elementor-element elementor-element-b253e97 elementor-widget elementor-widget-heading" data-id="b253e97" data-element_type="widget" data-widget_type="heading.default">
  213. <div class="elementor-widget-container">
  214. <h2 class="elementor-heading-title elementor-size-default">Tiered Memberships: A Double-Edged Sword</h2> </div>
  215. </div>
  216. <div class="elementor-element elementor-element-453e527 elementor-widget elementor-widget-text-editor" data-id="453e527" data-element_type="widget" data-widget_type="text-editor.default">
  217. <div class="elementor-widget-container">
  218. While tiered memberships, with varying levels of benefits and fees, seem like an obvious solution, it&#8217;s important to tread carefully. Creating too many tiers can become overly complex and confusing for potential members. Additionally, the value proposition for each tier needs to be clearly defined to avoid resentment among different membership levels. </div>
  219. </div>
  220. <div class="elementor-element elementor-element-238a189 elementor-widget elementor-widget-heading" data-id="238a189" data-element_type="widget" data-widget_type="heading.default">
  221. <div class="elementor-widget-container">
  222. <h2 class="elementor-heading-title elementor-size-default">Emerging Trends: Redefining Value</h2> </div>
  223. </div>
  224. <div class="elementor-element elementor-element-d2739e1 elementor-widget elementor-widget-text-editor" data-id="d2739e1" data-element_type="widget" data-widget_type="text-editor.default">
  225. <div class="elementor-widget-container">
  226. <p>Exciting new association membership models are emerging, offering fresh approaches to member engagement. Here are a few examples:</p> </div>
  227. </div>
  228. <div class="elementor-element elementor-element-9dabc5f elementor-widget elementor-widget-text-editor" data-id="9dabc5f" data-element_type="widget" data-widget_type="text-editor.default">
  229. <div class="elementor-widget-container">
  230. <p style="padding-left: 40px;">• <b>All-Inclusive Membership:</b> Offering a single, comprehensive package that includes various benefits, this model eliminates the nickel-and-diming perception, appealing to consumers&#8217; desires for simplicity and value.<br />•<b> &#8220;Friends of&#8221; Membership: </b>A tiered approach that starts with a free or low-cost basic membership, this model allows for gradual engagement and upselling.<br />• <b>&#8220;Meal-Plan&#8221; Membership:</b> This model replaces complex discount structures with a credit system, empowering members to use their benefits as they see fit, enhancing perceived value.<br />• <b>Professional Practice and Corporate Membership:</b> These models extend membership beyond individuals to practices and enterprises, offering benefits that address the needs of larger entities and potentially unlocking significant growth opportunities.</p> </div>
  231. </div>
  232. <div class="elementor-element elementor-element-5f962fa elementor-blockquote--skin-clean elementor-blockquote--align-right elementor-blockquote--button-color-official elementor-widget elementor-widget-blockquote" data-id="5f962fa" data-element_type="widget" data-widget_type="blockquote.default">
  233. <div class="elementor-widget-container">
  234. <blockquote class="elementor-blockquote">
  235. <p class="elementor-blockquote__content">
  236. We urge organizations to move beyond a piecemeal approach to membership innovation. Don't just pick and choose a single strategy – think strategically about how these innovations can work together. </p>
  237. </blockquote>
  238. </div>
  239. </div>
  240. <div class="elementor-element elementor-element-c427f16 elementor-widget elementor-widget-heading" data-id="c427f16" data-element_type="widget" data-widget_type="heading.default">
  241. <div class="elementor-widget-container">
  242. <h2 class="elementor-heading-title elementor-size-default">Strategy: It's All About the Mix</h2> </div>
  243. </div>
  244. <div class="elementor-element elementor-element-e78429e elementor-widget elementor-widget-text-editor" data-id="e78429e" data-element_type="widget" data-widget_type="text-editor.default">
  245. <div class="elementor-widget-container">
  246. We urge organizations to move beyond a piecemeal approach to membership innovation. Don&#8217;t just pick and choose a single strategy – think strategically about how these innovations can work together to create a powerful, comprehensive membership model. Remember, there&#8217;s no magic bullet – a one-size-fits-all solution doesn&#8217;t exist.
  247.  
  248. The key is to craft a dynamic structure that caters to your membership base&#8217;s diverse needs and preferences. By integrating these innovative strategies, you can build a membership model that thrives in the ever-evolving landscape of member expectations. </div>
  249. </div>
  250. <div class="elementor-element elementor-element-d668c56 elementor-widget elementor-widget-heading" data-id="d668c56" data-element_type="widget" data-widget_type="heading.default">
  251. <div class="elementor-widget-container">
  252. <h2 class="elementor-heading-title elementor-size-default">Conclusion: Ditch The One-Size-Fits-All</h2> </div>
  253. </div>
  254. <div class="elementor-element elementor-element-824aa15 elementor-widget elementor-widget-text-editor" data-id="824aa15" data-element_type="widget" data-widget_type="text-editor.default">
  255. <div class="elementor-widget-container">
  256. The world of memberships is changing fast. Organizations clinging to outdated models are like runners stuck at the starting line. These innovative approaches aren&#8217;t just suggestions, they&#8217;re the map to long-term success. Take a moment to consider the trends we&#8217;ve explored. How can you leverage them to achieve your organization&#8217;s goals? It&#8217;s time to ditch the one-size-fits-all mentality and craft a membership strategy that speaks directly to today&#8217;s members. </div>
  257. </div>
  258. <div class="elementor-element elementor-element-ab19a1f elementor-widget elementor-widget-heading" data-id="ab19a1f" data-element_type="widget" data-widget_type="heading.default">
  259. <div class="elementor-widget-container">
  260. <h2 class="elementor-heading-title elementor-size-default">Call to Action</h2> </div>
  261. </div>
  262. <div class="elementor-element elementor-element-e98a334 elementor-widget__width-initial elementor-widget elementor-widget-text-editor" data-id="e98a334" data-element_type="widget" data-widget_type="text-editor.default">
  263. <div class="elementor-widget-container">
  264. <p><strong>Don&#8217;t wait to breathe new life into your membership model.</strong> Take stock of what you currently offer. Explore the innovative strategies we&#8217;ve discussed – they might be the perfect ingredients to cook up a membership experience that truly resonates with your audience. Remember, every organization is unique. Whether you brainstorm internally or tap into our expertise, the key is embracing change and taking that first step. </p><p><strong>The road to a thriving membership model starts with a willingness to innovate – and the rewards are well worth the journey</strong><strong style="color: var( --e-global-color-primary );">.</strong></p> </div>
  265. </div>
  266. <div class="elementor-element elementor-element-3055db4 elementor-widget elementor-widget-text-editor" data-id="3055db4" data-element_type="widget" data-widget_type="text-editor.default">
  267. <div class="elementor-widget-container">
  268. <p>For more on innovating association membership models, please see <a href="https://sequenceconsulting.com/four-new-membership-models/">Empower Your Association: Embrace 4 Forward-Thinking Membership Models</a>.</p> </div>
  269. </div>
  270. </div>
  271. </div>
  272. </div>
  273. </section>
  274. </div>
  275. ]]></content:encoded>
  279. </item>
  280. <item>
  281. <title>Embrace the Future: How Associations Are Thriving in 2024</title>
  282. <link>https://sequenceconsulting.com/2024-association-management-trends/</link>
  284. <dc:creator><![CDATA[Chris Vaughan, PhD]]></dc:creator>
  285. <pubDate>Sat, 02 Mar 2024 18:45:27 +0000</pubDate>
  286. <category><![CDATA[Member Growth]]></category>
  287. <guid isPermaLink="false">https://sequenceconsulting.com/?p=5750</guid>
  288.  
  289. <description><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time: </span> <span class="rt-time">5</span> <span class="rt-label rt-postfix">minutes</span></span> Discover the latest Association Management Trends for 2024, including strategies for membership growth, revenue diversification, and innovative membership models.]]></description>
  290. <content:encoded><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time: </span> <span class="rt-time">5</span> <span class="rt-label rt-postfix">minutes</span></span><img decoding="async" width="2048" height="1092" src="https://sequenceconsulting.com/wp-content/uploads/2024/03/association-management-trends.jpg" class="attachment-full size-full wp-post-image" alt="Association Management Trends" style="float:right; margin:0 0 10px 10px;" srcset="https://sequenceconsulting.com/wp-content/uploads/2024/03/association-management-trends.jpg 2048w, https://sequenceconsulting.com/wp-content/uploads/2024/03/association-management-trends-300x160.jpg 300w, https://sequenceconsulting.com/wp-content/uploads/2024/03/association-management-trends-1024x546.jpg 1024w, https://sequenceconsulting.com/wp-content/uploads/2024/03/association-management-trends-768x410.jpg 768w, https://sequenceconsulting.com/wp-content/uploads/2024/03/association-management-trends-1536x819.jpg 1536w" sizes="100vw" title="Embrace the Future: How Associations Are Thriving in 2024 | Member Engagement and Retention"> <div data-elementor-type="wp-post" data-elementor-id="5750" class="elementor elementor-5750" data-elementor-post-type="post">
  291. <section class="elementor-section elementor-top-section elementor-element elementor-element-9ac2a07 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="9ac2a07" data-element_type="section">
  292. <div class="elementor-container elementor-column-gap-default">
  293. <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-56e2c2f" data-id="56e2c2f" data-element_type="column">
  294. <div class="elementor-widget-wrap elementor-element-populated">
  295. <section class="elementor-section elementor-inner-section elementor-element elementor-element-7c9d7c5 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="7c9d7c5" data-element_type="section">
  296. <div class="elementor-container elementor-column-gap-default">
  297. <div class="elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-d851434" data-id="d851434" data-element_type="column">
  298. <div class="elementor-widget-wrap elementor-element-populated">
  299. <div class="elementor-element elementor-element-85a3cd0 elementor-widget elementor-widget-heading" data-id="85a3cd0" data-element_type="widget" data-widget_type="heading.default">
  300. <div class="elementor-widget-container">
  301. <h2 class="elementor-heading-title elementor-size-default">Association Management Trends 2024</h2> </div>
  302. </div>
  303. <div class="elementor-element elementor-element-d88aab6 elementor-widget elementor-widget-text-editor" data-id="d88aab6" data-element_type="widget" data-widget_type="text-editor.default">
  304. <div class="elementor-widget-container">
  305. In the evolving landscape of 2024, associations face a pivotal moment characterized by significant shifts in membership dynamics, economic pressures, and technological advancements. This year’s association outlook underscores the necessity to adapt and thrive amidst these changes. Here are some of the transformative strategies and innovations we see shaping the future of associations. </div>
  306. </div>
  307. </div>
  308. </div>
  309. </div>
  310. </section>
  311. <section class="elementor-section elementor-inner-section elementor-element elementor-element-a3dda22 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="a3dda22" data-element_type="section">
  312. <div class="elementor-container elementor-column-gap-default">
  313. <div class="elementor-column elementor-col-66 elementor-inner-column elementor-element elementor-element-7a2da71" data-id="7a2da71" data-element_type="column">
  314. <div class="elementor-widget-wrap elementor-element-populated">
  315. <div class="elementor-element elementor-element-49cb119 elementor-widget elementor-widget-heading" data-id="49cb119" data-element_type="widget" data-widget_type="heading.default">
  316. <div class="elementor-widget-container">
  317. <h2 class="elementor-heading-title elementor-size-default">New Directions In Membership</h2> </div>
  318. </div>
  319. <div class="elementor-element elementor-element-d62a5e5 elementor-widget elementor-widget-heading" data-id="d62a5e5" data-element_type="widget" data-widget_type="heading.default">
  320. <div class="elementor-widget-container">
  321. <h2 class="elementor-heading-title elementor-size-default">RAPID CHANGES IN ASSOCIATIONS</h2> </div>
  322. </div>
  323. <div class="elementor-element elementor-element-cb094c5 elementor-widget elementor-widget-text-editor" data-id="cb094c5" data-element_type="widget" data-widget_type="text-editor.default">
  324. <div class="elementor-widget-container">
  325. <p>The landscape for associations has been transformed drastically, with changes occurring at a pace not seen in the last two decades. Associations are grappling with changing member expectations. The landscape for associations has been transformed drastically, with changes occurring at a pace not seen in the last two decades. Associations are grappling with changing member expectations and recovering from the pandemic-induced losses. There’s a pressing need to diversify revenue and membership to ensure sustainability. Amidst these challenges, there’s a silver lining – a realization that change, collaboration, and quick action are possible, fostering optimism. A robust economy is seen as a beacon of hope for membership growth.</p> </div>
  326. </div>
  327. </div>
  328. </div>
  329. <div class="elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-0ce2ed2" data-id="0ce2ed2" data-element_type="column">
  330. <div class="elementor-widget-wrap elementor-element-populated">
  331. <div class="elementor-element elementor-element-d6cbd2b elementor-widget elementor-widget-spacer" data-id="d6cbd2b" data-element_type="widget" data-widget_type="spacer.default">
  332. <div class="elementor-widget-container">
  333. <div class="elementor-spacer">
  334. <div class="elementor-spacer-inner"></div>
  335. </div>
  336. </div>
  337. </div>
  338. <div class="elementor-element elementor-element-5535b24 elementor-widget elementor-widget-image" data-id="5535b24" data-element_type="widget" data-widget_type="image.default">
  339. <div class="elementor-widget-container">
  340. <a href="https://sequenceconsulting.com/wp-content/uploads/2024/03/associations-2024-embrace-the-change.pdf">
  341. <img loading="lazy" decoding="async" width="525" height="293" src="https://sequenceconsulting.com/wp-content/uploads/2024/03/2024-outlook-cover-1024x572.png" class="attachment-large size-large wp-image-5693" alt="2024 Outlook Cover" srcset="https://sequenceconsulting.com/wp-content/uploads/2024/03/2024-outlook-cover-1024x572.png 1024w, https://sequenceconsulting.com/wp-content/uploads/2024/03/2024-outlook-cover-300x168.png 300w, https://sequenceconsulting.com/wp-content/uploads/2024/03/2024-outlook-cover-768x429.png 768w, https://sequenceconsulting.com/wp-content/uploads/2024/03/2024-outlook-cover-1536x859.png 1536w, https://sequenceconsulting.com/wp-content/uploads/2024/03/2024-outlook-cover.png 2048w" sizes="100vw" title="Embrace the Future: How Associations Are Thriving in 2024 | Member Engagement and Retention"> </a>
  342. </div>
  343. </div>
  344. <div class="elementor-element elementor-element-43a7192 elementor-widget elementor-widget-text-editor" data-id="43a7192" data-element_type="widget" data-widget_type="text-editor.default">
  345. <div class="elementor-widget-container">
  346. <p style="text-align: center;"><a href="https://sequenceconsulting.com/wp-content/uploads/2024/03/associations-2024-embrace-the-change.pdf">PLEASE SEE THE FULL PRESENTATION VERSION HERE</a></p> </div>
  347. </div>
  348. </div>
  349. </div>
  350. </div>
  351. </section>
  352. <section class="elementor-section elementor-inner-section elementor-element elementor-element-e313362 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="e313362" data-element_type="section">
  353. <div class="elementor-container elementor-column-gap-default">
  354. <div class="elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-125df44" data-id="125df44" data-element_type="column">
  355. <div class="elementor-widget-wrap elementor-element-populated">
  356. <div class="elementor-element elementor-element-ec154c9 elementor-blockquote--skin-clean elementor-blockquote--align-left elementor-blockquote--button-color-official elementor-widget elementor-widget-blockquote" data-id="ec154c9" data-element_type="widget" data-widget_type="blockquote.default">
  357. <div class="elementor-widget-container">
  358. <blockquote class="elementor-blockquote">
  359. <p class="elementor-blockquote__content">
  360. There's a pressing need to diversify revenue and membership to ensure stability. </p>
  361. </blockquote>
  362. </div>
  363. </div>
  364. <div class="elementor-element elementor-element-02511b5 elementor-widget elementor-widget-heading" data-id="02511b5" data-element_type="widget" data-widget_type="heading.default">
  365. <div class="elementor-widget-container">
  366. <h2 class="elementor-heading-title elementor-size-default">REBOUND IN MEMBER GROWTH</h2> </div>
  367. </div>
  368. <div class="elementor-element elementor-element-1cf58fc elementor-widget elementor-widget-text-editor" data-id="1cf58fc" data-element_type="widget" data-widget_type="text-editor.default">
  369. <div class="elementor-widget-container">
  370. <p>After a decline in 2021 and 2022, associations are witnessing a significant rebound, with member growth rates reaching their highest since 2016. The <a href="https://www.marketinggeneral.com/knowledge-bank" target="_blank" rel="noopener">MGI 2023 Membership Marketing Benchmark Report</a> found that 49% of associations report growth, contrasting to 26% in 2021. The median increases are 6% annually and 12% over five years. Notably, the median renewal rate is steady at 81%, with first-year renewals at 63%, indicating that new member acquisition is a critical driver of this resurgence.</p> </div>
  371. </div>
  372. <div class="elementor-element elementor-element-ca6a029 elementor-widget elementor-widget-image" data-id="ca6a029" data-element_type="widget" data-widget_type="image.default">
  373. <div class="elementor-widget-container">
  374. <figure class="wp-caption">
  375. <img loading="lazy" decoding="async" width="525" height="393" src="https://sequenceconsulting.com/wp-content/uploads/2024/03/association-management-trends-1024x767.png" class="attachment-large size-large wp-image-5776" alt="Association Management Trends" srcset="https://sequenceconsulting.com/wp-content/uploads/2024/03/association-management-trends-1024x767.png 1024w, https://sequenceconsulting.com/wp-content/uploads/2024/03/association-management-trends-300x225.png 300w, https://sequenceconsulting.com/wp-content/uploads/2024/03/association-management-trends-768x575.png 768w, https://sequenceconsulting.com/wp-content/uploads/2024/03/association-management-trends-1536x1150.png 1536w, https://sequenceconsulting.com/wp-content/uploads/2024/03/association-management-trends.png 1595w" sizes="100vw" title="Embrace the Future: How Associations Are Thriving in 2024 | Member Engagement and Retention"> <figcaption class="widget-image-caption wp-caption-text">After declines in 2021 and 2022, associations are rebounding and showing increases in member growth at the highest rate since 2016.</figcaption>
  376. </figure>
  377. </div>
  378. </div>
  379. </div>
  380. </div>
  381. </div>
  382. </section>
  383. <div class="elementor-element elementor-element-7f2a0fc elementor-widget elementor-widget-spacer" data-id="7f2a0fc" data-element_type="widget" data-widget_type="spacer.default">
  384. <div class="elementor-widget-container">
  385. <div class="elementor-spacer">
  386. <div class="elementor-spacer-inner"></div>
  387. </div>
  388. </div>
  389. </div>
  390. <div class="elementor-element elementor-element-b04eb08 elementor-widget elementor-widget-heading" data-id="b04eb08" data-element_type="widget" data-widget_type="heading.default">
  391. <div class="elementor-widget-container">
  392. <h2 class="elementor-heading-title elementor-size-default">EVOLVING MEMBERSHIP MODELS</h2> </div>
  393. </div>
  394. <div class="elementor-element elementor-element-88572d2 elementor-widget elementor-widget-text-editor" data-id="88572d2" data-element_type="widget" data-widget_type="text-editor.default">
  395. <div class="elementor-widget-container">
  396. In response to these shifts, associations are reevaluating their value propositions, membership models, and dues structures. This reevaluation is leading to innovative membership options such as all-inclusive memberships, credit-based “gift card” memberships, and practice memberships, each designed to cater to diverse member needs and preferences. </div>
  397. </div>
  398. <section class="elementor-section elementor-inner-section elementor-element elementor-element-efd3a4a elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="efd3a4a" data-element_type="section">
  399. <div class="elementor-container elementor-column-gap-default">
  400. <div class="elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-c4fefa1" data-id="c4fefa1" data-element_type="column">
  401. <div class="elementor-widget-wrap elementor-element-populated">
  402. <div class="elementor-element elementor-element-8520502 elementor-widget elementor-widget-heading" data-id="8520502" data-element_type="widget" data-widget_type="heading.default">
  403. <div class="elementor-widget-container">
  404. <h2 class="elementor-heading-title elementor-size-default">KEY INDICATORS AND DRIVERS OF ASSOCIATION GROWTH</h2> </div>
  405. </div>
  406. <div class="elementor-element elementor-element-efa47ba elementor-widget elementor-widget-text-editor" data-id="efa47ba" data-element_type="widget" data-widget_type="text-editor.default">
  407. <div class="elementor-widget-container">
  408. <p>Associations experiencing growth share common traits: a compelling value proposition, an influx of new members, and the development of new benefits. High overall renewal rates (over 80%) and first-year renewal rates (over 60%) are strong growth indicators. </p><p>Moreover, associations with a higher proportion of millennial members are seeing growth, whereas those with predominantly boomer members are declining. This demographic shift underscores the importance of evolving association offerings to meet changing preferences.</p> </div>
  409. </div>
  410. </div>
  411. </div>
  412. <div class="elementor-column elementor-col-66 elementor-inner-column elementor-element elementor-element-fb603b4" data-id="fb603b4" data-element_type="column">
  413. <div class="elementor-widget-wrap elementor-element-populated">
  414. <div class="elementor-element elementor-element-cd40821 elementor-widget__width-initial elementor-widget elementor-widget-image" data-id="cd40821" data-element_type="widget" data-widget_type="image.default">
  415. <div class="elementor-widget-container">
  416. <img loading="lazy" decoding="async" width="525" height="237" src="https://sequenceconsulting.com/wp-content/uploads/2024/03/growth-drivers-1024x463.png" class="attachment-large size-large wp-image-5777" alt="Growth Drivers" srcset="https://sequenceconsulting.com/wp-content/uploads/2024/03/growth-drivers-1024x463.png 1024w, https://sequenceconsulting.com/wp-content/uploads/2024/03/growth-drivers-300x136.png 300w, https://sequenceconsulting.com/wp-content/uploads/2024/03/growth-drivers-768x347.png 768w, https://sequenceconsulting.com/wp-content/uploads/2024/03/growth-drivers-1536x695.png 1536w, https://sequenceconsulting.com/wp-content/uploads/2024/03/growth-drivers.png 2048w" sizes="100vw" title="Embrace the Future: How Associations Are Thriving in 2024 | Member Engagement and Retention"> </div>
  417. </div>
  418. </div>
  419. </div>
  420. </div>
  421. </section>
  422. <div class="elementor-element elementor-element-4436f5c elementor-widget elementor-widget-spacer" data-id="4436f5c" data-element_type="widget" data-widget_type="spacer.default">
  423. <div class="elementor-widget-container">
  424. <div class="elementor-spacer">
  425. <div class="elementor-spacer-inner"></div>
  426. </div>
  427. </div>
  428. </div>
  429. <div class="elementor-element elementor-element-e04bb6b elementor-widget elementor-widget-heading" data-id="e04bb6b" data-element_type="widget" data-widget_type="heading.default">
  430. <div class="elementor-widget-container">
  431. <h2 class="elementor-heading-title elementor-size-default">Diversifying Revenue and Membership Strategies</h2> </div>
  432. </div>
  433. <div class="elementor-element elementor-element-3e2a69b elementor-widget elementor-widget-heading" data-id="3e2a69b" data-element_type="widget" data-widget_type="heading.default">
  434. <div class="elementor-widget-container">
  435. <h2 class="elementor-heading-title elementor-size-default">ACROSS-THE-BOARD DUES INCREASES</h2> </div>
  436. </div>
  437. <div class="elementor-element elementor-element-e4cf444 elementor-widget elementor-widget-text-editor" data-id="e4cf444" data-element_type="widget" data-widget_type="text-editor.default">
  438. <div class="elementor-widget-container">
  439. To combat financial pressures, especially inflation, nearly half of the associations increased their dues in the last year, a significant jump from previous years. The reality is stark: without dues increases, associations find their dues revenue down by 35% in real terms, with expenses up by the same margin. Many are now adopting automatic annual increases, which correlate with higher renewal rates, typically between 3%-5% annually. </div>
  440. </div>
  441. <div class="elementor-element elementor-element-7ced907 elementor-blockquote--skin-clean elementor-blockquote--align-right elementor-blockquote--button-color-official elementor-widget elementor-widget-blockquote" data-id="7ced907" data-element_type="widget" data-widget_type="blockquote.default">
  442. <div class="elementor-widget-container">
  443. <blockquote class="elementor-blockquote">
  444. <p class="elementor-blockquote__content">
  445. Forward-thinking associations are redefining their value propositions to ensure their long-term sustainability and relevance. </p>
  446. </blockquote>
  447. </div>
  448. </div>
  449. <div class="elementor-element elementor-element-f8408c9 elementor-widget elementor-widget-heading" data-id="f8408c9" data-element_type="widget" data-widget_type="heading.default">
  450. <div class="elementor-widget-container">
  451. <h2 class="elementor-heading-title elementor-size-default">ALL-INCLUSIVE MEMBERSHIPS</h2> </div>
  452. </div>
  453. <div class="elementor-element elementor-element-cdd7bbe elementor-widget elementor-widget-text-editor" data-id="cdd7bbe" data-element_type="widget" data-widget_type="text-editor.default">
  454. <div class="elementor-widget-container">
  455. Associations are moving towards “all-inclusive” memberships, incorporating most a la carte benefits into the membership package. This approach addresses member frustrations over being “nickel and dimed.” It significantly enhances the value of membership by making benefits such as continuing education, publications, training, and smaller events available at no extra cost. This strategy justifies higher dues and provides non-members with financial incentives to join. </div>
  456. </div>
  457. <div class="elementor-element elementor-element-bc53e09 elementor-widget elementor-widget-heading" data-id="bc53e09" data-element_type="widget" data-widget_type="heading.default">
  458. <div class="elementor-widget-container">
  459. <h2 class="elementor-heading-title elementor-size-default">NON-MEMBER ASSOCIATES AND CREDIT-BASED MEMBERSHIPS</h2> </div>
  460. </div>
  461. <div class="elementor-element elementor-element-66248af elementor-widget elementor-widget-text-editor" data-id="66248af" data-element_type="widget" data-widget_type="text-editor.default">
  462. <div class="elementor-widget-container">
  463. Innovative models like tiered memberships for non-paying “associates” and credit-based memberships are gaining traction. These models offer a range of benefits and engagement opportunities without the upfront cost, creating a self-selected pool for membership marketing. On the other hand, credit-based memberships allow members to use credits for additional benefits, demonstrating the financial value of membership and simplifying the member experience. </div>
  464. </div>
  465. <div class="elementor-element elementor-element-78d2948 elementor-widget elementor-widget-heading" data-id="78d2948" data-element_type="widget" data-widget_type="heading.default">
  466. <div class="elementor-widget-container">
  467. <h2 class="elementor-heading-title elementor-size-default">PRACTICE MEMBERSHIPS</h2> </div>
  468. </div>
  469. <div class="elementor-element elementor-element-a74b537 elementor-widget elementor-widget-text-editor" data-id="a74b537" data-element_type="widget" data-widget_type="text-editor.default">
  470. <div class="elementor-widget-container">
  471. Tailored for owners of small to mid-sized practices, these memberships offer a combination of individual benefits plus additional perks for the business and its team. This model aims to expand membership by appealing to business owners and allied professionals who might not otherwise join, providing comprehensive support across administrative, marketing, legal, and professional development domains. </div>
  472. </div>
  473. <div class="elementor-element elementor-element-3d8f765 elementor-widget elementor-widget-heading" data-id="3d8f765" data-element_type="widget" data-widget_type="heading.default">
  474. <div class="elementor-widget-container">
  475. <h2 class="elementor-heading-title elementor-size-default">Revolutionizing Association Management with AI</h2> </div>
  476. </div>
  477. <div class="elementor-element elementor-element-d77b6ea elementor-widget elementor-widget-text-editor" data-id="d77b6ea" data-element_type="widget" data-widget_type="text-editor.default">
  478. <div class="elementor-widget-container">
  479. <p>Artificial Intelligence (AI) has ushered in a new era of association management trends, offering unprecedented opportunities to enhance operational efficiency, member engagement, and personalized communication. In this transformative landscape, AI is not just a technological advancement; it’s a strategic ally that enables associations to navigate the complexities of modern member expectations and competitive pressures. Through AI-powered member segmentation, content personalization, and predictive analytics, associations are leveraging AI to streamline operations, craft tailored member experiences, and drive growth in innovative and impactful ways.</p> </div>
  480. </div>
  481. <div class="elementor-element elementor-element-afb38a2 elementor-widget elementor-widget-heading" data-id="afb38a2" data-element_type="widget" data-widget_type="heading.default">
  482. <div class="elementor-widget-container">
  483. <h2 class="elementor-heading-title elementor-size-default">AI FOR MEMBER SERVICE</h2> </div>
  484. </div>
  485. <div class="elementor-element elementor-element-b606957 elementor-widget elementor-widget-text-editor" data-id="b606957" data-element_type="widget" data-widget_type="text-editor.default">
  486. <div class="elementor-widget-container">
  487. Automation and AI-driven FAQs streamline routine transactions and inquiries, enhance efficiency, and improve member satisfaction. </div>
  488. </div>
  489. <div class="elementor-element elementor-element-686c833 elementor-blockquote--skin-clean elementor-blockquote--align-left elementor-blockquote--button-color-official elementor-widget elementor-widget-blockquote" data-id="686c833" data-element_type="widget" data-widget_type="blockquote.default">
  490. <div class="elementor-widget-container">
  491. <blockquote class="elementor-blockquote">
  492. <p class="elementor-blockquote__content">
  493. In this transformative landscape, AI is not just a technological advancement; it's a strategic ally. </p>
  494. </blockquote>
  495. </div>
  496. </div>
  497. <div class="elementor-element elementor-element-965a709 elementor-widget elementor-widget-heading" data-id="965a709" data-element_type="widget" data-widget_type="heading.default">
  498. <div class="elementor-widget-container">
  499. <h2 class="elementor-heading-title elementor-size-default">AI FOR MEMBER COMMUNICATION</h2> </div>
  500. </div>
  501. <div class="elementor-element elementor-element-def29fc elementor-widget elementor-widget-text-editor" data-id="def29fc" data-element_type="widget" data-widget_type="text-editor.default">
  502. <div class="elementor-widget-container">
  503. Dynamic versioning and omnichannel value delivery enable associations to provide highly personalized and timely communications to their members. This approach leverages the latest data to create over 1,000 versions of communications tailored to specific audience segments. </div>
  504. </div>
  505. <div class="elementor-element elementor-element-2eaf897 elementor-widget elementor-widget-heading" data-id="2eaf897" data-element_type="widget" data-widget_type="heading.default">
  506. <div class="elementor-widget-container">
  507. <h2 class="elementor-heading-title elementor-size-default">AI FOR MEMBERSHIP MARKETING</h2> </div>
  508. </div>
  509. <div class="elementor-element elementor-element-ab27b94 elementor-widget elementor-widget-text-editor" data-id="ab27b94" data-element_type="widget" data-widget_type="text-editor.default">
  510. <div class="elementor-widget-container">
  511. AI-generated content and continuously A/B-tested messaging are revolutionizing acquisition and renewal strategies. These AI-driven approaches allow for highly targeted and effective marketing campaigns. </div>
  512. </div>
  513. <div class="elementor-element elementor-element-611662f elementor-widget elementor-widget-heading" data-id="611662f" data-element_type="widget" data-widget_type="heading.default">
  514. <div class="elementor-widget-container">
  515. <h2 class="elementor-heading-title elementor-size-default">SIMULATING MEMBERS: DIGITAL TWINS</h2> </div>
  516. </div>
  517. <div class="elementor-element elementor-element-3830863 elementor-widget elementor-widget-text-editor" data-id="3830863" data-element_type="widget" data-widget_type="text-editor.default">
  518. <div class="elementor-widget-container">
  519. This innovative application of AI involves creating digital representations of members to simulate real situations and outcomes. This technology enables associations to refine their marketing, communication, and operational strategies by predicting engagement and optimizing the member experience. </div>
  520. </div>
  521. <div class="elementor-element elementor-element-f53d755 elementor-widget elementor-widget-text-editor" data-id="f53d755" data-element_type="widget" data-widget_type="text-editor.default">
  522. <div class="elementor-widget-container">
  523. <p>For more on AI in associations, please see  <a href="https://sequenceconsulting.com/ai-in-association-management/">From Mundane to Magical: How AI is Reshaping Association Management</a>.</p> </div>
  524. </div>
  525. <div class="elementor-element elementor-element-f6db721 elementor-widget elementor-widget-heading" data-id="f6db721" data-element_type="widget" data-widget_type="heading.default">
  526. <div class="elementor-widget-container">
  527. <h2 class="elementor-heading-title elementor-size-default">Conclusion: A Forward-Looking Approach</h2> </div>
  528. </div>
  529. <div class="elementor-element elementor-element-cccb04c elementor-widget elementor-widget-text-editor" data-id="cccb04c" data-element_type="widget" data-widget_type="text-editor.default">
  530. <div class="elementor-widget-container">
  531. <p>As associations navigate through the changes 2024 brings, the key to success lies in embracing innovation, leveraging technology, and remaining adaptable to the evolving needs of their members. By reimagining their value propositions, diversifying revenue streams, and harnessing the power of AI, associations can ensure sustained growth and relevance in an increasingly dynamic environment. The future for association management trends is not just about adapting to change but thriving through innovation and resilience.</p> </div>
  532. </div>
  533. <div class="elementor-element elementor-element-486b932 elementor-widget elementor-widget-text-editor" data-id="486b932" data-element_type="widget" data-widget_type="text-editor.default">
  534. <div class="elementor-widget-container">
  535. For more on association management trends, please see  <a href="https://sequenceconsulting.com/3d-flip-book/ten-ways-to-future-proof-your-membership/">Ten Ways to Future Proof Your Membership </a> and <a href="https://www.glueup.com/blog/association-trends" target="_blank" rel="noopener">Top 20 Association Trends to Watch and Take Advantage of in 2024</a>. </div>
  536. </div>
  537. </div>
  538. </div>
  539. </div>
  540. </section>
  541. </div>
  542. ]]></content:encoded>
  546. </item>
  547. <item>
  548. <title>How to Become Your Members&#8217; First Choice: Strategies for &#8220;Second Societies&#8221;</title>
  549. <link>https://sequenceconsulting.com/createfirst-choice-member-value-proposition/</link>
  551. <dc:creator><![CDATA[Chris Vaughan, PhD]]></dc:creator>
  552. <pubDate>Tue, 05 Mar 2024 15:58:38 +0000</pubDate>
  553. <category><![CDATA[Member Engagement]]></category>
  554. <guid isPermaLink="false">https://sequenceconsulting.com/?p=5836</guid>
  555.  
  556. <description><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time: </span> <span class="rt-time">3</span> <span class="rt-label rt-postfix">minutes</span></span> Are you struggling to be your members' first choice? Learn how to stand out in a crowded market and become the organization they can't live without.]]></description>
  557. <content:encoded><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time: </span> <span class="rt-time">3</span> <span class="rt-label rt-postfix">minutes</span></span><img loading="lazy" decoding="async" width="849" height="565" src="https://sequenceconsulting.com/wp-content/uploads/2024/03/istock_000069014059_small.jpg" class="attachment-full size-full wp-post-image" alt="Member Value Proposition" style="float:right; margin:0 0 10px 10px;" srcset="https://sequenceconsulting.com/wp-content/uploads/2024/03/istock_000069014059_small.jpg 849w, https://sequenceconsulting.com/wp-content/uploads/2024/03/istock_000069014059_small-300x200.jpg 300w, https://sequenceconsulting.com/wp-content/uploads/2024/03/istock_000069014059_small-768x511.jpg 768w" sizes="100vw" title="How to Become Your Members&#039; First Choice: Strategies for &quot;Second Societies&quot; | Member Engagement and Retention"> <div data-elementor-type="wp-post" data-elementor-id="5836" class="elementor elementor-5836" data-elementor-post-type="post">
  558. <section class="elementor-section elementor-top-section elementor-element elementor-element-9ac2a07 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="9ac2a07" data-element_type="section">
  559. <div class="elementor-container elementor-column-gap-default">
  560. <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-56e2c2f" data-id="56e2c2f" data-element_type="column">
  561. <div class="elementor-widget-wrap elementor-element-populated">
  562. <section class="elementor-section elementor-inner-section elementor-element elementor-element-7c9d7c5 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="7c9d7c5" data-element_type="section">
  563. <div class="elementor-container elementor-column-gap-default">
  564. <div class="elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-d851434" data-id="d851434" data-element_type="column">
  565. <div class="elementor-widget-wrap elementor-element-populated">
  566. <div class="elementor-element elementor-element-85a3cd0 elementor-widget elementor-widget-heading" data-id="85a3cd0" data-element_type="widget" data-widget_type="heading.default">
  567. <div class="elementor-widget-container">
  568. <h2 class="elementor-heading-title elementor-size-default">Are You Your Members’ First Choice? </h2> </div>
  569. </div>
  570. <div class="elementor-element elementor-element-d88aab6 elementor-widget elementor-widget-text-editor" data-id="d88aab6" data-element_type="widget" data-widget_type="text-editor.default">
  571. <div class="elementor-widget-container">
  572. <p>Do most of your members belong to other associations? If they had to pick one, would it be you? If the answer is no, you may be a second society. Members’ first choice will always be the organization with the member value proposition most closely aligned with what they do for a living, where they can find the resources and experiences specific to their field—the one they must belong to do their job well.</p> </div>
  573. </div>
  574. </div>
  575. </div>
  576. </div>
  577. </section>
  578. <section class="elementor-section elementor-inner-section elementor-element elementor-element-e313362 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="e313362" data-element_type="section">
  579. <div class="elementor-container elementor-column-gap-default">
  580. <div class="elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-125df44" data-id="125df44" data-element_type="column">
  581. <div class="elementor-widget-wrap elementor-element-populated">
  582. <div class="elementor-element elementor-element-c9fc6b4 elementor-widget elementor-widget-heading" data-id="c9fc6b4" data-element_type="widget" data-widget_type="heading.default">
  583. <div class="elementor-widget-container">
  584. <h2 class="elementor-heading-title elementor-size-default">The Struggles of a Second Society </h2> </div>
  585. </div>
  586. <div class="elementor-element elementor-element-cb094c5 elementor-widget elementor-widget-text-editor" data-id="cb094c5" data-element_type="widget" data-widget_type="text-editor.default">
  587. <div class="elementor-widget-container">
  588. The first challenge is that you are optional, so you must make an excellent case for membership. Moreover, you are one of many options. You may be the third, fourth, or even lower choice. People have limited time and money to invest in membership, and you must compete for them.  
  589.  
  590. And when times get tough, you are at the top of the list to drop. When the boss stops paying, or the paycheck stops stretching, you are a much easier “no” than their number one choice. This shows up as low retention or cyclical membership that booms and busts with the economy.   </div>
  591. </div>
  592. <div class="elementor-element elementor-element-73f26da elementor-widget elementor-widget-heading" data-id="73f26da" data-element_type="widget" data-widget_type="heading.default">
  593. <div class="elementor-widget-container">
  594. <h2 class="elementor-heading-title elementor-size-default">Too Much and Too Much of the Same </h2> </div>
  595. </div>
  596. <div class="elementor-element elementor-element-1cf58fc elementor-widget elementor-widget-text-editor" data-id="1cf58fc" data-element_type="widget" data-widget_type="text-editor.default">
  597. <div class="elementor-widget-container">
  598. <p>Members choose their first society because it meets their professional needs so well. Most of what they need to do their job, they get there. The member value proposition could not be more clear. They join second societies to fill in gaps in their sub-specialties, interests, and networks. But is that member value proposition clear?</p><p>The answer often is no, for two reasons: First, they often do many of the same things primary associations do, only less well. Primary societies are deep and focused. They concentrate their resources on serving the core professional needs of their members. Second societies cannot beat them at their own game, but they all too often try.</p><p>The second reason is that they try to do too much. They want to meet as many of their members’ needs as possible, but so does everyone else in their space; so many weak offerings overlap and fail to inspire people to choose them.</p> </div>
  599. </div>
  600. <div class="elementor-element elementor-element-ec154c9 elementor-blockquote--skin-clean elementor-blockquote--align-left elementor-blockquote--button-color-official elementor-widget elementor-widget-blockquote" data-id="ec154c9" data-element_type="widget" data-widget_type="blockquote.default">
  601. <div class="elementor-widget-container">
  602. <blockquote class="elementor-blockquote">
  603. <p class="elementor-blockquote__content">
  604. When the boss stops paying, or the paycheck stops stretching, you are a much easier “no” than their number one choice. </p>
  605. </blockquote>
  606. </div>
  607. </div>
  608. </div>
  609. </div>
  610. </div>
  611. </section>
  612. <div class="elementor-element elementor-element-8588bc7 elementor-widget elementor-widget-spacer" data-id="8588bc7" data-element_type="widget" data-widget_type="spacer.default">
  613. <div class="elementor-widget-container">
  614. <div class="elementor-spacer">
  615. <div class="elementor-spacer-inner"></div>
  616. </div>
  617. </div>
  618. </div>
  619. <div class="elementor-element elementor-element-0b0dd12 elementor-widget elementor-widget-heading" data-id="0b0dd12" data-element_type="widget" data-widget_type="heading.default">
  620. <div class="elementor-widget-container">
  621. <h2 class="elementor-heading-title elementor-size-default">The Vacation Home Analogy </h2> </div>
  622. </div>
  623. <div class="elementor-element elementor-element-88572d2 elementor-widget elementor-widget-text-editor" data-id="88572d2" data-element_type="widget" data-widget_type="text-editor.default">
  624. <div class="elementor-widget-container">
  625. Second societies are like vacation homes. No one needs a reason to stay home this weekend, but they need a reason to make the trip to the lake house. It needs something pretty special you can’t get at home or by going to a hotel.  
  626.  
  627. A great vacation home fills a white space in your life. You go there to get something you don’t get someplace else. It doesn&#8217;t have everything, but what it does have is special. Not to torture the analogy, but a great vacation home has the right to win your free time. </div>
  628. </div>
  629. <div class="elementor-element elementor-element-00660f4 elementor-widget elementor-widget-heading" data-id="00660f4" data-element_type="widget" data-widget_type="heading.default">
  630. <div class="elementor-widget-container">
  631. <h2 class="elementor-heading-title elementor-size-default">Your Right to Win </h2> </div>
  632. </div>
  633. <div class="elementor-element elementor-element-efa47ba elementor-widget elementor-widget-text-editor" data-id="efa47ba" data-element_type="widget" data-widget_type="text-editor.default">
  634. <div class="elementor-widget-container">
  635. <p>So, how do you get the right to win? Wee Willie Keeler, one of the best baseball hitters ever, said it best: “Keep your eyes clear and hit ‘em where they ain’t.” In other words, find the white space and offer something your competitors can’t. A lot of what you do may overlap with others. Ask yourself what doesn’t. What can you do that others in your space cannot?</p><p>For example, one Sequence client was focused on urban development, a space with professionals from many walks of life: developers, investors, urban planners, and so on. Many members belonged to nine or more associations to meet their professional needs. So where was the white space? It became clear that this association was the only place all those different people could come together to solve problems. They alone could convene those kinds of curated, trusted environments, so much that their most exclusive work groups cost thousands of dollars, which members line up to pay.</p> </div>
  636. </div>
  637. <div class="elementor-element elementor-element-7ced907 elementor-blockquote--skin-clean elementor-blockquote--align-right elementor-blockquote--button-color-official elementor-widget elementor-widget-blockquote" data-id="7ced907" data-element_type="widget" data-widget_type="blockquote.default">
  638. <div class="elementor-widget-container">
  639. <blockquote class="elementor-blockquote">
  640. <p class="elementor-blockquote__content">
  641. A lot of what you do may overlap with others. Ask yourself what doesn’t. What can you do that others in your space cannot? </p>
  642. </blockquote>
  643. </div>
  644. </div>
  645. <div class="elementor-element elementor-element-2171d2a elementor-widget elementor-widget-text-editor" data-id="2171d2a" data-element_type="widget" data-widget_type="text-editor.default">
  646. <div class="elementor-widget-container">
  647. <p><span style="color: var( --e-global-color-primary );">Another Sequence client was in the food space, serving scientists and technicians from dozens of different disciplines, who, on average, belonged to four or more associations. They found their right to win in the space between all those scientific fields. They could provide connections, community, and trusted information that cut across the entire industry, something members needed badly, and no one else could provide. This allowed them to double down on the white space and stop doing things other societies did better that had little value for the organization.</span></p> </div>
  648. </div>
  649. <div class="elementor-element elementor-element-94fd682 elementor-widget elementor-widget-heading" data-id="94fd682" data-element_type="widget" data-widget_type="heading.default">
  650. <div class="elementor-widget-container">
  651. <h2 class="elementor-heading-title elementor-size-default">Conclusion: A Winning Member Value Proposition</h2> </div>
  652. </div>
  653. <div class="elementor-element elementor-element-e4cf444 elementor-widget elementor-widget-text-editor" data-id="e4cf444" data-element_type="widget" data-widget_type="text-editor.default">
  654. <div class="elementor-widget-container">
  655. Successful organizations embrace their not-first-choice position and go all-in on well-defined spaces where they have a clear right to win. The key to finding that winning value proposition is understanding what your members need that no one else is giving them and meeting it in a way only you can. If you become world-class at doing that, your association will thrive.   </div>
  656. </div>
  657. <div class="elementor-element elementor-element-f53d755 elementor-widget elementor-widget-text-editor" data-id="f53d755" data-element_type="widget" data-widget_type="text-editor.default">
  658. <div class="elementor-widget-container">
  659. For more on creating a winning member value proposition, please see <a href="https://sequenceconsulting.com/4-steps-to-irresistible-member-value/">From Ordinary to Extraordinary: Crafting Irresistible Member Value in 4 Steps</a> and <a href="https://www.asaecenter.org/resources/articles/an_plus/2021/march/six-ways-to-show-a-strong-value-proposition" target="_blank" rel="noopener">Six Ways to Show a Strong Member Value Proposition</a>.
  660. </div>
  661. </div>
  662. </div>
  663. </div>
  664. </div>
  665. </section>
  666. </div>
  667. ]]></content:encoded>
  671. </item>
  672. <item>
  673. <title>From Mundane to Magical: How AI is Reshaping Association Management</title>
  674. <link>https://sequenceconsulting.com/ai-in-association-management/</link>
  676. <dc:creator><![CDATA[Chris Vaughan, PhD]]></dc:creator>
  677. <pubDate>Fri, 01 Mar 2024 20:35:31 +0000</pubDate>
  678. <category><![CDATA[Member Engagement]]></category>
  679. <guid isPermaLink="false">https://sequenceconsulting.com/?p=5637</guid>
  680.  
  681. <description><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time: </span> <span class="rt-time">3</span> <span class="rt-label rt-postfix">minutes</span></span> Discover the transformative power of AI in association management for enhanced efficiency, member engagement, and strategic insights in 2024.]]></description>
  682. <content:encoded><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time: </span> <span class="rt-time">3</span> <span class="rt-label rt-postfix">minutes</span></span><img loading="lazy" decoding="async" width="640" height="427" src="https://sequenceconsulting.com/wp-content/uploads/2024/03/ai-in-association-management.jpg" class="attachment-full size-full wp-post-image" alt="Ai In Association Management" style="float:right; margin:0 0 10px 10px;" srcset="https://sequenceconsulting.com/wp-content/uploads/2024/03/ai-in-association-management.jpg 640w, https://sequenceconsulting.com/wp-content/uploads/2024/03/ai-in-association-management-300x200.jpg 300w" sizes="100vw" title="From Mundane to Magical: How AI is Reshaping Association Management | Member Engagement and Retention"> <div data-elementor-type="wp-post" data-elementor-id="5637" class="elementor elementor-5637" data-elementor-post-type="post">
  683. <section class="elementor-section elementor-top-section elementor-element elementor-element-9ac2a07 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="9ac2a07" data-element_type="section">
  684. <div class="elementor-container elementor-column-gap-default">
  685. <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-56e2c2f" data-id="56e2c2f" data-element_type="column">
  686. <div class="elementor-widget-wrap elementor-element-populated">
  687. <section class="elementor-section elementor-inner-section elementor-element elementor-element-7c9d7c5 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="7c9d7c5" data-element_type="section">
  688. <div class="elementor-container elementor-column-gap-default">
  689. <div class="elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-d851434" data-id="d851434" data-element_type="column">
  690. <div class="elementor-widget-wrap elementor-element-populated">
  691. <div class="elementor-element elementor-element-85a3cd0 elementor-widget elementor-widget-heading" data-id="85a3cd0" data-element_type="widget" data-widget_type="heading.default">
  692. <div class="elementor-widget-container">
  693. <h2 class="elementor-heading-title elementor-size-default">AI In Association Management 2024</h2> </div>
  694. </div>
  695. <div class="elementor-element elementor-element-d88aab6 elementor-widget elementor-widget-text-editor" data-id="d88aab6" data-element_type="widget" data-widget_type="text-editor.default">
  696. <div class="elementor-widget-container">
  697. <p>As the landscape of AI in association management continues to evolve, the integration of Artificial Intelligence (AI) stands out as a transformative force, propelling us towards enhanced efficiency, deeper member engagement, and more strategic insights. Far from being just another tech trend, AI has become a fundamental element of our strategic toolkit, revolutionizing how we interact with members, streamline operations, and make data-driven decisions.</p><p>From automating mundane tasks to personalizing member experiences and predicting future behaviors, AI&#8217;s role is multifunctional, heralding a new era of innovation and efficiency.</p> </div>
  698. </div>
  699. </div>
  700. </div>
  701. </div>
  702. </section>
  703. <section class="elementor-section elementor-inner-section elementor-element elementor-element-23cd6b6 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="23cd6b6" data-element_type="section">
  704. <div class="elementor-container elementor-column-gap-default">
  705. <div class="elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-66b91e8" data-id="66b91e8" data-element_type="column">
  706. <div class="elementor-widget-wrap elementor-element-populated">
  707. <div class="elementor-element elementor-element-d62a5e5 elementor-widget elementor-widget-heading" data-id="d62a5e5" data-element_type="widget" data-widget_type="heading.default">
  708. <div class="elementor-widget-container">
  709. <h2 class="elementor-heading-title elementor-size-default">Streamlining Operations Through Automation</h2> </div>
  710. </div>
  711. <div class="elementor-element elementor-element-cb094c5 elementor-widget elementor-widget-text-editor" data-id="cb094c5" data-element_type="widget" data-widget_type="text-editor.default">
  712. <div class="elementor-widget-container">
  713. <p>AI technologies, especially in the form of chatbots and advanced knowledge bases, are redefining how associations interact with their members. These AI tools offer instant support, addressing common inquiries and resolving issues around the clock. This immediacy and convenience are crucial in satisfying the modern member&#8217;s expectations for quick and accessible support, thereby boosting member satisfaction and loyalty.</p><p> </p> </div>
  714. </div>
  715. </div>
  716. </div>
  717. <div class="elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-eba0031" data-id="eba0031" data-element_type="column">
  718. <div class="elementor-widget-wrap elementor-element-populated">
  719. <div class="elementor-element elementor-element-c939384 elementor-widget elementor-widget-video" data-id="c939384" data-element_type="widget" data-settings="{&quot;youtube_url&quot;:&quot;https:\/\/youtu.be\/EkzC9O7LhIw&quot;,&quot;lazy_load&quot;:&quot;yes&quot;,&quot;video_type&quot;:&quot;youtube&quot;,&quot;controls&quot;:&quot;yes&quot;}" data-widget_type="video.default">
  720. <div class="elementor-widget-container">
  721. <div class="elementor-wrapper elementor-open-inline">
  722. <div class="elementor-video"></div> </div>
  723. </div>
  724. </div>
  725. <div class="elementor-element elementor-element-6ac8331 elementor-widget elementor-widget-text-editor" data-id="6ac8331" data-element_type="widget" data-widget_type="text-editor.default">
  726. <div class="elementor-widget-container">
  727. <p style="text-align: center;">AARP&#8217;s Sami Hassanyeh discusses using AI for Member Service</p> </div>
  728. </div>
  729. </div>
  730. </div>
  731. </div>
  732. </section>
  733. <section class="elementor-section elementor-inner-section elementor-element elementor-element-e313362 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="e313362" data-element_type="section">
  734. <div class="elementor-container elementor-column-gap-default">
  735. <div class="elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-125df44" data-id="125df44" data-element_type="column">
  736. <div class="elementor-widget-wrap elementor-element-populated">
  737. <div class="elementor-element elementor-element-096b3af elementor-widget elementor-widget-text-editor" data-id="096b3af" data-element_type="widget" data-widget_type="text-editor.default">
  738. <div class="elementor-widget-container">
  739. <p><span style="color: var( --e-global-color-primary );">An example of this in action is an association that introduced a chatbot to handle frequently asked questions, such as event details and membership renewal processes. The chatbot managed to reduce incoming member service calls by 30%, significantly improving response times and member satisfaction.</span></p> </div>
  740. </div>
  741. <div class="elementor-element elementor-element-02511b5 elementor-widget elementor-widget-heading" data-id="02511b5" data-element_type="widget" data-widget_type="heading.default">
  742. <div class="elementor-widget-container">
  743. <h2 class="elementor-heading-title elementor-size-default">Personalizing Member Communications</h2> </div>
  744. </div>
  745. <div class="elementor-element elementor-element-1cf58fc elementor-widget elementor-widget-text-editor" data-id="1cf58fc" data-element_type="widget" data-widget_type="text-editor.default">
  746. <div class="elementor-widget-container">
  747. <p>Personalization is another area where AI is making a significant impact. Through dynamic versioning powered by AI, associations can now deliver customized messages tailored to individual members&#8217; preferences and interests. This method uses data analytics and machine learning algorithms to dissect member behavior and engagement, allowing for highly targeted communication strategies that significantly enhance member engagement.</p><p><br />A health professionals&#8217; association utilized AI to segment its communications, resulting in a 25% increase in engagement with their email campaigns. By sending personalized content based on each member&#8217;s interests and interaction history, the association not only boosted engagement but also increased attendance at targeted events and webinars.</p> </div>
  748. </div>
  749. <div class="elementor-element elementor-element-ec154c9 elementor-blockquote--skin-clean elementor-blockquote--align-left elementor-blockquote--button-color-official elementor-widget elementor-widget-blockquote" data-id="ec154c9" data-element_type="widget" data-widget_type="blockquote.default">
  750. <div class="elementor-widget-container">
  751. <blockquote class="elementor-blockquote">
  752. <p class="elementor-blockquote__content">
  753. In a competitive landscape, this ability to tailor marketing strategies can significantly impact membership growth. </p>
  754. </blockquote>
  755. </div>
  756. </div>
  757. <div class="elementor-element elementor-element-3927e75 elementor-widget elementor-widget-spacer" data-id="3927e75" data-element_type="widget" data-widget_type="spacer.default">
  758. <div class="elementor-widget-container">
  759. <div class="elementor-spacer">
  760. <div class="elementor-spacer-inner"></div>
  761. </div>
  762. </div>
  763. </div>
  764. </div>
  765. </div>
  766. </div>
  767. </section>
  768. <div class="elementor-element elementor-element-b04eb08 elementor-widget elementor-widget-heading" data-id="b04eb08" data-element_type="widget" data-widget_type="heading.default">
  769. <div class="elementor-widget-container">
  770. <h2 class="elementor-heading-title elementor-size-default">Transforming Membership Marketing with AI</h2> </div>
  771. </div>
  772. <div class="elementor-element elementor-element-88572d2 elementor-widget elementor-widget-text-editor" data-id="88572d2" data-element_type="widget" data-widget_type="text-editor.default">
  773. <div class="elementor-widget-container">
  774. <p>AI-generated content and sophisticated data-driven marketing strategies are transforming how associations attract and retain members. By analyzing vast datasets, AI tools can pinpoint the most effective messaging and channels for different membership segments, optimizing marketing efforts to resonate with the intended audience. In a competitive landscape, this ability to tailor marketing strategies can significantly impact membership growth.</p><p>For instance, an association leveraging AI for membership marketing saw a 15% increase in new member acquisition within the first year. By employing continuous A/B testing and analyzing member data, the association identified key messages and channels that appealed to potential members, streamlining their marketing strategy for maximum impact.</p> </div>
  775. </div>
  776. <section class="elementor-section elementor-inner-section elementor-element elementor-element-720964f elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="720964f" data-element_type="section">
  777. <div class="elementor-container elementor-column-gap-default">
  778. <div class="elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-8d08bd9" data-id="8d08bd9" data-element_type="column">
  779. <div class="elementor-widget-wrap elementor-element-populated">
  780. <div class="elementor-element elementor-element-8520502 elementor-widget elementor-widget-heading" data-id="8520502" data-element_type="widget" data-widget_type="heading.default">
  781. <div class="elementor-widget-container">
  782. <h2 class="elementor-heading-title elementor-size-default">Predicting Behaviors with Digital Twins</h2> </div>
  783. </div>
  784. <div class="elementor-element elementor-element-efa47ba elementor-widget elementor-widget-text-editor" data-id="efa47ba" data-element_type="widget" data-widget_type="text-editor.default">
  785. <div class="elementor-widget-container">
  786. <p>Digital twins in AI represent a groundbreaking approach where virtual replicas of members are created to simulate behaviors and preferences. This method allows associations to test various engagement strategies and membership models without risking real-world fallout. Insights from these simulations can inform strategic decisions, ensuring offerings are closely aligned with member needs.</p><p>An environmental advocacy group used digital twins to test reactions to different membership fee structures and benefit packages. The simulations revealed preferences for tiered membership options, leading to a restructuring that increased membership renewals by 20%.</p> </div>
  787. </div>
  788. </div>
  789. </div>
  790. <div class="elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-016ffc2" data-id="016ffc2" data-element_type="column">
  791. <div class="elementor-widget-wrap elementor-element-populated">
  792. <div class="elementor-element elementor-element-86d0c7e elementor-widget elementor-widget-video" data-id="86d0c7e" data-element_type="widget" data-settings="{&quot;youtube_url&quot;:&quot;https:\/\/youtu.be\/7Xpadi8m3aE&quot;,&quot;video_type&quot;:&quot;youtube&quot;,&quot;controls&quot;:&quot;yes&quot;}" data-widget_type="video.default">
  793. <div class="elementor-widget-container">
  794. <div class="elementor-wrapper elementor-open-inline">
  795. <div class="elementor-video"></div> </div>
  796. </div>
  797. </div>
  798. <div class="elementor-element elementor-element-c74ba9f elementor-widget elementor-widget-text-editor" data-id="c74ba9f" data-element_type="widget" data-widget_type="text-editor.default">
  799. <div class="elementor-widget-container">
  800. <p style="text-align: center;">AARP&#8217;s Sami Hassanyeh discusses using Digital Twins to simulate member response</p> </div>
  801. </div>
  802. </div>
  803. </div>
  804. </div>
  805. </section>
  806. <div class="elementor-element elementor-element-7ced907 elementor-blockquote--skin-clean elementor-blockquote--align-right elementor-blockquote--button-color-official elementor-widget elementor-widget-blockquote" data-id="7ced907" data-element_type="widget" data-widget_type="blockquote.default">
  807. <div class="elementor-widget-container">
  808. <blockquote class="elementor-blockquote">
  809. <p class="elementor-blockquote__content">
  810. This method allows associations to test various engagement strategies and membership models without risking real-world fallout. </p>
  811. </blockquote>
  812. </div>
  813. </div>
  814. <div class="elementor-element elementor-element-3e2a69b elementor-widget elementor-widget-heading" data-id="3e2a69b" data-element_type="widget" data-widget_type="heading.default">
  815. <div class="elementor-widget-container">
  816. <h2 class="elementor-heading-title elementor-size-default">Informing Strategic Decisions</h2> </div>
  817. </div>
  818. <div class="elementor-element elementor-element-e4cf444 elementor-widget elementor-widget-text-editor" data-id="e4cf444" data-element_type="widget" data-widget_type="text-editor.default">
  819. <div class="elementor-widget-container">
  820. <p>Beyond operational efficiencies and marketing, AI-powered data analytics play a crucial role in strategic decision-making. For example, dues sensitivity analysis helps associations find the sweet spot for pricing, balancing financial sustainability with perceived value. Loyalty driver analysis, on the other hand, uncovers factors that affect member retention, guiding enhancements in value propositions and engagement strategies.</p><p><br />A trade association conducted a loyalty driver analysis using AI, identifying key services that were most valued by their members. By focusing on these areas, the association improved its retention rate by 18% over two years.</p> </div>
  821. </div>
  822. <div class="elementor-element elementor-element-f6db721 elementor-widget elementor-widget-heading" data-id="f6db721" data-element_type="widget" data-widget_type="heading.default">
  823. <div class="elementor-widget-container">
  824. <h2 class="elementor-heading-title elementor-size-default">Conclusion</h2> </div>
  825. </div>
  826. <div class="elementor-element elementor-element-def29fc elementor-widget elementor-widget-text-editor" data-id="def29fc" data-element_type="widget" data-widget_type="text-editor.default">
  827. <div class="elementor-widget-container">
  828. The integration of AI into association management heralds a paradigm shift towards more efficient, personalized, and strategically informed operations. By automating tasks, enhancing member services, personalizing communications, revolutionizing marketing efforts, simulating member behavior, and aiding in strategic decisions, AI technologies offer a comprehensive suite of tools for associations ready to embrace the future. As we continue to explore and integrate AI, associations are poised to meet the evolving needs of their members more effectively, ensuring sustained success in an increasingly digital world. </div>
  829. </div>
  830. <div class="elementor-element elementor-element-f53d755 elementor-widget elementor-widget-text-editor" data-id="f53d755" data-element_type="widget" data-widget_type="text-editor.default">
  831. <div class="elementor-widget-container">
  832. <p>For more on AI in association management, please see:  <a href="https://sequenceconsulting.com/2024-association-outlook-embrace-change/">2024 Association Outlook: Embrace the Change</a>.</p> </div>
  833. </div>
  834. </div>
  835. </div>
  836. </div>
  837. </section>
  838. </div>
  839. ]]></content:encoded>
  843. </item>
  844. <item>
  845. <title>Maximize Member Retention: Research-Based Best Practices for Member Renewal</title>
  846. <link>https://sequenceconsulting.com/member-renewal-best-practices/</link>
  848. <dc:creator><![CDATA[Chris Vaughan, PhD]]></dc:creator>
  849. <pubDate>Tue, 05 Dec 2023 22:37:51 +0000</pubDate>
  850. <category><![CDATA[Member Retention]]></category>
  851. <guid isPermaLink="false">https://sequenceconsulting.com/?p=3848</guid>
  852.  
  853. <description><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time: </span> <span class="rt-time">&#60; 1</span> <span class="rt-label rt-postfix">minute</span></span> Discover best practices for member renewal in this bespoke study by Sequence Consulting. Gain insights on retention strategies and benchmarks across industries.]]></description>
  854. <content:encoded><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time: </span> <span class="rt-time">&lt; 1</span> <span class="rt-label rt-postfix">minute</span></span><img loading="lazy" decoding="async" width="1200" height="630" src="https://sequenceconsulting.com/wp-content/uploads/2023/12/maximize-member-retention.jpg" class="attachment-full size-full wp-post-image" alt="Member Renewal Best Practices" style="float:right; margin:0 0 10px 10px;" srcset="https://sequenceconsulting.com/wp-content/uploads/2023/12/maximize-member-retention.jpg 1200w, https://sequenceconsulting.com/wp-content/uploads/2023/12/maximize-member-retention-300x158.jpg 300w, https://sequenceconsulting.com/wp-content/uploads/2023/12/maximize-member-retention-1024x538.jpg 1024w, https://sequenceconsulting.com/wp-content/uploads/2023/12/maximize-member-retention-768x403.jpg 768w" sizes="100vw" title="Maximize Member Retention: Research-Based Best Practices for Member Renewal | Member Engagement and Retention"> <div data-elementor-type="wp-post" data-elementor-id="3848" class="elementor elementor-3848" data-elementor-post-type="post">
  855. <section class="elementor-section elementor-top-section elementor-element elementor-element-183501f elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="183501f" data-element_type="section">
  856. <div class="elementor-container elementor-column-gap-default">
  857. <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-b963313" data-id="b963313" data-element_type="column">
  858. <div class="elementor-widget-wrap elementor-element-populated">
  859. <div class="elementor-element elementor-element-f0d0f0c elementor-widget elementor-widget-heading" data-id="f0d0f0c" data-element_type="widget" data-widget_type="heading.default">
  860. <div class="elementor-widget-container">
  861. <h2 class="elementor-heading-title elementor-size-default">Member Renewal Best Practices</h2> </div>
  862. </div>
  863. <div class="elementor-element elementor-element-8fd3e01 elementor-widget elementor-widget-heading" data-id="8fd3e01" data-element_type="widget" data-widget_type="heading.default">
  864. <div class="elementor-widget-container">
  865. <h5 class="elementor-heading-title elementor-size-default">A Bespoke Research Study By Sequence Consulting </h5> </div>
  866. </div>
  867. <div class="elementor-element elementor-element-dc64a12 elementor-widget__width-initial elementor-widget elementor-widget-text-editor" data-id="dc64a12" data-element_type="widget" data-widget_type="text-editor.default">
  868. <div class="elementor-widget-container">
  869. <p style="color: #14214a;">We conducted in-depth research with ten highly prominent organizations with renewal-based business models to understand member retention best practices and benchmarks across industries. </p><p style="color: #14214a;">Participating organizations included associations, publishers, financial services, and philanthropic organizations. </p> </div>
  870. </div>
  871. <section class="elementor-section elementor-inner-section elementor-element elementor-element-86587a7 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="86587a7" data-element_type="section">
  872. <div class="elementor-container elementor-column-gap-default">
  873. <div class="elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-03f0ce0" data-id="03f0ce0" data-element_type="column">
  874. <div class="elementor-widget-wrap elementor-element-populated">
  875. <div class="elementor-element elementor-element-99e8c4e elementor-widget__width-initial elementor-widget elementor-widget-text-editor" data-id="99e8c4e" data-element_type="widget" data-widget_type="text-editor.default">
  876. <div class="elementor-widget-container">
  877. <p><span style="color: var( --e-global-color-primary ); font-family: var( --e-global-typography-text-font-family ), Sans-serif; font-size: var( --e-global-typography-text-font-size ); font-weight: var( --e-global-typography-text-font-weight );">The research topics include:</span></p><ul><li style="list-style-type: none;"><ul><li>Value Proposition</li><li>First-Year Renewal</li><li>Auto-Renew</li><li>Renewal Stream and Duration</li><li>Renewal Timing</li><li>Grace Periods</li></ul></li></ul> </div>
  878. </div>
  879. </div>
  880. </div>
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page&quot;,&quot;search&quot;:&quot;Search&quot;,&quot;findInDocument&quot;:&quot;Find in document&quot;,&quot;pagesFoundContaining&quot;:&quot;pages found containing&quot;,&quot;noMatches&quot;:&quot;No matches&quot;,&quot;matchesFound&quot;:&quot;matches found&quot;,&quot;page&quot;:&quot;Page&quot;,&quot;matches&quot;:&quot;matches&quot;,&quot;thumbnails&quot;:&quot;Thumbnails&quot;,&quot;tableOfContent&quot;:&quot;Table of Contents&quot;,&quot;share&quot;:&quot;Share&quot;,&quot;pressEscToClose&quot;:&quot;Press ESC to close&quot;,&quot;password&quot;:&quot;Password&quot;,&quot;addNote&quot;:&quot;Add note&quot;,&quot;typeInYourNote&quot;:&quot;Type in your note...&quot;},&quot;access&quot;:&quot;free&quot;,&quot;backgroundMusic&quot;:&quot;&quot;,&quot;cornerCurl&quot;:&quot;false&quot;,&quot;pdfTools&quot;:{&quot;pageHeight&quot;:1500,&quot;thumbHeight&quot;:200,&quot;quality&quot;:0.8,&quot;textLayer&quot;:&quot;true&quot;,&quot;autoConvert&quot;:&quot;true&quot;},&quot;slug&quot;:&quot;&quot;,&quot;convertPDFLinks&quot;:&quot;true&quot;,&quot;overridePDFEmbedder&quot;:&quot;true&quot;,&quot;overrideDflip&quot;:&quot;true&quot;,&quot;overrideWonderPDFEmbed&quot;:&quot;true&quot;,&quot;override3DFlipBook&quot;:&quot;true&quot;,&quot;overridePDFjsViewer&quot;:&quot;true&quot;,&quot;resumeReading&quot;:&quot;false&quot;,&quot;previewPages&quot;:&quot;&quot;,&quot;previewMode&quot;:&quot;&quot;,&quot;rootFolder&quot;:&quot;https:\/\/sequenceconsulting.com\/wp-content\/plugins\/real3d-flipbook-lite\/&quot;,&quot;version&quot;:&quot;3.82&quot;,&quot;uniqueId&quot;:&quot;-1_662c6c6e605f1&quot;}"></div></div>
  886. </div>
  887. </div>
  888. </div>
  889. </div>
  890. </div>
  891. </section>
  892. <section class="elementor-section elementor-inner-section elementor-element elementor-element-6aea98e elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="6aea98e" data-element_type="section">
  893. <div class="elementor-container elementor-column-gap-default">
  894. <div class="elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-3ab1cf4" data-id="3ab1cf4" data-element_type="column">
  895. <div class="elementor-widget-wrap elementor-element-populated">
  896. <div class="elementor-element elementor-element-ea2ac92 elementor-widget elementor-widget-text-editor" data-id="ea2ac92" data-element_type="widget" data-widget_type="text-editor.default">
  897. <div class="elementor-widget-container">
  898. <p>The result is a revealing look at what works in renewal across the board, regardless of the business you are in, and practical insights you can use to improve your own member retention.  </p> </div>
  899. </div>
  900. </div>
  901. </div>
  902. </div>
  903. </section>
  904. <section class="elementor-section elementor-inner-section elementor-element elementor-element-04474ba elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="04474ba" data-element_type="section">
  905. <div class="elementor-container elementor-column-gap-default">
  906. <div class="elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-876e867" data-id="876e867" data-element_type="column">
  907. <div class="elementor-widget-wrap">
  908. </div>
  909. </div>
  910. </div>
  911. </section>
  912. <div class="elementor-element elementor-element-f3108a0 elementor-widget elementor-widget-text-editor" data-id="f3108a0" data-element_type="widget" data-widget_type="text-editor.default">
  913. <div class="elementor-widget-container">
  914. <p>To learn more about member renewal best practices see <a href="https://sequenceconsulting.com/member-retention-three-keys/">The Art of Member Retention: 3 Essential Strategies </a>and <a href="https://memberclicks.com/blog/membership-renewal/" target="_blank" rel="noopener">Membership Retention and Renewals: Strategies, Processes, and Tips</a></p> </div>
  915. </div>
  916. </div>
  917. </div>
  918. </div>
  919. </section>
  920. </div>
  921. ]]></content:encoded>
  925. </item>
  926. <item>
  927. <title>Cracking the Code: The Real Reason Members Don&#8217;t Renew</title>
  928. <link>https://sequenceconsulting.com/why-members-dont-renew-membership/</link>
  930. <dc:creator><![CDATA[Chris Vaughan, PhD]]></dc:creator>
  931. <pubDate>Sun, 20 Mar 2022 20:47:19 +0000</pubDate>
  932. <category><![CDATA[Member Retention]]></category>
  933. <guid isPermaLink="false">https://sequenceconsulting.com/?p=1341</guid>
  934.  
  935. <description><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time: </span> <span class="rt-time">3</span> <span class="rt-label rt-postfix">minutes</span></span> Discover why members don't renew memberships &#038; how to address it. Learn how aligning with member perceptions can drive value &#038; retention.]]></description>
  936. <content:encoded><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time: </span> <span class="rt-time">3</span> <span class="rt-label rt-postfix">minutes</span></span><img loading="lazy" decoding="async" width="640" height="458" src="https://sequenceconsulting.com/wp-content/uploads/2022/03/cracking-the-code-the-real-reason-members-don-t-renew.jpeg" class="attachment-full size-full wp-post-image" alt="Decoding Member Non-Renewal: Unraveling the Mystery" style="float:right; margin:0 0 10px 10px;" srcset="https://sequenceconsulting.com/wp-content/uploads/2022/03/cracking-the-code-the-real-reason-members-don-t-renew.jpeg 640w, https://sequenceconsulting.com/wp-content/uploads/2022/03/cracking-the-code-the-real-reason-members-don-t-renew-300x215.jpeg 300w" sizes="100vw" title="Cracking the Code: The Real Reason Members Don&#039;t Renew | Member Engagement and Retention"> <div data-elementor-type="wp-post" data-elementor-id="1341" class="elementor elementor-1341" data-elementor-post-type="post">
  937. <section class="elementor-section elementor-top-section elementor-element elementor-element-e83daef elementor-section-full_width elementor-section-height-default elementor-section-height-default" data-id="e83daef" data-element_type="section">
  938. <div class="elementor-container elementor-column-gap-default">
  939. <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-2b67ddc7" data-id="2b67ddc7" data-element_type="column">
  940. <div class="elementor-widget-wrap elementor-element-populated">
  941. <div class="elementor-element elementor-element-fd486b7 elementor-widget elementor-widget-heading" data-id="fd486b7" data-element_type="widget" data-widget_type="heading.default">
  942. <div class="elementor-widget-container">
  943. <h2 class="elementor-heading-title elementor-size-default">The Real Reason Members Don't Renew Membership: They Don't Know What You Do</h2> </div>
  944. </div>
  945. <div class="elementor-element elementor-element-d38525b elementor-widget elementor-widget-text-editor" data-id="d38525b" data-element_type="widget" data-widget_type="text-editor.default">
  946. <div class="elementor-widget-container">
  947. <p>Membership surveys consistently indicate that the primary reason for non-renewal among members is a perceived lack of value. The common factors cited by members who don&#8217;t renew membership often include lack of engagement, value, or return on investment (ROI). This raises the question: &#8220;What do they want us to do?&#8221; But the real question is: &#8220;What do they <em>think</em> we do?&#8221;</p>
  948. <p>A prominent medical society, facing challenges in delivering member value like many others, posed this question and received a startling response: Members knew almost nothing about most of the work the association did. Shockingly, only 20% of established physicians were aware of any other offerings from the association besides the journal. Consequently, they failed to grasp the value of their membership because they were unaware of the association&#8217;s other valuable resources. As a result, they lacked a compelling reason to renew membership.</p> </div>
  949. </div>
  950. <div class="elementor-element elementor-element-6540406 elementor-blockquote--skin-quotation elementor-blockquote--align-right elementor-blockquote--button-color-official elementor-widget elementor-widget-blockquote" data-id="6540406" data-element_type="widget" data-widget_type="blockquote.default">
  951. <div class="elementor-widget-container">
  952. <blockquote class="elementor-blockquote">
  953. <p class="elementor-blockquote__content">
  954. Members knew almost nothing about most of the work the association did. Shockingly, only 20% were aware of any other offerings besides the journal. </p>
  955. </blockquote>
  956. </div>
  957. </div>
  958. <div class="elementor-element elementor-element-583bef9 elementor-widget elementor-widget-heading" data-id="583bef9" data-element_type="widget" data-widget_type="heading.default">
  959. <div class="elementor-widget-container">
  960. <h2 class="elementor-heading-title elementor-size-default">Members don't need new things to make them renew</h2> </div>
  961. </div>
  962. <div class="elementor-element elementor-element-77088b9 elementor-widget elementor-widget-text-editor" data-id="77088b9" data-element_type="widget" data-widget_type="text-editor.default">
  963. <div class="elementor-widget-container">
  964. <p>The main question was this: &#8220;How would their perception change if they were aware?&#8221; To explore this, they experimented. They engaged in discussions with doctors about the organization and its impactful contributions. These discussions were titled &#8220;Twenty Minutes With Tim&#8221; (pseudonym). They believed that spending twenty minutes with any physician would be sufficient to persuade them to become members and renew their membership. We explained everything the organization did to improve the lives of doctors and their patients, most of which they had never heard of before. Subsequently, they asked if these physicians would consider joining or renewing. Almost all of them said they would. </p>
  965. <p>The key takeaway is that members weren&#8217;t asking for anything new or different. They weren&#8217;t expressing any dissatisfaction with the organization&#8217;s current efforts. Instead, they weren&#8217;t aware of all the organization&#8217;s great work that served their interests. The real challenge lay not in coming up with new offerings but in effectively showcasing the exceptional offerings they already had. </p> </div>
  966. </div>
  967. <div class="elementor-element elementor-element-5c726a1 elementor-widget elementor-widget-heading" data-id="5c726a1" data-element_type="widget" data-widget_type="heading.default">
  968. <div class="elementor-widget-container">
  969. <h2 class="elementor-heading-title elementor-size-default">You must align with how members perceive value</h2> </div>
  970. </div>
  971. <div class="elementor-element elementor-element-7f609a0 elementor-widget elementor-widget-text-editor" data-id="7f609a0" data-element_type="widget" data-widget_type="text-editor.default">
  972. <div class="elementor-widget-container">
  973. <p>Not every member gives you twenty minutes. Sometimes, you only have twenty seconds while they quickly scan your email or post. Naturally, you might feel inclined to overwhelm them with a long list of everything you do or desperately try to direct them to your website for more information. But even if you&#8217;re already doing these things, chances are you&#8217;re still struggling to make an impact. Your current methods aren&#8217;t effective because they don&#8217;t align with how members perceive value.</p>
  974. <p>Think about those classic diners with extensive menus boasting hundreds of options. Do you read the entire menu? Or do you skip to the dishes you like and ignore the rest? It can be off-putting when you must put in so much effort to find what you want. While your organization is not a diner, you might unintentionally imitate one by bombarding your members with information, hoping they&#8217;ll find something they like. So, how can you simplify your offerings when everything you do is genuinely valuable?</p>
  975. <p> </p> </div>
  976. </div>
  977. <div class="elementor-element elementor-element-57c2aa3 elementor-widget elementor-widget-heading" data-id="57c2aa3" data-element_type="widget" data-widget_type="heading.default">
  978. <div class="elementor-widget-container">
  979. <h2 class="elementor-heading-title elementor-size-default">members don't renew just for transactions</h2> </div>
  980. </div>
  981. <div class="elementor-element elementor-element-36a3a393 elementor-widget elementor-widget-text-editor" data-id="36a3a393" data-element_type="widget" data-widget_type="text-editor.default">
  982. <div class="elementor-widget-container">
  983. <p><!-- wp:paragraph --></p>
  984. <p><!-- /wp:paragraph --><!-- wp:paragraph --></p>
  985. <p><!-- /wp:paragraph --><!-- wp:paragraph --></p>
  986. <p><!-- /wp:paragraph --><!-- wp:paragraph --></p>
  987. <p>Twenty Minutes With Tim revealed an important insight: not all members prioritize transactional value, where it&#8217;s a give-and-take relationship. Some members are interested in benefits and discounts, while others have different concerns. These individuals focus on improving patient outcomes, challenging insurance companies and pharmaceutical giants, and enhancing their practices. What&#8217;s intriguing is that these members aren&#8217;t searching for mere deals; they seek an ally.</p>
  988. <p>The organization possesses a wealth of information that aligns with members&#8217; interests. They have achieved remarkable accomplishments and obtained impressive results. When members become aware of these endeavors, they recognize the value and find a compelling reason to renew membership for themselves and their profession and patients. They perceive the organization as an ally worth supporting, thus motivating them to continue their membership.</p>
  989. <p><!-- /wp:paragraph --></p> </div>
  990. </div>
  991. <div class="elementor-element elementor-element-3946f1f elementor-blockquote--skin-quotation elementor-blockquote--align-right elementor-blockquote--button-color-official elementor-widget elementor-widget-blockquote" data-id="3946f1f" data-element_type="widget" data-widget_type="blockquote.default">
  992. <div class="elementor-widget-container">
  993. <blockquote class="elementor-blockquote">
  994. <p class="elementor-blockquote__content">
  995. Associations find themselves wondering, "What do they want us to do?" The real question is, "What do they think we do?" </p>
  996. </blockquote>
  997. </div>
  998. </div>
  999. <div class="elementor-element elementor-element-115a4ce elementor-widget elementor-widget-heading" data-id="115a4ce" data-element_type="widget" data-widget_type="heading.default">
  1000. <div class="elementor-widget-container">
  1001. <h2 class="elementor-heading-title elementor-size-default">If you want them to renew membership, tell them what you do for them</h2> </div>
  1002. </div>
  1003. <div class="elementor-element elementor-element-2880026 elementor-widget elementor-widget-text-editor" data-id="2880026" data-element_type="widget" data-widget_type="text-editor.default">
  1004. <div class="elementor-widget-container">
  1005. <p>In response, the organization rolled out a bold new strategy that made what they learned in Twenty Minutes With Tim into a campaign. It put physicians front and center in the membership brand, and reinforced the things the association did that doctors cared about most. It included &#8220;proof points,&#8221; real stories of things the association had accomplished for doctors to make the case that membership was for them. In just one year, this innovative membership brand and marketing strategy  tripled the rate at which new members joined the association. (To learn more, read <a href="https://sequenceconsulting.com/how-ama-tripled-member-growth-rate/">The Power Of Strategy: How AMA Achieved Exponential Member Growth</a>.)</p>
  1006. <p>Countless organizations face a similar challenge. Frequently, associations find themselves wondering, “<em>What do they think we do</em>?” It becomes clear that their members really have no idea what their association does and that therein lies the root cause of why members don&#8217;t engage and don&#8217;t renew membership. </p>
  1007. <p><b>What do your members think YOU do? The answer could be the real reason members don&#8217;t renew.</b></p>
  1008. <p> </p> </div>
  1009. </div>
  1010. <div class="elementor-element elementor-element-f2d0557 elementor-widget elementor-widget-text-editor" data-id="f2d0557" data-element_type="widget" data-widget_type="text-editor.default">
  1011. <div class="elementor-widget-container">
  1012. <p>For more insights on why members don&#8217;t renew, see: <a href="https://sequenceconsulting.com/membership-offer-cant-refuse/">From Ordinary to Extraordinary: Crafting Membership Offers They Can&#8217;t Refuse</a> and <a style="background-color: #ffffff;" href="https://www.higherlogic.com/blog/improve-membership-renewal-strategy-association/" target="_blank" rel="noopener">Membership Renewal Strategy: The Top 6 Reasons Your Members Don&#8217;t Renew.</a></p> </div>
  1013. </div>
  1014. </div>
  1015. </div>
  1016. </div>
  1017. </section>
  1018. </div>
  1019. ]]></content:encoded>
  1023. </item>
  1024. <item>
  1025. <title>2024 Association Outlook: Embrace the Change</title>
  1026. <link>https://sequenceconsulting.com/2024-association-outlook-embrace-change/</link>
  1028. <dc:creator><![CDATA[Chris Vaughan, PhD]]></dc:creator>
  1029. <pubDate>Fri, 01 Mar 2024 19:30:13 +0000</pubDate>
  1030. <category><![CDATA[Member Growth]]></category>
  1031. <guid isPermaLink="false">https://sequenceconsulting.com/?p=5624</guid>
  1032.  
  1033. <description><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time: </span> <span class="rt-time">&#60; 1</span> <span class="rt-label rt-postfix">minute</span></span> Discover the 2024 association outlook and learn how to navigate the evolving landscape with key trends and strategies in this insightful presentation.]]></description>
  1034. <content:encoded><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time: </span> <span class="rt-time">&lt; 1</span> <span class="rt-label rt-postfix">minute</span></span><img loading="lazy" decoding="async" width="2048" height="1145" src="https://sequenceconsulting.com/wp-content/uploads/2024/03/2024-outlook-cover.png" class="attachment-full size-full wp-post-image" alt="2024 Outlook Cover" style="float:right; margin:0 0 10px 10px;" srcset="https://sequenceconsulting.com/wp-content/uploads/2024/03/2024-outlook-cover.png 2048w, https://sequenceconsulting.com/wp-content/uploads/2024/03/2024-outlook-cover-300x168.png 300w, https://sequenceconsulting.com/wp-content/uploads/2024/03/2024-outlook-cover-1024x572.png 1024w, https://sequenceconsulting.com/wp-content/uploads/2024/03/2024-outlook-cover-768x429.png 768w, https://sequenceconsulting.com/wp-content/uploads/2024/03/2024-outlook-cover-1536x859.png 1536w" sizes="100vw" title="2024 Association Outlook: Embrace the Change | Member Engagement and Retention"> <div data-elementor-type="wp-post" data-elementor-id="5624" class="elementor elementor-5624" data-elementor-post-type="post">
  1035. <section class="elementor-section elementor-top-section elementor-element elementor-element-53b0881 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="53b0881" data-element_type="section">
  1036. <div class="elementor-container elementor-column-gap-default">
  1037. <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-9ebd6fa" data-id="9ebd6fa" data-element_type="column">
  1038. <div class="elementor-widget-wrap elementor-element-populated">
  1039. <div class="elementor-element elementor-element-a0fec93 elementor-widget elementor-widget-text-editor" data-id="a0fec93" data-element_type="widget" data-widget_type="text-editor.default">
  1040. <div class="elementor-widget-container">
  1041. <p>In this presentation, we explore the 2024 association outlook and how professionals can embrace and adapt to the evolving landscape. Join us as we provide a descriptive overview of the upcoming year, highlighting key trends, opportunities, and strategies to navigate the dynamic environment. Get ready to discover the transformative potential of the 2024 outlook and prepare yourself for the possibilities that await.</p> </div>
  1042. </div>
  1043. </div>
  1044. </div>
  1045. </div>
  1046. </section>
  1047. <section class="elementor-section elementor-top-section elementor-element elementor-element-107b89b elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="107b89b" data-element_type="section">
  1048. <div class="elementor-container elementor-column-gap-default">
  1049. <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4a15750" data-id="4a15750" data-element_type="column">
  1050. <div class="elementor-widget-wrap elementor-element-populated">
  1051. <div class="elementor-element elementor-element-855f94a elementor-widget elementor-widget-shortcode" data-id="855f94a" data-element_type="widget" data-widget_type="shortcode.default">
  1052. <div class="elementor-widget-container">
  1053. <div class="elementor-shortcode">
  1054. <div class="real3dflipbook" id="-1_662c6c6e6b562" style="position:absolute;" 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  1055. </div>
  1056. </div>
  1057. </div>
  1058. </div>
  1059. </div>
  1060. </section>
  1061. </div>
  1062. ]]></content:encoded>
  1066. </item>
  1067. <item>
  1068. <title>Ten Ways To Future Proof Your Membership</title>
  1069. <link>https://sequenceconsulting.com/ten-ways-to-future-proof-membership-pub/</link>
  1071. <dc:creator><![CDATA[Chris Vaughan, PhD]]></dc:creator>
  1072. <pubDate>Fri, 08 Dec 2023 22:29:48 +0000</pubDate>
  1073. <category><![CDATA[Member Growth]]></category>
  1074. <guid isPermaLink="false">https://sequenceconsulting.com/?p=4133</guid>
  1075.  
  1076. <description><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time: </span> <span class="rt-time">&#60; 1</span> <span class="rt-label rt-postfix">minute</span></span> Discover key insights from top executives who successfully navigated the pandemic in this research study. Learn how they achieved lasting results.]]></description>
  1077. <content:encoded><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time: </span> <span class="rt-time">&lt; 1</span> <span class="rt-label rt-postfix">minute</span></span><img loading="lazy" decoding="async" width="1024" height="1322" src="https://sequenceconsulting.com/wp-content/uploads/2023/12/ten-ways-to-future-proof-your-membership.png" class="attachment-full size-full wp-post-image" alt="Membership Future-Proofing: Top 10 Strategies for Success" style="float:right; margin:0 0 10px 10px;" srcset="https://sequenceconsulting.com/wp-content/uploads/2023/12/ten-ways-to-future-proof-your-membership.png 1024w, https://sequenceconsulting.com/wp-content/uploads/2023/12/ten-ways-to-future-proof-your-membership-232x300.png 232w, https://sequenceconsulting.com/wp-content/uploads/2023/12/ten-ways-to-future-proof-your-membership-793x1024.png 793w, https://sequenceconsulting.com/wp-content/uploads/2023/12/ten-ways-to-future-proof-your-membership-768x992.png 768w" sizes="100vw" title="Ten Ways To Future Proof Your Membership | Member Engagement and Retention"> <div data-elementor-type="wp-post" data-elementor-id="4133" class="elementor elementor-4133" data-elementor-post-type="post">
  1078. <section class="elementor-section elementor-top-section elementor-element elementor-element-53b0881 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="53b0881" data-element_type="section">
  1079. <div class="elementor-container elementor-column-gap-default">
  1080. <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-9ebd6fa" data-id="9ebd6fa" data-element_type="column">
  1081. <div class="elementor-widget-wrap elementor-element-populated">
  1082. <div class="elementor-element elementor-element-a0fec93 elementor-widget elementor-widget-text-editor" data-id="a0fec93" data-element_type="widget" data-widget_type="text-editor.default">
  1083. <div class="elementor-widget-container">
  1084. <p>We conducted research with top executives from leading organizations that navigated the pandemic experience successfully with lasting results. Here is what we learned.</p> </div>
  1085. </div>
  1086. </div>
  1087. </div>
  1088. </div>
  1089. </section>
  1090. <section class="elementor-section elementor-top-section elementor-element elementor-element-107b89b elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="107b89b" data-element_type="section">
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88)&quot;,&quot;backgroundPattern&quot;:&quot;&quot;,&quot;backgroundImage&quot;:&quot;&quot;,&quot;backgroundTransparent&quot;:&quot;false&quot;,&quot;menuBackground&quot;:&quot;&quot;,&quot;menuShadow&quot;:&quot;&quot;,&quot;menuMargin&quot;:&quot;0&quot;,&quot;menuPadding&quot;:&quot;0&quot;,&quot;menuOverBook&quot;:&quot;false&quot;,&quot;menuFloating&quot;:&quot;false&quot;,&quot;menuTransparent&quot;:&quot;false&quot;,&quot;menu2Background&quot;:&quot;&quot;,&quot;menu2Shadow&quot;:&quot;&quot;,&quot;menu2Margin&quot;:&quot;0&quot;,&quot;menu2Padding&quot;:&quot;0&quot;,&quot;menu2OverBook&quot;:&quot;true&quot;,&quot;menu2Floating&quot;:&quot;false&quot;,&quot;menu2Transparent&quot;:&quot;true&quot;,&quot;skinColor&quot;:&quot;&quot;,&quot;skinBackground&quot;:&quot;&quot;,&quot;hideMenu&quot;:&quot;false&quot;,&quot;menuAlignHorizontal&quot;:&quot;center&quot;,&quot;btnColor&quot;:&quot;&quot;,&quot;btnColorHover&quot;:&quot;&quot;,&quot;btnBackground&quot;:&quot;none&quot;,&quot;btnRadius&quot;:&quot;0&quot;,&quot;btnMargin&quot;:&quot;0&quot;,&quot;btnSize&quot;:&quot;18&quot;,&quot;btnPaddingV&quot;:&quot;10&quot;,&quot;btnPaddingH&quot;:&quot;10&quot;,&quot;btnShadow&quot;:&quot;&quot;,&quot;btnTextShadow&quot;:&quot;&quot;,&quot;btnBorder&quot;:&quot;&quot;,&quot;sideBtnColor&quot;:&quot;#fff&quot;,&quot;sideBtnColorHover&quot;:&quot;#fff&quot;,&quot;sideBtnBackground&quot;:&quot;rgba(0,0,0,.3)&quot;,&quot;sideBtnBackgroundHover&quot;:&quot;&quot;,&quot;sideBtnRadius&quot;:&quot;0&quot;,&quot;sideBtnMargin&quot;:&quot;0&quot;,&quot;sideBtnSize&quot;:&quot;25&quot;,&quot;sideBtnPaddingV&quot;:&quot;10&quot;,&quot;sideBtnPaddingH&quot;:&quot;10&quot;,&quot;sideBtnShadow&quot;:&quot;&quot;,&quot;sideBtnTextShadow&quot;:&quot;&quot;,&quot;sideBtnBorder&quot;:&quot;&quot;,&quot;closeBtnColorHover&quot;:&quot;#FFF&quot;,&quot;closeBtnBackground&quot;:&quot;rgba(0,0,0,.4)&quot;,&quot;closeBtnRadius&quot;:&quot;0&quot;,&quot;closeBtnMargin&quot;:&quot;0&quot;,&quot;closeBtnSize&quot;:&quot;20&quot;,&quot;closeBtnPadding&quot;:&quot;5&quot;,&quot;closeBtnTextShadow&quot;:&quot;&quot;,&quot;closeBtnBorder&quot;:&quot;&quot;,&quot;floatingBtnColor&quot;:&quot;&quot;,&quot;floatingBtnColorHover&quot;:&quot;&quot;,&quot;floatingBtnBackground&quot;:&quot;&quot;,&quot;floatingBtnBackgroundHover&quot;:&quot;&quot;,&quot;floatingBtnRadius&quot;:&quot;&quot;,&quot;floatingBtnMargin&quot;:&quot;&quot;,&quot;floatingBtnSize&quot;:&quot;&quot;,&quot;floatingBtnPadding&quot;:&quot;&quot;,&quot;floatingBtnShadow&quot;:&quot;&quot;,&quot;floatingBtnTextShadow&quot;:&quot;&quot;,&quot;floatingBtnBorder&quot;:&quot;&quot;,&quot;currentPageMarginV&quot;:&quot;5&quot;,&quot;currentPageMarginH&quot;:&quot;5&quot;,&quot;arrowsAlwaysEnabledForNavigation&quot;:&quot;true&quot;,&quot;arrowsDisabledNotFullscreen&quot;:&quot;true&quot;,&quot;touchSwipeEnabled&quot;:&quot;true&quot;,&quot;rightClickEnabled&quot;:&quot;true&quot;,&quot;linkColor&quot;:&quot;rgba(0, 0, 0, 0)&quot;,&quot;linkColorHover&quot;:&quot;rgba(255, 255, 0, 1)&quot;,&quot;linkOpacity&quot;:&quot;0.4&quot;,&quot;linkTarget&quot;:&quot;_blank&quot;,&quot;pdfAutoLinks&quot;:&quot;false&quot;,&quot;strings&quot;:{&quot;print&quot;:&quot;Print&quot;,&quot;printLeftPage&quot;:&quot;Print left page&quot;,&quot;printRightPage&quot;:&quot;Print right page&quot;,&quot;printCurrentPage&quot;:&quot;Print current page&quot;,&quot;printAllPages&quot;:&quot;Print all pages&quot;,&quot;download&quot;:&quot;Download&quot;,&quot;downloadLeftPage&quot;:&quot;Download left page&quot;,&quot;downloadRightPage&quot;:&quot;Download right page&quot;,&quot;downloadCurrentPage&quot;:&quot;Download current page&quot;,&quot;downloadAllPages&quot;:&quot;Download all pages&quot;,&quot;bookmarks&quot;:&quot;Bookmarks&quot;,&quot;bookmarkLeftPage&quot;:&quot;Bookmark left page&quot;,&quot;bookmarkRightPage&quot;:&quot;Bookmark right page&quot;,&quot;bookmarkCurrentPage&quot;:&quot;Bookmark current page&quot;,&quot;search&quot;:&quot;Search&quot;,&quot;findInDocument&quot;:&quot;Find in document&quot;,&quot;pagesFoundContaining&quot;:&quot;pages found containing&quot;,&quot;noMatches&quot;:&quot;No matches&quot;,&quot;matchesFound&quot;:&quot;matches found&quot;,&quot;page&quot;:&quot;Page&quot;,&quot;matches&quot;:&quot;matches&quot;,&quot;thumbnails&quot;:&quot;Thumbnails&quot;,&quot;tableOfContent&quot;:&quot;Table of Contents&quot;,&quot;share&quot;:&quot;Share&quot;,&quot;pressEscToClose&quot;:&quot;Press ESC to close&quot;,&quot;password&quot;:&quot;Password&quot;,&quot;addNote&quot;:&quot;Add note&quot;,&quot;typeInYourNote&quot;:&quot;Type in your note...&quot;},&quot;access&quot;:&quot;free&quot;,&quot;backgroundMusic&quot;:&quot;&quot;,&quot;cornerCurl&quot;:&quot;false&quot;,&quot;pdfTools&quot;:{&quot;pageHeight&quot;:1500,&quot;thumbHeight&quot;:200,&quot;quality&quot;:0.8,&quot;textLayer&quot;:&quot;true&quot;,&quot;autoConvert&quot;:&quot;true&quot;},&quot;slug&quot;:&quot;&quot;,&quot;convertPDFLinks&quot;:&quot;true&quot;,&quot;overridePDFEmbedder&quot;:&quot;true&quot;,&quot;overrideDflip&quot;:&quot;true&quot;,&quot;overrideWonderPDFEmbed&quot;:&quot;true&quot;,&quot;override3DFlipBook&quot;:&quot;true&quot;,&quot;overridePDFjsViewer&quot;:&quot;true&quot;,&quot;resumeReading&quot;:&quot;false&quot;,&quot;previewPages&quot;:&quot;&quot;,&quot;previewMode&quot;:&quot;&quot;,&quot;rootFolder&quot;:&quot;https:\/\/sequenceconsulting.com\/wp-content\/plugins\/real3d-flipbook-lite\/&quot;,&quot;version&quot;:&quot;3.82&quot;,&quot;uniqueId&quot;:&quot;-1_662c6c6e6dfae&quot;}"></div></div>
  1098. </div>
  1099. </div>
  1100. </div>
  1101. </div>
  1102. </div>
  1103. </section>
  1104. </div>
  1105. ]]></content:encoded>
  1109. </item>
  1110. <item>
  1111. <title>Unlocking Financial Growth: 3 Essential Rules for Raising Membership Dues</title>
  1112. <link>https://sequenceconsulting.com/3-rules-for-a-successful-dues-increase/</link>
  1114. <dc:creator><![CDATA[Chris Vaughan, PhD]]></dc:creator>
  1115. <pubDate>Thu, 08 Sep 2022 16:46:36 +0000</pubDate>
  1116. <category><![CDATA[Member Dues]]></category>
  1117. <guid isPermaLink="false">https://sequenceconsulting.com/?p=2331</guid>
  1118.  
  1119. <description><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time: </span> <span class="rt-time">4</span> <span class="rt-label rt-postfix">minutes</span></span> Is your association missing out on revenue by hesitating to increase membership dues? Learn how to raise dues successfully with minimal resistance from members.]]></description>
  1120. <content:encoded><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time: </span> <span class="rt-time">4</span> <span class="rt-label rt-postfix">minutes</span></span><img loading="lazy" decoding="async" width="1800" height="1200" src="https://sequenceconsulting.com/wp-content/uploads/2022/09/unlocking-financial-growth-3-essential-rules-for-raising-membership-dues.jpg" class="attachment-full size-full wp-post-image" alt="Unlock Financial Growth: 3 Essential Rules to Raise Membership Dues." style="float:right; margin:0 0 10px 10px;" srcset="https://sequenceconsulting.com/wp-content/uploads/2022/09/unlocking-financial-growth-3-essential-rules-for-raising-membership-dues.jpg 1800w, https://sequenceconsulting.com/wp-content/uploads/2022/09/unlocking-financial-growth-3-essential-rules-for-raising-membership-dues-300x200.jpg 300w, https://sequenceconsulting.com/wp-content/uploads/2022/09/unlocking-financial-growth-3-essential-rules-for-raising-membership-dues-1024x683.jpg 1024w, https://sequenceconsulting.com/wp-content/uploads/2022/09/unlocking-financial-growth-3-essential-rules-for-raising-membership-dues-768x512.jpg 768w, https://sequenceconsulting.com/wp-content/uploads/2022/09/unlocking-financial-growth-3-essential-rules-for-raising-membership-dues-1536x1024.jpg 1536w" sizes="100vw" title="Unlocking Financial Growth: 3 Essential Rules for Raising Membership Dues | Member Engagement and Retention"> <div data-elementor-type="wp-post" data-elementor-id="2331" class="elementor elementor-2331" data-elementor-post-type="post">
  1121. <section class="elementor-section elementor-top-section elementor-element elementor-element-ab15bb2 elementor-section-full_width elementor-section-height-default elementor-section-height-default" data-id="ab15bb2" data-element_type="section">
  1122. <div class="elementor-container elementor-column-gap-default">
  1123. <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-18635bf" data-id="18635bf" data-element_type="column">
  1124. <div class="elementor-widget-wrap elementor-element-populated">
  1125. <div class="elementor-element elementor-element-7d85589 elementor-widget elementor-widget-heading" data-id="7d85589" data-element_type="widget" data-widget_type="heading.default">
  1126. <div class="elementor-widget-container">
  1127. <h2 class="elementor-heading-title elementor-size-default">Is Your Association Leaving Money On The Table?</h2> </div>
  1128. </div>
  1129. <div class="elementor-element elementor-element-7085dc3 elementor-widget elementor-widget-text-editor" data-id="7085dc3" data-element_type="widget" data-widget_type="text-editor.default">
  1130. <div class="elementor-widget-container">
  1131. <p>Most associations face concerns about increasing membership dues. It&#8217;s common to hesitate due to the length of time since the last increase, a lack of rational framework for determining dues, or uncertainty about members&#8217; willingness to pay more. However, it&#8217;s essential to realize that many associations share these apprehensions. The fear of members leaving or feeling unfairly charged can create undue stress for associations. </p><p>In reality, though, associations are often more worried about dues increases than their members are. By following a few simple guidelines, you can successfully raise dues with minimal resistance from your members.</p> </div>
  1132. </div>
  1133. <div class="elementor-element elementor-element-cded554 elementor-widget elementor-widget-heading" data-id="cded554" data-element_type="widget" data-widget_type="heading.default">
  1134. <div class="elementor-widget-container">
  1135. <h2 class="elementor-heading-title elementor-size-default">The Best Financial Decision You Can Make</h2> </div>
  1136. </div>
  1137. <div class="elementor-element elementor-element-0558414 elementor-widget elementor-widget-text-editor" data-id="0558414" data-element_type="widget" data-widget_type="text-editor.default">
  1138. <div class="elementor-widget-container">
  1139. <p>Increasing membership fees is a wise financial choice. Why? Firstly, every additional dollar of dues directly contributes to your overall profit. It brings in more revenue without any extra expenses. The benefits accumulate over time. A dues increase generates additional income for years to come. A 5% increase today will result in a significant 60% rise in revenue over a decade. This can be a game-changer for many associations.</p><p>Above all, it&#8217;s a fair decision. In any good relationship, there should be a balanced exchange of value. You receive what you pay for, and you pay for what you receive. Member relationships are no exception. As professionals, you provide substantial value, and it&#8217;s only reasonable for your members to contribute accordingly. They operate their businesses in the same manner.</p><p>To effectively raise dues and gain support from your members, your organization should consider three essential steps. These actions will help you determine the appropriate dues level and provide a solid justification for the increase.</p> </div>
  1140. </div>
  1141. <div class="elementor-element elementor-element-65766e6 elementor-blockquote--skin-quotation elementor-blockquote--align-right elementor-blockquote--button-color-official elementor-widget elementor-widget-blockquote" data-id="65766e6" data-element_type="widget" data-widget_type="blockquote.default">
  1142. <div class="elementor-widget-container">
  1143. <blockquote class="elementor-blockquote">
  1144. <p class="elementor-blockquote__content">
  1145. <b>A 5% increase today will result in a significant 60% rise in revenue over a decade. This can be a game-changer for many associations.</b> </p>
  1146. </blockquote>
  1147. </div>
  1148. </div>
  1149. <div class="elementor-element elementor-element-76e7e60 elementor-widget elementor-widget-heading" data-id="76e7e60" data-element_type="widget" data-widget_type="heading.default">
  1150. <div class="elementor-widget-container">
  1151. <h3 class="elementor-heading-title elementor-size-default">1. Know Your Benchmarks</h3> </div>
  1152. </div>
  1153. <div class="elementor-element elementor-element-e26fef5 elementor-widget elementor-widget-text-editor" data-id="e26fef5" data-element_type="widget" data-widget_type="text-editor.default">
  1154. <div class="elementor-widget-container">
  1155. <p>Profitability is a crucial benchmark for any organization, including nonprofits. Ensuring that your revenue from dues surpasses the cost of serving your members is essential. Understanding the &#8220;Cost to Serve&#8221; metric is vital—it encompasses the total expenses associated with providing membership benefits. Surprisingly, many associations have yet to calculate this and are often taken aback when they do.</p><p>Another important benchmark is comparative pricing. It is helpful to know what similar organizations charge their members. While you may not have direct competitors, likely other organizations are catering to the same members or providing comparable benefits. This knowledge can aid in making informed decisions about dues increases.</p><p>A thorough market analysis of dues structures serves two purposes: firstly, it provides insight into the market&#8217;s willingness to accept the current dues rates. Secondly, it assures you and your Board that any potential change in dues structure is reasonable and justifiable, minimizing the risk associated with a dues increase.</p><p>However, when considering member research, caution is advised. It is widely acknowledged in market research that individuals do not always follow through on what they express, mainly when it concerns pricing. Their opinions may differ when answering a survey compared to when they have to make a payment.</p><p>Determining price sensitivity can be complex and costly, often requiring more advanced techniques like conjoint analysis. This method involves assessing individuals&#8217; willingness to pay for different benefit bundles, allowing for the identification of the value of each item within the bundle and helping to determine the optimal price.</p><p>More expensive economic techniques, such as yield analysis, can also provide reasonably accurate predictions of membership levels at different dues rates. While this information is interesting, it may not be necessary for all organizations. Only the most risk-averse boards, seeking expert reassurance that higher dues will not negatively impact membership, may find such techniques essential.</p><p><b>When considering a dues increase, it is essential to carefully assess price sensitivity using appropriate methodologies to avoid potential negative consequences.</b></p> </div>
  1156. </div>
  1157. <div class="elementor-element elementor-element-3c673ce elementor-widget elementor-widget-heading" data-id="3c673ce" data-element_type="widget" data-widget_type="heading.default">
  1158. <div class="elementor-widget-container">
  1159. <h3 class="elementor-heading-title elementor-size-default">2. Stop Putting It Off</h3> </div>
  1160. </div>
  1161. <div class="elementor-element elementor-element-8eae03c elementor-widget elementor-widget-text-editor" data-id="8eae03c" data-element_type="widget" data-widget_type="text-editor.default">
  1162. <div class="elementor-widget-container">
  1163. <p>Gradually raising membership dues yearly, typically by 3-4% to account for inflation, is a sensible approach. Failing to do so means falling behind the inflation rate. Consider a real-life example where a client only increased dues once (by 6%) over 17 years. Eventually, they realized that catching up with inflation required a whopping 43% dues increase. It&#8217;s quite a challenging situation to rectify.</p><p>Now, let&#8217;s discuss the implications of postponing dues increases. Smaller, understandable increases like 1.5% require little explanation. However, a sudden 15% increase will naturally demand some clarification. Think of it as the &#8220;boiling the frog&#8221; analogy applied to member dues. If you have consistently prepared your members for regular, gradual increases, they will accept them without fuss. On the contrary, if you have conditioned them to not expect any increases, it becomes more challenging to implement them.</p><p>Is there such a thing as &#8220;too much&#8221;? A general guideline suggests that a maximum 10% increase at once would prevent significant member complaints. While spreading out the increases over multiple years may seem like a way to soften the impact, it might not yield substantial benefits while potentially leaving money on the table. Often, a rational, transparent narrative of &#8220;more value for more dues&#8221; is required to bring members on board.</p><p>Don&#8217;t underestimate your members. Take, for instance, a trade association that had long avoided raising dues for fear of alienating their corporate partners. However, after thorough research and consideration, they decided to increase rights for certain members by up to 50%. Surprisingly, the members expressed gratitude, as they felt guilty for paying so little, considering all the association had done for them.</p><p><b>While I can&#8217;t guarantee your members will express their gratitude, rest assured that an uptick in dues is likely something they anticipate.</b></p> </div>
  1164. </div>
  1165. <div class="elementor-element elementor-element-a26f72f elementor-blockquote--skin-quotation elementor-blockquote--align-right elementor-blockquote--button-color-official elementor-widget elementor-widget-blockquote" data-id="a26f72f" data-element_type="widget" data-widget_type="blockquote.default">
  1166. <div class="elementor-widget-container">
  1167. <blockquote class="elementor-blockquote">
  1168. <p class="elementor-blockquote__content">
  1169. <b>Gradually raising membership dues yearly, typically by 3-4% to account for inflation, is a sensible approach.</b> </p>
  1170. </blockquote>
  1171. </div>
  1172. </div>
  1173. <div class="elementor-element elementor-element-3b65193 elementor-widget elementor-widget-heading" data-id="3b65193" data-element_type="widget" data-widget_type="heading.default">
  1174. <div class="elementor-widget-container">
  1175. <h3 class="elementor-heading-title elementor-size-default">3. Make A Dues Increase About Value, Not Price</h3> </div>
  1176. </div>
  1177. <div class="elementor-element elementor-element-ff8abb6 elementor-widget elementor-widget-text-editor" data-id="ff8abb6" data-element_type="widget" data-widget_type="text-editor.default">
  1178. <div class="elementor-widget-container">
  1179. <p>It may have been quite some time since you last raised your membership fees. The services and benefits you provide to your members have evolved significantly since then. You may have introduced improvements or new offerings, enhancing the overall member experience. Additionally, you may now offer compelling new content. These enhancements contribute to the added value that justifies a dues increase.</p><p>Indeed, as your costs rise, it becomes necessary for dues to follow suit. While members understand this, it may not precisely thrill them. However, they will undoubtedly be excited about the new value they will receive from your organization. If you can effectively demonstrate your increased value, they will be much more willing to pay a higher dues amount.</p><p>When considering a dues increase, it can be an excellent opportunity to showcase the new value you have created. By discussing your various benefits and value, your members will appreciate hearing it all at once. Additionally, a dues increase can be a perfect time to enhance member value by bundling additional benefits into their membership. This approach generates extra revenue and demonstrates visible new value to your members when requesting higher dues.</p> </div>
  1180. </div>
  1181. <div class="elementor-element elementor-element-9e42b58 elementor-widget elementor-widget-heading" data-id="9e42b58" data-element_type="widget" data-widget_type="heading.default">
  1182. <div class="elementor-widget-container">
  1183. <h2 class="elementor-heading-title elementor-size-default">A Membership Dues Increase Need Not Be Something To Fear</h2> </div>
  1184. </div>
  1185. <div class="elementor-element elementor-element-227b403 elementor-widget elementor-widget-text-editor" data-id="227b403" data-element_type="widget" data-widget_type="text-editor.default">
  1186. <div class="elementor-widget-container">
  1187. <p>Dues increases are an essential financial necessity, and there&#8217;s no need to worry. By thoroughly researching benchmarks, incorporating them regularly, and connecting them directly to member value, you can consistently enhance revenue without adversely affecting your membership.</p> </div>
  1188. </div>
  1189. <div class="elementor-element elementor-element-f2326f8 elementor-widget elementor-widget-text-editor" data-id="f2326f8" data-element_type="widget" data-widget_type="text-editor.default">
  1190. <div class="elementor-widget-container">
  1191. <p>For more on association pricing strategies see <a href="https://sequenceconsulting.com/three-better-ways-association-pricing/">Association Pricing: 3 Ways to Drive More Value</a>, and <a style="background-color: #ffffff;" href="https://associationsnow.com/2021/04/should-you-increase-membership-dues/" target="_blank" rel="noopener">Should You Increase Membership Dues?</a></p> </div>
  1192. </div>
  1193. </div>
  1194. </div>
  1195. </div>
  1196. </section>
  1197. </div>
  1198. ]]></content:encoded>
  1202. </item>
  1203. <item>
  1204. <title>Baby, Come Back! How to Win Back Lapsed Members and Why You Should</title>
  1205. <link>https://sequenceconsulting.com/how-to-win-back-lapsed-members/</link>
  1207. <dc:creator><![CDATA[Chris Vaughan, PhD]]></dc:creator>
  1208. <pubDate>Thu, 31 Aug 2023 19:44:29 +0000</pubDate>
  1209. <category><![CDATA[Member Retention]]></category>
  1210. <guid isPermaLink="false">https://sequenceconsulting.com/?p=3023</guid>
  1211.  
  1212. <description><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time: </span> <span class="rt-time">4</span> <span class="rt-label rt-postfix">minutes</span></span> Learn how to win back lapsed members with creative strategies and personalized messaging to increase retention and cultivate an engaged base.]]></description>
  1213. <content:encoded><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time: </span> <span class="rt-time">4</span> <span class="rt-label rt-postfix">minutes</span></span><img loading="lazy" decoding="async" width="780" height="440" src="https://sequenceconsulting.com/wp-content/uploads/2023/08/baby-come-back-how-to-win-back-lapsed-members-and-why-you-should.jpg" class="attachment-full size-full wp-post-image" alt="Win Back Lapsed Members: A Guide to Success." style="float:right; margin:0 0 10px 10px;" srcset="https://sequenceconsulting.com/wp-content/uploads/2023/08/baby-come-back-how-to-win-back-lapsed-members-and-why-you-should.jpg 780w, https://sequenceconsulting.com/wp-content/uploads/2023/08/baby-come-back-how-to-win-back-lapsed-members-and-why-you-should-300x169.jpg 300w, https://sequenceconsulting.com/wp-content/uploads/2023/08/baby-come-back-how-to-win-back-lapsed-members-and-why-you-should-768x433.jpg 768w" sizes="100vw" title="Baby, Come Back! How to Win Back Lapsed Members and Why You Should | Member Engagement and Retention"> <div data-elementor-type="wp-post" data-elementor-id="3023" class="elementor elementor-3023" data-elementor-post-type="post">
  1214. <section class="elementor-section elementor-top-section elementor-element elementor-element-ab15bb2 elementor-section-full_width elementor-section-height-default elementor-section-height-default" data-id="ab15bb2" data-element_type="section">
  1215. <div class="elementor-container elementor-column-gap-default">
  1216. <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-18635bf" data-id="18635bf" data-element_type="column">
  1217. <div class="elementor-widget-wrap elementor-element-populated">
  1218. <div class="elementor-element elementor-element-6719d34 elementor-widget elementor-widget-text-editor" data-id="6719d34" data-element_type="widget" data-widget_type="text-editor.default">
  1219. <div class="elementor-widget-container">
  1220. <p>This article first appeared in Associations Now as <a href="https://www.asaecenter.org/resources/articles/an_plus/2023/5-may/baby-come-back-how-to-win-back-lapsed-members-and-why-you-should" target="_blank" rel="noopener">&#8220;Baby Come Back! How to Win Back Lapsed Members and Why You Should&#8221;</a></p> </div>
  1221. </div>
  1222. <div class="elementor-element elementor-element-7d85589 elementor-widget elementor-widget-heading" data-id="7d85589" data-element_type="widget" data-widget_type="heading.default">
  1223. <div class="elementor-widget-container">
  1224. <h2 class="elementor-heading-title elementor-size-default">Learn common reasons why members leave their associations and creative strategies to pull them back in for the long term.</h2> </div>
  1225. </div>
  1226. <div class="elementor-element elementor-element-7085dc3 elementor-widget elementor-widget-text-editor" data-id="7085dc3" data-element_type="widget" data-widget_type="text-editor.default">
  1227. <div class="elementor-widget-container">
  1228. <p>When a member leaves, it doesn’t mean goodbye forever. Members who have walked away may be the easiest ones to get back. Most organizations turn to recruiting new members to fill gaps in enrollment, but since they don’t already know you, this group is more challenging to convert. You have much convincing to do before they’re ready to sign on.</p><p>Meanwhile, for every four or so new members you get, you lose one existing member who doesn’t renew. Let’s put it this way—if your retention rate is 75 percent, you must replace a quarter of your membership with new members every year before you see any growth.</p><p>If you want to boost enrollment, your organization’s best bet is improving retention. Engaging new members immediately when they join is the key to cultivating an engaged base that renews without a second thought.</p><p>Despite your best efforts, some members are bound to leave. The keys to getting them back are how long you offer them opportunities to renew and how well you understand their needs.</p> </div>
  1229. </div>
  1230. <div class="elementor-element elementor-element-cded554 elementor-widget elementor-widget-heading" data-id="cded554" data-element_type="widget" data-widget_type="heading.default">
  1231. <div class="elementor-widget-container">
  1232. <h2 class="elementor-heading-title elementor-size-default">IT's NOT YOU; IT'S ME</h2> </div>
  1233. </div>
  1234. <div class="elementor-element elementor-element-0558414 elementor-widget elementor-widget-text-editor" data-id="0558414" data-element_type="widget" data-widget_type="text-editor.default">
  1235. <div class="elementor-widget-container">
  1236. Ask yourself why members leave. The odds are that it’s not personal. Research reveals that the top reason for nonrenewal is usually “I didn’t see the value in membership” (followed by “I just forgot to renew.”) Lapsed members aren’t disgruntled. They’re just disinterested—for now.
  1237.  
  1238. As often as not, losing a member is not about you. Maybe membership with your organization is a classic case of “right person, wrong time.” The best examples of this are recent graduates and young professionals; while they might not need their association right away, they frequently rejoin seven to 10 years later when it makes sense for their career. </div>
  1239. </div>
  1240. <div class="elementor-element elementor-element-76e7e60 elementor-widget__width-initial elementor-widget elementor-widget-heading" data-id="76e7e60" data-element_type="widget" data-widget_type="heading.default">
  1241. <div class="elementor-widget-container">
  1242. <h3 class="elementor-heading-title elementor-size-default">PLAYING THE LONG GAME</h3> </div>
  1243. </div>
  1244. <div class="elementor-element elementor-element-e26fef5 elementor-widget elementor-widget-text-editor" data-id="e26fef5" data-element_type="widget" data-widget_type="text-editor.default">
  1245. <div class="elementor-widget-container">
  1246. But you’ve already asked, and they said no, right? On average, we’ve found that the most successful organizations start renewal campaigns 3.9 months before the membership in question expires. Throughout that period, they invite that member to renew 7.1 times.
  1247.  
  1248. Even after being offered every opportunity to renew, some members still don’t. Why bother to keep trying? Because these same successful organizations keep asking for over a year after a member lapses, sending 5.8 more invitations to rejoin. And it works. </div>
  1249. </div>
  1250. <div class="elementor-element elementor-element-80a129f elementor-blockquote--skin-quotation elementor-blockquote--button-color-official elementor-widget elementor-widget-blockquote" data-id="80a129f" data-element_type="widget" data-widget_type="blockquote.default">
  1251. <div class="elementor-widget-container">
  1252. <blockquote class="elementor-blockquote">
  1253. <p class="elementor-blockquote__content">
  1254. If you focus on what your members care about, your chances of creating a loyal base that renews repeatedly are strong. </p>
  1255. </blockquote>
  1256. </div>
  1257. </div>
  1258. <div class="elementor-element elementor-element-cb42da2 elementor-widget elementor-widget-text-editor" data-id="cb42da2" data-element_type="widget" data-widget_type="text-editor.default">
  1259. <div class="elementor-widget-container">
  1260. <p>Nonmembers who know you, like lapsed members, are far more likely to respond to your invitations than anyone else. In one of our recent tests, nonmembers who had previously engaged with the organization in any way were six times more likely to respond than those who never had.</p><p>Lapsed members know you. At one point, they saw the value in membership, whether they experienced it or not. With lapsed members, you don’t have to make any introductions. You need to find the right way to make the ask.</p> </div>
  1261. </div>
  1262. <div class="elementor-element elementor-element-80ee5c4 elementor-widget elementor-widget-text-editor" data-id="80ee5c4" data-element_type="widget" data-widget_type="text-editor.default">
  1263. <div class="elementor-widget-container">
  1264. But you’ve already asked, and they said no, right? On average, we’ve found that the most successful organizations start renewal campaigns 3.9 months before the membership in question expires. Throughout that period, they invite that member to renew 7.1 times.
  1265.  
  1266. Even after being offered every opportunity to renew, some members still don’t. Why bother to keep trying? Because these same successful organizations keep asking for over a year after a member lapses, sending 5.8 more invitations to rejoin. And it works. </div>
  1267. </div>
  1268. <div class="elementor-element elementor-element-3c673ce elementor-widget elementor-widget-heading" data-id="3c673ce" data-element_type="widget" data-widget_type="heading.default">
  1269. <div class="elementor-widget-container">
  1270. <h3 class="elementor-heading-title elementor-size-default">YOU KNOW EACH OTHER</h3> </div>
  1271. </div>
  1272. <div class="elementor-element elementor-element-8eae03c elementor-widget elementor-widget-text-editor" data-id="8eae03c" data-element_type="widget" data-widget_type="text-editor.default">
  1273. <div class="elementor-widget-container">
  1274. <p>This brings us to the next point: You know them, too. If you track member data (and if you don’t, you should), you have information about what your lapsed members are interested in. What did they open, download, or attend as members? That information is the key to bringing them back. Time and again, tests show that the most effective membership messaging is segmented by interest. Engage with members on things they care about, and they’ll respond.</p><p>This is especially true for lapsed members who already know you and need a reminder of the unique value you have to offer them. For example, 75 percent of previous American Lung Association (ALA) donors had not engaged in over a year. Initially, ALA thought donors cared about over 30 things. Upon close inspection, they found that their base was focused on three significant areas: lung health, clean air, and smoking cessation.</p><p>ALA immediately increased email engagement by 50 percent by tailoring their messaging to these three interests. Although many of their donors had lapsed for over two years, ALA reactivated 7 percent of their file in one year. In two years, they reactivated 300,000 donors and grew their active file by 50 percent. (See <a href="https://sequenceconsulting.com/member-winback-grew-base/">How We Helped American Lung Association Grow Their Base 50%</a>)</p><p>By understanding what individual members care about and tailoring your messaging accordingly, this massive growth is within reach for your organization.</p> </div>
  1275. </div>
  1276. <div class="elementor-element elementor-element-3b65193 elementor-widget elementor-widget-heading" data-id="3b65193" data-element_type="widget" data-widget_type="heading.default">
  1277. <div class="elementor-widget-container">
  1278. <h3 class="elementor-heading-title elementor-size-default">The Way Forward TO WIN BACK LAPSED MEMBERS</h3> </div>
  1279. </div>
  1280. <div class="elementor-element elementor-element-ff8abb6 elementor-widget elementor-widget-text-editor" data-id="ff8abb6" data-element_type="widget" data-widget_type="text-editor.default">
  1281. <div class="elementor-widget-container">
  1282. <p>But will they stay this time? If you focus on what your members care about, your chances of creating a loyal base that renews repeatedly are strong.</p><p>If your association is like most, your audience is not infinite. Only so many people can join, many of whom are already members. Many have never been. In between sit people who were once members but are no more. Treating the middle ground like your best prospects is a winning formula for growth.</p> </div>
  1283. </div>
  1284. <div class="elementor-element elementor-element-025e695 elementor-widget elementor-widget-spacer" data-id="025e695" data-element_type="widget" data-widget_type="spacer.default">
  1285. <div class="elementor-widget-container">
  1286. <div class="elementor-spacer">
  1287. <div class="elementor-spacer-inner"></div>
  1288. </div>
  1289. </div>
  1290. </div>
  1291. </div>
  1292. </div>
  1293. </div>
  1294. </section>
  1295. </div>
  1296. ]]></content:encoded>
  1300. </item>
  1301. <item>
  1302. <title>Transforming Nonmember Customers into Loyal Members: Unlocking Association Success</title>
  1303. <link>https://sequenceconsulting.com/engage-nonmember-customers-for-success/</link>
  1305. <dc:creator><![CDATA[Chris Vaughan, PhD]]></dc:creator>
  1306. <pubDate>Fri, 20 Jan 2023 23:08:26 +0000</pubDate>
  1307. <category><![CDATA[Member Growth]]></category>
  1308. <guid isPermaLink="false">https://sequenceconsulting.com/?p=2428</guid>
  1309.  
  1310. <description><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time: </span> <span class="rt-time">4</span> <span class="rt-label rt-postfix">minutes</span></span> Unlock the potential of nonmember customers to grow engagement with your association. Learn why they may be more valuable than members and how to cultivate these relationships.]]></description>
  1311. <content:encoded><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time: </span> <span class="rt-time">4</span> <span class="rt-label rt-postfix">minutes</span></span><img loading="lazy" decoding="async" width="1800" height="1200" src="https://sequenceconsulting.com/wp-content/uploads/2023/01/transforming-nonmember-customers-into-loyal-members-unlocking-association-success.jpg" class="attachment-full size-full wp-post-image" alt="Unlocking Association Success: Transform Nonmembers into Loyal Members" style="float:right; margin:0 0 10px 10px;" srcset="https://sequenceconsulting.com/wp-content/uploads/2023/01/transforming-nonmember-customers-into-loyal-members-unlocking-association-success.jpg 1800w, https://sequenceconsulting.com/wp-content/uploads/2023/01/transforming-nonmember-customers-into-loyal-members-unlocking-association-success-300x200.jpg 300w, https://sequenceconsulting.com/wp-content/uploads/2023/01/transforming-nonmember-customers-into-loyal-members-unlocking-association-success-1024x683.jpg 1024w, https://sequenceconsulting.com/wp-content/uploads/2023/01/transforming-nonmember-customers-into-loyal-members-unlocking-association-success-768x512.jpg 768w, https://sequenceconsulting.com/wp-content/uploads/2023/01/transforming-nonmember-customers-into-loyal-members-unlocking-association-success-1536x1024.jpg 1536w" sizes="100vw" title="Transforming Nonmember Customers into Loyal Members: Unlocking Association Success | Member Engagement and Retention"> <div data-elementor-type="wp-post" data-elementor-id="2428" class="elementor elementor-2428" data-elementor-post-type="post">
  1312. <section class="elementor-section elementor-top-section elementor-element elementor-element-14c9767 elementor-section-full_width elementor-section-height-default elementor-section-height-default" data-id="14c9767" data-element_type="section">
  1313. <div class="elementor-container elementor-column-gap-default">
  1314. <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-2bf6179" data-id="2bf6179" data-element_type="column">
  1315. <div class="elementor-widget-wrap elementor-element-populated">
  1316. <div class="elementor-element elementor-element-12fe2f5 elementor-widget elementor-widget-text-editor" data-id="12fe2f5" data-element_type="widget" data-widget_type="text-editor.default">
  1317. <div class="elementor-widget-container">
  1318. <p>This article first appeared in Sidecar as <a href="https://sidecarglobal.com/member-engagement/are-your-members-your-best-customers/" target="_blank" rel="noopener">Are Your Members Your Best Customers?</a></p> </div>
  1319. </div>
  1320. <div class="elementor-element elementor-element-b463505 elementor-widget elementor-widget-heading" data-id="b463505" data-element_type="widget" data-widget_type="heading.default">
  1321. <div class="elementor-widget-container">
  1322. <h2 class="elementor-heading-title elementor-size-default">Your Nonmember Customers May Be Your Best Future Members</h2> </div>
  1323. </div>
  1324. <div class="elementor-element elementor-element-96229af elementor-widget elementor-widget-text-editor" data-id="96229af" data-element_type="widget" data-widget_type="text-editor.default">
  1325. <div class="elementor-widget-container">
  1326. <p>How to grow engagement? It’s a law of nature in marketing: Your best prospect is the customer you already have. Research consistently shows that it costs six to seven times more to get a new customer than to keep one, and in membership terms, smart associations understand what that means for retention. A dollar spent on retention goes much further than a dollar spent on recruitment.</p><p>It goes further than current members, too. Your second-best customers are likely to be your lapsed members – strange as it may sound. Members who have left you may be the easiest to recruit again because they know you, and you know them, which is half the battle in acquisition.</p><p>However, are these the only groups that associations should be thinking about to grow engagement? What about your nonmember customers?</p> </div>
  1327. </div>
  1328. <div class="elementor-element elementor-element-68028ca elementor-widget elementor-widget-heading" data-id="68028ca" data-element_type="widget" data-widget_type="heading.default">
  1329. <div class="elementor-widget-container">
  1330. <h2 class="elementor-heading-title elementor-size-default">Looking Beyond Your Membership To Grow Engagement</h2> </div>
  1331. </div>
  1332. <div class="elementor-element elementor-element-98a5403 elementor-widget elementor-widget-text-editor" data-id="98a5403" data-element_type="widget" data-widget_type="text-editor.default">
  1333. <div class="elementor-widget-container">
  1334. <p>Are members your only customers? The answer is no, but most associations don’t think that way. After all, they’re membership organizations, and members matter most. While that might be true, they’re not the only ones who matter.</p><p>What about all the others you serve who are not members? People who attend your events, take your training, buy your publications, and more? These are your <b>nonmember customers</b>.</p> </div>
  1335. </div>
  1336. <div class="elementor-element elementor-element-409275b elementor-blockquote--skin-boxed elementor-blockquote--align-center elementor-blockquote--button-color-official elementor-widget elementor-widget-blockquote" data-id="409275b" data-element_type="widget" data-widget_type="blockquote.default">
  1337. <div class="elementor-widget-container">
  1338. <blockquote class="elementor-blockquote">
  1339. <p class="elementor-blockquote__content">
  1340. Unfortunately, associations don't cultivate <u>customer </u>relationships and leave a lot of money on the table.
  1341. </p>
  1342. </blockquote>
  1343. </div>
  1344. </div>
  1345. <div class="elementor-element elementor-element-2cb7e52 elementor-widget elementor-widget-heading" data-id="2cb7e52" data-element_type="widget" data-widget_type="heading.default">
  1346. <div class="elementor-widget-container">
  1347. <h3 class="elementor-heading-title elementor-size-default">Understanding The Impact of NonMember Customers</h3> </div>
  1348. </div>
  1349. <div class="elementor-element elementor-element-0b02577 elementor-widget elementor-widget-text-editor" data-id="0b02577" data-element_type="widget" data-widget_type="text-editor.default">
  1350. <div class="elementor-widget-container">
  1351. In purely financial terms, these customers are possibly more valuable than most of your members. How? Someone who attends two to three events each year, every year is probably contributing more revenue than a member who simply pays their dues. They will probably be more loyal than unengaged members, too.
  1352.  
  1353. &#8220;But they should become members!” you say. Of course they should. They might be your best prospects of all. After all, non-member customers know you, have a relationship with you, and get value from you. More importantly, you know who they are and how to talk to them. They should be prime targets for recruitment, and they are. One large engineering association tested marketing specifically to non-member customers and found they responded three to five times better than the general market.  </span> </div>
  1354. </div>
  1355. <div class="elementor-element elementor-element-17e2ed7 elementor-widget elementor-widget-heading" data-id="17e2ed7" data-element_type="widget" data-widget_type="heading.default">
  1356. <div class="elementor-widget-container">
  1357. <h2 class="elementor-heading-title elementor-size-default">The Challenge for NonMember cUSTOMER Engagement</h2> </div>
  1358. </div>
  1359. <div class="elementor-element elementor-element-32983c1 elementor-widget elementor-widget-text-editor" data-id="32983c1" data-element_type="widget" data-widget_type="text-editor.default">
  1360. <div class="elementor-widget-container">
  1361. <p>But what if they don’t want to be members? This is where most associations fall down. They push the non-responders to the side and move on to the next prospective member. In reality, there is plenty of upside in growing those non-member relationships. The people most likely to come to an event are those who come to other events. People who like your events will likely enjoy your training and vice versa.</p><p>Unfortunately, associations don’t think this way, so they don’t cultivate customer relationships and leave a lot of money on the table.</p><p>Associations make significant investments in technology to manage their member relationships: to communicate with, engage and renew them. Very few make similar investments in managing non-member customer relationships.</p> </div>
  1362. </div>
  1363. <div class="elementor-element elementor-element-c25f79d elementor-widget elementor-widget-heading" data-id="c25f79d" data-element_type="widget" data-widget_type="heading.default">
  1364. <div class="elementor-widget-container">
  1365. <h2 class="elementor-heading-title elementor-size-default">Building a Customer Engagement Plan</h2> </div>
  1366. </div>
  1367. <div class="elementor-element elementor-element-cdc22c1 elementor-widget elementor-widget-text-editor" data-id="cdc22c1" data-element_type="widget" data-widget_type="text-editor.default">
  1368. <div class="elementor-widget-container">
  1369. <p>The first part is hard for most associations. Events, training, subscription, and membership data are usually not kept in one place. If they are, they are generally not looked at with a single view of the customer, namely, the big picture of their relationship.</p><p>The first step would be to figure out how many customers you have. If you add up all of the people who have transacted with you in the last five years, including lapsed members, how big is your audience? Your customer universe will likely dwarf your current membership. How much untapped growth opportunity is there?</p> </div>
  1370. </div>
  1371. <div class="elementor-element elementor-element-90d3616 elementor-blockquote--skin-boxed elementor-blockquote--align-center elementor-blockquote--button-color-official elementor-widget elementor-widget-blockquote" data-id="90d3616" data-element_type="widget" data-widget_type="blockquote.default">
  1372. <div class="elementor-widget-container">
  1373. <blockquote class="elementor-blockquote">
  1374. <p class="elementor-blockquote__content">
  1375. If you think of membership as one opportunity among others for nonmember customers, <br>you unlock many new avenues to deliver value and grow engagement. </p>
  1376. </blockquote>
  1377. </div>
  1378. </div>
  1379. <div class="elementor-element elementor-element-11d8b3f elementor-widget elementor-widget-heading" data-id="11d8b3f" data-element_type="widget" data-widget_type="heading.default">
  1380. <div class="elementor-widget-container">
  1381. <h3 class="elementor-heading-title elementor-size-default">Consolidating Customer Data</h3> </div>
  1382. </div>
  1383. <div class="elementor-element elementor-element-08718c7 elementor-widget elementor-widget-text-editor" data-id="08718c7" data-element_type="widget" data-widget_type="text-editor.default">
  1384. <div class="elementor-widget-container">
  1385. <p>The first part is hard for most associations. Events, training, subscription, and membership data are usually not kept in one place. If they are, they are generally not looked at with a single view of the customer, namely, the big picture of their relationship.</p><p>The first step would be to figure out how many customers you have. If you add up all of the people who have transacted with you in the last five years, including lapsed members, how big is your audience? Your customer universe will likely dwarf your current membership. How much untapped growth opportunity is there?</p> </div>
  1386. </div>
  1387. <div class="elementor-element elementor-element-2d7f0ff elementor-widget elementor-widget-heading" data-id="2d7f0ff" data-element_type="widget" data-widget_type="heading.default">
  1388. <div class="elementor-widget-container">
  1389. <h3 class="elementor-heading-title elementor-size-default">Setting Goals for NonMember Customer Interaction</h3> </div>
  1390. </div>
  1391. <div class="elementor-element elementor-element-1c2e515 elementor-widget elementor-widget-text-editor" data-id="1c2e515" data-element_type="widget" data-widget_type="text-editor.default">
  1392. <div class="elementor-widget-container">
  1393. <p>The second part of managing a customer relationship is making it into what you want it to be. What do you want from your customers besides membership? Is it to maximize revenue right now? To cross-sell your offerings? To grow engagement and repeat business? Only managed customer relationships achieve these things. Unfortunately, that is what most associations leave on the table.</p> </div>
  1394. </div>
  1395. <div class="elementor-element elementor-element-462fc9d elementor-widget elementor-widget-heading" data-id="462fc9d" data-element_type="widget" data-widget_type="heading.default">
  1396. <div class="elementor-widget-container">
  1397. <h2 class="elementor-heading-title elementor-size-default">Making the Most of Your Association’s Relationships </h2> </div>
  1398. </div>
  1399. <div class="elementor-element elementor-element-46e44ff elementor-widget elementor-widget-text-editor" data-id="46e44ff" data-element_type="widget" data-widget_type="text-editor.default">
  1400. <div class="elementor-widget-container">
  1401. <p>While many associations only focus on their members, a customer-centered strategy is just a mental leap away. You have thousands, if not tens of thousands of relationships today with customers who will never be members. So how will you make the most of them?</p><p>If your best prospects are the customers you already have, your best customers are the ones you treat like customers. If you think of membership as one opportunity among others for nonmember customers, you unlock many new avenues to deliver value and grow engagement.</p> </div>
  1402. </div>
  1403. <div class="elementor-element elementor-element-16d6a21 elementor-widget elementor-widget-text-editor" data-id="16d6a21" data-element_type="widget" data-widget_type="text-editor.default">
  1404. <div class="elementor-widget-container">
  1405. <p>For more on how to grow engagement see: <a href="https://sequenceconsulting.com/member-engagement-three-ways-to-fix-it/">Member Engagement: Three Big Problems and Three Ways to Fix Them and How To Improve Member Engagement.</a></p> </div>
  1406. </div>
  1407. </div>
  1408. </div>
  1409. </div>
  1410. </section>
  1411. </div>
  1412. ]]></content:encoded>
  1416. </item>
  1417. <item>
  1418. <title>Unlocking Growth: Embracing Organizational Membership for the Future</title>
  1419. <link>https://sequenceconsulting.com/group-membership-future-for-growth/</link>
  1421. <dc:creator><![CDATA[Chris Vaughan, PhD]]></dc:creator>
  1422. <pubDate>Fri, 17 Jun 2022 16:03:36 +0000</pubDate>
  1423. <category><![CDATA[Member Growth]]></category>
  1424. <guid isPermaLink="false">https://sequenceconsulting.com/?p=2170</guid>
  1425.  
  1426. <description><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time: </span> <span class="rt-time">4</span> <span class="rt-label rt-postfix">minutes</span></span> Discover why organizational membership is the key to future growth for associations. Learn how to offer value to decision-makers and drive explosive membership growth.]]></description>
  1427. <content:encoded><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time: </span> <span class="rt-time">4</span> <span class="rt-label rt-postfix">minutes</span></span><img loading="lazy" decoding="async" width="1800" height="1200" src="https://sequenceconsulting.com/wp-content/uploads/2022/06/unlocking-growth-embracing-organizational-membership-for-the-future.jpg" class="attachment-full size-full wp-post-image" alt="Embrace Organizational Membership: Unlocking Growth for the Future" style="float:right; margin:0 0 10px 10px;" srcset="https://sequenceconsulting.com/wp-content/uploads/2022/06/unlocking-growth-embracing-organizational-membership-for-the-future.jpg 1800w, https://sequenceconsulting.com/wp-content/uploads/2022/06/unlocking-growth-embracing-organizational-membership-for-the-future-300x200.jpg 300w, https://sequenceconsulting.com/wp-content/uploads/2022/06/unlocking-growth-embracing-organizational-membership-for-the-future-1024x683.jpg 1024w, https://sequenceconsulting.com/wp-content/uploads/2022/06/unlocking-growth-embracing-organizational-membership-for-the-future-768x512.jpg 768w, https://sequenceconsulting.com/wp-content/uploads/2022/06/unlocking-growth-embracing-organizational-membership-for-the-future-1536x1024.jpg 1536w" sizes="100vw" title="Unlocking Growth: Embracing Organizational Membership for the Future | Member Engagement and Retention"> <div data-elementor-type="wp-post" data-elementor-id="2170" class="elementor elementor-2170" data-elementor-post-type="post">
  1428. <section class="elementor-section elementor-top-section elementor-element elementor-element-47ac7e7 elementor-section-full_width elementor-section-height-default elementor-section-height-default" data-id="47ac7e7" data-element_type="section">
  1429. <div class="elementor-container elementor-column-gap-default">
  1430. <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1ffd7d1" data-id="1ffd7d1" data-element_type="column">
  1431. <div class="elementor-widget-wrap elementor-element-populated">
  1432. <div class="elementor-element elementor-element-929d00d elementor-widget elementor-widget-text-editor" data-id="929d00d" data-element_type="widget" data-widget_type="text-editor.default">
  1433. <div class="elementor-widget-container">
  1434. <p>This article was first published in <a href="https://smsonline.net.au/wp-content/uploads/2022/12/AE-2023-Beyond.pdf#page=58" target="_blank" rel="noopener">Associations Ev</a><a href="https://smsonline.net.au/wp-content/uploads/2021/12/AE-2022-Beyond.pdf" target="_blank" rel="noopener">olve: 2023 &amp; Beyond </a></p> </div>
  1435. </div>
  1436. <div class="elementor-element elementor-element-661d8fd elementor-widget elementor-widget-heading" data-id="661d8fd" data-element_type="widget" data-widget_type="heading.default">
  1437. <div class="elementor-widget-container">
  1438. <h2 class="elementor-heading-title elementor-size-default">Organizational Membership: The Future Of Membership Growth</h2> </div>
  1439. </div>
  1440. <div class="elementor-element elementor-element-e100ea1 elementor-widget elementor-widget-heading" data-id="e100ea1" data-element_type="widget" data-widget_type="heading.default">
  1441. <div class="elementor-widget-container">
  1442. <h2 class="elementor-heading-title elementor-size-default">Group Membership is Not a Growth Strategy </h2> </div>
  1443. </div>
  1444. <div class="elementor-element elementor-element-03b8061 elementor-widget elementor-widget-text-editor" data-id="03b8061" data-element_type="widget" data-widget_type="text-editor.default">
  1445. <div class="elementor-widget-container">
  1446. <p><span style="font-weight: 400;">Many associations have “group” membership, which usually amounts to a modest volume discount, sometimes with a single invoice. The idea is that companies will want to pay for their employees&#8217; memberships if they get a price break and a convenient way to pay. </span>Unfortunately, these group membership plans do not do very well and are mostly an afterthought in the membership strategy. </p><p><span style="font-weight: 400;">The problem is that companies don’t want to pay for any employee’s membership. Or at least far fewer companies do. Most organizations stopped paying employees’ membership dues when times got tough and never started again. Eventually, organizations realized it was unnecessary since employees who really want a membership are willing to pay for it themselves. </span></p> </div>
  1447. </div>
  1448. <div class="elementor-element elementor-element-8678593 elementor-widget elementor-widget-heading" data-id="8678593" data-element_type="widget" data-widget_type="heading.default">
  1449. <div class="elementor-widget-container">
  1450. <h2 class="elementor-heading-title elementor-size-default">Organizational Membership is the New Path to Growth</h2> </div>
  1451. </div>
  1452. <div class="elementor-element elementor-element-3f18265 elementor-widget elementor-widget-text-editor" data-id="3f18265" data-element_type="widget" data-widget_type="text-editor.default">
  1453. <div class="elementor-widget-container">
  1454. <p><span style="font-weight: 400;">Organizational membership is an entirely different value proposition. It is a B2B offering designed with the executive decision-maker in mind. Discounts on individual memberships are but a part of it. The real magic in the offering is a distinct set of benefits that speak to the needs of the executives who make the decision. These are things that benefit the company and the executives themselves. </span></p><p><span style="font-weight: 400;">What kinds of things? They must be things that have demonstrable financial value and elevate the decision-maker&#8217;s profile. They could include: </span></p> </div>
  1455. </div>
  1456. <div class="elementor-element elementor-element-0d1f7d6 elementor-icon-list--layout-traditional elementor-list-item-link-full_width elementor-widget elementor-widget-icon-list" data-id="0d1f7d6" data-element_type="widget" data-widget_type="icon-list.default">
  1457. <div class="elementor-widget-container">
  1458. <ul class="elementor-icon-list-items">
  1459. <li class="elementor-icon-list-item">
  1460. <span class="elementor-icon-list-icon">
  1461. <i aria-hidden="true" class="fas fa-check-circle"></i> </span>
  1462. <span class="elementor-icon-list-text">Positive PR in publications highlighting the great things their organization is doing</span>
  1463. </li>
  1464. <li class="elementor-icon-list-item">
  1465. <span class="elementor-icon-list-icon">
  1466. <i aria-hidden="true" class="fas fa-check-circle"></i> </span>
  1467. <span class="elementor-icon-list-text">Access to advocacy and policy leaders to be in the know and have their voices heard </span>
  1468. </li>
  1469. <li class="elementor-icon-list-item">
  1470. <span class="elementor-icon-list-icon">
  1471. <i aria-hidden="true" class="fas fa-check-circle"></i> </span>
  1472. <span class="elementor-icon-list-text">A seat at the table on an Executive Advisory Council with the CEO </span>
  1473. </li>
  1474. <li class="elementor-icon-list-item">
  1475. <span class="elementor-icon-list-icon">
  1476. <i aria-hidden="true" class="fas fa-check-circle"></i> </span>
  1477. <span class="elementor-icon-list-text">Help in recruiting employees with exclusive data and priority promotional opportunities </span>
  1478. </li>
  1479. <li class="elementor-icon-list-item">
  1480. <span class="elementor-icon-list-icon">
  1481. <i aria-hidden="true" class="fas fa-check-circle"></i> </span>
  1482. <span class="elementor-icon-list-text">Substantial savings on education and events they have to pay for (e.g., continuing ed, training events) </span>
  1483. </li>
  1484. </ul>
  1485. </div>
  1486. </div>
  1487. <div class="elementor-element elementor-element-37032d4 elementor-widget elementor-widget-text-editor" data-id="37032d4" data-element_type="widget" data-widget_type="text-editor.default">
  1488. <div class="elementor-widget-container">
  1489. <p><span style="font-weight: 400;">There are two things to note about this list. First, these are things that only the association can provide but doesn’t offer now. Second, they have real bottom-line value to a corporation at a minimal cost to the association to deliver.  </span></p><p><span style="font-weight: 400;">This kind of offer works because it is a great business decision for the company. It has clear value and is easy to justify financially. </span></p> </div>
  1490. </div>
  1491. <div class="elementor-element elementor-element-f6a5b17 elementor-widget elementor-widget-heading" data-id="f6a5b17" data-element_type="widget" data-widget_type="heading.default">
  1492. <div class="elementor-widget-container">
  1493. <h2 class="elementor-heading-title elementor-size-default">Organizational Value is Worth Far More Than Dues</h2> </div>
  1494. </div>
  1495. <div class="elementor-element elementor-element-beae777 elementor-widget elementor-widget-text-editor" data-id="beae777" data-element_type="widget" data-widget_type="text-editor.default">
  1496. <div class="elementor-widget-container">
  1497. <p><span style="font-weight: 400;">Associations think about dues, which is exactly right for the individual lens and dead wrong for organizations. Why? The value to the organization is not a matter of how many employees they sign up for membership; it is the tangible financial impact they will receive. How much is $1 million in savings worth to an organization? </span></p><p><span style="font-weight: 400;">Corporations expect to pay for things this way—the greater the value, the more things cost. In organizational membership, larger companies generally get more value than smaller ones and thus pay more. A large organization might pay $100K for that $1 million in value. A smaller one might get less and so pay less. </span></p><p>This value-based pricing is uncomfortable for many associations, but it is critical to effectively selling organizational memberships. </p> </div>
  1498. </div>
  1499. <div class="elementor-element elementor-element-51a4695 elementor-widget elementor-widget-heading" data-id="51a4695" data-element_type="widget" data-widget_type="heading.default">
  1500. <div class="elementor-widget-container">
  1501. <h3 class="elementor-heading-title elementor-size-default">An Explosive Growth Opportunity</h3> </div>
  1502. </div>
  1503. <div class="elementor-element elementor-element-b8ac2d7 elementor-widget elementor-widget-text-editor" data-id="b8ac2d7" data-element_type="widget" data-widget_type="text-editor.default">
  1504. <div class="elementor-widget-container">
  1505. <p><span style="font-weight: 400;">A prominent medical society Sequence worked with launched an organizational membership with overwhelming success. They designed the membership for large health systems that employ physicians. They offer a suite of benefits, including inside access, publicity, burnout prevention, early access to residents for recruiting, and free continuing education. In addition, all of the physicians in the system are eligible for individual membership at no cost. </span></p><p>The cost is value-based, ranging from a flat fee of $15k for smaller systems to $100K for large ones. The price does not depend on the number of individual memberships. Health systems sign up for the tangible financial value they receive. </p><p><span style="font-weight: 400;">In the first year, 5,000 new physicians came in through enterprise membership, so many that they had to pause the program because they could not onboard them fast enough. Some of the largest systems have enrolled as many as 15K physicians. The association projects that more than half of its new members will join through organizational membership in a few years. </span></p> </div>
  1506. </div>
  1507. <div class="elementor-element elementor-element-a728af8 elementor-widget elementor-widget-heading" data-id="a728af8" data-element_type="widget" data-widget_type="heading.default">
  1508. <div class="elementor-widget-container">
  1509. <h3 class="elementor-heading-title elementor-size-default">The Key is to Sell It the Right Way</h3> </div>
  1510. </div>
  1511. <div class="elementor-element elementor-element-61ec065 elementor-widget elementor-widget-text-editor" data-id="61ec065" data-element_type="widget" data-widget_type="text-editor.default">
  1512. <div class="elementor-widget-container">
  1513. <p><span style="font-weight: 400;">What were the keys to success? First, an incredibly attractive set of benefits based on thorough research. Second, a convincing financial case. Finally, and most importantly, sales. </span></p><p><span style="font-weight: 400;">Organizational membership is a B2B sale. It takes time and skill to reach and persuade the right buyers. In this case, it meant a sales resource dedicated to building this program, armed with the quality of sales materials executive buyers expect. It also meant solid executive support: the CEO will personally engage with executives at large systems to help convince them.  </span></p><p>Their vision and investment paid off. Other Sequence clients have had equivalent success with organizational membership programs custom-tailored for their markets. For example, the Executive’s Club of Chicago doubled its membership in three years after rolling out a new Enterprise Member value proposition. </p><p><span style="font-weight: 400;">In another example, SAE International launched a subsidiary focused solely on the needs of companies in their industry and grew their non-dues revenue ten times over.  </span></p> </div>
  1514. </div>
  1515. <div class="elementor-element elementor-element-1222d35 elementor-widget elementor-widget-heading" data-id="1222d35" data-element_type="widget" data-widget_type="heading.default">
  1516. <div class="elementor-widget-container">
  1517. <h3 class="elementor-heading-title elementor-size-default">How to Minimize the Risk</h3> </div>
  1518. </div>
  1519. <div class="elementor-element elementor-element-2e57936 elementor-widget elementor-widget-text-editor" data-id="2e57936" data-element_type="widget" data-widget_type="text-editor.default">
  1520. <div class="elementor-widget-container">
  1521. <p>While the payoff can be very substantial, it can come with some risks. One concern is how much it might “cannibalize” individual membership. The risk is that organizational membership might ultimately decrease net revenue by offering discounted memberships to individuals who would have paid full price. </p><p>It is a valid question that one can answer with good data analysis. Unless market penetration is exceptionally high, the revenue gains will outweigh the discounts in most cases. </p><p>There is also a risk that big groups that join at once might leave at once, creating excessive volatility in membership. To reduce this risk, one can mitigate this with thoughtful multi-year contracts that include extended notice provisions and other safeguards.</p> </div>
  1522. </div>
  1523. <div class="elementor-element elementor-element-cc701a4 elementor-widget elementor-widget-heading" data-id="cc701a4" data-element_type="widget" data-widget_type="heading.default">
  1524. <div class="elementor-widget-container">
  1525. <h3 class="elementor-heading-title elementor-size-default">The Future of Membership Growth</h3> </div>
  1526. </div>
  1527. <div class="elementor-element elementor-element-f75ff5e elementor-widget elementor-widget-text-editor" data-id="f75ff5e" data-element_type="widget" data-widget_type="text-editor.default">
  1528. <div class="elementor-widget-container">
  1529. <span style="font-weight: 400;">For many associations, individual membership has reached a plateau. Growth is meager, despite their best efforts, and it is unrealistic to expect big jumps in growth from doing the same old things. A new model is needed. </span>
  1530.  
  1531. <span style="font-weight: 400;">Organizational membership allows associations to repurpose assets they already have to enter a new market where they have an immediate competitive advantage &#8212; and do so at a very low cost. The revenue and membership growth opportunities are significant. Too significant not to explore seriously</span>. </div>
  1532. </div>
  1533. <div class="elementor-element elementor-element-4033bd3 elementor-widget elementor-widget-text-editor" data-id="4033bd3" data-element_type="widget" data-widget_type="text-editor.default">
  1534. <div class="elementor-widget-container">
  1535. <p>For more on membership growth strategy see <a href="https://sequenceconsulting.com/association-success-12-ways-to-thrive/">Association Success: 7 Ways to Thrive Not Just Survive</a>.</p> </div>
  1536. </div>
  1537. </div>
  1538. </div>
  1539. </div>
  1540. </section>
  1541. </div>
  1542. ]]></content:encoded>
  1546. </item>
  1547. <item>
  1548. <title>Mastering Membership Marketing: 5 Game-Changing Breakthroughs You Need to Know</title>
  1549. <link>https://sequenceconsulting.com/5-breakthroughs-in-membership-marketing/</link>
  1551. <dc:creator><![CDATA[Chris Vaughan, PhD]]></dc:creator>
  1552. <pubDate>Thu, 31 Aug 2023 19:19:02 +0000</pubDate>
  1553. <category><![CDATA[Member Growth]]></category>
  1554. <guid isPermaLink="false">https://sequenceconsulting.com/?p=3018</guid>
  1555.  
  1556. <description><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time: </span> <span class="rt-time">5</span> <span class="rt-label rt-postfix">minutes</span></span> Unlock the potential of membership marketing with breakthrough strategies. Discover how to engage non-member customers and reactivate lapsed members for impressive results.]]></description>
  1557. <content:encoded><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time: </span> <span class="rt-time">5</span> <span class="rt-label rt-postfix">minutes</span></span><img loading="lazy" decoding="async" width="780" height="440" src="https://sequenceconsulting.com/wp-content/uploads/2023/08/mastering-membership-marketing-5-game-changing-breakthroughs-you-need-to-know.jpg" class="attachment-full size-full wp-post-image" alt="Mastering Membership Marketing 5 Game Changing Breakthroughs You Need To Know" style="float:right; margin:0 0 10px 10px;" srcset="https://sequenceconsulting.com/wp-content/uploads/2023/08/mastering-membership-marketing-5-game-changing-breakthroughs-you-need-to-know.jpg 780w, https://sequenceconsulting.com/wp-content/uploads/2023/08/mastering-membership-marketing-5-game-changing-breakthroughs-you-need-to-know-300x169.jpg 300w, https://sequenceconsulting.com/wp-content/uploads/2023/08/mastering-membership-marketing-5-game-changing-breakthroughs-you-need-to-know-768x433.jpg 768w" sizes="100vw" title="Mastering Membership Marketing: 5 Game-Changing Breakthroughs You Need to Know | Member Engagement and Retention"> <div data-elementor-type="wp-post" data-elementor-id="3018" class="elementor elementor-3018" data-elementor-post-type="post">
  1558. <section class="elementor-section elementor-top-section elementor-element elementor-element-ab15bb2 elementor-section-full_width elementor-section-height-default elementor-section-height-default" data-id="ab15bb2" data-element_type="section">
  1559. <div class="elementor-container elementor-column-gap-default">
  1560. <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-18635bf" data-id="18635bf" data-element_type="column">
  1561. <div class="elementor-widget-wrap elementor-element-populated">
  1562. <div class="elementor-element elementor-element-6719d34 elementor-widget elementor-widget-text-editor" data-id="6719d34" data-element_type="widget" data-widget_type="text-editor.default">
  1563. <div class="elementor-widget-container">
  1564. <p>This article first appeared in Associations Now as &#8220;<a href="https://www.asaecenter.org/en/resources/articles/an_plus/2023/8-august/five-breakthroughs-in-membership-marketing" target="_blank" rel="noopener">Five Breakthroughs in Membership Marketing</a>&#8220;</p> </div>
  1565. </div>
  1566. <div class="elementor-element elementor-element-7d85589 elementor-widget elementor-widget-heading" data-id="7d85589" data-element_type="widget" data-widget_type="heading.default">
  1567. <div class="elementor-widget-container">
  1568. <h2 class="elementor-heading-title elementor-size-default">It's Time for a Breakthrough in Membership Marketing</h2> </div>
  1569. </div>
  1570. <div class="elementor-element elementor-element-7085dc3 elementor-widget elementor-widget-text-editor" data-id="7085dc3" data-element_type="widget" data-widget_type="text-editor.default">
  1571. <div class="elementor-widget-container">
  1572. <p>Traditional membership marketing is predictably low return and has stayed the same for years. Most associations were slow to adopt email marketing when it came on the scene in the mid-90s. Today, 85% of associations use email, and 48% say it is one of their most productive channels.<sup class="modern-footnotes-footnote ">1</sup> Still, click rates remain low, on average less than 2%.<sup class="modern-footnotes-footnote ">2</sup></p>
  1573. <p>Many associations have delved into social and digital advertising but have failed. Only 14% say social media is effective, and 10% say the same of paid digital.</p>
  1574. <p>The good news is that membership marketers can expect a lot better. We have recently tested innovations in membership segmentation, targeting, messaging, and advertising that performed four to nine times better &#8212; in one case, twenty-seven times better &#8212; than the old-school tactics they replaced.</p> </div>
  1575. </div>
  1576. <div class="elementor-element elementor-element-cded554 elementor-widget elementor-widget-heading" data-id="cded554" data-element_type="widget" data-widget_type="heading.default">
  1577. <div class="elementor-widget-container">
  1578. <h2 class="elementor-heading-title elementor-size-default">1. FOCUS ON YOUR "CUSTOMERS"</h2> </div>
  1579. </div>
  1580. <div class="elementor-element elementor-element-0558414 elementor-widget elementor-widget-text-editor" data-id="0558414" data-element_type="widget" data-widget_type="text-editor.default">
  1581. <div class="elementor-widget-container">
  1582. <p>As I have written <a href="https://sequenceconsulting.com/grow-engagement-with-non-members/">previously</a>, your members are not your only customers. Your organization has relationships with many other people who interact with you differently. They attend your events, take your training, and write for your journals. One client calls them “ghost members,” people who are with you in spirit but not in membership.</p><p>It is a truism in marketing that your best prospect is the customer you already have. Why? On the one hand, they know you, so you don’t have to work hard to introduce yourself. This is even more important than you might think. Most associations have less than 35% awareness across their trade or profession.<br />Moreover, your customers see you as valuable in some way, so you don’t have to do so much to convince them. Most importantly, you know them. You know who they are and what they like, which is more than half the battle in marketing.</p><p>If true, your non-member customers should be your best membership prospects. But are they? We tested sending the same emails to a list of non-member customers and a rented email list of cold contacts. The emails sent to non-member customers performed 8.6X better than emails sent to cold lists. Not to mention, the rented list was expensive, and the customer list was free.</p><p>What does this tell you? First, you should be marketing membership to your non-member customers. But also, you should be actively cultivating your list of those customers by capturing opted-in emails at every touchpoint you can.</p> </div>
  1583. </div>
  1584. <div class="elementor-element elementor-element-76e7e60 elementor-widget__width-initial elementor-widget elementor-widget-heading" data-id="76e7e60" data-element_type="widget" data-widget_type="heading.default">
  1585. <div class="elementor-widget-container">
  1586. <h3 class="elementor-heading-title elementor-size-default">2. LAPSED MEMBERS CAN BE YOUR EASIEST NEW MEMBERS</h3> </div>
  1587. </div>
  1588. <div class="elementor-element elementor-element-e26fef5 elementor-widget elementor-widget-text-editor" data-id="e26fef5" data-element_type="widget" data-widget_type="text-editor.default">
  1589. <div class="elementor-widget-container">
  1590. <p>In a <a href="https://www.asaecenter.org/resources/articles/an_plus/2023/5-may/baby-come-back-how-to-win-back-lapsed-members-and-why-you-should" target="_blank" rel="noopener">previous article</a>, I explained why lapsed members are an even more under-tapped audience. Most associations move on from members who don’t renew after a month or two. Some may try to win them back but then give up. This is often short-sighted. </p><p><span style="color: var( --e-global-color-182a958e );">Lapsed members do ghost members one better: They not only know your organization, they know your membership experience and saw value in it when they joined. Members don’t lapse because they hate you. They lapse because they don’t see your value at that moment. </span></p><p><span style="color: var( --e-global-color-182a958e );">Are lapsed members a lost cause, or can you remind them of your value and bring them back again?</span></p><p>At the American Lung Association (ALA), 75% of their donor file had been dormant for as long as two years. Historically, ALA had forgotten about them and focused all their efforts on finding new donors.</p><p><span style="color: var( --e-global-color-182a958e );">We helped ALA develop an email campaign that built on what ALA knew about these donors, namely, what they cared about. Of all ALA’s great work, people gravitate to four significant issues: clean air, lung health, and smoking cessation. They sent messages that spoke to lapsed donors about what they cared about – and only what they cared about – inviting them to be part of the solution again.</span></p><p><span style="color: var( --e-global-color-182a958e );">The result? In one year, they reactivated 7% of their lapsed members. In two years, ALA grew their donor file by 50% &#8212; over 600K active donors – by focusing on long-forgotten lost causes.</span></p> </div>
  1591. </div>
  1592. <div class="elementor-element elementor-element-3c673ce elementor-widget elementor-widget-heading" data-id="3c673ce" data-element_type="widget" data-widget_type="heading.default">
  1593. <div class="elementor-widget-container">
  1594. <h3 class="elementor-heading-title elementor-size-default">3. SEGMENT BY INTERESTS</h3> </div>
  1595. </div>
  1596. <div class="elementor-element elementor-element-8eae03c elementor-widget elementor-widget-text-editor" data-id="8eae03c" data-element_type="widget" data-widget_type="text-editor.default">
  1597. <div class="elementor-widget-container">
  1598. <p>A significant reason for ALA’s success was segmentation by interest. Sending clean air messaging to people they knew to care about clean air was many times more effective than their old, unfocused messaging. As we have found <a href="https://sequenceconsulting.com/is-your-member-segmentation-wrong/">before</a>, organizations do not segment their messaging or segment based on career stage or employment setting, which is seldom effective.</p><p>In another powerful example, we helped American Medical Association (AMA) analyze their member data to arrive at four interest-based segments: Advocacy, Practice Improvement, Patient Outcomes, and Medical Education. Segmenting their marketing this way helped triple their member growth in one year.</p><p>This is one way targeting your customers and lapsed members can pay off big. Because you know their interests, you can segment them effectively. In our most recent test, a leading engineering society used data they had collected on “ghost” members to identify the specific technical interests of their prospects. It tested interest-based messaging against their standard “generic” messaging. The interest-specific messages performed four times better than the generic ones.</p> </div>
  1599. </div>
  1600. <div class="elementor-element elementor-element-3b65193 elementor-widget elementor-widget-heading" data-id="3b65193" data-element_type="widget" data-widget_type="heading.default">
  1601. <div class="elementor-widget-container">
  1602. <h3 class="elementor-heading-title elementor-size-default">4. Make EMAIL PERSONAL AGAIn</h3> </div>
  1603. </div>
  1604. <div class="elementor-element elementor-element-ff8abb6 elementor-widget elementor-widget-text-editor" data-id="ff8abb6" data-element_type="widget" data-widget_type="text-editor.default">
  1605. <div class="elementor-widget-container">
  1606. <p>Email is the mainstay of many membership marketing programs, but it has become less effective as people have tuned email out. Of the nearly 145 billion emails sent daily, 84% are considered spam. A full 54% of email users delete or ignore spam.<sup class="modern-footnotes-footnote ">3</sup>  </span><span style="color: var( --e-global-color-182a958e );">You don’t think your membership emails are spam, but your prospects probably do because it looks like commercial email.</span></p><p>People like personal email, however, and a more personal approach to membership email can be far more effective. In another recent test, we sent a series of emails to prospective members that appeared to come from a well-known member of the society (with their permission, of course). The subject line was personalized, and the body of the email was a short, personal invitation to join the organization.</p><p>This straightforward approach has powerful results when done correctly. In our test, people clicked through personal emails twenty-seven times more often than impersonal messages and enrolled five times more often.</p> </div>
  1607. </div>
  1608. <div class="elementor-element elementor-element-9e42b58 elementor-widget elementor-widget-heading" data-id="9e42b58" data-element_type="widget" data-widget_type="heading.default">
  1609. <div class="elementor-widget-container">
  1610. <h2 class="elementor-heading-title elementor-size-default">5. take another look at digital</h2> </div>
  1611. </div>
  1612. <div class="elementor-element elementor-element-227b403 elementor-widget elementor-widget-text-editor" data-id="227b403" data-element_type="widget" data-widget_type="text-editor.default">
  1613. <div class="elementor-widget-container">
  1614. <p>At the beginning of this article, I pointed out that most associations need better results from digital advertising. Traditional banner and search ads are expensive, and the results could be better. Newer, less conventional advertising can be far more effective when correctly integrated with email campaigns.</p><p>All major digital advertising platforms (Google, LinkedIn, Meta) can target custom audiences. That is, provide them with a list of individuals you want to reach and advertise only to them. Because it is so targeted, it is a far more efficient way to advertise. We have found that the most effective way to use custom audiences is to support your email campaigns.</p><p>Using this approach, prospects who receive your emails are exposed to your digital ads simultaneously. The ads increase awareness and offer another way to respond, improving the success of your campaign.</p><p>In one recent test, we created a custom audience on LinkedIn comprised of prospective members identified using the tactics discussed above. These individuals received membership marketing emails and were exposed to LinkedIn ads simultaneously.</p><p>The emails with digital ad support performed 22% better than emails without digital help. Because LinkedIn ads are pay-per-click and the primary purpose of the test was to drive email response, the cost of the ads was significantly lower than a stand-alone digital ad campaign.</p><p>LinkedIn also offers Sponsored Messaging, which allows you to reach prospective members in your custom audience via direct messages that appear to come from another LinkedIn member. In another recent test, we sent personal messages to a custom audience, like the personal emails discussed above, personally inviting prospective members to join the organization.</p><p>This tactic yielded open rates as high as 56% &#8212; more than seven better than traditional emails sent to the same list. This approach was far more efficient than regular LinkedIn ads, yielding three times more click-throughs at only 6% of the cost.</p> </div>
  1615. </div>
  1616. <div class="elementor-element elementor-element-aac9ebc elementor-widget elementor-widget-heading" data-id="aac9ebc" data-element_type="widget" data-widget_type="heading.default">
  1617. <div class="elementor-widget-container">
  1618. <h3 class="elementor-heading-title elementor-size-default">Conclusion</h3> </div>
  1619. </div>
  1620. <div class="elementor-element elementor-element-28c4195 elementor-widget elementor-widget-text-editor" data-id="28c4195" data-element_type="widget" data-widget_type="text-editor.default">
  1621. <div class="elementor-widget-container">
  1622. These next-level membership marketing techniques deliver transformational membership results. New ways of targeting the best prospects, segmenting your audience, and reaching them in new ways with new messages can revolutionize recruitment. Best of all, they are well within reach of any association that wants to take their marketing to the next level. </div>
  1623. </div>
  1624. <div class="elementor-element elementor-element-025e695 elementor-widget elementor-widget-spacer" data-id="025e695" data-element_type="widget" data-widget_type="spacer.default">
  1625. <div class="elementor-widget-container">
  1626. <div class="elementor-spacer">
  1627. <div class="elementor-spacer-inner"></div>
  1628. </div>
  1629. </div>
  1630. </div>
  1631. </div>
  1632. </div>
  1633. </div>
  1634. </section>
  1635. </div>
  1636. ]]></content:encoded>
  1640. </item>
  1641. <item>
  1642. <title>Breaking the Mold: Why Associations Outshine Traditional Corporations</title>
  1643. <link>https://sequenceconsulting.com/associations-are-better-than-corporations/</link>
  1645. <dc:creator><![CDATA[Chris Vaughan, PhD]]></dc:creator>
  1646. <pubDate>Thu, 31 Aug 2023 20:02:06 +0000</pubDate>
  1647. <category><![CDATA[Strategy]]></category>
  1648. <guid isPermaLink="false">https://sequenceconsulting.com/?p=3026</guid>
  1649.  
  1650. <description><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time: </span> <span class="rt-time">3</span> <span class="rt-label rt-postfix">minutes</span></span> Associations vs. Corporations: Why embracing the unique challenges of associations can make you a more effective leader. Learn more in this insightful article.]]></description>
  1651. <content:encoded><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time: </span> <span class="rt-time">3</span> <span class="rt-label rt-postfix">minutes</span></span><img loading="lazy" decoding="async" width="1280" height="720" src="https://sequenceconsulting.com/wp-content/uploads/2023/08/breaking-the-mold-why-associations-outshine-traditional-corporations.webp" class="attachment-full size-full wp-post-image" alt="Why Associations Are Better: Breaking the Mold of Traditional Corporations." style="float:right; margin:0 0 10px 10px;" srcset="https://sequenceconsulting.com/wp-content/uploads/2023/08/breaking-the-mold-why-associations-outshine-traditional-corporations.webp 1280w, https://sequenceconsulting.com/wp-content/uploads/2023/08/breaking-the-mold-why-associations-outshine-traditional-corporations-300x169.webp 300w, https://sequenceconsulting.com/wp-content/uploads/2023/08/breaking-the-mold-why-associations-outshine-traditional-corporations-1024x576.webp 1024w, https://sequenceconsulting.com/wp-content/uploads/2023/08/breaking-the-mold-why-associations-outshine-traditional-corporations-768x432.webp 768w" sizes="100vw" title="Breaking the Mold: Why Associations Outshine Traditional Corporations | Member Engagement and Retention"> <div data-elementor-type="wp-post" data-elementor-id="3026" class="elementor elementor-3026" data-elementor-post-type="post">
  1652. <section class="elementor-section elementor-top-section elementor-element elementor-element-ab15bb2 elementor-section-full_width elementor-section-height-default elementor-section-height-default" data-id="ab15bb2" data-element_type="section">
  1653. <div class="elementor-container elementor-column-gap-default">
  1654. <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-18635bf" data-id="18635bf" data-element_type="column">
  1655. <div class="elementor-widget-wrap elementor-element-populated">
  1656. <div class="elementor-element elementor-element-6719d34 elementor-widget elementor-widget-text-editor" data-id="6719d34" data-element_type="widget" data-widget_type="text-editor.default">
  1657. <div class="elementor-widget-container">
  1658. <p>This article first appeared in Sidecar as <a href="https://sidecarglobal.com/organizational-culture/be-unbusinesslike-why-associations-are-better-than-corporations/" target="_blank" rel="noopener">&#8220;Be Unbusinesslike: Why Associations are Better Than Corporations&#8221;</a></p> </div>
  1659. </div>
  1660. <div class="elementor-element elementor-element-7085dc3 elementor-widget elementor-widget-text-editor" data-id="7085dc3" data-element_type="widget" data-widget_type="text-editor.default">
  1661. <div class="elementor-widget-container">
  1662. <p>Name a model organization. What did you think of? It is probably a corporation exuding strategy and efficiency with an engine of innovation and progress, like Apple, Amazon, or Google. You probably don’t think of an association; they have little in common with the corporations typically held up as beacons of organizational success. But is that a bad thing?</p><p>Up-and-coming association leaders from corporate backgrounds are often shocked and bewildered by how their new organization works. They may ask themselves, “How does anything get done here at all?“</p><p>But anyone familiar with the association space knows that things do get done; not only that, but they also get done well, and associations are built the way they are for a reason. The best leaders understand the things that make associations unique and often challenging, are also what make them successful.</p><p>So, how do you recognize and embrace those opportunities and become a wiser and more effective leader?</p> </div>
  1663. </div>
  1664. <div class="elementor-element elementor-element-cded554 elementor-widget elementor-widget-heading" data-id="cded554" data-element_type="widget" data-widget_type="heading.default">
  1665. <div class="elementor-widget-container">
  1666. <h2 class="elementor-heading-title elementor-size-default">1. THERE IS MORE THAN ONE BOTTOM LINE</h2> </div>
  1667. </div>
  1668. <div class="elementor-element elementor-element-0558414 elementor-widget elementor-widget-text-editor" data-id="0558414" data-element_type="widget" data-widget_type="text-editor.default">
  1669. <div class="elementor-widget-container">
  1670. <p>Corporations work towards one bottom line: profit. Ultimately, a corporation exists to make money; the more you make, the better you are. Conversely, associations have three bottom lines to manage simultaneously – Mission, Member Value, and Money.</p><p>Each is just as important to the organization’s success as the last. As an association, you&#8217;re failing if you&#8217;re only good at one of these things. Great associations work at the intersection of these strategic imperatives, harmonizing their efforts in each area to maximize their results. If done well, the whole is greater than the sum of the three parts.</p> </div>
  1671. </div>
  1672. <div class="elementor-element elementor-element-76e7e60 elementor-widget__width-initial elementor-widget elementor-widget-heading" data-id="76e7e60" data-element_type="widget" data-widget_type="heading.default">
  1673. <div class="elementor-widget-container">
  1674. <h3 class="elementor-heading-title elementor-size-default">2. ASSOCIATIONS MUST BE MANY THINGS AT ONCE</h3> </div>
  1675. </div>
  1676. <div class="elementor-element elementor-element-e26fef5 elementor-widget elementor-widget-text-editor" data-id="e26fef5" data-element_type="widget" data-widget_type="text-editor.default">
  1677. <div class="elementor-widget-container">
  1678. <p>Associations are one organization in name only. They’re not one organization but a conglomerate of businesses that share a mission and brand. Associations might have a membership business, a publishing business, an events business, an advocacy firm, and a charitable organization all under the same roof. Each of these businesses has different goals that sometimes intersect but often don’t.</p><p>In its worst form, this manifests as working in silos, each organization doing its own thing and never mind the others. In its best form, it comes to life as a strong independent organizations uniquely contributing to the same triple bottom line.</p> </div>
  1679. </div>
  1680. <div class="elementor-element elementor-element-cb42da2 elementor-widget elementor-widget-text-editor" data-id="cb42da2" data-element_type="widget" data-widget_type="text-editor.default">
  1681. <div class="elementor-widget-container">
  1682. <p>It&#8217;s the difference between Frankenstein’s monster and a duck-billed platypus. Frankenstein’s monster is built from parts that don’t go together, resulting in something ugly and frightening and a platypus, part beaver, part duck, part who knows what looks so strange you might think it was fake. But it&#8217;s exquisitely adapted to its Tasmanian environment in a way no other creature is.</p><p>If the Googles and Amazons of the world are the “purple unicorns,” associations are the platypi. Unicorns are sexy, but they don’t do so well in the wilds of Tasmania.</p> </div>
  1683. </div>
  1684. <div class="elementor-element elementor-element-3c673ce elementor-widget elementor-widget-heading" data-id="3c673ce" data-element_type="widget" data-widget_type="heading.default">
  1685. <div class="elementor-widget-container">
  1686. <h3 class="elementor-heading-title elementor-size-default">3. POWER IS HYPER-DISTRIBUTED</h3> </div>
  1687. </div>
  1688. <div class="elementor-element elementor-element-8eae03c elementor-widget elementor-widget-text-editor" data-id="8eae03c" data-element_type="widget" data-widget_type="text-editor.default">
  1689. <div class="elementor-widget-container">
  1690. <p>Associations have more goals and faces than corporations – and more bosses, too. In a company, business units report to executives, who report to boards, who report to shareholders, all focused on their single bottom line. Associations may have many hierarchies and power centers. The publications business may have its executive team, membership may have its executive team, and the foundation will be a separate corporation altogether.</p><p>If this were not complex enough, the executives report to a board of volunteers (there may be more than one of those, too). These boards often have committees- often lots of committees–overseeing the association&#8217;s work in great detail. Finally, volunteer leadership changes all the time, as often as every year, and a new set of leaders comes in with their ideas.</p><p>On the face of it, this is madness. What sane person would contrive such an organization? A rational person who truly understood the role associations play.</p><p>The role of an association is not to achieve goals. It&#8217;s to empower many people with one shared purpose to achieve many different goals together. An association&#8217;s purpose is to serve its constituents&#8217; shared purpose. It does not matter if the work gets done if it loses sight of that purpose or leaves people behind.</p> </div>
  1691. </div>
  1692. <div class="elementor-element elementor-element-3b65193 elementor-widget elementor-widget-heading" data-id="3b65193" data-element_type="widget" data-widget_type="heading.default">
  1693. <div class="elementor-widget-container">
  1694. <h3 class="elementor-heading-title elementor-size-default">4. AN ASSOCIATION'S SUPERPOWER, CONSENSUS</h3> </div>
  1695. </div>
  1696. <div class="elementor-element elementor-element-ff8abb6 elementor-widget elementor-widget-text-editor" data-id="ff8abb6" data-element_type="widget" data-widget_type="text-editor.default">
  1697. <div class="elementor-widget-container">
  1698. <p>If you did not know better, you would think associations are badly broken versions of corporations begging for re-engineering. In over two decades of working with associations, I have rarely come across an organization that is not convinced they are seriously defective in some way. Some of these are the most influential associations on the planet.</p><p>And while associations are messy and maddeningly complex, often slow and inefficient, for a reason – it allows them to be great at what they do.</p><p>So, how do they get anything done? In the most unbusinesslike way possible: consensus. Great association leaders maintain a loose, flexible consensus that balances all the competing priorities and the triple bottom line. It is often slow and only sometimes pretty. Some call it “Pathological Democracy.” But being unbusinesslike makes associations the only organizations capable of doing what they do.</p><p>Strong associations and strong leaders own their mess and complexity. They embrace the need for endless consensus-building. They combine their many far-flung efforts to drive all three of their bottom lines – mission, membership, and money- in harmony. They are unbusinesslike. And proud of it.</p> </div>
  1699. </div>
  1700. <div class="elementor-element elementor-element-025e695 elementor-widget elementor-widget-spacer" data-id="025e695" data-element_type="widget" data-widget_type="spacer.default">
  1701. <div class="elementor-widget-container">
  1702. <div class="elementor-spacer">
  1703. <div class="elementor-spacer-inner"></div>
  1704. </div>
  1705. </div>
  1706. </div>
  1707. </div>
  1708. </div>
  1709. </div>
  1710. </section>
  1711. </div>
  1712. ]]></content:encoded>
  1716. </item>
  1717. <item>
  1718. <title>From Ordinary to Extraordinary: Crafting Irresistible Member Value in 4 Steps</title>
  1719. <link>https://sequenceconsulting.com/4-steps-to-irresistible-member-value/</link>
  1721. <dc:creator><![CDATA[Chris Vaughan, PhD]]></dc:creator>
  1722. <pubDate>Fri, 16 Sep 2022 22:14:43 +0000</pubDate>
  1723. <category><![CDATA[Member Engagement]]></category>
  1724. <guid isPermaLink="false">https://sequenceconsulting.com/?p=2340</guid>
  1725.  
  1726. <description><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time: </span> <span class="rt-time">3</span> <span class="rt-label rt-postfix">minutes</span></span> Learn how to create irresistible member value for your association in 4 steps. Target specific needs, find your unique assets, and earn the right to recruit new members.]]></description>
  1727. <content:encoded><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time: </span> <span class="rt-time">3</span> <span class="rt-label rt-postfix">minutes</span></span><img loading="lazy" decoding="async" width="1800" height="1200" src="https://sequenceconsulting.com/wp-content/uploads/2022/09/from-ordinary-to-extraordinary-crafting-irresistible-member-value-in-4-steps.jpg" class="attachment-full size-full wp-post-image" alt="Crafting Irresistible Member Value: 4 Steps to Extraordinary Transformation." style="float:right; margin:0 0 10px 10px;" srcset="https://sequenceconsulting.com/wp-content/uploads/2022/09/from-ordinary-to-extraordinary-crafting-irresistible-member-value-in-4-steps.jpg 1800w, https://sequenceconsulting.com/wp-content/uploads/2022/09/from-ordinary-to-extraordinary-crafting-irresistible-member-value-in-4-steps-300x200.jpg 300w, https://sequenceconsulting.com/wp-content/uploads/2022/09/from-ordinary-to-extraordinary-crafting-irresistible-member-value-in-4-steps-1024x683.jpg 1024w, https://sequenceconsulting.com/wp-content/uploads/2022/09/from-ordinary-to-extraordinary-crafting-irresistible-member-value-in-4-steps-768x512.jpg 768w, https://sequenceconsulting.com/wp-content/uploads/2022/09/from-ordinary-to-extraordinary-crafting-irresistible-member-value-in-4-steps-1536x1024.jpg 1536w" sizes="100vw" title="From Ordinary to Extraordinary: Crafting Irresistible Member Value in 4 Steps | Member Engagement and Retention"> <div data-elementor-type="wp-post" data-elementor-id="2340" class="elementor elementor-2340" data-elementor-post-type="post">
  1728. <section class="elementor-section elementor-top-section elementor-element elementor-element-58aa965 elementor-section-full_width elementor-section-height-default elementor-section-height-default" data-id="58aa965" data-element_type="section">
  1729. <div class="elementor-container elementor-column-gap-default">
  1730. <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-f03e11a" data-id="f03e11a" data-element_type="column">
  1731. <div class="elementor-widget-wrap elementor-element-populated">
  1732. <div class="elementor-element elementor-element-a72b22a elementor-widget elementor-widget-text-editor" data-id="a72b22a" data-element_type="widget" data-widget_type="text-editor.default">
  1733. <div class="elementor-widget-container">
  1734. <p>This article first appeared in AssociationNOW as <a href="https://www.asaecenter.org/resources/articles/an_plus/2022/09-september/four-steps-to-creating-irresistible-member-value" target="_blank" rel="noopener">Four Steps to Creating Irresistible Member Value</a></p> </div>
  1735. </div>
  1736. <div class="elementor-element elementor-element-f972f06 elementor-widget elementor-widget-heading" data-id="f972f06" data-element_type="widget" data-widget_type="heading.default">
  1737. <div class="elementor-widget-container">
  1738. <h2 class="elementor-heading-title elementor-size-default">4 Steps To Creating Irresistible Member Value</h2> </div>
  1739. </div>
  1740. <div class="elementor-element elementor-element-16e3b96 elementor-widget elementor-widget-text-editor" data-id="16e3b96" data-element_type="widget" data-widget_type="text-editor.default">
  1741. <div class="elementor-widget-container">
  1742. Brands like Apple and Amazon have created so much value that consumers can’t get enough of their products and services. Your association needs to offer that same type of value to its members. A look at four ways to do just that. </div>
  1743. </div>
  1744. </div>
  1745. </div>
  1746. </div>
  1747. </section>
  1748. <section class="elementor-section elementor-top-section elementor-element elementor-element-7a00a33 elementor-section-full_width elementor-section-height-default elementor-section-height-default" data-id="7a00a33" data-element_type="section">
  1749. <div class="elementor-container elementor-column-gap-default">
  1750. <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1813055" data-id="1813055" data-element_type="column">
  1751. <div class="elementor-widget-wrap elementor-element-populated">
  1752. <div class="elementor-element elementor-element-a92b7a2 elementor-widget elementor-widget-text-editor" data-id="a92b7a2" data-element_type="widget" data-widget_type="text-editor.default">
  1753. <div class="elementor-widget-container">
  1754. <p>When we talk about member value in associations, we don’t want members to feel like we just gave them a bargain. We want them to love us. We want them to keep coming back. We want to be irresistible. We all have had that experience with brands. Apple products come to mind. (In fact, chances are that you’re using one to read this right now.) For another example, a client once told me: “If Amazon doesn’t sell it, I don’t need it!” That’s irresistible value.</p><p>The question is, how do you create that for your members?</p><p>The famous brand evangelist Guy Kawasaki said, “If you provide enough value, then you earn the right to recruit new customers.” Think about that in terms of membership&#8212;you have to earn the right to recruit new members by delivering enough value to deserve their membership. You must have the right to win.</p><p>Imagine a coach watching a player on the field and saying, “That kid has a right to win out there!” They’re saying that they are the right player, playing the right game with the right skills for that moment. They’re saying she has the right “way to play.” If your association is the player, there are four steps to finding your “way to play” and creating irresistible member value.</p> </div>
  1755. </div>
  1756. </div>
  1757. </div>
  1758. </div>
  1759. </section>
  1760. <section class="elementor-section elementor-top-section elementor-element elementor-element-05ce288 elementor-section-full_width elementor-section-height-default elementor-section-height-default" data-id="05ce288" data-element_type="section">
  1761. <div class="elementor-container elementor-column-gap-default">
  1762. <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-54cdc5e" data-id="54cdc5e" data-element_type="column">
  1763. <div class="elementor-widget-wrap elementor-element-populated">
  1764. <div class="elementor-element elementor-element-cba252f elementor-widget elementor-widget-heading" data-id="cba252f" data-element_type="widget" data-widget_type="heading.default">
  1765. <div class="elementor-widget-container">
  1766. <h2 class="elementor-heading-title elementor-size-default">Step One: Narrow Your Focus
  1767. </h2> </div>
  1768. </div>
  1769. </div>
  1770. </div>
  1771. </div>
  1772. </section>
  1773. <section class="elementor-section elementor-top-section elementor-element elementor-element-28fc9fd elementor-section-full_width elementor-section-height-default elementor-section-height-default" data-id="28fc9fd" data-element_type="section">
  1774. <div class="elementor-container elementor-column-gap-default">
  1775. <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-5639712" data-id="5639712" data-element_type="column">
  1776. <div class="elementor-widget-wrap elementor-element-populated">
  1777. <div class="elementor-element elementor-element-7f5c9cd elementor-widget elementor-widget-text-editor" data-id="7f5c9cd" data-element_type="widget" data-widget_type="text-editor.default">
  1778. <div class="elementor-widget-container">
  1779. <p>If you want to be irresistible, you first need to ask yourself, “Who do I want to be irresistible to?” You don’t have the right to win every game, and you won’t have the right to win every member. The more narrowly you define your target, the more member value you will deliver. That may sound wrong to you. You want as many members as you can get, right? But the way to get (and keep) them is by segmenting them as clearly as possible.</p><p>One prominent medical association earned the right to win by segmenting its audience based on their interests. Their research and data analysis revealed that doctors care the most about four things: advocacy, education, practice improvement, and patient outcomes. No matter their age or where they worked, at least one of those things mattered a lot to every doctor they spoke to. </p><p>By defining their way to play for each segment, they transformed their membership—and tripled their growth rate—in two years.</p> </div>
  1780. </div>
  1781. </div>
  1782. </div>
  1783. </div>
  1784. </section>
  1785. <section class="elementor-section elementor-top-section elementor-element elementor-element-fac8930 elementor-section-full_width elementor-section-height-default elementor-section-height-default" data-id="fac8930" data-element_type="section">
  1786. <div class="elementor-container elementor-column-gap-default">
  1787. <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-339f1ed" data-id="339f1ed" data-element_type="column">
  1788. <div class="elementor-widget-wrap elementor-element-populated">
  1789. <div class="elementor-element elementor-element-f89829c elementor-widget elementor-widget-heading" data-id="f89829c" data-element_type="widget" data-widget_type="heading.default">
  1790. <div class="elementor-widget-container">
  1791. <h2 class="elementor-heading-title elementor-size-default">Step Two: Find the Unmet Needs
  1792. </h2> </div>
  1793. </div>
  1794. <div class="elementor-element elementor-element-877698f elementor-widget elementor-widget-text-editor" data-id="877698f" data-element_type="widget" data-widget_type="text-editor.default">
  1795. <div class="elementor-widget-container">
  1796. <p>Your audience has many needs, as any member needs analysis will tell you. But one way or another, most of their needs already get met. You will find your right to win in the gaps—the unmet or under-met needs for which there is no other solution. Filling those gaps may be more challenging than it sounds. You must briefly forget your current offerings, have honest conversations with actual members, and listen openly to what they say. </p><p>Their unmet needs may not end up being what you expected.</p> </div>
  1797. </div>
  1798. <div class="elementor-element elementor-element-d616991 elementor-widget elementor-widget-text-editor" data-id="d616991" data-element_type="widget" data-widget_type="text-editor.default">
  1799. <div class="elementor-widget-container">
  1800. <p>&#8220;The way to get (and keep) members is by segmenting them as clearly as possible.&#8221;</p> </div>
  1801. </div>
  1802. </div>
  1803. </div>
  1804. </div>
  1805. </section>
  1806. <section class="elementor-section elementor-top-section elementor-element elementor-element-654268a elementor-section-full_width elementor-section-height-default elementor-section-height-default" data-id="654268a" data-element_type="section">
  1807. <div class="elementor-container elementor-column-gap-default">
  1808. <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-2de3378" data-id="2de3378" data-element_type="column">
  1809. <div class="elementor-widget-wrap elementor-element-populated">
  1810. <div class="elementor-element elementor-element-985c101 elementor-widget elementor-widget-text-editor" data-id="985c101" data-element_type="widget" data-widget_type="text-editor.default">
  1811. <div class="elementor-widget-container">
  1812. An international engineering society did just this. When they listened to their members, they heard that industry leaders needed space to collaborate in precompetitive ways on emerging technologies. In their current state, the society could not legally do this. Stepping up to serve their members&#8217; needs led to the launch of a multimillion-dollar new business. </div>
  1813. </div>
  1814. </div>
  1815. </div>
  1816. </div>
  1817. </section>
  1818. <section class="elementor-section elementor-top-section elementor-element elementor-element-625f927 elementor-section-full_width elementor-section-height-default elementor-section-height-default" data-id="625f927" data-element_type="section">
  1819. <div class="elementor-container elementor-column-gap-default">
  1820. <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-e29ba28" data-id="e29ba28" data-element_type="column">
  1821. <div class="elementor-widget-wrap elementor-element-populated">
  1822. <div class="elementor-element elementor-element-827ca0d elementor-widget elementor-widget-heading" data-id="827ca0d" data-element_type="widget" data-widget_type="heading.default">
  1823. <div class="elementor-widget-container">
  1824. <h2 class="elementor-heading-title elementor-size-default">Step THREE: FOCUS on What's UNIQUE TO YOU
  1825. </h2> </div>
  1826. </div>
  1827. <div class="elementor-element elementor-element-8e3ac55 elementor-widget elementor-widget-text-editor" data-id="8e3ac55" data-element_type="widget" data-widget_type="text-editor.default">
  1828. <div class="elementor-widget-container">
  1829. <p>Every organization has unique assets and capabilities, things they have or do that no one else could easily imitate. It could be your reputation. It could be data or information. It could be your ability to bring people together. Your unique assets are the ingredients of your right to win—your best chance of winning is in places where no one else can play.</p><p>One global professional society, struggling with growth, was convinced they needed a new business model. But an inventory of their capabilities revealed that what they alone could do was bring people across their entire industry from around the world together to get things done. Their content and training were excellent but not unique. However, their events couldn’t be matched.</p><p>By doubling down on their power to convene, they more than doubled their business.</p> </div>
  1830. </div>
  1831. </div>
  1832. </div>
  1833. </div>
  1834. </section>
  1835. <section class="elementor-section elementor-top-section elementor-element elementor-element-91753d1 elementor-section-full_width elementor-section-height-default elementor-section-height-default" data-id="91753d1" data-element_type="section">
  1836. <div class="elementor-container elementor-column-gap-default">
  1837. <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-452dc88" data-id="452dc88" data-element_type="column">
  1838. <div class="elementor-widget-wrap elementor-element-populated">
  1839. <div class="elementor-element elementor-element-52aad6f elementor-widget elementor-widget-heading" data-id="52aad6f" data-element_type="widget" data-widget_type="heading.default">
  1840. <div class="elementor-widget-container">
  1841. <h2 class="elementor-heading-title elementor-size-default">Step Four: Choose Your Way to Play
  1842. </h2> </div>
  1843. </div>
  1844. </div>
  1845. </div>
  1846. </div>
  1847. </section>
  1848. <section class="elementor-section elementor-top-section elementor-element elementor-element-7938816 elementor-section-full_width elementor-section-height-default elementor-section-height-default" data-id="7938816" data-element_type="section">
  1849. <div class="elementor-container elementor-column-gap-default">
  1850. <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-77ee011" data-id="77ee011" data-element_type="column">
  1851. <div class="elementor-widget-wrap elementor-element-populated">
  1852. <div class="elementor-element elementor-element-921da4a elementor-widget elementor-widget-text-editor" data-id="921da4a" data-element_type="widget" data-widget_type="text-editor.default">
  1853. <div class="elementor-widget-container">
  1854. <p>The intersection of unmet member needs and your unique capabilities is the key to your way to play. If you meet the unmet needs of the right members, in the right way, when no one else can do it, you will have the right to win their membership. Your member value will be irresistible.</p><p>The examples here are real-world stories of associations going beyond giving members a bargain. They provide their members with something they need and cannot get elsewhere. They made themselves irresistible and transformed their businesses in the process.</p> </div>
  1855. </div>
  1856. </div>
  1857. </div>
  1858. </div>
  1859. </section>
  1860. <section class="elementor-section elementor-top-section elementor-element elementor-element-c7f7236 elementor-section-full_width elementor-section-height-default elementor-section-height-default" data-id="c7f7236" data-element_type="section">
  1861. <div class="elementor-container elementor-column-gap-default">
  1862. <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-d005676" data-id="d005676" data-element_type="column">
  1863. <div class="elementor-widget-wrap elementor-element-populated">
  1864. <div class="elementor-element elementor-element-f3f6eaf elementor-widget elementor-widget-text-editor" data-id="f3f6eaf" data-element_type="widget" data-widget_type="text-editor.default">
  1865. <div class="elementor-widget-container">
  1866. <p>For more on Member Value see <a href="https://sequenceconsulting.com/member-value-proposition-2x-growth/"> How The Executives Club of Chicago Doubled Membership With A New Member Value Proposition</a> and <a href="https://associationsnow.com/2016/09/two-views-member-value/" target="_blank" rel="noopener">Two More Views on Member Value</a>.</p> </div>
  1867. </div>
  1868. </div>
  1869. </div>
  1870. </div>
  1871. </section>
  1872. </div>
  1873. ]]></content:encoded>
  1877. </item>
  1878. <item>
  1879. <title>Unleashing Member Engagement: Overcoming The 3 Biggest Challenges</title>
  1880. <link>https://sequenceconsulting.com/member-engagement-strategies/</link>
  1882. <dc:creator><![CDATA[Chris Vaughan, PhD]]></dc:creator>
  1883. <pubDate>Tue, 26 Jul 2022 17:25:22 +0000</pubDate>
  1884. <category><![CDATA[Member Engagement]]></category>
  1885. <guid isPermaLink="false">https://sequenceconsulting.com/?p=2224</guid>
  1886.  
  1887. <description><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time: </span> <span class="rt-time">5</span> <span class="rt-label rt-postfix">minutes</span></span> Unlock the key to membership renewal with effective member engagement strategies. Learn three ways to drive engagement and boost retention rates. #membershipengagement #renewaltraits]]></description>
  1888. <content:encoded><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time: </span> <span class="rt-time">5</span> <span class="rt-label rt-postfix">minutes</span></span><img loading="lazy" decoding="async" width="1800" height="1200" src="https://sequenceconsulting.com/wp-content/uploads/2022/07/unleashing-member-engagement-overcoming-the-3-biggest-challenges.jpg" class="attachment-full size-full wp-post-image" alt="Unleash Member Engagement: Conquer 3 Major Challenges" style="float:right; margin:0 0 10px 10px;" srcset="https://sequenceconsulting.com/wp-content/uploads/2022/07/unleashing-member-engagement-overcoming-the-3-biggest-challenges.jpg 1800w, https://sequenceconsulting.com/wp-content/uploads/2022/07/unleashing-member-engagement-overcoming-the-3-biggest-challenges-300x200.jpg 300w, https://sequenceconsulting.com/wp-content/uploads/2022/07/unleashing-member-engagement-overcoming-the-3-biggest-challenges-1024x683.jpg 1024w, https://sequenceconsulting.com/wp-content/uploads/2022/07/unleashing-member-engagement-overcoming-the-3-biggest-challenges-768x512.jpg 768w, https://sequenceconsulting.com/wp-content/uploads/2022/07/unleashing-member-engagement-overcoming-the-3-biggest-challenges-1536x1024.jpg 1536w" sizes="100vw" title="Unleashing Member Engagement: Overcoming The 3 Biggest Challenges | Member Engagement and Retention"> <div data-elementor-type="wp-post" data-elementor-id="2224" class="elementor elementor-2224" data-elementor-post-type="post">
  1889. <section class="elementor-section elementor-top-section elementor-element elementor-element-c211193 elementor-section-full_width elementor-section-height-default elementor-section-height-default" data-id="c211193" data-element_type="section">
  1890. <div class="elementor-container elementor-column-gap-default">
  1891. <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-7e76c17" data-id="7e76c17" data-element_type="column">
  1892. <div class="elementor-widget-wrap elementor-element-populated">
  1893. <div class="elementor-element elementor-element-88e6622 elementor-widget__width-initial elementor-widget elementor-widget-heading" data-id="88e6622" data-element_type="widget" data-widget_type="heading.default">
  1894. <div class="elementor-widget-container">
  1895. <h2 class="elementor-heading-title elementor-size-default">Member Engagement Is The Key to Renewal</h2> </div>
  1896. </div>
  1897. <div class="elementor-element elementor-element-fec417a elementor-widget elementor-widget-text-editor" data-id="fec417a" data-element_type="widget" data-widget_type="text-editor.default">
  1898. <div class="elementor-widget-container">
  1899. <p>What is member engagement? We usually talk about it from our organization’s perspective. However, real growth happens when we start thinking about it from the perspective of a member as an experience of value. Engagement is a meaningful experience of value by a member.</p><p>This takes on a lot of forms. It could be great content, a product, an experience, or interactions with other members. It makes sense that the more of those valuable experiences you create, the more likely people are to renew. They want to have more and more of those experiences.</p><p>Why is member engagement critical? In all of our research, engagement is the number one renewal driver. It’s the only driver that really matters.</p><p>Engagement is not just about renewal. We want members to engage because that’s how we execute our mission. We want them to get value from us, we want them to learn, we want them to engage, and we want them to connect. So, the mission of an organization is driven by member engagement. But as you know, renewal is where the hard numbers are. So, it is the best barometer of association engagement.</p><p>There’s a lot of data to prove that the best way to improve retention is by focusing on member engagement, especially early in the membership cycle. A study by <a href="https://www.dynamicbenchmarking.com/nmes-form" target="_blank" rel="noopener">Dynamic Benchmarking</a> shows that those focusing on first-year engagement across all associations see a <b>6- to 12-point lift </b>in their first-year renewal rates.</p><p>If you started at an average of 58%, rising to an average of 70% is an enormous lift. The bigger your association, the better those results are.</p> </div>
  1900. </div>
  1901. <div class="elementor-element elementor-element-7420ba9 elementor-widget elementor-widget-heading" data-id="7420ba9" data-element_type="widget" data-widget_type="heading.default">
  1902. <div class="elementor-widget-container">
  1903. <h2 class="elementor-heading-title elementor-size-default">How Many Associations Get Engagement Strategy Wrong</h2> </div>
  1904. </div>
  1905. <div class="elementor-element elementor-element-d304d47 elementor-widget elementor-widget-text-editor" data-id="d304d47" data-element_type="widget" data-widget_type="text-editor.default">
  1906. <div class="elementor-widget-container">
  1907. <p>Many associations are getting member engagement strategy wrong, despite a wealth of data proving that the best way to improve retention is by focusing on engagement, especially early in the membership cycle. So, what are associations doing wrong when it comes to member engagement? There are three main things.</p> </div>
  1908. </div>
  1909. <div class="elementor-element elementor-element-30de184 elementor-widget elementor-widget-heading" data-id="30de184" data-element_type="widget" data-widget_type="heading.default">
  1910. <div class="elementor-widget-container">
  1911. <h4 class="elementor-heading-title elementor-size-default">1. They Don't Measure Member Engagement</h4> </div>
  1912. </div>
  1913. <div class="elementor-element elementor-element-a078b13 elementor-widget elementor-widget-text-editor" data-id="a078b13" data-element_type="widget" data-widget_type="text-editor.default">
  1914. <div class="elementor-widget-container">
  1915. <p>We haven’t defined member engagement well as an industry, so it becomes hard to track. Ideally, the very best organizations have an engagement score. They can score their members on how engaged they are. This is often a very accurate predictor of their likelihood to renew. Unfortunately, most associations haven’t gotten that far. </p><p>They don’t have the data or the metrics to say: are we doing a good job? Are we not doing a good job? What are members engaging in or not engaging in? And how are those things correlated with renewal? Measuring engagement is critical.</p> </div>
  1916. </div>
  1917. <div class="elementor-element elementor-element-b500eeb elementor-widget elementor-widget-heading" data-id="b500eeb" data-element_type="widget" data-widget_type="heading.default">
  1918. <div class="elementor-widget-container">
  1919. <h4 class="elementor-heading-title elementor-size-default">2. They Don't Devote Resources to Engagement</h4> </div>
  1920. </div>
  1921. <div class="elementor-element elementor-element-7558957 elementor-widget elementor-widget-text-editor" data-id="7558957" data-element_type="widget" data-widget_type="text-editor.default">
  1922. <div class="elementor-widget-container">
  1923. <p>This is a real obstacle for a lot of associations. They don’t devote enough money to engagement. The Dynamic Benchmarking study showed that associations only spend 1% of their budgets on member engagement even though it’s the best investment they could make.</p> </div>
  1924. </div>
  1925. <div class="elementor-element elementor-element-e7017be elementor-widget elementor-widget-heading" data-id="e7017be" data-element_type="widget" data-widget_type="heading.default">
  1926. <div class="elementor-widget-container">
  1927. <h4 class="elementor-heading-title elementor-size-default">3. Members Don't Know What They Really Do</h4> </div>
  1928. </div>
  1929. <section class="elementor-section elementor-inner-section elementor-element elementor-element-c07021b elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="c07021b" data-element_type="section">
  1930. <div class="elementor-container elementor-column-gap-default">
  1931. <div class="elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-f8d0820" data-id="f8d0820" data-element_type="column">
  1932. <div class="elementor-widget-wrap elementor-element-populated">
  1933. <div class="elementor-element elementor-element-3e061bc elementor-widget elementor-widget-text-editor" data-id="3e061bc" data-element_type="widget" data-widget_type="text-editor.default">
  1934. <div class="elementor-widget-container">
  1935. <p>Marketing your existing members about your current resources is as important as recruiting new members. Associations often assume that their members know as much about their work as they do. This is empirically untrue. We did a <a href="https://sequenceconsulting.com/how-ama-tripled-growth-rate/">very successful project with the American Medical Association</a> where we asked the question: what do members think that we do?</p><p>Only 20% of the members could mention anything except the flagship journal. Of course, they all knew about JAMA, the Journal of the American Medical Association. Still, they didn’t know about the dozens and dozens of other things the American Medical Association does that doctors care about. We have seen this play out repeatedly in our work with associations. You cannot engage your members if they do not know your benefits exist.</p> </div>
  1936. </div>
  1937. </div>
  1938. </div>
  1939. <div class="elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-29632a6" data-id="29632a6" data-element_type="column">
  1940. <div class="elementor-widget-wrap elementor-element-populated">
  1941. <div class="elementor-element elementor-element-bc306df elementor-widget__width-initial elementor-widget elementor-widget-video" data-id="bc306df" data-element_type="widget" data-settings="{&quot;youtube_url&quot;:&quot;https:\/\/youtu.be\/WW-fXmTUmv0&quot;,&quot;video_type&quot;:&quot;youtube&quot;,&quot;controls&quot;:&quot;yes&quot;}" data-widget_type="video.default">
  1942. <div class="elementor-widget-container">
  1943. <div class="elementor-wrapper elementor-open-inline">
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  1945. </div>
  1946. </div>
  1947. </div>
  1948. </div>
  1949. </div>
  1950. </section>
  1951. <div class="elementor-element elementor-element-355b519 elementor-widget elementor-widget-heading" data-id="355b519" data-element_type="widget" data-widget_type="heading.default">
  1952. <div class="elementor-widget-container">
  1953. <h2 class="elementor-heading-title elementor-size-default">Three Ways to Drive Member Engagement</h2> </div>
  1954. </div>
  1955. <section class="elementor-section elementor-inner-section elementor-element elementor-element-e847867 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="e847867" data-element_type="section">
  1956. <div class="elementor-container elementor-column-gap-default">
  1957. <div class="elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-5fe7c22" data-id="5fe7c22" data-element_type="column">
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  1960. <div class="elementor-widget-container">
  1961. <p>What can your association do differently to ignite member engagement as a tool for renewal?</p><p>These three things should be at the heart of your engagement strategy.</p> </div>
  1962. </div>
  1963. </div>
  1964. </div>
  1965. <div class="elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-6352716" data-id="6352716" data-element_type="column">
  1966. <div class="elementor-widget-wrap elementor-element-populated">
  1967. <div class="elementor-element elementor-element-92a3a2a elementor-widget__width-initial elementor-widget elementor-widget-video" data-id="92a3a2a" data-element_type="widget" data-settings="{&quot;youtube_url&quot;:&quot;https:\/\/youtu.be\/U6RWPCcvLNs&quot;,&quot;video_type&quot;:&quot;youtube&quot;,&quot;controls&quot;:&quot;yes&quot;}" data-widget_type="video.default">
  1968. <div class="elementor-widget-container">
  1969. <div class="elementor-wrapper elementor-open-inline">
  1970. <div class="elementor-video"></div> </div>
  1971. </div>
  1972. </div>
  1973. </div>
  1974. </div>
  1975. </div>
  1976. </section>
  1977. <section class="elementor-section elementor-inner-section elementor-element elementor-element-3999792 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="3999792" data-element_type="section">
  1978. <div class="elementor-container elementor-column-gap-default">
  1979. <div class="elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-ccb7847" data-id="ccb7847" data-element_type="column">
  1980. <div class="elementor-widget-wrap">
  1981. </div>
  1982. </div>
  1983. </div>
  1984. </section>
  1985. <div class="elementor-element elementor-element-015311c elementor-widget elementor-widget-heading" data-id="015311c" data-element_type="widget" data-widget_type="heading.default">
  1986. <div class="elementor-widget-container">
  1987. <h4 class="elementor-heading-title elementor-size-default">1. Segment Membership by Engagement Activity</h4> </div>
  1988. </div>
  1989. <div class="elementor-element elementor-element-595f235 elementor-widget elementor-widget-text-editor" data-id="595f235" data-element_type="widget" data-widget_type="text-editor.default">
  1990. <div class="elementor-widget-container">
  1991. <p>Beyond the services and resources you offer, you can engage members in intangible things. Advocacy and volunteering are very engaging. Members want to be involved in grassroots activities for others, know more about that, and know what you’re doing to support it. They want to be a part of it in the world. </p><p>It requires focus and committed investment in communicating that effectively. However associations that can do that see results in their member engagement and renewal.</p> </div>
  1992. </div>
  1993. <div class="elementor-element elementor-element-cabb244 elementor-widget elementor-widget-heading" data-id="cabb244" data-element_type="widget" data-widget_type="heading.default">
  1994. <div class="elementor-widget-container">
  1995. <h4 class="elementor-heading-title elementor-size-default">2. Prioritize Engagement Over Recruitment</h4> </div>
  1996. </div>
  1997. <div class="elementor-element elementor-element-67061c7 elementor-widget elementor-widget-text-editor" data-id="67061c7" data-element_type="widget" data-widget_type="text-editor.default">
  1998. <div class="elementor-widget-container">
  1999. <p>Acquiring new members is expensive. It generally costs about one year’s dues to acquire a new member, while renewing an existing member is much cheaper. Highly engaged members cost almost nothing to renew. They renew themselves.</p><p>New members don’t renew very well. Only about half of them will stick around for the second year. Your investment to recruit about half of the new member group will be wasted. But if you renew a member once, maybe twice, the likelihood is that they will continue forever. Investing in engagement and retention has a much higher ROI. </p><p>Sit down with your CFO and figure out what the lifetime value of your members is. What is the total amount a member spends on average with you divided by your number of members? </p><p>You should be thinking about this number over the tenure of membership. It will tell you the long-term value of a new member, the long-term value of retention, and how much you should invest in membership. How long are they going to stay with you? You’ll likely find it worth investing more in a current member’s lifetime value than in a new member’s annual dues.</p> </div>
  2000. </div>
  2001. <div class="elementor-element elementor-element-f950f97 elementor-widget elementor-widget-heading" data-id="f950f97" data-element_type="widget" data-widget_type="heading.default">
  2002. <div class="elementor-widget-container">
  2003. <h4 class="elementor-heading-title elementor-size-default">3. Focus on the First 90 Days of Membership</h4> </div>
  2004. </div>
  2005. <div class="elementor-element elementor-element-a1fc28b elementor-widget elementor-widget-text-editor" data-id="a1fc28b" data-element_type="widget" data-widget_type="text-editor.default">
  2006. <div class="elementor-widget-container">
  2007. <p>The first key is to focus on a member’s first year with your organization. This is the most critical year to help them experience the right value and to have the best experiences with you. Why is that? As we’ve just seen, first-year members are the hardest to renew. In general, 50-60% of them will stay, and the rest will leave. But there’s a tipping point at the second renewal. </p><p>Everywhere we go, we find that they’re more likely to renew after the first year. Once a member has renewed two or three times, they will likely continue. So the best strategy is to engage members right in the first year, to get them engaged with something they want to continue across the years.</p><p>The second key is to focus your engagement efforts on the first 90 days of that first year. Research has shown that you only have members’ full attention for the first 90 days and have it to the fullest extent for the first 30. They’ve just joined your organization, are excited, and want to know what’s in it for them. Their attention slowly wanes at 60 days and again at 90 because if you have not engaged them in a valuable experience by then, you probably won’t. You’ve lost their attention.</p><p>How can your organization employ this member attention “sweet spot” to your advantage? We call the first 90 days a “no-fly zone” for member communications, focusing on anything other than engagement. While all of your partners want to market to your new members, and everyone in your organization wants to talk to them about what they have to offer, we often recommend that associations put a quiet zone around these 90 days. </p><p>The only thing your members should hear from you about during this time is engagement, i.e., things they can get value from. So you should focus on getting them engaged in something they want to be engaged in first and then talk about all the other things they can get involved in.</p> </div>
  2008. </div>
  2009. </div>
  2010. </div>
  2011. </div>
  2012. </section>
  2013. <section class="elementor-section elementor-top-section elementor-element elementor-element-75ed41b elementor-section-full_width elementor-section-height-default elementor-section-height-default" data-id="75ed41b" data-element_type="section">
  2014. <div class="elementor-container elementor-column-gap-default">
  2015. <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-ccac2d6" data-id="ccac2d6" data-element_type="column">
  2016. <div class="elementor-widget-wrap elementor-element-populated">
  2017. <div class="elementor-element elementor-element-b5a95f5 elementor-widget elementor-widget-heading" data-id="b5a95f5" data-element_type="widget" data-widget_type="heading.default">
  2018. <div class="elementor-widget-container">
  2019. <h3 class="elementor-heading-title elementor-size-default">How to Increase Member Engagement</h3> </div>
  2020. </div>
  2021. <div class="elementor-element elementor-element-d52862d elementor-widget elementor-widget-text-editor" data-id="d52862d" data-element_type="widget" data-widget_type="text-editor.default">
  2022. <div class="elementor-widget-container">
  2023. <p>To sum it up, your member engagement strategy is key to unlocking untapped potential within your organization. The evidence speaks for itself – prioritizing member engagement, particularly in the early stages of their membership, is the most effective strategy for improving retention. By addressing common challenges head-on and implementing targeted solutions, associations can create an environment that fosters active participation and long-term commitment.&nbsp;</p>
  2024. <p>Unleash the full potential of member engagement, and watch as your organization thrives in ways you never thought possible.</p> </div>
  2025. </div>
  2026. <div class="elementor-element elementor-element-c7218f7 elementor-widget elementor-widget-text-editor" data-id="c7218f7" data-element_type="widget" data-widget_type="text-editor.default">
  2027. <div class="elementor-widget-container">
  2028. <p>To learn more about our proven member engagement strategy, listen to our recent podcast, <a href="https://youtu.be/13rWeXS0Kdc?si=TxRp0Jy_fwMKxzZE" target="_blank" rel="noopener">Member Retention: Engaged Members Retain Themselves</a>.</p> </div>
  2029. </div>
  2030. </div>
  2031. </div>
  2032. </div>
  2033. </section>
  2034. <section class="elementor-section elementor-top-section elementor-element elementor-element-b2bac50 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="b2bac50" data-element_type="section">
  2035. <div class="elementor-container elementor-column-gap-default">
  2036. <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-f51956b" data-id="f51956b" data-element_type="column">
  2037. <div class="elementor-widget-wrap">
  2038. </div>
  2039. </div>
  2040. </div>
  2041. </section>
  2042. </div>
  2043. ]]></content:encoded>
  2047. </item>
  2048. <item>
  2049. <title>Cracking the Code: How to Turn Your Customers into Your Best Members</title>
  2050. <link>https://sequenceconsulting.com/non-member-customers/</link>
  2052. <dc:creator><![CDATA[Chris Vaughan, PhD]]></dc:creator>
  2053. <pubDate>Wed, 16 Nov 2022 21:26:03 +0000</pubDate>
  2054. <category><![CDATA[Member Growth]]></category>
  2055. <guid isPermaLink="false">https://sequenceconsulting.com/?p=2414</guid>
  2056.  
  2057. <description><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time: </span> <span class="rt-time">3</span> <span class="rt-label rt-postfix">minutes</span></span> Understand the value of non-member customers for your association. Learn how to engage and retain them to grow your revenue streams effectively.]]></description>
  2058. <content:encoded><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time: </span> <span class="rt-time">3</span> <span class="rt-label rt-postfix">minutes</span></span><img loading="lazy" decoding="async" width="1798" height="1200" src="https://sequenceconsulting.com/wp-content/uploads/2022/11/cracking-the-code-how-to-turn-your-customers-into-your-best-members.jpg" class="attachment-full size-full wp-post-image" alt="How to Convert Customers into Loyal Members" style="float:right; margin:0 0 10px 10px;" srcset="https://sequenceconsulting.com/wp-content/uploads/2022/11/cracking-the-code-how-to-turn-your-customers-into-your-best-members.jpg 1798w, https://sequenceconsulting.com/wp-content/uploads/2022/11/cracking-the-code-how-to-turn-your-customers-into-your-best-members-300x200.jpg 300w, https://sequenceconsulting.com/wp-content/uploads/2022/11/cracking-the-code-how-to-turn-your-customers-into-your-best-members-1024x684.jpg 1024w, https://sequenceconsulting.com/wp-content/uploads/2022/11/cracking-the-code-how-to-turn-your-customers-into-your-best-members-768x513.jpg 768w, https://sequenceconsulting.com/wp-content/uploads/2022/11/cracking-the-code-how-to-turn-your-customers-into-your-best-members-1536x1025.jpg 1536w" sizes="100vw" title="Cracking the Code: How to Turn Your Customers into Your Best Members | Member Engagement and Retention"> <div data-elementor-type="wp-post" data-elementor-id="2414" class="elementor elementor-2414" data-elementor-post-type="post">
  2059. <section class="elementor-section elementor-top-section elementor-element elementor-element-47ac7e7 elementor-section-full_width elementor-section-height-default elementor-section-height-default" data-id="47ac7e7" data-element_type="section">
  2060. <div class="elementor-container elementor-column-gap-default">
  2061. <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1ffd7d1" data-id="1ffd7d1" data-element_type="column">
  2062. <div class="elementor-widget-wrap elementor-element-populated">
  2063. <div class="elementor-element elementor-element-65ae840 elementor-widget elementor-widget-heading" data-id="65ae840" data-element_type="widget" data-widget_type="heading.default">
  2064. <div class="elementor-widget-container">
  2065. <h2 class="elementor-heading-title elementor-size-default">Are Your Members Your Best Customers?
  2066. </h2> </div>
  2067. </div>
  2068. <div class="elementor-element elementor-element-4454719 elementor-widget elementor-widget-text-editor" data-id="4454719" data-element_type="widget" data-widget_type="text-editor.default">
  2069. <div class="elementor-widget-container">
  2070. <p>It’s a law of nature in marketing: your best prospect is the customer you already have. Research consistently shows that it costs six to seven times more to get a new customer than to keep one, and in membership terms, smart associations understand what that means for retention. A dollar spent on retention goes much further than a dollar spent on recruitment. </p><p>It goes further than current members, too. Your second-best customers are likely to be your lapsed members – strange as it may sound. Members who have left you may be the easiest to recruit again because they know you, and you know them, which is half the battle in acquisition. </p><p>However, are these the only groups that associations should be thinking about? </p> </div>
  2071. </div>
  2072. <div class="elementor-element elementor-element-e100ea1 elementor-widget elementor-widget-heading" data-id="e100ea1" data-element_type="widget" data-widget_type="heading.default">
  2073. <div class="elementor-widget-container">
  2074. <h2 class="elementor-heading-title elementor-size-default">Looking Beyond Your Membership</h2> </div>
  2075. </div>
  2076. <div class="elementor-element elementor-element-03b8061 elementor-widget elementor-widget-text-editor" data-id="03b8061" data-element_type="widget" data-widget_type="text-editor.default">
  2077. <div class="elementor-widget-container">
  2078. <p>Are members your only customers? The answer is no, but most associations don’t think that way. After all, they’re membership organizations, and members matter most. While that might be true, they’re not the only ones who matter. </p><p>What about all the others you serve who are <i>non-</i>members? People who attend your events, take your training, buy your publications, and more? These are your non-member customers. </p> </div>
  2079. </div>
  2080. <div class="elementor-element elementor-element-8678593 elementor-widget elementor-widget-heading" data-id="8678593" data-element_type="widget" data-widget_type="heading.default">
  2081. <div class="elementor-widget-container">
  2082. <h2 class="elementor-heading-title elementor-size-default">Understanding the Impact of Non-Member Customers</h2> </div>
  2083. </div>
  2084. <div class="elementor-element elementor-element-3f18265 elementor-widget elementor-widget-text-editor" data-id="3f18265" data-element_type="widget" data-widget_type="text-editor.default">
  2085. <div class="elementor-widget-container">
  2086. <p>In purely financial terms, these customers are possibly more valuable than most of your members. How? Someone who attends two to three events each year, every year is probably contributing more revenue than a member who simply pays their dues. They will probably be more loyal than unengaged members, too. </p><p>“But they should become members!” you say. Of course they should. They might be your best prospects of all. After all, non-member customers know you, have a relationship with you, and get value from you. More importantly, you know who they are and how to talk to them. They should be prime targets for recruitment, and they are. One large engineering association tested marketing specifically to non-member customers and found they responded three to five times better than the general market.   </p> </div>
  2087. </div>
  2088. <div class="elementor-element elementor-element-f6a5b17 elementor-widget elementor-widget-heading" data-id="f6a5b17" data-element_type="widget" data-widget_type="heading.default">
  2089. <div class="elementor-widget-container">
  2090. <h3 class="elementor-heading-title elementor-size-default">The Challenge for Non-Member Engagement</h3> </div>
  2091. </div>
  2092. <div class="elementor-element elementor-element-beae777 elementor-widget elementor-widget-text-editor" data-id="beae777" data-element_type="widget" data-widget_type="text-editor.default">
  2093. <div class="elementor-widget-container">
  2094. <p>But what if they <em>don’t  </em>want to be members? This is where most associations fall down. They push the non-responders to the side and move on to the next prospective member. In reality, there is plenty of upside in growing those non-member relationships. The people most likely to come to an event are those who come to other events. People who like your events will likely enjoy your training and vice versa. Unfortunately, associations don’t think this way, so they don’t cultivate customer relationships and leave a lot of money on the table. </p><p>Associations make significant investments in technology to manage their member relationships: to communicate with, engage and renew them. Very few make similar investments in managing relationships with non-members.  </p> </div>
  2095. </div>
  2096. <div class="elementor-element elementor-element-51a4695 elementor-widget elementor-widget-heading" data-id="51a4695" data-element_type="widget" data-widget_type="heading.default">
  2097. <div class="elementor-widget-container">
  2098. <h3 class="elementor-heading-title elementor-size-default">Building a Non-Member Engagement Plan</h3> </div>
  2099. </div>
  2100. <div class="elementor-element elementor-element-b8ac2d7 elementor-widget elementor-widget-text-editor" data-id="b8ac2d7" data-element_type="widget" data-widget_type="text-editor.default">
  2101. <div class="elementor-widget-container">
  2102. <p>The few who do manage their&nbsp;relationships with&nbsp;non-member customers are generally those that don’t depend on dues revenue. Organizations with hugely successful publications or event businesses, for example, manage their customers well because that is what it takes to be successful.&nbsp;</p>
  2103. <p>You may not be one of those organizations, but there are lessons to learn from them that will help you grow your non-dues revenue streams. So what does it mean to manage a customer relationship? Fundamentally, it means gaining insight into your current relationship and building a strategy for what you want it to be.&nbsp;&nbsp;</p> </div>
  2104. </div>
  2105. <div class="elementor-element elementor-element-a728af8 elementor-widget elementor-widget-heading" data-id="a728af8" data-element_type="widget" data-widget_type="heading.default">
  2106. <div class="elementor-widget-container">
  2107. <h3 class="elementor-heading-title elementor-size-default">Consolidating Customer Data</h3> </div>
  2108. </div>
  2109. <div class="elementor-element elementor-element-61ec065 elementor-widget elementor-widget-text-editor" data-id="61ec065" data-element_type="widget" data-widget_type="text-editor.default">
  2110. <div class="elementor-widget-container">
  2111. <p>The first part is hard for most associations. Events, training, subscription, and membership data are usually not kept in one place. If they are, they are generally not looked at with a single view of the customer, namely, the big picture of their relationship. </p><p>The first step would be to figure out how many customers you have. If you add up all of the people who have transacted with you in the last five years, including non-members and lapsed members, how big is your audience? Your non-member customers will likely dwarf your current membership. How much untapped growth opportunity is there?</p> </div>
  2112. </div>
  2113. <div class="elementor-element elementor-element-cc701a4 elementor-widget elementor-widget-heading" data-id="cc701a4" data-element_type="widget" data-widget_type="heading.default">
  2114. <div class="elementor-widget-container">
  2115. <h3 class="elementor-heading-title elementor-size-default">Setting Goals for Your Non-Member Interactions
  2116. </h3> </div>
  2117. </div>
  2118. <div class="elementor-element elementor-element-f75ff5e elementor-widget elementor-widget-text-editor" data-id="f75ff5e" data-element_type="widget" data-widget_type="text-editor.default">
  2119. <div class="elementor-widget-container">
  2120. <p>The second part of managing a customer relationship is making it into what you want it to be. What do you want from your customers besides membership? Is it to maximize revenue right now? To cross-sell your offerings? To build loyalty and repeat business? Only managed customer relationships achieve these things. Unfortunately, that is what most associations leave on the table. </p> </div>
  2121. </div>
  2122. <div class="elementor-element elementor-element-f16de7b elementor-widget elementor-widget-heading" data-id="f16de7b" data-element_type="widget" data-widget_type="heading.default">
  2123. <div class="elementor-widget-container">
  2124. <h2 class="elementor-heading-title elementor-size-default">Making the Most of Your Association's Relationships</h2> </div>
  2125. </div>
  2126. <div class="elementor-element elementor-element-ac12c7b elementor-widget elementor-widget-text-editor" data-id="ac12c7b" data-element_type="widget" data-widget_type="text-editor.default">
  2127. <div class="elementor-widget-container">
  2128. <p>While many associations only focus on their members, a customer-centered strategy is just a mental leap away. You have thousands, if not tens of thousands of relationships today with customers who will never be members. So how will you make the most of them?</p><p>If your best prospects are the customers you already have, your best customers are the ones you treat like customers. If you think of membership as one opportunity among others for customers, you unlock many new avenues to deliver value and drive growth.</p> </div>
  2129. </div>
  2130. <div class="elementor-element elementor-element-e78dedf elementor-widget elementor-widget-text-editor" data-id="e78dedf" data-element_type="widget" data-widget_type="text-editor.default">
  2131. <div class="elementor-widget-container">
  2132. <p>This article originally appeared in Sidecar as<a href="https://sidecarglobal.com/member-engagement/are-your-members-your-best-customers/" target="_blank" rel="noopener"> Are Your Members Your Best Customers?</a></p> </div>
  2133. </div>
  2134. <div class="elementor-element elementor-element-369ebdd elementor-widget elementor-widget-text-editor" data-id="369ebdd" data-element_type="widget" data-widget_type="text-editor.default">
  2135. <div class="elementor-widget-container">
  2136. <p>For an example of explosive growth from non-member customers, see <a href="https://sequenceconsulting.com/how-sae-multiplied-non-dues-revenue/">SAE international multiplied non-dues revenue 10 times</a></p> </div>
  2137. </div>
  2138. </div>
  2139. </div>
  2140. </div>
  2141. </section>
  2142. </div>
  2143. ]]></content:encoded>
  2147. </item>
  2148. <item>
  2149. <title>Is Your Member Segmentation Strategy Holding You Back?</title>
  2150. <link>https://sequenceconsulting.com/is-your-member-segmentation-wrong/</link>
  2152. <dc:creator><![CDATA[Chris Vaughan, PhD]]></dc:creator>
  2153. <pubDate>Mon, 16 May 2022 21:32:27 +0000</pubDate>
  2154. <category><![CDATA[Member Engagement]]></category>
  2155. <category><![CDATA[Member Growth]]></category>
  2156. <guid isPermaLink="false">https://sequenceconsulting.com/?p=1998</guid>
  2157.  
  2158. <description><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time: </span> <span class="rt-time">4</span> <span class="rt-label rt-postfix">minutes</span></span> Most associations segment their membership in the same way: by career stage. So young professionals might be one segment, mid-career folks another, and so on into retirement. They do it this way because it seems obvious, and it’s easy – but is there a chance it’s wrong? ]]></description>
  2159. <content:encoded><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time: </span> <span class="rt-time">4</span> <span class="rt-label rt-postfix">minutes</span></span><img loading="lazy" decoding="async" width="1942" height="1200" src="https://sequenceconsulting.com/wp-content/uploads/2022/05/is-your-member-segmentation-strategy-holding-you-back.jpg" class="attachment-full size-full wp-post-image" alt="Member Segmentation: Is It Limiting Your Success?" style="float:right; margin:0 0 10px 10px;" srcset="https://sequenceconsulting.com/wp-content/uploads/2022/05/is-your-member-segmentation-strategy-holding-you-back.jpg 1942w, https://sequenceconsulting.com/wp-content/uploads/2022/05/is-your-member-segmentation-strategy-holding-you-back-300x185.jpg 300w, https://sequenceconsulting.com/wp-content/uploads/2022/05/is-your-member-segmentation-strategy-holding-you-back-1024x633.jpg 1024w, https://sequenceconsulting.com/wp-content/uploads/2022/05/is-your-member-segmentation-strategy-holding-you-back-768x475.jpg 768w, https://sequenceconsulting.com/wp-content/uploads/2022/05/is-your-member-segmentation-strategy-holding-you-back-1536x949.jpg 1536w, https://sequenceconsulting.com/wp-content/uploads/2022/05/is-your-member-segmentation-strategy-holding-you-back-2048x1266.jpg 1941w" sizes="100vw" title="Is Your Member Segmentation Strategy Holding You Back? | Member Engagement and Retention"> <div data-elementor-type="wp-post" data-elementor-id="1998" class="elementor elementor-1998" data-elementor-post-type="post">
  2160. <section class="elementor-section elementor-top-section elementor-element elementor-element-47ac7e7 elementor-section-full_width elementor-section-height-default elementor-section-height-default" data-id="47ac7e7" data-element_type="section">
  2161. <div class="elementor-container elementor-column-gap-default">
  2162. <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1ffd7d1" data-id="1ffd7d1" data-element_type="column">
  2163. <div class="elementor-widget-wrap elementor-element-populated">
  2164. <div class="elementor-element elementor-element-00c22cb elementor-widget elementor-widget-heading" data-id="00c22cb" data-element_type="widget" data-widget_type="heading.default">
  2165. <div class="elementor-widget-container">
  2166. <h2 class="elementor-heading-title elementor-size-default">Is Your Member Segmentation Strategy Wrong?</h2> </div>
  2167. </div>
  2168. <div class="elementor-element elementor-element-e78dedf elementor-widget elementor-widget-text-editor" data-id="e78dedf" data-element_type="widget" data-widget_type="text-editor.default">
  2169. <div class="elementor-widget-container">
  2170. <p>This article originally appeared in Sidecar as <a href="https://sidecarglobal.com/member-engagement/is-your-member-segmentation-strategy-wrong/" target="_blank" rel="noopener">Is Your Member Segmentation Strategy Wrong?</a></p> </div>
  2171. </div>
  2172. <div class="elementor-element elementor-element-4454719 elementor-widget elementor-widget-text-editor" data-id="4454719" data-element_type="widget" data-widget_type="text-editor.default">
  2173. <div class="elementor-widget-container">
  2174. <p>Most associations segment their membership in the same way: by career stage. So young professionals might be one segment, mid-career folks another, and so on into retirement. They do it this way because it seems obvious and easy – but is there a chance it’s wrong?</p><p>When determining whether or not your member segmentation strategy is helping increase member engagement, ask yourself: Do our different segments act differently?</p> </div>
  2175. </div>
  2176. <div class="elementor-element elementor-element-e100ea1 elementor-widget elementor-widget-heading" data-id="e100ea1" data-element_type="widget" data-widget_type="heading.default">
  2177. <div class="elementor-widget-container">
  2178. <h2 class="elementor-heading-title elementor-size-default">The Problem With Career-Stage Member Segmentation</h2> </div>
  2179. </div>
  2180. <div class="elementor-element elementor-element-03b8061 elementor-widget elementor-widget-text-editor" data-id="03b8061" data-element_type="widget" data-widget_type="text-editor.default">
  2181. <div class="elementor-widget-container">
  2182. <p>If career stage has been the category used for your member segmentation, it’s likely been difficult to spot any trends or changes. For example, do mid-career and late-career members respond to different messages or engage with different things? They probably don’t.</p><p>Career-stage segmentation does not work because it doesn’t tell you how to treat people differently to get the best response – It is not actionable.</p><p>What you need to know is how your audience is different, which often falls into two distinct categories: what interests them and their relationship with you.</p> </div>
  2183. </div>
  2184. <div class="elementor-element elementor-element-c095400 elementor-icon-list--layout-traditional elementor-list-item-link-full_width elementor-widget elementor-widget-icon-list" data-id="c095400" data-element_type="widget" data-widget_type="icon-list.default">
  2185. <div class="elementor-widget-container">
  2186. <ul class="elementor-icon-list-items">
  2187. <li class="elementor-icon-list-item">
  2188. <span class="elementor-icon-list-icon">
  2189. <i aria-hidden="true" class="fas fa-check-circle"></i> </span>
  2190. <span class="elementor-icon-list-text">Education</span>
  2191. </li>
  2192. <li class="elementor-icon-list-item">
  2193. <span class="elementor-icon-list-icon">
  2194. <i aria-hidden="true" class="fas fa-check-circle"></i> </span>
  2195. <span class="elementor-icon-list-text">Patient Outcomes</span>
  2196. </li>
  2197. <li class="elementor-icon-list-item">
  2198. <span class="elementor-icon-list-icon">
  2199. <i aria-hidden="true" class="fas fa-check-circle"></i> </span>
  2200. <span class="elementor-icon-list-text">Practice Improvement</span>
  2201. </li>
  2202. <li class="elementor-icon-list-item">
  2203. <span class="elementor-icon-list-icon">
  2204. <i aria-hidden="true" class="fas fa-check-circle"></i> </span>
  2205. <span class="elementor-icon-list-text">Advocacy</span>
  2206. </li>
  2207. </ul>
  2208. </div>
  2209. </div>
  2210. <div class="elementor-element elementor-element-5db2b52 elementor-widget elementor-widget-text-editor" data-id="5db2b52" data-element_type="widget" data-widget_type="text-editor.default">
  2211. <div class="elementor-widget-container">
  2212. <p>These groups were very distinct. For example, many physicians were not interested in advocacy, but those who were were highly passionate. So, talking about advocacy to the wrong people may have led to unsubscribes while talking about advocacy to the right people got an enormous response.</p> </div>
  2213. </div>
  2214. <div class="elementor-element elementor-element-8678593 elementor-widget elementor-widget-heading" data-id="8678593" data-element_type="widget" data-widget_type="heading.default">
  2215. <div class="elementor-widget-container">
  2216. <h2 class="elementor-heading-title elementor-size-default">Segmenting By Interests</h2> </div>
  2217. </div>
  2218. <div class="elementor-element elementor-element-3f18265 elementor-widget elementor-widget-text-editor" data-id="3f18265" data-element_type="widget" data-widget_type="text-editor.default">
  2219. <div class="elementor-widget-container">
  2220. <p>One of the most effective ways to segment your audience is by interests – after all, people will always respond better to things that interest them. Moreover, some things your association does are far more interesting to certain people than others. So how can you know which things and which people?</p><p>For starters, let your email be your guide. Cluster your email by topic and look at which members respond to what. You will begin to see patterns, and that’s where your member segmentation should start.</p><p>In an analysis we completed at Sequence for the American Medical Association, we found that there were four principal areas that physicians responded to:</p> </div>
  2221. </div>
  2222. <div class="elementor-element elementor-element-f6a5b17 elementor-widget elementor-widget-heading" data-id="f6a5b17" data-element_type="widget" data-widget_type="heading.default">
  2223. <div class="elementor-widget-container">
  2224. <h3 class="elementor-heading-title elementor-size-default">Understanding Interests Through Action</h3> </div>
  2225. </div>
  2226. <div class="elementor-element elementor-element-beae777 elementor-widget elementor-widget-text-editor" data-id="beae777" data-element_type="widget" data-widget_type="text-editor.default">
  2227. <div class="elementor-widget-container">
  2228. <p>How do you know what people belong in which segment? If you know what emails and content a member responds to, that will tell you. If you don’t, you can analyze your data for “look-alikes.” That is, members likely to respond to advocacy because they look like advocates in other ways. For example, they may open the same emails or visit the same pages. They may even have similar demographics.</p><p>Taking it one step further, an outside data shop can also help you use consumer data to segment non-members by interest. For example, the medical society in the story above doubled its member growth rate in this way.</p> </div>
  2229. </div>
  2230. <div class="elementor-element elementor-element-51a4695 elementor-widget elementor-widget-heading" data-id="51a4695" data-element_type="widget" data-widget_type="heading.default">
  2231. <div class="elementor-widget-container">
  2232. <h3 class="elementor-heading-title elementor-size-default">The Loyalty Ladder</h3> </div>
  2233. </div>
  2234. <div class="elementor-element elementor-element-b8ac2d7 elementor-widget elementor-widget-text-editor" data-id="b8ac2d7" data-element_type="widget" data-widget_type="text-editor.default">
  2235. <div class="elementor-widget-container">
  2236. <p>The other member segmentation strategy that always applies is how engaged your members are with you. Picture a ladder with your most engaged members on the top. These are your Super Fans. They are longtime members active in everything you do. They are your governance and volunteers. You wish every member were like them.</p><p>On the bottom are the unengaged. They joined but have not done anything. These are your Window Shoppers. In between are increasing levels of engagement. Members have more lifetime value at each level and become more likely to renew, so your goal is to move your members up the ladder.</p><p>Members at each rung of the ladder will react to different things. But, more importantly, you want them to respond to different things.</p> </div>
  2237. </div>
  2238. <div class="elementor-element elementor-element-205e0e6 elementor-icon-list--layout-traditional elementor-list-item-link-full_width elementor-widget elementor-widget-icon-list" data-id="205e0e6" data-element_type="widget" data-widget_type="icon-list.default">
  2239. <div class="elementor-widget-container">
  2240. <ul class="elementor-icon-list-items">
  2241. <li class="elementor-icon-list-item">
  2242. <span class="elementor-icon-list-icon">
  2243. <i aria-hidden="true" class="fas fa-check-circle"></i> </span>
  2244. <span class="elementor-icon-list-text"><b>Lower on the ladder,</b> you want them to engage with the “stickiest,” most high-value things you have to offer (Your data can tell you what the high-value things are, which will be the topic for our next article.) For example, volunteering, free webinars and resources, along with member benefits including insurance.</span>
  2245. </li>
  2246. <li class="elementor-icon-list-item">
  2247. <span class="elementor-icon-list-icon">
  2248. <i aria-hidden="true" class="fas fa-check-circle"></i> </span>
  2249. <span class="elementor-icon-list-text"><b>Higher up the ladder,</b> you do not need to drive more engagement; you want to appreciate them and keep them excited. Part of your strategy should be a concerted effort to recognize them and give them special opportunities.</span>
  2250. </li>
  2251. </ul>
  2252. </div>
  2253. </div>
  2254. <div class="elementor-element elementor-element-a7c5bb7 elementor-widget elementor-widget-text-editor" data-id="a7c5bb7" data-element_type="widget" data-widget_type="text-editor.default">
  2255. <div class="elementor-widget-container">
  2256. This approach allows you to concentrate your resources where they will do the most good and engage the members methodically to increase loyalty.
  2257.  
  2258. </div>
  2259. </div>
  2260. <div class="elementor-element elementor-element-a728af8 elementor-widget elementor-widget-heading" data-id="a728af8" data-element_type="widget" data-widget_type="heading.default">
  2261. <div class="elementor-widget-container">
  2262. <h3 class="elementor-heading-title elementor-size-default">Don't Ignore Non-Members Either</h3> </div>
  2263. </div>
  2264. <div class="elementor-element elementor-element-61ec065 elementor-widget elementor-widget-text-editor" data-id="61ec065" data-element_type="widget" data-widget_type="text-editor.default">
  2265. <div class="elementor-widget-container">
  2266. <p>You can also extend this approach to non-members. People come to your events, subscribe to publications, and contribute to journals – yet they aren’t members. More often than not, these non-member “constituents” make up a larger group than members.</p><p>For example, you can look at non-members who attended your event and infer their interests from what they did there or how they are similar to members whose interests you know. Once you have that information, your segmentation strategy can be to send more of those resources via email with a call to action to turn them into members.</p><p>Thinking about non-member interactions as rungs on the ladder allows you to walk them up to a membership.</p> </div>
  2267. </div>
  2268. <div class="elementor-element elementor-element-cc701a4 elementor-widget elementor-widget-heading" data-id="cc701a4" data-element_type="widget" data-widget_type="heading.default">
  2269. <div class="elementor-widget-container">
  2270. <h4 class="elementor-heading-title elementor-size-default">Member Segmentation In Action</h4> </div>
  2271. </div>
  2272. <div class="elementor-element elementor-element-f75ff5e elementor-widget elementor-widget-text-editor" data-id="f75ff5e" data-element_type="widget" data-widget_type="text-editor.default">
  2273. <div class="elementor-widget-container">
  2274. <p>You do not have to choose between these approaches. Some of the most successful associations combine these segmentation strategies to attract new members and increase loyalty as effectively as possible. A winning acquisition and retention strategy allows interests to guide messaging and loyalty to inform offers.</p><p>It used to be that only the largest, data-savvy associations could achieve this kind of member segmentation. That is not true today. Better technology makes data analysis easier and cheaper every day, even in-house.</p><p>Could you be doing your member segmentation wrong? There is no reason not to start doing it right.</p> </div>
  2275. </div>
  2276. <div class="elementor-element elementor-element-369ebdd elementor-widget elementor-widget-text-editor" data-id="369ebdd" data-element_type="widget" data-widget_type="text-editor.default">
  2277. <div class="elementor-widget-container">
  2278. <p>To learn more read <a href="https://sequenceconsulting.com/3-steps-to-great-nonprofit-brand-strategy/">3 Steps to a Great Nonprofit Brand Strategy</a></p> </div>
  2279. </div>
  2280. </div>
  2281. </div>
  2282. </div>
  2283. </section>
  2284. </div>
  2285. ]]></content:encoded>
  2289. </item>
  2290. <item>
  2291. <title>Mission-driven Membership Growth: Strategies That Work</title>
  2292. <link>https://sequenceconsulting.com/three-ways-mission-can-drive-membership/</link>
  2294. <dc:creator><![CDATA[Chris Vaughan, PhD]]></dc:creator>
  2295. <pubDate>Fri, 26 Mar 2021 12:32:16 +0000</pubDate>
  2296. <category><![CDATA[Member Growth]]></category>
  2297. <guid isPermaLink="false">http://sequenceconsulting.com/?p=821</guid>
  2298.  
  2299. <description><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time: </span> <span class="rt-time">3</span> <span class="rt-label rt-postfix">minutes</span></span> Associations are always “mission first” in word and often indeed. Yet many have led less and less with a mission in their efforts to revitalize their membership. Enhancing member value and experience have been the guiding lights for association growth.]]></description>
  2300. <content:encoded><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time: </span> <span class="rt-time">3</span> <span class="rt-label rt-postfix">minutes</span></span><img loading="lazy" decoding="async" width="1452" height="1200" src="https://sequenceconsulting.com/wp-content/uploads/2021/03/mission-driven-membership-growth-strategies-that-work.jpg" class="attachment-full size-full wp-post-image" alt="Effective Strategies for Mission-Driven Membership Growth" style="float:right; margin:0 0 10px 10px;" srcset="https://sequenceconsulting.com/wp-content/uploads/2021/03/mission-driven-membership-growth-strategies-that-work.jpg 1452w, https://sequenceconsulting.com/wp-content/uploads/2021/03/mission-driven-membership-growth-strategies-that-work-300x248.jpg 300w, https://sequenceconsulting.com/wp-content/uploads/2021/03/mission-driven-membership-growth-strategies-that-work-1024x846.jpg 1024w, https://sequenceconsulting.com/wp-content/uploads/2021/03/mission-driven-membership-growth-strategies-that-work-768x635.jpg 768w" sizes="100vw" title="Mission-driven Membership Growth: Strategies That Work | Member Engagement and Retention"> <div data-elementor-type="wp-post" data-elementor-id="821" class="elementor elementor-821" data-elementor-post-type="post">
  2301. <section class="elementor-section elementor-top-section elementor-element elementor-element-4772587 elementor-section-full_width elementor-section-height-default elementor-section-height-default" data-id="4772587" data-element_type="section">
  2302. <div class="elementor-container elementor-column-gap-default">
  2303. <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-efb5fd1" data-id="efb5fd1" data-element_type="column">
  2304. <div class="elementor-widget-wrap elementor-element-populated">
  2305. <div class="elementor-element elementor-element-0eab68d elementor-widget elementor-widget-heading" data-id="0eab68d" data-element_type="widget" data-widget_type="heading.default">
  2306. <div class="elementor-widget-container">
  2307. <h2 class="elementor-heading-title elementor-size-default">How Can You Make Your Mission Drive Membership?</h2> </div>
  2308. </div>
  2309. <div class="elementor-element elementor-element-792d03a elementor-widget elementor-widget-text-editor" data-id="792d03a" data-element_type="widget" data-widget_type="text-editor.default">
  2310. <div class="elementor-widget-container">
  2311. <p>Associations are “mission first” in word and often in deed. Yet many lead less and less with their mission to revitalize their membership. Instead, enhancing member value and experience has been the guiding light for association growth. Rightly so. We often reduce the mission to believing that “what’s in it for me” is the only key to nonprofit marketing success in membership messaging. Guided by research, many organizations have sought to imitate for-profit marketers. They promote “features and benefits” and enticing offers that often disappoint expectations and don&#8217;t drive membership.</p><p>Some of the best-performing associations are doubling down on their missions. They know that personal alignment with the mission creates feelings of belonging and influence, which drive membership in ways that no transaction can. It builds increased relevance and growth. Your mission is the one competitive advantage to drive membership for which there is no for-profit alternative.</p><p>Millennials are skeptical, with a very high bar for trusting a brand. They demand authenticity, consistency, and shared values. They want opportunities to participate. Brands that meet these requirements get rewarded with emotionally invested, long-term customers. Aspects of this mindset cross generations. A recent survey found that:</p> </div>
  2312. </div>
  2313. <div class="elementor-element elementor-element-3429695 elementor-icon-list--layout-traditional elementor-list-item-link-full_width elementor-widget elementor-widget-icon-list" data-id="3429695" data-element_type="widget" data-widget_type="icon-list.default">
  2314. <div class="elementor-widget-container">
  2315. <ul class="elementor-icon-list-items">
  2316. <li class="elementor-icon-list-item">
  2317. <span class="elementor-icon-list-icon">
  2318. <i aria-hidden="true" class="fas fa-check-circle"></i> </span>
  2319. <span class="elementor-icon-list-text">78% of people want companies to address social justice issues</span>
  2320. </li>
  2321. <li class="elementor-icon-list-item">
  2322. <span class="elementor-icon-list-icon">
  2323. <i aria-hidden="true" class="fas fa-check-circle"></i> </span>
  2324. <span class="elementor-icon-list-text">87% of consumers would be willing to buy a product or service based on a company’s advocacy for a social issue</span>
  2325. </li>
  2326. <li class="elementor-icon-list-item">
  2327. <span class="elementor-icon-list-icon">
  2328. <i aria-hidden="true" class="fas fa-check-circle"></i> </span>
  2329. <span class="elementor-icon-list-text">76% said they would decline to do business with a company if it supported issues that conflicted with their beliefs. (2)</span>
  2330. </li>
  2331. </ul>
  2332. </div>
  2333. </div>
  2334. <div class="elementor-element elementor-element-58d42c9 elementor-widget elementor-widget-text-editor" data-id="58d42c9" data-element_type="widget" data-widget_type="text-editor.default">
  2335. <div class="elementor-widget-container">
  2336. <p>Your association can drive membership by recognizing the millennial mindset and adopting it in your marketing strategy.<br></p> </div>
  2337. </div>
  2338. <div class="elementor-element elementor-element-1297be5 elementor-widget elementor-widget-heading" data-id="1297be5" data-element_type="widget" data-widget_type="heading.default">
  2339. <div class="elementor-widget-container">
  2340. <h2 class="elementor-heading-title elementor-size-default">Appeal to Self-Directed Consumers</h2> </div>
  2341. </div>
  2342. <div class="elementor-element elementor-element-a3d7e3f elementor-widget elementor-widget-text-editor" data-id="a3d7e3f" data-element_type="widget" data-widget_type="text-editor.default">
  2343. <div class="elementor-widget-container">
  2344. <p>It’s never been faster or easier to research products and brands before buying. Comparison shopping extends beyond price and reviews. It now includes corporate practices on a host of social issues. There are even apps developed to help consumers do exactly that. Good on You rates fashion brands’ impact on people, animals, and the environment. Good Guide scores over 200,000 products on health, environment, and social justice. The power to buy based on beliefs is at consumers’ fingertips. <a class="editor-rtfLink" href="https://sequenceconsulting.com/missionofthemoment/#_ftn3" target="_blank" rel="noopener"><span data-preserver-spaces="true">[3]</span></a></p><p><span data-preserver-spaces="true">Self-direction also extends to charitable giving. In response to the 2016 flooding in Louisiana, GoFundMe users raised more than $11M through more than 6,000 flood-related campaigns. The Salvation Army only raised $4M, in contrast. These micro-campaigns were about individuals and families with compelling, relatable stories. They dovetail perfectly with the Millennial mindset.</span></p><p>Market your mission, then act on it. Doing so will prove to the self-directed consumers of today that your association is serious about their beliefs.</p> </div>
  2345. </div>
  2346. <div class="elementor-element elementor-element-312f367 elementor-widget elementor-widget-heading" data-id="312f367" data-element_type="widget" data-widget_type="heading.default">
  2347. <div class="elementor-widget-container">
  2348. <h2 class="elementor-heading-title elementor-size-default">Leverage Technology to Drive Membership</h2> </div>
  2349. </div>
  2350. <div class="elementor-element elementor-element-4b0da6d elementor-widget elementor-widget-text-editor" data-id="4b0da6d" data-element_type="widget" data-widget_type="text-editor.default">
  2351. <div class="elementor-widget-container">
  2352. <p>Technology makes it possible to research purchases and choose causes with great specificity. It also allows consumers to shift allegiances immediately. Providing a consistently positive brand experience has never been more critical. The growing adoption of voice assistants forces businesses and nonprofits alike to figure out yet another way to connect. Google awarded $25M to a proposal to use AI to tackle some of the world’s most significant social, humanitarian, and environmental challenges. With moves like this, we can only expect the rate of change to increase.<a class="editor-rtfLink" href="https://sequenceconsulting.com/missionofthemoment/#_ftn4" target="_blank" rel="noopener"><span data-preserver-spaces="true">[4]</span></a></p><p>Connecting with members through the channels they use most will allow your association to highlight your mission and encourage members to be an active part of it.</p><p>Technology makes it possible to research purchases and choose causes with great specificity. It also allows consumers to shift allegiances immediately. Providing a consistently positive brand experience has never been more critical. The growing adoption of voice assistants forces businesses and nonprofits alike to figure out yet another way to connect. Google awarded $25M to a proposal to use AI to tackle some of the world’s most significant social, humanitarian, and environmental challenges. With moves like this, we can only expect the rate of change to increase.<a class="editor-rtfLink" href="https://sequenceconsulting.com/missionofthemoment/#_ftn4" target="_blank" rel="noopener"><span data-preserver-spaces="true">[4]</span></a></p><p><em><span data-preserver-spaces="true">Connecting with members through the channels they use most will allow your association to highlight your mission and encourage members to be an active part of it.</span></em></p><p><span data-preserver-spaces="true">Your mission — to advance a field, protect your people, and make the world better – is your most powerful platform to connect with members. It should be an emotional rallying point that inspires action and invites belonging. The best way to do that is to attune to the Millennial mindset. By highlighting real people and their stories, you put a human face on how you serve them. That lets members see themselves in your picture.</span></p> </div>
  2353. </div>
  2354. <div class="elementor-element elementor-element-f261f17 elementor-widget elementor-widget-text-editor" data-id="f261f17" data-element_type="widget" data-widget_type="text-editor.default">
  2355. <div class="elementor-widget-container">
  2356. <p>To learn more about how to drive membership, see our complete research report, <span data-preserver-spaces="true"><a href="https://www.ir.com/blog/communications/turning-headwinds-into-tailwinds" target="_blank" rel="noopener">Sailing Through the Headwinds: Strategies for Association Growth</a></span></p><p><span data-preserver-spaces="true"><br /><a href="https://sequenceconsulting.com/missionofthemoment/#_ftnref1">[1]</a> Komornicki, Sophie. “<a href="https://conecomm.com/2017-csr-study/" target="_blank" rel="noopener">Cone Communications CSR Study</a>.”</span></p><p><a href="https://sequenceconsulting.com/missionofthemoment/#_ftnref2">[2]</a> Curtin, Melanie. “<a href="https://www.inc.com/melanie-curtin/45-percent-of-millennials-expect-this-from-brands-it-can-also-help-grow-your-business.html." target="_blank" rel="noopener">45 Percent of Millennials Expect This From Brands (It Can Also Help Grow Your Business)</a>.”</p><p><a href="https://sequenceconsulting.com/missionofthemoment/#_ftnref3">[3]</a> Lessler, Faye. “<a href="https://ecowarriorprincess.net/2016/03/5-apps-online-tools-for-conscious-shopping/" target="_blank" rel="noopener">5 Apps and Online Tools for Conscious Shopping</a>.”</p><p><a href="https://sequenceconsulting.com/missionofthemoment/#_ftnref4">[4]</a> Gershgorn, Dave. “<a href="https://qz.com/1442493/google-is-giving-25-million-to-people-using-ai-for-good" target="_blank" rel="noopener">Google Is Giving $25 Million to People Who Want to Use AI for Good</a>.”</p> </div>
  2357. </div>
  2358. </div>
  2359. </div>
  2360. </div>
  2361. </section>
  2362. </div>
  2363. ]]></content:encoded>
  2367. </item>
  2368. <item>
  2369. <title>Surprising Similarities: How Young Members Resemble Boomers in 6 Ways</title>
  2370. <link>https://sequenceconsulting.com/six-ways-young-members-are-secretly-boomers/</link>
  2372. <dc:creator><![CDATA[Chris Vaughan, PhD]]></dc:creator>
  2373. <pubDate>Thu, 25 Mar 2021 12:27:01 +0000</pubDate>
  2374. <category><![CDATA[Strategy]]></category>
  2375. <guid isPermaLink="false">https://sequenceconsulting.com/?p=1125</guid>
  2376.  
  2377. <description><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time: </span> <span class="rt-time">3</span> <span class="rt-label rt-postfix">minutes</span></span> In 2015, millennials surpassed Generation X to become the largest population in the workforce. The majority of the workforce is getting younger. Most membership organizations are seeing the average age of their members go up.]]></description>
  2378. <content:encoded><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time: </span> <span class="rt-time">3</span> <span class="rt-label rt-postfix">minutes</span></span><img loading="lazy" decoding="async" width="1800" height="1200" src="https://sequenceconsulting.com/wp-content/uploads/2021/03/surprising-similarities-how-young-members-resemble-boomers-in-6-ways.jpg" class="attachment-full size-full wp-post-image" alt="Resemblances Between Young Members and Boomers: 6 Surprising Similarities" style="float:right; margin:0 0 10px 10px;" srcset="https://sequenceconsulting.com/wp-content/uploads/2021/03/surprising-similarities-how-young-members-resemble-boomers-in-6-ways.jpg 1800w, https://sequenceconsulting.com/wp-content/uploads/2021/03/surprising-similarities-how-young-members-resemble-boomers-in-6-ways-300x200.jpg 300w, https://sequenceconsulting.com/wp-content/uploads/2021/03/surprising-similarities-how-young-members-resemble-boomers-in-6-ways-1024x683.jpg 1024w, https://sequenceconsulting.com/wp-content/uploads/2021/03/surprising-similarities-how-young-members-resemble-boomers-in-6-ways-768x512.jpg 768w, https://sequenceconsulting.com/wp-content/uploads/2021/03/surprising-similarities-how-young-members-resemble-boomers-in-6-ways-1536x1024.jpg 1536w" sizes="100vw" title="Surprising Similarities: How Young Members Resemble Boomers in 6 Ways | Member Engagement and Retention"> <div data-elementor-type="wp-post" data-elementor-id="1125" class="elementor elementor-1125" data-elementor-post-type="post">
  2379. <section class="elementor-section elementor-top-section elementor-element elementor-element-4aac9be9 elementor-section-full_width elementor-section-height-default elementor-section-height-default" data-id="4aac9be9" data-element_type="section">
  2380. <div class="elementor-container elementor-column-gap-default">
  2381. <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-68c0f131" data-id="68c0f131" data-element_type="column">
  2382. <div class="elementor-widget-wrap elementor-element-populated">
  2383. <div class="elementor-element elementor-element-9bd492e elementor-widget elementor-widget-heading" data-id="9bd492e" data-element_type="widget" data-widget_type="heading.default">
  2384. <div class="elementor-widget-container">
  2385. <h2 class="elementor-heading-title elementor-size-default">Young Members Are Not That Different From Boomers</h2> </div>
  2386. </div>
  2387. <div class="elementor-element elementor-element-e178416 elementor-widget elementor-widget-text-editor" data-id="e178416" data-element_type="widget" data-widget_type="text-editor.default">
  2388. <div class="elementor-widget-container">
  2389. <p>In 2015, millennials surpassed Generation X to become the largest population in the workforce. The majority of the workforce is getting younger. Most membership organizations are seeing the average age of their members go up.</p>
  2390. <p>In response, nonprofit associations are prioritizing the attraction of young members. Young members are future volunteers, future dues-payers, and future leaders. But attracting young professionals hasn’t been easy.</p>
  2391. <p><strong>Perception is the root of this challenge. Millennials are unlike the generations that have come before them. Technologically savvy, they sit on the cutting edge of change. Conversely, baby boomers are thought to be technologically unsophisticated and allergic to change.</strong></p> </div>
  2392. </div>
  2393. <div class="elementor-element elementor-element-03bca60 elementor-widget elementor-widget-heading" data-id="03bca60" data-element_type="widget" data-widget_type="heading.default">
  2394. <div class="elementor-widget-container">
  2395. <h2 class="elementor-heading-title elementor-size-default">6 Shocking Similarities</h2> </div>
  2396. </div>
  2397. <div class="elementor-element elementor-element-a162980 elementor-widget elementor-widget-text-editor" data-id="a162980" data-element_type="widget" data-widget_type="text-editor.default">
  2398. <div class="elementor-widget-container">
  2399. <p>These generalizations suggest an insurmountable abyss exists between boomers and millennials. Associations believe they must reinvent their past strategy to attract millennial members. Recent AARP research shows that young members have much in common with boomers.</p>
  2400. <p>The distance between the two generations is converging. Associations will benefit more from noting their similarities rather than their differences. </p>
  2401. <p>So what are these shocking similarities?</p> </div>
  2402. </div>
  2403. <div class="elementor-element elementor-element-66fedd4 elementor-widget elementor-widget-heading" data-id="66fedd4" data-element_type="widget" data-widget_type="heading.default">
  2404. <div class="elementor-widget-container">
  2405. <h3 class="elementor-heading-title elementor-size-default">1. Consumer-Centric</h3> </div>
  2406. </div>
  2407. <div class="elementor-element elementor-element-d076b2c elementor-widget elementor-widget-text-editor" data-id="d076b2c" data-element_type="widget" data-widget_type="text-editor.default">
  2408. <div class="elementor-widget-container">
  2409. <p>Boomers are the original “me” generation. That thinking has filtered down to the millennials. Often raised by boomer parents or grandparents, millennials grew up around this idea. They expect everything is–-and should be– about them. Not only do baby boomers and millennials want what they want, but they also want to be able to do it themselves. </p>
  2410. <p>Both boomers and millennials want a “customized” experience. So they will choose the association that can give it to them. That means more options and on-demand services that offer them what they want, when, and how they want it.</p> </div>
  2411. </div>
  2412. <div class="elementor-element elementor-element-a53c51a elementor-widget elementor-widget-heading" data-id="a53c51a" data-element_type="widget" data-widget_type="heading.default">
  2413. <div class="elementor-widget-container">
  2414. <h3 class="elementor-heading-title elementor-size-default">2. Overwhelmed by Choices</h3> </div>
  2415. </div>
  2416. <div class="elementor-element elementor-element-98a478b elementor-widget elementor-widget-text-editor" data-id="98a478b" data-element_type="widget" data-widget_type="text-editor.default">
  2417. <div class="elementor-widget-container">
  2418. <p>Boomers and millennials alike idealize choices. However, the abundant options make the decision-making process a burden for both generations. Their rejection of guidance from intermediaries further complicates this.</p>
  2419. <p>Associations don’t need different content to appeal to choice-fatigued millennials and boomers. They need to present and distribute their existing content in new ways. Associations need to expand content distribution to channels preferred by these generations. This will give them the best chance of capturing their attention.</p> </div>
  2420. </div>
  2421. <div class="elementor-element elementor-element-57092fb elementor-widget elementor-widget-heading" data-id="57092fb" data-element_type="widget" data-widget_type="heading.default">
  2422. <div class="elementor-widget-container">
  2423. <h3 class="elementor-heading-title elementor-size-default">3. Mistrust of Institutions</h3> </div>
  2424. </div>
  2425. <div class="elementor-element elementor-element-012b15e elementor-widget elementor-widget-text-editor" data-id="012b15e" data-element_type="widget" data-widget_type="text-editor.default">
  2426. <div class="elementor-widget-container">
  2427. <p>Young members and boomers are skeptical of institutions. True to their “me” instincts, they question what’s in it for them. Nevertheless, both generations want institutions to prove their value. Trust is key to loyalty. </p>
  2428. <p>Boomers and millennials are loyal to institutions they trust—but that trust has to be earned. Associations can overcome their mistrustful nature by promoting defined and proven membership benefits. In addition, they can work to build confidence over time.</p> </div>
  2429. </div>
  2430. <div class="elementor-element elementor-element-1cb2751 elementor-widget elementor-widget-heading" data-id="1cb2751" data-element_type="widget" data-widget_type="heading.default">
  2431. <div class="elementor-widget-container">
  2432. <h2 class="elementor-heading-title elementor-size-default">4. Experiences over Things</h2> </div>
  2433. </div>
  2434. <div class="elementor-element elementor-element-0a9ba8a elementor-widget elementor-widget-text-editor" data-id="0a9ba8a" data-element_type="widget" data-widget_type="text-editor.default">
  2435. <div class="elementor-widget-container">
  2436. <p>For millennials and boomers, things are just things. It’s experiences they are after. According to a study conducted by Eventbrite, <a href="https://www.eventbrite.com/" target="_blank" rel="noopener">94% of millennials and 91% of boomers believe that experiences lead to a fulfilling life. </a></p>
  2437. <p>Associations that provide opportunities to engage will draw in millennials and boomers. Whether digital or face-to-face, the prospect of an experience will entice them.</p> </div>
  2438. </div>
  2439. <div class="elementor-element elementor-element-84ff12a elementor-widget elementor-widget-heading" data-id="84ff12a" data-element_type="widget" data-widget_type="heading.default">
  2440. <div class="elementor-widget-container">
  2441. <h3 class="elementor-heading-title elementor-size-default">5. Social Sharing as Status</h3> </div>
  2442. </div>
  2443. <div class="elementor-element elementor-element-94a9289 elementor-widget elementor-widget-text-editor" data-id="94a9289" data-element_type="widget" data-widget_type="text-editor.default">
  2444. <div class="elementor-widget-container">
  2445. <p>Experiences are the new status symbols, and social media is the trophy case. Young members’ affinity for sharing on social media is well known. But boomers are catching on, too. People aged 50+ are the fastest-growing segment on social media.</p>
  2446. <p>When associations provide meaningful experiences to their members, they share them on social media. This is especially true for millennial and boomer member segments. Social shares spread an association’s message and proof of value.</p> </div>
  2447. </div>
  2448. <div class="elementor-element elementor-element-ea4981a elementor-widget elementor-widget-heading" data-id="ea4981a" data-element_type="widget" data-widget_type="heading.default">
  2449. <div class="elementor-widget-container">
  2450. <h2 class="elementor-heading-title elementor-size-default">6. Pervasive Use of Technology​</h2> </div>
  2451. </div>
  2452. <div class="elementor-element elementor-element-7fb2cf3 elementor-widget elementor-widget-text-editor" data-id="7fb2cf3" data-element_type="widget" data-widget_type="text-editor.default">
  2453. <div class="elementor-widget-container">
  2454. <p>Technology is not just a millennial thing. While millennials are technology natives, boomers have adopted technology readily. They consume it at a rate rivaling the millennial generation. If you’re not reaching out to boomers and young members digitally, you aren’t reaching them.</p>
  2455. <p>Associations using technology well to communicate with their membership will see higher engagement.</p> </div>
  2456. </div>
  2457. <div class="elementor-element elementor-element-f9dd5f3 elementor-widget elementor-widget-heading" data-id="f9dd5f3" data-element_type="widget" data-widget_type="heading.default">
  2458. <div class="elementor-widget-container">
  2459. <h3 class="elementor-heading-title elementor-size-default">Young Members Predict Your Future</h3> </div>
  2460. </div>
  2461. <div class="elementor-element elementor-element-5889c0ca elementor-widget elementor-widget-text-editor" data-id="5889c0ca" data-element_type="widget" data-widget_type="text-editor.default">
  2462. <div class="elementor-widget-container">
  2463. <p><!-- wp:paragraph --></p>
  2464. <p><!-- /wp:paragraph --></p>
  2465. <p><!-- wp:paragraph --></p>
  2466. <p><!-- /wp:paragraph --></p>
  2467. <p><!-- wp:paragraph --></p>
  2468. <p><!-- /wp:paragraph --></p>
  2469. <p><!-- wp:paragraph --></p>
  2470. <p><!-- /wp:paragraph --></p>
  2471. <p><!-- wp:paragraph --></p>
  2472. <p><!-- /wp:paragraph --></p>
  2473. <p><!-- wp:paragraph --></p>
  2474. <p>There are numerous similarities between millennials and boomers. But this crop of young professionals isn’t a special case. Millennials echo many of the needs of older generations—just in a more demanding tone. The older generations have been more tolerant in waiting for change. Yet their patience is wearing thin.</p>
  2475. <p><!-- /wp:paragraph --></p>
  2476. <p><!-- wp:paragraph --></p>
  2477. <p>Associations need to do more than determine how they can attract young members. They need to change to meet current and future member needs. Fortunately, young professionals can tell us a lot about doing that.</p>
  2478. <p><!-- /wp:paragraph --></p>
  2479. <p><!-- wp:paragraph --></p>
  2480. <p>When the needs of millennials are met, so are those of current and future needs of associations. Associations can attract young professionals and improve the experience of older members by bringing the generations together.</p>
  2481. <p><!-- /wp:paragraph --></p> </div>
  2482. </div>
  2483. <div class="elementor-element elementor-element-86a9590 elementor-widget elementor-widget-text-editor" data-id="86a9590" data-element_type="widget" data-widget_type="text-editor.default">
  2484. <div class="elementor-widget-container">
  2485. <p>See: <a style="background-color: #ffffff;" href="https://sequenceconsulting.com/four-new-membership-models/">Who Needs Associations Anymore? 4 New Membership Models</a> for more insights and ideas about young members.</p> </div>
  2486. </div>
  2487. </div>
  2488. </div>
  2489. </div>
  2490. </section>
  2491. </div>
  2492. ]]></content:encoded>
  2496. </item>
  2497. <item>
  2498. <title>Empower Your Association: Embrace 4 Forward-Thinking Membership Models</title>
  2499. <link>https://sequenceconsulting.com/four-new-membership-models/</link>
  2501. <dc:creator><![CDATA[Chris Vaughan, PhD]]></dc:creator>
  2502. <pubDate>Fri, 26 Mar 2021 11:39:28 +0000</pubDate>
  2503. <category><![CDATA[Strategy]]></category>
  2504. <guid isPermaLink="false">http://sequenceconsulting.com/?p=825</guid>
  2505.  
  2506. <description><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time: </span> <span class="rt-time">3</span> <span class="rt-label rt-postfix">minutes</span></span> Membership organizations are trusted and beloved middlemen. They convene people, connect resources, curate content, mediate conversations. Or at least they used to do. Things have changed.]]></description>
  2507. <content:encoded><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time: </span> <span class="rt-time">3</span> <span class="rt-label rt-postfix">minutes</span></span><img loading="lazy" decoding="async" width="1799" height="1200" src="https://sequenceconsulting.com/wp-content/uploads/2021/03/empower-your-association-embrace-4-forward-thinking-membership-models.jpg" class="attachment-full size-full wp-post-image" alt="Embrace Innovative Membership Models to Empower Your Association." style="float:right; margin:0 0 10px 10px;" srcset="https://sequenceconsulting.com/wp-content/uploads/2021/03/empower-your-association-embrace-4-forward-thinking-membership-models.jpg 1799w, https://sequenceconsulting.com/wp-content/uploads/2021/03/empower-your-association-embrace-4-forward-thinking-membership-models-300x200.jpg 300w, https://sequenceconsulting.com/wp-content/uploads/2021/03/empower-your-association-embrace-4-forward-thinking-membership-models-1024x683.jpg 1024w, https://sequenceconsulting.com/wp-content/uploads/2021/03/empower-your-association-embrace-4-forward-thinking-membership-models-768x512.jpg 768w, https://sequenceconsulting.com/wp-content/uploads/2021/03/empower-your-association-embrace-4-forward-thinking-membership-models-1536x1025.jpg 1536w" sizes="100vw" title="Empower Your Association: Embrace 4 Forward-Thinking Membership Models | Member Engagement and Retention"> <div data-elementor-type="wp-post" data-elementor-id="825" class="elementor elementor-825" data-elementor-post-type="post">
  2508. <section class="elementor-section elementor-top-section elementor-element elementor-element-3567e27e elementor-section-full_width elementor-section-height-default elementor-section-height-default" data-id="3567e27e" data-element_type="section">
  2509. <div class="elementor-container elementor-column-gap-default">
  2510. <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-143e2180" data-id="143e2180" data-element_type="column">
  2511. <div class="elementor-widget-wrap elementor-element-populated">
  2512. <div class="elementor-element elementor-element-1a3086e elementor-widget elementor-widget-heading" data-id="1a3086e" data-element_type="widget" data-widget_type="heading.default">
  2513. <div class="elementor-widget-container">
  2514. <h2 class="elementor-heading-title elementor-size-default">How Have Association Membership Models Changed?</h2> </div>
  2515. </div>
  2516. <div class="elementor-element elementor-element-8894c39 elementor-widget elementor-widget-text-editor" data-id="8894c39" data-element_type="widget" data-widget_type="text-editor.default">
  2517. <div class="elementor-widget-container">
  2518. <p>Associations have always been the trusted go-between. They convene people, connect resources, curate content, and mediate conversations. Or at least they used to do. Things have changed.</p> </div>
  2519. </div>
  2520. <div class="elementor-element elementor-element-54620fbe elementor-widget elementor-widget-text-editor" data-id="54620fbe" data-element_type="widget" data-widget_type="text-editor.default">
  2521. <div class="elementor-widget-container">
  2522. <p>For as long as we can remember, membership organizations were exclusive mediators. They provided access to challenging, often impossible, resources to find elsewhere: information, services, political influence, and much more. The membership model as a must-have mediator cemented its importance in members’ lives. It was the primary reason members had to join, engage with, and pay dues to an organization. It was the fuel for most non-dues revenue – subscriptions, ad sales, royalties, etc. That is changing before our eyes.</p><p>The change has happened already. Technology has multiplied options for what to view, buy and engage. Today, choices overwhelm consumers. They face them in the palm of their hands, in every aspect of their lives they can access. So what has this meant for nonprofit membership models? And what are the leaders doing about it?</p><p><b>Democratization of Content<br /></b>Members historically looked to their associations first for unique, trustworthy content. However, 40% of membership organizations now report competitive sources of information as the biggest challenge to growing membership. [1] Google is not the only problem, either. Businesses focused on curating high-quality content are working to take associations’ share. Sage Open, for example, provides open access to papers and contributors across a broad spectrum of social sciences.</p><p><strong>Spontaneous Networks</strong><br />Associations’ membership model has long been to act as the primary conduit for connecting far-flung colleagues and helping them collaborate. Yet professionals most want to interact with others who share their specific interests. This is easier and more efficient online. LinkedIn and other platforms allow people to create, join, and interact with professional communities. Doximity offers a free, secure collaboration platform for physicians in the medical field. It has amassed more members than the American Medical Association in a few short years. There are dozens of vibrant LinkedIn groups catering to any profession or interest area.</p><p><strong>Marketplaces Replace Experts</strong><br />Human experts like travel agents were supplanted years ago by sites like TripAdvisor. They have become a critical part of the consumer experience. An association’s endorsement pales in comparison to the influence of user reviews. The trend continues as platforms from Uber to Etsy connect sellers to buyers. Users can evaluate options and choose for themselves, and now almost always prefer to do so.</p><p><strong>There is Always a Sale Somewhere</strong><br />For years, affinity discount programs were an essential benefit for members and a source of income for associations. Today, the number of accessible, uncomplicated online discounters is countless. For example, Honey automatically applies the best discount code at checkout for hundreds of brands. As a result, no affinity program can compete with its services. As a result, the affinity business model is increasingly in question. For more on this, see:<a href="https://sequenceconsulting.com/you-are-doing-affinity-products-wrong/"> Are You Doing Affinity Products Wrong? Member Value Comes First.</a></p><p>As in any market disruption, there are winners and losers. Some associations have embraced new membership models to succeed. The first step is accepting that your role as the valued mediator has already changed. It will change still more in the future. Then, ask the hard questions:</p> </div>
  2523. </div>
  2524. <div class="elementor-element elementor-element-5f9b0a6 elementor-icon-list--layout-traditional elementor-list-item-link-full_width elementor-widget elementor-widget-icon-list" data-id="5f9b0a6" data-element_type="widget" data-widget_type="icon-list.default">
  2525. <div class="elementor-widget-container">
  2526. <ul class="elementor-icon-list-items">
  2527. <li class="elementor-icon-list-item">
  2528. <span class="elementor-icon-list-icon">
  2529. <i aria-hidden="true" class="fas fa-check-circle"></i> </span>
  2530. <span class="elementor-icon-list-text">Influent50 grew from a fledgling start-up to a<b> $47 million</b> business in three years.</span>
  2531. </li>
  2532. <li class="elementor-icon-list-item">
  2533. <span class="elementor-icon-list-icon">
  2534. <i aria-hidden="true" class="fas fa-check-circle"></i> </span>
  2535. <span class="elementor-icon-list-text">It created a new revenue model for AARP, providing <b>direct B2B </b>value alongside its already successful affinity model.</span>
  2536. </li>
  2537. <li class="elementor-icon-list-item">
  2538. <span class="elementor-icon-list-icon">
  2539. <i aria-hidden="true" class="fas fa-check-circle"></i> </span>
  2540. <span class="elementor-icon-list-text">The agency was so successful that international corporations sought them out to <b>re-create the model worldwide</b>, in Asia and South America.</span>
  2541. </li>
  2542. </ul>
  2543. </div>
  2544. </div>
  2545. <div class="elementor-element elementor-element-d711885 elementor-icon-list--layout-traditional elementor-list-item-link-full_width elementor-widget elementor-widget-icon-list" data-id="d711885" data-element_type="widget" data-widget_type="icon-list.default">
  2546. <div class="elementor-widget-container">
  2547. <ul class="elementor-icon-list-items">
  2548. <li class="elementor-icon-list-item">
  2549. <span class="elementor-icon-list-icon">
  2550. <i aria-hidden="true" class="fas fa-check-circle"></i> </span>
  2551. <span class="elementor-icon-list-text">Are others infringing on your role and providing more value or a better experience?</span>
  2552. </li>
  2553. <li class="elementor-icon-list-item">
  2554. <span class="elementor-icon-list-icon">
  2555. <i aria-hidden="true" class="fas fa-check-circle"></i> </span>
  2556. <span class="elementor-icon-list-text">Are they undermining your traditional sources of revenue and member value?</span>
  2557. </li>
  2558. <li class="elementor-icon-list-item">
  2559. <span class="elementor-icon-list-icon">
  2560. <i aria-hidden="true" class="fas fa-check-circle"></i> </span>
  2561. <span class="elementor-icon-list-text">How can you pivot to bring unique value to your members despite new technologies and strategies?</span>
  2562. </li>
  2563. </ul>
  2564. </div>
  2565. </div>
  2566. <div class="elementor-element elementor-element-10234e4 elementor-widget elementor-widget-text-editor" data-id="10234e4" data-element_type="widget" data-widget_type="text-editor.default">
  2567. <div class="elementor-widget-container">
  2568. <p>Significant market changes call for extensive organizational responses. The most forward-looking organizations have responded in several ways. First, they find ways to deliver more and better value in the new, un-mediated world and rethink the membership model. Second, embracing the mission even more and in ever new ways. Third, tightening focus on the areas where they cannot be displaced—even revamping the non profit membership model itself.</p> </div>
  2569. </div>
  2570. <div class="elementor-element elementor-element-2d2113d elementor-widget elementor-widget-text-editor" data-id="2d2113d" data-element_type="widget" data-widget_type="text-editor.default">
  2571. <div class="elementor-widget-container">
  2572. <p>To learn more about different types of membership models, <a href="https://www.ir.com/blog/communications/turning-headwinds-into-tailwinds" target="_blank" rel="noopener"><span style="text-decoration-line: underline;">Sailing Through the Headwinds: Strategies for Successful Associations.</span></a><br /><a style="font-size: 1rem;" href="https://sequenceconsulting.com/stuckinthemiddle/?utm_source=ActiveCampaign&amp;utm_medium=email&amp;utm_content=Stuck+in+the+Middle+with+You%3A+A+New+Vision&amp;utm_campaign=Mediation+Campagin+%28Stuck+in+the+Middle+With+You%29#_ftnref1">[1]</a><a href="https://www.americanbar.org/content/dam/aba/administrative/barservices/resourcepages/membership/benchmarkingreport.pdf" target="_blank" rel="noopener">  Membership Marketing Benchmark Report, Marketing General 2019</a></p> </div>
  2573. </div>
  2574. </div>
  2575. </div>
  2576. </div>
  2577. </section>
  2578. </div>
  2579. ]]></content:encoded>
  2583. </item>
  2584. <item>
  2585. <title>Maximizing Association Value: Unleashing 3 Powerful Membership Pricing Strategies</title>
  2586. <link>https://sequenceconsulting.com/three-better-ways-membership-pricing/</link>
  2588. <dc:creator><![CDATA[Chris Vaughan, PhD]]></dc:creator>
  2589. <pubDate>Fri, 01 Apr 2022 12:00:03 +0000</pubDate>
  2590. <category><![CDATA[Member Dues]]></category>
  2591. <guid isPermaLink="false">https://sequenceconsulting.com/?p=1904</guid>
  2592.  
  2593. <description><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time: </span> <span class="rt-time">3</span> <span class="rt-label rt-postfix">minutes</span></span> Today, we are diving into the world of membership pricing strategies and how they can help you maximize the value of your association. In this post, we will explore three powerful strategies that will not only enhance the appeal of your membership offerings but also attract and retain a loyal base of members.]]></description>
  2594. <content:encoded><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time: </span> <span class="rt-time">3</span> <span class="rt-label rt-postfix">minutes</span></span><img loading="lazy" decoding="async" width="640" height="427" src="https://sequenceconsulting.com/wp-content/uploads/2022/04/maximizing-association-value-unleashing-3-powerful-membership-pricing-strategies.jpeg" class="attachment-full size-full wp-post-image" alt="Maximizing Value: 3 Membership Pricing Strategies for Associations" style="float:right; margin:0 0 10px 10px;" srcset="https://sequenceconsulting.com/wp-content/uploads/2022/04/maximizing-association-value-unleashing-3-powerful-membership-pricing-strategies.jpeg 640w, https://sequenceconsulting.com/wp-content/uploads/2022/04/maximizing-association-value-unleashing-3-powerful-membership-pricing-strategies-300x200.jpeg 300w" sizes="100vw" title="Maximizing Association Value: Unleashing 3 Powerful Membership Pricing Strategies | Member Engagement and Retention"> <div data-elementor-type="wp-post" data-elementor-id="1904" class="elementor elementor-1904" data-elementor-post-type="post">
  2595. <section class="elementor-section elementor-top-section elementor-element elementor-element-e83daef elementor-section-full_width elementor-section-height-default elementor-section-height-default" data-id="e83daef" data-element_type="section">
  2596. <div class="elementor-container elementor-column-gap-default">
  2597. <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-2b67ddc7" data-id="2b67ddc7" data-element_type="column">
  2598. <div class="elementor-widget-wrap elementor-element-populated">
  2599. <div class="elementor-element elementor-element-6a8ef0f elementor-widget elementor-widget-heading" data-id="6a8ef0f" data-element_type="widget" data-widget_type="heading.default">
  2600. <div class="elementor-widget-container">
  2601. <h2 class="elementor-heading-title elementor-size-default">How to Get Membership Pricing Right</h2> </div>
  2602. </div>
  2603. <div class="elementor-element elementor-element-1bdf491 elementor-widget elementor-widget-text-editor" data-id="1bdf491" data-element_type="widget" data-widget_type="text-editor.default">
  2604. <div class="elementor-widget-container">
  2605. <p>Ever wondered how to nail membership pricing? Think about &#8220;The Price is Right&#8221; game show. It&#8217;s been on for half a century because it resonates with us. Prices matter, but they can be tricky to pin down. Getting them right can lead to big rewards.</p><p>Likewise, association pricing often feels like a guessing game. How do you even determine the prices of your offerings? Some things might have always been priced a certain way, and you might not know why or who decided. If you&#8217;re like most, you rely on your best judgment without much further thought.</p><p>But here&#8217;s the thing: nailing your pricing strategy comes with a prize. And it&#8217;s not just about money. Associations have a &#8220;Triple Bottom Line&#8221; to consider: Money, Member Value, and Mission.</p><p>Let&#8217;s delve into each of these aspects:</p> </div>
  2606. </div>
  2607. <div class="elementor-element elementor-element-36e7271 elementor-widget elementor-widget-heading" data-id="36e7271" data-element_type="widget" data-widget_type="heading.default">
  2608. <div class="elementor-widget-container">
  2609. <h2 class="elementor-heading-title elementor-size-default">1. Money: Researching Membership Pricing</h2> </div>
  2610. </div>
  2611. <div class="elementor-element elementor-element-b56c24f elementor-widget elementor-widget-text-editor" data-id="b56c24f" data-element_type="widget" data-widget_type="text-editor.default">
  2612. <div class="elementor-widget-container">
  2613. <p>The value of your offerings is determined by how much money they generate. This means subtracting your costs from the price. So, start by asking yourself: are we charging enough for our memberships? Is there room to increase prices? Take a look at your competitors and similar organizations. What are they charging? Also, consider surveying your members to find out how much they are willing to pay. You might be surprised to discover that they are willing to pay more than you think.</p><p>Now, let&#8217;s talk about your expenses. Do you really know how much it costs to produce your offerings? If you&#8217;re like many associations, you may not have a clear idea. You might know the cost of organizing an event, but what about the true cost of training, content, or even membership itself? It can be challenging to figure out, but it&#8217;s crucial that you do. When organizations conduct an honest cost analysis, they often realize they&#8217;re losing money on things they hadn&#8217;t considered.</p> </div>
  2614. </div>
  2615. <div class="elementor-element elementor-element-fac0b58 elementor-widget elementor-widget-heading" data-id="fac0b58" data-element_type="widget" data-widget_type="heading.default">
  2616. <div class="elementor-widget-container">
  2617. <h2 class="elementor-heading-title elementor-size-default">2. Member Value: Measuring Member Value</h2> </div>
  2618. </div>
  2619. <div class="elementor-element elementor-element-c34133e elementor-widget elementor-widget-text-editor" data-id="c34133e" data-element_type="widget" data-widget_type="text-editor.default">
  2620. <div class="elementor-widget-container">
  2621. Money isn&#8217;t the top priority for us as a non-profit. We value our members above all else. Our goal is to enhance the value of membership through our programs and offerings. Determining member value isn&#8217;t subjective; it can be measured. One effective method is by analyzing membership renewals.
  2622.  
  2623. Renewing members are likely to be more engaged with certain offerings compared to others. Additionally, some offerings may have no impact on the decision to renew. By closely examining the correlation between renewal and member engagement, we can gain valuable insights into what our members truly find valuable.
  2624.  
  2625. This understanding will help us enhance our membership pricing and ensure that our programs and offerings align with what our members truly value. </div>
  2626. </div>
  2627. <div class="elementor-element elementor-element-93d51bf elementor-widget elementor-widget-heading" data-id="93d51bf" data-element_type="widget" data-widget_type="heading.default">
  2628. <div class="elementor-widget-container">
  2629. <h2 class="elementor-heading-title elementor-size-default">3. Mission Aligning Membership And Mission</h2> </div>
  2630. </div>
  2631. <div class="elementor-element elementor-element-97b7033 elementor-widget elementor-widget-text-editor" data-id="97b7033" data-element_type="widget" data-widget_type="text-editor.default">
  2632. <div class="elementor-widget-container">
  2633. <p>When it comes to membership pricing, it&#8217;s important to consider what you offer in relation to your mission. Some things you provide may not directly benefit your members, but rather serve the overall purpose of your organization. Take, for instance, your content. If raising public awareness aligns with your mission, you probably offer a majority of your content for free. Evaluating the impact of your mission objectively is also crucial. You can assess alignment with your strategy, the ability to bring about change, and other relevant factors. It goes without saying that certain aspects are absolutely mission-critical, and it&#8217;s vital to assign them appropriate value.</p><p>The ultimate goal for your association&#8217;s pricing strategy is to maximize at least one of the three bottom lines. It&#8217;s acceptable if a product or service doesn&#8217;t generate profit, as long as you intentionally choose to provide it at a loss. Consider a database that offers immense value to your members, even if they couldn&#8217;t afford it otherwise. However, it&#8217;s not acceptable to incur losses unintentionally or on offerings that don&#8217;t directly benefit your members or advance your mission. When it comes to membership pricing, striking a balance is key.</p> </div>
  2634. </div>
  2635. <div class="elementor-element elementor-element-cbd8729 elementor-widget elementor-widget-heading" data-id="cbd8729" data-element_type="widget" data-widget_type="heading.default">
  2636. <div class="elementor-widget-container">
  2637. <h2 class="elementor-heading-title elementor-size-default">The Membership Price Is right</h2> </div>
  2638. </div>
  2639. <div class="elementor-element elementor-element-70dfff9 elementor-widget elementor-widget-text-editor" data-id="70dfff9" data-element_type="widget" data-widget_type="text-editor.default">
  2640. <div class="elementor-widget-container">
  2641. In conclusion, finding the perfect membership pricing strategy is crucial for associations looking to maximize their value. Just like &#8220;The Price is Right&#8221; game show has captivated audiences for decades, getting your prices right can lead to significant rewards. Associations must consider their triple bottom line: money, member value, and mission. By carefully crafting pricing strategies that align with these factors, associations can attract and retain members while fulfilling their mission. So, don&#8217;t underestimate the power of pricing and take the time to unleash these three powerful strategies to unlock the full potential of your association&#8217;s value. </div>
  2642. </div>
  2643. <div class="elementor-element elementor-element-e4525ea elementor-widget elementor-widget-text-editor" data-id="e4525ea" data-element_type="widget" data-widget_type="text-editor.default">
  2644. <div class="elementor-widget-container">
  2645. <p>To learn more about membership pricing strategy see <a href="https://sequenceconsulting.com/are-you-doing-affinity-products-wrong/">You&#8217;ve Got the Wrong Affinity Products: Value Comes First and Name Your Price: The Challenges of Association Pricing</a></p><p><a href="https://memberclicks.com/blog/membership-pricing/" target="_blank" rel="noopener">and Mastering Membership Pricing: 5 Essential Best Practices to Follow.</a></p> </div>
  2646. </div>
  2647. </div>
  2648. </div>
  2649. </div>
  2650. </section>
  2651. </div>
  2652. ]]></content:encoded>
  2656. </item>
  2657. <item>
  2658. <title>The Art of Member Retention: 3 Essential Strategies</title>
  2659. <link>https://sequenceconsulting.com/member-retention-three-keys-unlock-puzzle/</link>
  2661. <dc:creator><![CDATA[Chris Vaughan, PhD]]></dc:creator>
  2662. <pubDate>Tue, 31 May 2022 15:41:29 +0000</pubDate>
  2663. <category><![CDATA[Member Retention]]></category>
  2664. <guid isPermaLink="false">https://sequenceconsulting.com/?p=2147</guid>
  2665.  
  2666. <description><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time: </span> <span class="rt-time">2</span> <span class="rt-label rt-postfix">minutes</span></span> It’s no secret that member retention is critical. How to achieve it is another story. A membership expert unlocks three clear and evidence-based paths to reaching successful and effective member retention.]]></description>
  2667. <content:encoded><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time: </span> <span class="rt-time">2</span> <span class="rt-label rt-postfix">minutes</span></span><img loading="lazy" decoding="async" width="1942" height="1200" src="https://sequenceconsulting.com/wp-content/uploads/2022/05/the-art-of-member-retention-3-essential-strategies.jpg" class="attachment-full size-full wp-post-image" alt="3 Key Strategies for Member Retention: Mastering the Art" style="float:right; margin:0 0 10px 10px;" srcset="https://sequenceconsulting.com/wp-content/uploads/2022/05/the-art-of-member-retention-3-essential-strategies.jpg 1942w, https://sequenceconsulting.com/wp-content/uploads/2022/05/the-art-of-member-retention-3-essential-strategies-300x185.jpg 300w, https://sequenceconsulting.com/wp-content/uploads/2022/05/the-art-of-member-retention-3-essential-strategies-1024x633.jpg 1024w, https://sequenceconsulting.com/wp-content/uploads/2022/05/the-art-of-member-retention-3-essential-strategies-768x475.jpg 768w, https://sequenceconsulting.com/wp-content/uploads/2022/05/the-art-of-member-retention-3-essential-strategies-1536x949.jpg 1536w, https://sequenceconsulting.com/wp-content/uploads/2022/05/the-art-of-member-retention-3-essential-strategies-2048x1266.jpg 1941w" sizes="100vw" title="The Art of Member Retention: 3 Essential Strategies | Member Engagement and Retention"> <div data-elementor-type="wp-post" data-elementor-id="2147" class="elementor elementor-2147" data-elementor-post-type="post">
  2668. <section class="elementor-section elementor-top-section elementor-element elementor-element-3f6356b elementor-section-full_width elementor-section-height-default elementor-section-height-default" data-id="3f6356b" data-element_type="section">
  2669. <div class="elementor-container elementor-column-gap-default">
  2670. <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-b818341" data-id="b818341" data-element_type="column">
  2671. <div class="elementor-widget-wrap elementor-element-populated">
  2672. <div class="elementor-element elementor-element-956a110 elementor-widget elementor-widget-heading" data-id="956a110" data-element_type="widget" data-widget_type="heading.default">
  2673. <div class="elementor-widget-container">
  2674. <h2 class="elementor-heading-title elementor-size-default">Retention: A Data Driven Approach</h2> </div>
  2675. </div>
  2676. <div class="elementor-element elementor-element-308c8fb elementor-blockquote--skin-boxed elementor-blockquote--align-left elementor-blockquote--button-color-official elementor-widget elementor-widget-blockquote" data-id="308c8fb" data-element_type="widget" data-widget_type="blockquote.default">
  2677. <div class="elementor-widget-container">
  2678. <blockquote class="elementor-blockquote">
  2679. <p class="elementor-blockquote__content">
  2680. It’s no secret that member retention is critical. How to achieve it is another story. Sequence unlocks three clear and evidence-based paths to reaching successful and effective member retention. </p>
  2681. </blockquote>
  2682. </div>
  2683. </div>
  2684. <div class="elementor-element elementor-element-b54d205 elementor-widget elementor-widget-text-editor" data-id="b54d205" data-element_type="widget" data-widget_type="text-editor.default">
  2685. <div class="elementor-widget-container">
  2686. <p>Member retention lies at the core of every thriving membership organization. Yet, understanding the key drivers of retention and implementing effective strategies to achieve it remains a challenge for many. In this article, we delve into three evidence-based paths uncovered in <a class="article-editor-content__link article-editor-content__link" href="https://sequenceconsulting.com/3d-flip-book/best-practices-in-member-retention/" rel="noopener noreferrer">recent research</a> by Sequence Consulting that pave the way for successful and enduring member retention.</p> </div>
  2687. </div>
  2688. <div class="elementor-element elementor-element-b0c6042 elementor-widget elementor-widget-heading" data-id="b0c6042" data-element_type="widget" data-widget_type="heading.default">
  2689. <div class="elementor-widget-container">
  2690. <h2 class="elementor-heading-title elementor-size-default">1. Bet Big on First-Year Renewal
  2691. </h2> </div>
  2692. </div>
  2693. <div class="elementor-element elementor-element-3eb2c13 elementor-widget elementor-widget-text-editor" data-id="3eb2c13" data-element_type="widget" data-widget_type="text-editor.default">
  2694. <div class="elementor-widget-container">
  2695. <p class="article-editor-content__paragraph">The first renewal holds disproportionate significance in the trajectory of member retention. Research indicates that each subsequent renewal significantly increases the likelihood of continued membership. For instance, while a new member may have a 50% chance of renewing initially, this likelihood escalates to 80% in the following year and continues to rise thereafter. Moreover, as members renew repeatedly, the cost of retention diminishes over time.</p><p class="article-editor-content__paragraph article-editor-content__has-focus">Investing in the retention of new members is thus paramount, as it not only secures their continued engagement but also sets the stage for prolonged membership. However, this does not imply neglecting existing members; rather, prioritizing new member retention can yield long-term benefits for the entire membership base.</p> </div>
  2696. </div>
  2697. <div class="elementor-element elementor-element-4bc49a9 elementor-blockquote--skin-clean elementor-blockquote--align-center elementor-blockquote--button-color-official elementor-widget elementor-widget-blockquote" data-id="4bc49a9" data-element_type="widget" data-widget_type="blockquote.default">
  2698. <div class="elementor-widget-container">
  2699. <blockquote class="elementor-blockquote">
  2700. <p class="elementor-blockquote__content">
  2701. Investment in retaining new members is the best membership investment you can make </p>
  2702. </blockquote>
  2703. </div>
  2704. </div>
  2705. <div class="elementor-element elementor-element-ed522fd elementor-widget elementor-widget-heading" data-id="ed522fd" data-element_type="widget" data-widget_type="heading.default">
  2706. <div class="elementor-widget-container">
  2707. <h2 class="elementor-heading-title elementor-size-default">2. Watch the 90-Day Clock</h2> </div>
  2708. </div>
  2709. <div class="elementor-element elementor-element-7926c20 elementor-widget elementor-widget-text-editor" data-id="7926c20" data-element_type="widget" data-widget_type="text-editor.default">
  2710. <div class="elementor-widget-container">
  2711. <p class="article-editor-content__paragraph article-editor-content__has-focus">The initial 90 days following a member&#8217;s enrollment represent a critical window of opportunity. <a class="article-editor-content__link article-editor-content__link" href="https://www.smooththepath.net/wp-content/uploads/2018/01/New-Member-Engagement-Study.pdf" rel="noopener noreferrer" target="_blank">Research </a>indicates that during this period, members are most receptive to engagement, driven by their initial excitement and curiosity. However, this enthusiasm diminishes rapidly over time, underscoring the importance of timely and impactful engagement efforts.</p><p class="article-editor-content__paragraph">Effective onboarding is essential during this period, but mere information dissemination is insufficient. The goal should be to inspire action and foster meaningful interactions that create value for members. Encouraging participation in events, classes, and other activities fosters a sense of belonging and investment in the organization&#8217;s offerings, increasing the likelihood of long-term engagement.</p> </div>
  2712. </div>
  2713. <div class="elementor-element elementor-element-7ec39f1 elementor-widget elementor-widget-heading" data-id="7ec39f1" data-element_type="widget" data-widget_type="heading.default">
  2714. <div class="elementor-widget-container">
  2715. <h2 class="elementor-heading-title elementor-size-default">3. Not All Engagement Is Equal</h2> </div>
  2716. </div>
  2717. <div class="elementor-element elementor-element-b085a1a elementor-widget elementor-widget-text-editor" data-id="b085a1a" data-element_type="widget" data-widget_type="text-editor.default">
  2718. <div class="elementor-widget-container">
  2719. <p class="article-editor-content__paragraph article-editor-content__has-focus">While engagement in any form is beneficial, certain types of engagement hold greater significance for retention. By analyzing data on member activities, organizations can identify which engagements correlate most strongly with renewal rates. Recurring engagements such as subscriptions and annual plans, as well as member-to-member interactions, emerge as potent drivers of retention.</p><p class="article-editor-content__paragraph">Moreover, research suggests that multiple high-value engagements significantly enhance the likelihood of renewal. Members who engage in three or more meaningful interactions exhibit a near-perfect renewal rate, underscoring the importance of ongoing engagement efforts beyond the initial interaction.</p><p class="article-editor-content__paragraph">In conclusion, while delivering high member value remains paramount, a focused approach to new member engagement is key to long-term retention success. By prioritizing first-year renewals, capitalizing on the initial 90-day window, and promoting high-value engagements, membership organizations can cultivate a loyal and committed membership base, ensuring sustained growth and relevance in the long run.</p> </div>
  2720. </div>
  2721. <div class="elementor-element elementor-element-d9f79a1 elementor-widget elementor-widget-text-editor" data-id="d9f79a1" data-element_type="widget" data-widget_type="text-editor.default">
  2722. <div class="elementor-widget-container">
  2723. <p>To learn more about member retention, read  <a href="https://sequenceconsulting.com/why-people-dont-renew-membership/">The Secret Reason Your Members Don&#8217;t Renew</a>  and  <a href="https://sequenceconsulting.com/membership-offer-cant-refuse/">How to Make Membership and Offer They Can&#8217;t Refuse</a>.</p> </div>
  2724. </div>
  2725. <div class="elementor-element elementor-element-3581d5d elementor-widget elementor-widget-text-editor" data-id="3581d5d" data-element_type="widget" data-widget_type="text-editor.default">
  2726. <div class="elementor-widget-container">
  2727. <p>This article was originally published in Associations NOW as <a href="https://www.asaecenter.org/resources/articles/an_plus/2022/05-may/three-keys-to-solving-the-member-retention-puzzle" target="_blank" rel="noopener">Three Keys to Solving the Member Retention Puzzle</a>.</p> </div>
  2728. </div>
  2729. </div>
  2730. </div>
  2731. </div>
  2732. </section>
  2733. </div>
  2734. ]]></content:encoded>
  2738. </item>
  2739. <item>
  2740. <title>The Power of Intention: Elevating Your Association Decision Making</title>
  2741. <link>https://sequenceconsulting.com/association-decision-making-be-intentional/</link>
  2743. <dc:creator><![CDATA[Chris Vaughan, PhD]]></dc:creator>
  2744. <pubDate>Thu, 30 Jun 2022 18:37:23 +0000</pubDate>
  2745. <category><![CDATA[Interviews]]></category>
  2746. <category><![CDATA[Strategy]]></category>
  2747. <guid isPermaLink="false">https://sequenceconsulting.com/?p=2186</guid>
  2748.  
  2749. <description><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time: </span> <span class="rt-time">3</span> <span class="rt-label rt-postfix">minutes</span></span> Intentional choices can be hard in the best of times. What’s a necessary choice as opposed to one that would be nice to make? How do we choose between things that are all necessary when we can’t have them all? How can we be confident about the decisions we make? How can we explain our choices to other people?]]></description>
  2750. <content:encoded><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time: </span> <span class="rt-time">3</span> <span class="rt-label rt-postfix">minutes</span></span><img loading="lazy" decoding="async" width="640" height="369" src="https://sequenceconsulting.com/wp-content/uploads/2022/06/the-power-of-intention-elevating-your-association-decision-making.jpeg" class="attachment-full size-full wp-post-image" alt="Elevate Your Decision Making with Intention: A Powerful Approach for Associations." style="float:right; margin:0 0 10px 10px;" srcset="https://sequenceconsulting.com/wp-content/uploads/2022/06/the-power-of-intention-elevating-your-association-decision-making.jpeg 640w, https://sequenceconsulting.com/wp-content/uploads/2022/06/the-power-of-intention-elevating-your-association-decision-making-300x173.jpeg 300w" sizes="100vw" title="The Power of Intention: Elevating Your Association Decision Making | Member Engagement and Retention"> <div data-elementor-type="wp-post" data-elementor-id="2186" class="elementor elementor-2186" data-elementor-post-type="post">
  2751. <section class="elementor-section elementor-top-section elementor-element elementor-element-89337b8 elementor-section-full_width elementor-section-height-default elementor-section-height-default" data-id="89337b8" data-element_type="section">
  2752. <div class="elementor-container elementor-column-gap-default">
  2753. <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-40043f4" data-id="40043f4" data-element_type="column">
  2754. <div class="elementor-widget-wrap elementor-element-populated">
  2755. <div class="elementor-element elementor-element-36bed96 elementor-widget elementor-widget-heading" data-id="36bed96" data-element_type="widget" data-widget_type="heading.default">
  2756. <div class="elementor-widget-container">
  2757. <h2 class="elementor-heading-title elementor-size-default">Intentional Choices in Association Decision Making</h2> </div>
  2758. </div>
  2759. </div>
  2760. </div>
  2761. </div>
  2762. </section>
  2763. <section class="elementor-section elementor-top-section elementor-element elementor-element-c26e811 elementor-section-full_width elementor-section-height-default elementor-section-height-default" data-id="c26e811" data-element_type="section">
  2764. <div class="elementor-container elementor-column-gap-default">
  2765. <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-460dc5a" data-id="460dc5a" data-element_type="column">
  2766. <div class="elementor-widget-wrap elementor-element-populated">
  2767. <div class="elementor-element elementor-element-8f35c61 elementor-widget elementor-widget-text-editor" data-id="8f35c61" data-element_type="widget" data-widget_type="text-editor.default">
  2768. <div class="elementor-widget-container">
  2769. <p>Intentional choices can be hard in the best of times. What’s a necessary choice as opposed to one that would be nice to make? How do we choose between things that are all necessary when we can’t have them all? How can we be confident about the decisions we make? How can we explain our choices to other people? These things are infinitely harder in the face of fear and uncertainty. </p><p>I spoke with Rich Harwood, a Public Innovator and Founder of the <a href="https://theharwoodinstitute.org/" target="_blank" rel="noopener">Harwood Institute</a>. It is the go-to place for people and organizations looking to fight against the conditions stifling societal progress. They coach people from all walks of life on moving society forward by building stronger communities, bridging divides, and creating a culture of shared responsibility.</p><p>Rich shared three fundamental things we must do to make better choices in association decision-making.</p> </div>
  2770. </div>
  2771. <div class="elementor-element elementor-element-244263b elementor-widget elementor-widget-heading" data-id="244263b" data-element_type="widget" data-widget_type="heading.default">
  2772. <div class="elementor-widget-container">
  2773. <h2 class="elementor-heading-title elementor-size-default">The First is Basic: Breathe</h2> </div>
  2774. </div>
  2775. <div class="elementor-element elementor-element-548428f elementor-widget elementor-widget-text-editor" data-id="548428f" data-element_type="widget" data-widget_type="text-editor.default">
  2776. <div class="elementor-widget-container">
  2777. <p>When we get scared, we literally, physically, stop breathing. We have to remind ourselves to breathe because it calms us. It centers and grounds us and helps us manage the anxiety we feel.</p><p>Sometimes, we have to stop to get started. Slowing down and taking a breath will allow you the clarity you need to orient your organization to its new surroundings. The old ways of operating may not fit in this new context. To figure this out, you first have to take a step back and assess the situation.</p> </div>
  2778. </div>
  2779. <div class="elementor-element elementor-element-cbcc430 elementor-widget elementor-widget-heading" data-id="cbcc430" data-element_type="widget" data-widget_type="heading.default">
  2780. <div class="elementor-widget-container">
  2781. <h2 class="elementor-heading-title elementor-size-default">The Second: Become More Wakeful</h2> </div>
  2782. </div>
  2783. <div class="elementor-element elementor-element-508243d elementor-widget elementor-widget-text-editor" data-id="508243d" data-element_type="widget" data-widget_type="text-editor.default">
  2784. <div class="elementor-widget-container">
  2785. <p>We have to open our eyes and become more attuned to our surroundings. Leaning into discomfort instead of leaning away from it. Like children that hide under the covers from monsters, we have to pull the covers back and look around. We make good choices when we turn outward, but when faced with pressure, we instinctively hunker down and turn inward.</p><p>Catalyzing change begins with broadly recognizing our position within our organizations and communities. Where do we sit in relation to those around us? How have our working relationships changed since the onset of the COVID-19 pandemic? How have your organization&#8217;s shared values and goals changed along with this?</p><p>After reflecting on this, you’ll probably be surprised to find that while the way we relate to one another is different after the pandemic, the values guiding you as an organization are not. So, despite how much things appear to have changed, you can still unearth this common ground to unite upon. From there, small steps towards catalytic change emerge. </p><p>Orienting yourself to your new surroundings and setting smaller goals in support of your shared mission can unleash a series of chain reactions, catapulting your organization towards a more connected and defined future.</p> </div>
  2786. </div>
  2787. <div class="elementor-element elementor-element-4ead608 elementor-widget elementor-widget-heading" data-id="4ead608" data-element_type="widget" data-widget_type="heading.default">
  2788. <div class="elementor-widget-container">
  2789. <h2 class="elementor-heading-title elementor-size-default">Finally: Be More Intentional</h2> </div>
  2790. </div>
  2791. <div class="elementor-element elementor-element-c8efd9a elementor-widget elementor-widget-text-editor" data-id="c8efd9a" data-element_type="widget" data-widget_type="text-editor.default">
  2792. <div class="elementor-widget-container">
  2793. <p>This means making discernments. This is to say, we need to make thoughtful judgments about our priorities and possibilities. The more discernments we can make, the more explicit our choices become. As a result, we become more confident that we are taking our best shot. </p><p>Telling someone to be more confident is like telling someone in a panic to calm down. It only makes them panic more. So we can say that the first step to growing your confidence is becoming more intentional and making better discernments.</p><p>You can’t accomplish anything while trying to accomplish everything. Discerning the capabilities, you possess at this moment and being intentional about the benchmarks you are working towards in response to that will allow you to focus your energy where it will be best served.</p><p>To learn more about better association decision-making, watch my interview with Rich Harwood here:</p> </div>
  2794. </div>
  2795. </div>
  2796. </div>
  2797. </div>
  2798. </section>
  2799. <section class="elementor-section elementor-top-section elementor-element elementor-element-b8f04f4 elementor-section-full_width elementor-section-height-default elementor-section-height-default" data-id="b8f04f4" data-element_type="section">
  2800. <div class="elementor-container elementor-column-gap-default">
  2801. <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-b7a3023" data-id="b7a3023" data-element_type="column">
  2802. <div class="elementor-widget-wrap elementor-element-populated">
  2803. <div class="elementor-element elementor-element-64f2f0f elementor-widget elementor-widget-video" data-id="64f2f0f" data-element_type="widget" data-settings="{&quot;youtube_url&quot;:&quot;https:\/\/youtu.be\/jYGalx-Z3MY&quot;,&quot;video_type&quot;:&quot;youtube&quot;,&quot;controls&quot;:&quot;yes&quot;}" data-widget_type="video.default">
  2804. <div class="elementor-widget-container">
  2805. <div class="elementor-wrapper elementor-open-inline">
  2806. <div class="elementor-video"></div> </div>
  2807. </div>
  2808. </div>
  2809. </div>
  2810. </div>
  2811. </div>
  2812. </section>
  2813. <section class="elementor-section elementor-top-section elementor-element elementor-element-1f6d777 elementor-section-full_width elementor-section-height-default elementor-section-height-default" data-id="1f6d777" data-element_type="section">
  2814. <div class="elementor-container elementor-column-gap-default">
  2815. <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-f3292d4" data-id="f3292d4" data-element_type="column">
  2816. <div class="elementor-widget-wrap elementor-element-populated">
  2817. <div class="elementor-element elementor-element-d5d8593 elementor-widget elementor-widget-text-editor" data-id="d5d8593" data-element_type="widget" data-widget_type="text-editor.default">
  2818. <div class="elementor-widget-container">
  2819. <p>To read more about decision-making in associations, see <a href="https://sequenceconsulting.com/nonprofit-strategy-start-stopping/">Nonprofit Strategy: 3 Signs Your NonprofitNeeds to Start Stopping</a>.</p> </div>
  2820. </div>
  2821. </div>
  2822. </div>
  2823. </div>
  2824. </section>
  2825. </div>
  2826. ]]></content:encoded>
  2830. </item>
  2831. <item>
  2832. <title>Future-Proof Your Membership: 10 Essential Steps for Success</title>
  2833. <link>https://sequenceconsulting.com/the-membership-of-the-future-2/</link>
  2835. <dc:creator><![CDATA[Chris Vaughan, PhD]]></dc:creator>
  2836. <pubDate>Sun, 22 May 2022 19:00:38 +0000</pubDate>
  2837. <category><![CDATA[Strategy]]></category>
  2838. <guid isPermaLink="false">https://sequenceconsulting.com/?p=2080</guid>
  2839.  
  2840. <description><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time: </span> <span class="rt-time">8</span> <span class="rt-label rt-postfix">minutes</span></span> Many of the lessons associations were forced to learn during the pandemic have relevance enduring beyond this past year. The expectations of organization members across the board have changed forever. ]]></description>
  2841. <content:encoded><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time: </span> <span class="rt-time">8</span> <span class="rt-label rt-postfix">minutes</span></span><img loading="lazy" decoding="async" width="1800" height="1200" src="https://sequenceconsulting.com/wp-content/uploads/2022/05/future-proof-your-membership-10-essential-steps-for-success.jpg" class="attachment-full size-full wp-post-image" alt="Future-Proof Membership: 10 Steps to Success" style="float:right; margin:0 0 10px 10px;" srcset="https://sequenceconsulting.com/wp-content/uploads/2022/05/future-proof-your-membership-10-essential-steps-for-success.jpg 1800w, https://sequenceconsulting.com/wp-content/uploads/2022/05/future-proof-your-membership-10-essential-steps-for-success-300x200.jpg 300w, https://sequenceconsulting.com/wp-content/uploads/2022/05/future-proof-your-membership-10-essential-steps-for-success-1024x683.jpg 1024w, https://sequenceconsulting.com/wp-content/uploads/2022/05/future-proof-your-membership-10-essential-steps-for-success-768x512.jpg 768w, https://sequenceconsulting.com/wp-content/uploads/2022/05/future-proof-your-membership-10-essential-steps-for-success-1536x1024.jpg 1536w" sizes="100vw" title="Future-Proof Your Membership: 10 Essential Steps for Success | Member Engagement and Retention"> <div data-elementor-type="wp-post" data-elementor-id="2080" class="elementor elementor-2080" data-elementor-post-type="post">
  2842. <section class="elementor-section elementor-top-section elementor-element elementor-element-7c5d30c elementor-section-full_width elementor-section-height-default elementor-section-height-default" data-id="7c5d30c" data-element_type="section">
  2843. <div class="elementor-container elementor-column-gap-default">
  2844. <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-0b5c92c" data-id="0b5c92c" data-element_type="column">
  2845. <div class="elementor-widget-wrap elementor-element-populated">
  2846. <div class="elementor-element elementor-element-70542d6 elementor-widget elementor-widget-text-editor" data-id="70542d6" data-element_type="widget" data-widget_type="text-editor.default">
  2847. <div class="elementor-widget-container">
  2848. <p>This report was originally published as<a href="https://sequenceconsulting.com/wp-content/uploads/2021/06/Sequence-Ten-Ways-to-Futureproof-Your-Membership-1.pdf"> Ten Ways to Futureproof Your Membership</a>.</p> </div>
  2849. </div>
  2850. <div class="elementor-element elementor-element-555c834 elementor-widget elementor-widget-heading" data-id="555c834" data-element_type="widget" data-widget_type="heading.default">
  2851. <div class="elementor-widget-container">
  2852. <h2 class="elementor-heading-title elementor-size-default">Are You Ready for the Membership of the Future?</h2> </div>
  2853. </div>
  2854. <div class="elementor-element elementor-element-22da0f2 elementor-widget elementor-widget-text-editor" data-id="22da0f2" data-element_type="widget" data-widget_type="text-editor.default">
  2855. <div class="elementor-widget-container">
  2856. <p>To say the year 2020 was unprecedented is an understatement of epic proportions. The COVID-19  pandemic created global upheaval and unexpected change for all companies and organizations.</p><p>Membership-driven associations were severely impacted. These organizations were forced to transform their time-tested, tradition-steeped member operations and launch new content, education, and meetings with unprecedented speed.</p><p>And now, with the end of the COVID-19 pandemic in sight, associations are asking how member expectations have changed. What can they learn from the often painful lessons of the pandemic? How can they integrate newfound entrepreneurial spirit into their culture and continue to innovate new member benefits and experiences?</p><p>We conducted research with top executives from leading organizations that navigated the pandemic experience successfully towards the membership of the future. Here is what we learned.</p> </div>
  2857. </div>
  2858. <section class="elementor-section elementor-inner-section elementor-element elementor-element-049b6b7 elementor-section-full_width elementor-section-height-default elementor-section-height-default" data-id="049b6b7" data-element_type="section" data-settings="{&quot;background_background&quot;:&quot;classic&quot;}">
  2859. <div class="elementor-container elementor-column-gap-default">
  2860. <div class="elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-d9d94e3" data-id="d9d94e3" data-element_type="column">
  2861. <div class="elementor-widget-wrap elementor-element-populated">
  2862. <div class="elementor-element elementor-element-a55d83f elementor-widget elementor-widget-image" data-id="a55d83f" data-element_type="widget" data-widget_type="image.default">
  2863. <div class="elementor-widget-container">
  2864. <img loading="lazy" decoding="async" width="210" height="240" src="https://sequenceconsulting.com/wp-content/uploads/2022/04/margaret-mueller-executives-club-of-chicago.jpg" class="attachment-large size-large wp-image-1911" alt="Margaret Mueller Executives Club Of Chicago" sizes="100vw" title="Future-Proof Your Membership: 10 Essential Steps for Success | Member Engagement and Retention"> </div>
  2865. </div>
  2866. </div>
  2867. </div>
  2868. <div class="elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-6895b31" data-id="6895b31" data-element_type="column">
  2869. <div class="elementor-widget-wrap elementor-element-populated">
  2870. <div class="elementor-element elementor-element-292f332 elementor-widget elementor-widget-text-editor" data-id="292f332" data-element_type="widget" data-widget_type="text-editor.default">
  2871. <div class="elementor-widget-container">
  2872. &#8220;We Launched an new and explosively popular program at eight in the morning a few times a week. During ‘Coffee and Connect,’ members share peer to peer advice, connecting with one another.” </div>
  2873. </div>
  2874. <div class="elementor-element elementor-element-03a0bf4 elementor-widget elementor-widget-text-editor" data-id="03a0bf4" data-element_type="widget" data-widget_type="text-editor.default">
  2875. <div class="elementor-widget-container">
  2876. <p><b>Margaret Meuller, PhD, CEO, Executives Club of Chicago</b></p> </div>
  2877. </div>
  2878. </div>
  2879. </div>
  2880. </div>
  2881. </section>
  2882. <div class="elementor-element elementor-element-a8fb6f1 elementor-widget elementor-widget-spacer" data-id="a8fb6f1" data-element_type="widget" data-widget_type="spacer.default">
  2883. <div class="elementor-widget-container">
  2884. <div class="elementor-spacer">
  2885. <div class="elementor-spacer-inner"></div>
  2886. </div>
  2887. </div>
  2888. </div>
  2889. <section class="elementor-section elementor-inner-section elementor-element elementor-element-2fc3dd5 elementor-section-full_width elementor-section-height-default elementor-section-height-default" data-id="2fc3dd5" data-element_type="section">
  2890. <div class="elementor-container elementor-column-gap-wide">
  2891. <div class="elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-f7783f0" data-id="f7783f0" data-element_type="column">
  2892. <div class="elementor-widget-wrap elementor-element-populated">
  2893. <div class="elementor-element elementor-element-3233cd5 elementor-widget elementor-widget-heading" data-id="3233cd5" data-element_type="widget" data-widget_type="heading.default">
  2894. <div class="elementor-widget-container">
  2895. <h3 class="elementor-heading-title elementor-size-default">Do Digital First</h3> </div>
  2896. </div>
  2897. <div class="elementor-element elementor-element-31d2435 elementor-widget elementor-widget-text-editor" data-id="31d2435" data-element_type="widget" data-widget_type="text-editor.default">
  2898. <div class="elementor-widget-container">
  2899. Adopt a digital-first mentality with visionary leaders who can deliver great member experience. </div>
  2900. </div>
  2901. <div class="elementor-element elementor-element-779eda3 elementor-widget elementor-widget-text-editor" data-id="779eda3" data-element_type="widget" data-widget_type="text-editor.default">
  2902. <div class="elementor-widget-container">
  2903. <p>The pandemic delivered the long-sought digital membership, but all the new digital engagement came at a high cost when the digital revolution came. Since the dawn of the Internet, associations have worked to improve digital engagement, striving for more web traffic, more email clicks, more video views, and more online forum discussions. However, with digital meetings and online education, members lost in-person interactions and a sense of community that had previously defined their experience.</p><p>Those who continue to treat the digital experience as a nice-to-have have already been left behind.</p><p>Membership organizations are sorting themselves into two classes: Leaders that are going all-in on the digital experience with new systems and content and laggards unable to overcome their system limitations and staff skill deficits.</p><p>Leaders recognize that their digital experience must be strategic now and prioritize the necessary and often painful changes. Real vision and strategic leadership are required to position an association to meet the escalating expectations of digital membership. Modern systems, updated staff skills, and agile processes are necessary to deliver the vision. Inevitably, leaders will need to re-evaluate their organizational design to meet the unique demands of a digital-first membership of the future.</p> </div>
  2904. </div>
  2905. </div>
  2906. </div>
  2907. <div class="elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-b63da09" data-id="b63da09" data-element_type="column">
  2908. <div class="elementor-widget-wrap elementor-element-populated">
  2909. <div class="elementor-element elementor-element-f8ef5e2 elementor-widget elementor-widget-heading" data-id="f8ef5e2" data-element_type="widget" data-widget_type="heading.default">
  2910. <div class="elementor-widget-container">
  2911. <h3 class="elementor-heading-title elementor-size-default">Crank Up The Content</h3> </div>
  2912. </div>
  2913. <div class="elementor-element elementor-element-b9d03e6 elementor-widget elementor-widget-text-editor" data-id="b9d03e6" data-element_type="widget" data-widget_type="text-editor.default">
  2914. <div class="elementor-widget-container">
  2915. Build an online publishing engine that can deliver high-speed, high-quality, high-volume content to members. </div>
  2916. </div>
  2917. <div class="elementor-element elementor-element-a831575 elementor-widget elementor-widget-text-editor" data-id="a831575" data-element_type="widget" data-widget_type="text-editor.default">
  2918. <div class="elementor-widget-container">
  2919. <p>Many organizations that prided themselves on peer-reviewed, committee-driven, printed publications with impeccable accuracy and prestige discovered that their content was ill-suited to members&#8217; needs for relevant information in the moment. The past year ushered in a new velocity of content production and member value many organizations previously considered impossible. It was accomplished by abandoning time-honored traditions and demolishing inefficient processes that added little value.</p><p>The best Associations did more than digitize their printed magazines and move committee meetings online; they made important changes to content development workflows and experimented with gate and paywall strategies. Many organizations leaned into their missions and opened valuable COVID information to the public. Some eliminated fee gates to valuable content such as annual meetings or journals. These efforts vastly increased awareness and engagement with an ultimate hope of growth for the membership of the future.</p><p>Now, associations must continue to deliver increased content volume and variety to meet their needs. Member expectations have been reset. They will have to rethink long-established paywall approaches and re-engineer their digital platforms and processes to operate differently.</p> </div>
  2920. </div>
  2921. </div>
  2922. </div>
  2923. </div>
  2924. </section>
  2925. <section class="elementor-section elementor-inner-section elementor-element elementor-element-9b431b1 elementor-section-full_width elementor-section-height-default elementor-section-height-default" data-id="9b431b1" data-element_type="section" data-settings="{&quot;background_background&quot;:&quot;classic&quot;}">
  2926. <div class="elementor-container elementor-column-gap-default">
  2927. <div class="elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-4a78d7e" data-id="4a78d7e" data-element_type="column">
  2928. <div class="elementor-widget-wrap elementor-element-populated">
  2929. <div class="elementor-element elementor-element-60870d9 elementor-widget elementor-widget-image" data-id="60870d9" data-element_type="widget" data-widget_type="image.default">
  2930. <div class="elementor-widget-container">
  2931. <img loading="lazy" decoding="async" width="200" height="200" src="https://sequenceconsulting.com/wp-content/uploads/2022/04/ian-king-apa.jpg" class="attachment-large size-large wp-image-1793" alt="Ian King Apa" srcset="https://sequenceconsulting.com/wp-content/uploads/2022/04/ian-king-apa.jpg 200w, https://sequenceconsulting.com/wp-content/uploads/2022/04/ian-king-apa-150x150.jpg 150w, https://sequenceconsulting.com/wp-content/uploads/2022/04/ian-king-apa-100x100.jpg 100w" sizes="100vw" title="Future-Proof Your Membership: 10 Essential Steps for Success | Member Engagement and Retention"> </div>
  2932. </div>
  2933. </div>
  2934. </div>
  2935. <div class="elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-1ab8b80" data-id="1ab8b80" data-element_type="column">
  2936. <div class="elementor-widget-wrap elementor-element-populated">
  2937. <div class="elementor-element elementor-element-b88293e elementor-widget elementor-widget-text-editor" data-id="b88293e" data-element_type="widget" data-widget_type="text-editor.default">
  2938. <div class="elementor-widget-container">
  2939. <p>“Standalone in-person meetings are a thing of the past. You’re going to need an online and in-person offering, and they will be differentiated in some way.”</p> </div>
  2940. </div>
  2941. <div class="elementor-element elementor-element-16aff16 elementor-widget elementor-widget-text-editor" data-id="16aff16" data-element_type="widget" data-widget_type="text-editor.default">
  2942. <div class="elementor-widget-container">
  2943. <p><strong>Ian King, Chief Membership Officer, American Psychological Association</strong></p> </div>
  2944. </div>
  2945. </div>
  2946. </div>
  2947. </div>
  2948. </section>
  2949. <div class="elementor-element elementor-element-ef32e2c elementor-widget elementor-widget-spacer" data-id="ef32e2c" data-element_type="widget" data-widget_type="spacer.default">
  2950. <div class="elementor-widget-container">
  2951. <div class="elementor-spacer">
  2952. <div class="elementor-spacer-inner"></div>
  2953. </div>
  2954. </div>
  2955. </div>
  2956. <section class="elementor-section elementor-inner-section elementor-element elementor-element-f5d0418 elementor-section-full_width elementor-section-height-default elementor-section-height-default" data-id="f5d0418" data-element_type="section">
  2957. <div class="elementor-container elementor-column-gap-wider">
  2958. <div class="elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-a95ba8e" data-id="a95ba8e" data-element_type="column">
  2959. <div class="elementor-widget-wrap elementor-element-populated">
  2960. <div class="elementor-element elementor-element-b90a8d8 elementor-widget elementor-widget-heading" data-id="b90a8d8" data-element_type="widget" data-widget_type="heading.default">
  2961. <div class="elementor-widget-container">
  2962. <h3 class="elementor-heading-title elementor-size-default">Embrace Your Scrappy Side</h3> </div>
  2963. </div>
  2964. <div class="elementor-element elementor-element-bbd1851 elementor-widget elementor-widget-text-editor" data-id="bbd1851" data-element_type="widget" data-widget_type="text-editor.default">
  2965. <div class="elementor-widget-container">
  2966. Create a culture of rapid deployment and experimentation through simple solutions that spark member engagement. </div>
  2967. </div>
  2968. <div class="elementor-element elementor-element-5d4a301 elementor-widget elementor-widget-text-editor" data-id="5d4a301" data-element_type="widget" data-widget_type="text-editor.default">
  2969. <div class="elementor-widget-container">
  2970. <p>Driven by the unprecedented pace of current events and a need to respond to unforeseen member demands, organizations turned to small-business commercial tools like Zoom or Eventbrite to deliver immediate member value. In addition, the COVID crisis pushed organizations to break the shackles of their long planning cycles, technology system limits, and bureaucratic management styles.</p><p>These technology solutions offer speed over structure with a low cost and learning curve for those associations with adaptable infrastructure. Organizations used these software solutions to deliver immediate and good-enough information in a good-enough format, “throwing things out there” and doubling down on the things that worked. This way of working was unthinkable before, but it has opened many Associations’ eyes to what’s possible and sparked their imagination about what they could do next in the membership of the future.</p><p>Understanding your members no longer requires comprehensive surveying and analysis. Test-and-learn approaches using simple tools empower membership leaders to try new ideas with little financial or reputational risk. This has opened the door for rapid-cycle innovation and accelerated member value for organizations that have embraced it.</p> </div>
  2971. </div>
  2972. </div>
  2973. </div>
  2974. <div class="elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-3cafab9" data-id="3cafab9" data-element_type="column">
  2975. <div class="elementor-widget-wrap elementor-element-populated">
  2976. <div class="elementor-element elementor-element-0fa8ffb elementor-widget elementor-widget-heading" data-id="0fa8ffb" data-element_type="widget" data-widget_type="heading.default">
  2977. <div class="elementor-widget-container">
  2978. <h3 class="elementor-heading-title elementor-size-default">What Is An Event Anyway?</h3> </div>
  2979. </div>
  2980. <div class="elementor-element elementor-element-6c72248 elementor-widget elementor-widget-text-editor" data-id="6c72248" data-element_type="widget" data-widget_type="text-editor.default">
  2981. <div class="elementor-widget-container">
  2982. Reinvent events without concern for traditions in order to grow membership through uniquely valuable digital experiences. </div>
  2983. </div>
  2984. <div class="elementor-element elementor-element-af5f26d elementor-widget elementor-widget-text-editor" data-id="af5f26d" data-element_type="widget" data-widget_type="text-editor.default">
  2985. <div class="elementor-widget-container">
  2986. <p>COVID quickly eliminated most organizations’ ability to hold large conferences. As the meetings were canceled, lost registration and sponsorship revenues compounded the Associations’ financial woes related to work-from-home expenses and softening membership renewals. A big conference’s reliable annual economic life ring disappeared nearly overnight for many organizations.</p><p>While some organizations create lackluster digital replicas of their traditional conferences, others looked to gather through technology in wholly new ways. The American Medical Association recognized they could secure top-tier event speakers freed from the need to travel commitments and reach a bigger audience and create more memorable experiences. The AMA hosted a nationwide medical school graduation ceremony online, with Dr. Anthony Fauci, past Surgeons General, and recognizable actors known for medical roles. More than a million people tuned in to watch.</p><p>More than any other association function, meetings will never be the same. Creating new digital events requires a creative mind and fluency with technology unhindered by the history of in-person conferences. Meeting planners traditionally lacked the digital expertise or project management skills necessary to produce a sizeable virtual event with a remote team. As a result, many meetings failed, with many more nearly failing. Associations would be wise to engage non-event experts to conceptualize new ideas and create unique and fun experiences for the membership of the future. </p> </div>
  2987. </div>
  2988. </div>
  2989. </div>
  2990. </div>
  2991. </section>
  2992. <div class="elementor-element elementor-element-1a7b651 elementor-widget elementor-widget-spacer" data-id="1a7b651" data-element_type="widget" data-widget_type="spacer.default">
  2993. <div class="elementor-widget-container">
  2994. <div class="elementor-spacer">
  2995. <div class="elementor-spacer-inner"></div>
  2996. </div>
  2997. </div>
  2998. </div>
  2999. <section class="elementor-section elementor-inner-section elementor-element elementor-element-f778d74 elementor-section-full_width elementor-section-height-default elementor-section-height-default" data-id="f778d74" data-element_type="section">
  3000. <div class="elementor-container elementor-column-gap-wider">
  3001. <div class="elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-90fe585" data-id="90fe585" data-element_type="column">
  3002. <div class="elementor-widget-wrap elementor-element-populated">
  3003. <div class="elementor-element elementor-element-032bba2 elementor-widget elementor-widget-heading" data-id="032bba2" data-element_type="widget" data-widget_type="heading.default">
  3004. <div class="elementor-widget-container">
  3005. <h3 class="elementor-heading-title elementor-size-default">Everyone Has a Strategy Until They Get Punched</h3> </div>
  3006. </div>
  3007. <div class="elementor-element elementor-element-aa7c931 elementor-widget elementor-widget-text-editor" data-id="aa7c931" data-element_type="widget" data-widget_type="text-editor.default">
  3008. <div class="elementor-widget-container">
  3009. Strategic planning is essential, but serving members in a crisis requires disaster preparation. </div>
  3010. </div>
  3011. <div class="elementor-element elementor-element-308883b elementor-widget elementor-widget-text-editor" data-id="308883b" data-element_type="widget" data-widget_type="text-editor.default">
  3012. <div class="elementor-widget-container">
  3013. <p>COVID was not part of any association’s five-year plans. Year after year, association boards engaged in strategic planning that carefully considered the competitive landscape, member needs, organization capabilities, and financial constraints, leading to detailed strategic plans. All organizations were forced to pivot and adapt, planning on the fly and replanning when the next thing hit.</p><p>The organizations that weathered the storm best kept their long-term goals firmly in view while shifting to a highly fluid planning style to drive business decisions on the ground. Is this the end of traditional strategic planning? Not necessarily. Some of the most successful strategies shifted to scenario plans: “If this thing happens, we will do that, and if another thing happens, we do something else.” Empowered with the ability to react rapidly and scale financial decisions, organizations learned the flexibility to survive and respond quickly to changing market conditions.</p><p>This style of leadership calls for changes in culture and organization. Volunteer Boards and other leaders must step back from tactical operations and refocus on outcomes. Organizations should implement and operationalize new strategic planning paradigms based on lessons learned from COVID, which allow for quick reaction time and rapid innovation while keeping long-term goals front and center. They will be more successful in good times and more prepared for the next crisis in the membership of the future.</p> </div>
  3014. </div>
  3015. </div>
  3016. </div>
  3017. <div class="elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-5e03f9c" data-id="5e03f9c" data-element_type="column">
  3018. <div class="elementor-widget-wrap elementor-element-populated">
  3019. <div class="elementor-element elementor-element-6df7084 elementor-widget elementor-widget-heading" data-id="6df7084" data-element_type="widget" data-widget_type="heading.default">
  3020. <div class="elementor-widget-container">
  3021. <h3 class="elementor-heading-title elementor-size-default">Keep Your Promise</h3> </div>
  3022. </div>
  3023. <div class="elementor-element elementor-element-1e16016 elementor-widget elementor-widget-text-editor" data-id="1e16016" data-element_type="widget" data-widget_type="text-editor.default">
  3024. <div class="elementor-widget-container">
  3025. During confusing times with member needs changing, following your purpose may be all the strategy you need. </div>
  3026. </div>
  3027. <div class="elementor-element elementor-element-1f22c61 elementor-widget elementor-widget-text-editor" data-id="1f22c61" data-element_type="widget" data-widget_type="text-editor.default">
  3028. <div class="elementor-widget-container">
  3029. <p>The pandemic presented organizations with myriad decisions that had to be made in the moment, surrounded by chaos and uncertainty. Forced to abandon their drawn-out deliberative decision processes, successful associations doubled down on their purpose.</p><p>Your purpose is not the mission statement. It is who you are for and how you serve them. In business terminology, it is your Brand Strategy. It is the promise you make to your audience about who you will be for them. Every association has a mission and vision. Unfortunately, very few think seriously about their brand promise. Crucially, the successful leaders we spoke to had invested deeply in their brand strategies before COVID hit, which made all the difference. Their promise became the decision lens  &#8212; the stake in the ground for the organization to rally around.</p><p>Associations need to define and embrace their brand promise in the new membership of the future and align all their efforts to it. A saving grace in bad times is their competitive advantage in good times.</p> </div>
  3030. </div>
  3031. </div>
  3032. </div>
  3033. </div>
  3034. </section>
  3035. <section class="elementor-section elementor-inner-section elementor-element elementor-element-67837de elementor-section-full_width elementor-section-height-default elementor-section-height-default" data-id="67837de" data-element_type="section" data-settings="{&quot;background_background&quot;:&quot;classic&quot;}">
  3036. <div class="elementor-container elementor-column-gap-default">
  3037. <div class="elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-c3816bb" data-id="c3816bb" data-element_type="column">
  3038. <div class="elementor-widget-wrap elementor-element-populated">
  3039. <div class="elementor-element elementor-element-586f49f elementor-widget elementor-widget-image" data-id="586f49f" data-element_type="widget" data-widget_type="image.default">
  3040. <div class="elementor-widget-container">
  3041. <img loading="lazy" decoding="async" width="210" height="240" src="https://sequenceconsulting.com/wp-content/uploads/2022/04/margaret-mueller-executives-club-of-chicago.jpg" class="attachment-large size-large wp-image-1911" alt="Margaret Mueller Executives Club Of Chicago" sizes="100vw" title="Future-Proof Your Membership: 10 Essential Steps for Success | Member Engagement and Retention"> </div>
  3042. </div>
  3043. </div>
  3044. </div>
  3045. <div class="elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-ae38ce6" data-id="ae38ce6" data-element_type="column">
  3046. <div class="elementor-widget-wrap elementor-element-populated">
  3047. <div class="elementor-element elementor-element-1163adc elementor-widget elementor-widget-text-editor" data-id="1163adc" data-element_type="widget" data-widget_type="text-editor.default">
  3048. <div class="elementor-widget-container">
  3049. <p>&#8220;We launched a new and explosively popular program at eight in the morning a few times a week. During ‘Coffee and Connect,’ members share peer-to-peer advice, connecting with one another.”</p> </div>
  3050. </div>
  3051. <div class="elementor-element elementor-element-ac983a2 elementor-widget elementor-widget-text-editor" data-id="ac983a2" data-element_type="widget" data-widget_type="text-editor.default">
  3052. <div class="elementor-widget-container">
  3053. <p><b>Margaret Meuller, PhD, CEO, Executives Club of Chicago</b></p> </div>
  3054. </div>
  3055. </div>
  3056. </div>
  3057. </div>
  3058. </section>
  3059. <div class="elementor-element elementor-element-d3811c3 elementor-widget elementor-widget-spacer" data-id="d3811c3" data-element_type="widget" data-widget_type="spacer.default">
  3060. <div class="elementor-widget-container">
  3061. <div class="elementor-spacer">
  3062. <div class="elementor-spacer-inner"></div>
  3063. </div>
  3064. </div>
  3065. </div>
  3066. <section class="elementor-section elementor-inner-section elementor-element elementor-element-1ca9fe1 elementor-section-full_width elementor-section-height-default elementor-section-height-default" data-id="1ca9fe1" data-element_type="section">
  3067. <div class="elementor-container elementor-column-gap-wider">
  3068. <div class="elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-a0f2df7" data-id="a0f2df7" data-element_type="column">
  3069. <div class="elementor-widget-wrap elementor-element-populated">
  3070. <div class="elementor-element elementor-element-fcc5d52 elementor-widget elementor-widget-heading" data-id="fcc5d52" data-element_type="widget" data-widget_type="heading.default">
  3071. <div class="elementor-widget-container">
  3072. <h3 class="elementor-heading-title elementor-size-default">Let No Good Crisis Go To Waste<br></h3> </div>
  3073. </div>
  3074. <div class="elementor-element elementor-element-0501467 elementor-widget elementor-widget-text-editor" data-id="0501467" data-element_type="widget" data-widget_type="text-editor.default">
  3075. <div class="elementor-widget-container">
  3076. Drive future membership changes under the protection of chaos with reduced opposition and lower cost of failure. </div>
  3077. </div>
  3078. <div class="elementor-element elementor-element-181067b elementor-widget elementor-widget-text-editor" data-id="181067b" data-element_type="widget" data-widget_type="text-editor.default">
  3079. <div class="elementor-widget-container">
  3080. <p>The COVID crisis led to many wrong turns and failed projects&#8211;and all was forgiven. New ways of doing nearly everything were necessary, and organizations found themselves working in ways and delivering things they never thought possible before. Decisions got made faster. Innovation happened. Mistakes were forgiven. Pent-up demand for change was unleashed. Crisis flings open a window for change—a brief burst of energy and possibility that soon closes and reverts to old ways. The best organizations know this and have moved quickly not only to push change through but to build structures that will keep the changes in place long-term.</p><p>Organizations that would never consider virtual events or, God forbid, virtual Board meetings now do them routinely. Events that took years to organize now come together in weeks. Business units that worked happily in silos for decades collaborate daily. Offerings for members that would have never seen daylight because they might fail launch almost overnight. They work or don’t, and the failures count as learnings.</p><p>Now is the time to experiment with the membership of the future, while the window is still open and move quickly to protect your success. Try new communication channels, new content, and new formats. Pilot the ideas that get rejected year after year. Find inspiration from other industries and adapt them to your association. You may never have this chance again.</p> </div>
  3081. </div>
  3082. </div>
  3083. </div>
  3084. <div class="elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-eb19761" data-id="eb19761" data-element_type="column">
  3085. <div class="elementor-widget-wrap elementor-element-populated">
  3086. <div class="elementor-element elementor-element-8c31000 elementor-widget elementor-widget-heading" data-id="8c31000" data-element_type="widget" data-widget_type="heading.default">
  3087. <div class="elementor-widget-container">
  3088. <h3 class="elementor-heading-title elementor-size-default">Build Capabilities and Outcomes Will Follow</h3> </div>
  3089. </div>
  3090. <div class="elementor-element elementor-element-a0794ae elementor-widget elementor-widget-text-editor" data-id="a0794ae" data-element_type="widget" data-widget_type="text-editor.default">
  3091. <div class="elementor-widget-container">
  3092. Meeting the new expectations of the membership of the future will require a bevy of new capabilities requiring investment and nurture. </div>
  3093. </div>
  3094. <div class="elementor-element elementor-element-9ae6ab2 elementor-widget elementor-widget-text-editor" data-id="9ae6ab2" data-element_type="widget" data-widget_type="text-editor.default">
  3095. <div class="elementor-widget-container">
  3096. <p>COVID exposed shortcomings in most associations. Organizations were ill-equipped and well behind the commercial curve, from meetings to content publishing to strategic planning. While many associations have discovered new ways to make do temporarily, they lack the advanced digital skills and capabilities for permanent pivots that this moment requires.</p><p>The associations that fared the best in the crisis had already invested in the right skills, technologies, capabilities, and strategies and only had to turn up the volume. Content creation, digital publishing, virtual events, e-commerce, and brand strategy proved crucial capabilities. They remain so today. One of the most important lessons of the COVID crisis is that we cannot predict events or outcomes. However, we can build the organizational brains and muscles to position ourselves to succeed, come what may.</p><p>The pandemic creates a short window to make broad changes with fewer organizational resisters. Organizations should unflinchingly evaluate their capabilities in light of the new reality they live in and make the necessary investments to fill their gaps and build on their strengths. Clear-eyed assessment and intelligent bets in the right places will allow you to seize this rare moment and win the next one for the membership of the future.</p> </div>
  3097. </div>
  3098. </div>
  3099. </div>
  3100. </div>
  3101. </section>
  3102. </div>
  3103. </div>
  3104. </div>
  3105. </section>
  3106. <section class="elementor-section elementor-top-section elementor-element elementor-element-a63edac elementor-section-full_width elementor-section-height-default elementor-section-height-default" data-id="a63edac" data-element_type="section">
  3107. <div class="elementor-container elementor-column-gap-default">
  3108. <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-6695c10" data-id="6695c10" data-element_type="column">
  3109. <div class="elementor-widget-wrap elementor-element-populated">
  3110. <div class="elementor-element elementor-element-7980c7e elementor-widget elementor-widget-spacer" data-id="7980c7e" data-element_type="widget" data-widget_type="spacer.default">
  3111. <div class="elementor-widget-container">
  3112. <div class="elementor-spacer">
  3113. <div class="elementor-spacer-inner"></div>
  3114. </div>
  3115. </div>
  3116. </div>
  3117. </div>
  3118. </div>
  3119. </div>
  3120. </section>
  3121. </div>
  3122. ]]></content:encoded>
  3126. </item>
  3127. <item>
  3128. <title>Breaking Ground: United Way&#8217;s Simplified Approach to Association Innovation</title>
  3129. <link>https://sequenceconsulting.com/innovation-in-associations-make-it-easy/</link>
  3131. <dc:creator><![CDATA[Chris Vaughan, PhD]]></dc:creator>
  3132. <pubDate>Thu, 30 Jun 2022 18:19:30 +0000</pubDate>
  3133. <category><![CDATA[Interviews]]></category>
  3134. <guid isPermaLink="false">https://sequenceconsulting.com/?p=2183</guid>
  3135.  
  3136. <description><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time: </span> <span class="rt-time">3</span> <span class="rt-label rt-postfix">minutes</span></span> Socrates called himself the “midwife of ideas.” Since he knew nothing, his work was to help bring out the truths locked up in others. This learning method is fine for philosophy, but what about for business? Does this attitude work to bring out good ideas and drive innovation in the context of an organization?]]></description>
  3137. <content:encoded><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time: </span> <span class="rt-time">3</span> <span class="rt-label rt-postfix">minutes</span></span><img loading="lazy" decoding="async" width="2000" height="1333" src="https://sequenceconsulting.com/wp-content/uploads/2022/06/breaking-ground-united-way-simplified-approach-to-association-innovation.jpeg" class="attachment-full size-full wp-post-image" alt="Breaking Ground United Way Simplified Approach To Association Innovation" style="float:right; margin:0 0 10px 10px;" srcset="https://sequenceconsulting.com/wp-content/uploads/2022/06/breaking-ground-united-way-simplified-approach-to-association-innovation.jpeg 2000w, https://sequenceconsulting.com/wp-content/uploads/2022/06/breaking-ground-united-way-simplified-approach-to-association-innovation-300x200.jpeg 300w, https://sequenceconsulting.com/wp-content/uploads/2022/06/breaking-ground-united-way-simplified-approach-to-association-innovation-1024x682.jpeg 1024w, https://sequenceconsulting.com/wp-content/uploads/2022/06/breaking-ground-united-way-simplified-approach-to-association-innovation-768x512.jpeg 768w, https://sequenceconsulting.com/wp-content/uploads/2022/06/breaking-ground-united-way-simplified-approach-to-association-innovation-1536x1024.jpeg 1536w" sizes="100vw" title="Breaking Ground: United Way&#039;s Simplified Approach to Association Innovation | Member Engagement and Retention"> <div data-elementor-type="wp-post" data-elementor-id="2183" class="elementor elementor-2183" data-elementor-post-type="post">
  3138. <section class="elementor-section elementor-top-section elementor-element elementor-element-bf63fc6 elementor-section-full_width elementor-section-height-default elementor-section-height-default" data-id="bf63fc6" data-element_type="section">
  3139. <div class="elementor-container elementor-column-gap-default">
  3140. <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-d278ff5" data-id="d278ff5" data-element_type="column">
  3141. <div class="elementor-widget-wrap elementor-element-populated">
  3142. <div class="elementor-element elementor-element-038f5d3 elementor-widget elementor-widget-heading" data-id="038f5d3" data-element_type="widget" data-widget_type="heading.default">
  3143. <div class="elementor-widget-container">
  3144. <h2 class="elementor-heading-title elementor-size-default">Make Innovation in Associations Easy</h2> </div>
  3145. </div>
  3146. </div>
  3147. </div>
  3148. </div>
  3149. </section>
  3150. <section class="elementor-section elementor-top-section elementor-element elementor-element-476148a elementor-section-full_width elementor-section-height-default elementor-section-height-default" data-id="476148a" data-element_type="section">
  3151. <div class="elementor-container elementor-column-gap-default">
  3152. <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-032ef1f" data-id="032ef1f" data-element_type="column">
  3153. <div class="elementor-widget-wrap elementor-element-populated">
  3154. <div class="elementor-element elementor-element-9a2f9b9 elementor-widget elementor-widget-text-editor" data-id="9a2f9b9" data-element_type="widget" data-widget_type="text-editor.default">
  3155. <div class="elementor-widget-container">
  3156. <p>Socrates called himself the “midwife of ideas.” Since he knew nothing, his work was to help bring out the truths locked up in others. This learning method is fine for philosophy, but what about for business? Does this attitude work to bring out good ideas and drive innovation in the context of an organization?</p><p>I spoke with <a href="https://www.linkedin.com/in/edwingoutier/" target="_blank" rel="noopener">Edwin Goutier</a>, Vice President of Innovation for <a href="https://www.unitedway.org/" target="_blank" rel="noopener">United Way Worldwide</a> about that. United Way is a far-flung organization with a network of more than 1,800 independent United Ways worldwide. They work to improve people’s lives by mobilizing the catalytic power of communities. It is not a single-issue organization or even a single organization at all. </p><p>Innovation poses challenges for United Way, which any large, highly distributed organization can relate to.</p> </div>
  3157. </div>
  3158. <div class="elementor-element elementor-element-7a84af5 elementor-widget elementor-widget-heading" data-id="7a84af5" data-element_type="widget" data-widget_type="heading.default">
  3159. <div class="elementor-widget-container">
  3160. <h2 class="elementor-heading-title elementor-size-default">Equipping Innovation</h2> </div>
  3161. </div>
  3162. </div>
  3163. </div>
  3164. </div>
  3165. </section>
  3166. <section class="elementor-section elementor-top-section elementor-element elementor-element-0dd51d4 elementor-section-full_width elementor-section-height-default elementor-section-height-default" data-id="0dd51d4" data-element_type="section">
  3167. <div class="elementor-container elementor-column-gap-default">
  3168. <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-bd665b0" data-id="bd665b0" data-element_type="column">
  3169. <div class="elementor-widget-wrap elementor-element-populated">
  3170. <div class="elementor-element elementor-element-30d6b12 elementor-widget elementor-widget-text-editor" data-id="30d6b12" data-element_type="widget" data-widget_type="text-editor.default">
  3171. <div class="elementor-widget-container">
  3172. <p>Edwin’s team does not focus on being the most creative themselves to drive innovation. Instead, they focus on equipping innovators across the network with the tools they need to succeed and spread the wealth of their knowledge across their communities. They give them the necessary tools, space, and resources to create relevant innovation for their communities. </p><p>They are constantly exploring new technology and ensuring United Way is aware of what could come next—keeping a keen eye on the value we can create in our communities and having a foot in the future. He is rarely the person who’s coming up with the idea. He says he is “constantly just stealing great ideas from others and trying my best to give them credit.”</p><p>Their “Moon Shot” project is a prime example of this idea in action. This project is helping local United Ways share data with their nonprofit partners. It seeks to build a 360-degree view of donors’ interests and those of the people United Way serves. It’s creating a comprehensive picture of the resources that they need in the community to produce the results the community itself wants to see. </p><p>United Way can use this knowledge to highlight the needs they haven’t met yet and to begin to understand what their jumping-off point for further innovation may be. Edwin’s team facilitated the funding and infrastructure for the United Ways bringing this framework to their communities.</p> </div>
  3173. </div>
  3174. <div class="elementor-element elementor-element-9630be7 elementor-widget elementor-widget-heading" data-id="9630be7" data-element_type="widget" data-widget_type="heading.default">
  3175. <div class="elementor-widget-container">
  3176. <h2 class="elementor-heading-title elementor-size-default">Innovation As Facilitation</h2> </div>
  3177. </div>
  3178. <div class="elementor-element elementor-element-c3ae5c7 elementor-widget elementor-widget-text-editor" data-id="c3ae5c7" data-element_type="widget" data-widget_type="text-editor.default">
  3179. <div class="elementor-widget-container">
  3180. <p>He sees his innovation team as facilitators. He points out that the root of “facilitate” is facile, which means easy. His team makes it easier for people to be innovative. They break down cultural barriers where the risk of being wrong appears detrimental to someone’s career. They provide platforms where people can launch their ideas into a public space. They ask how innovators in the United Way world could do things differently. </p><p>Innovation in associations should be easy. It should work alongside the resources and networks you already have to produce results that will expand on the value already delivered by your organizational capital.</p> </div>
  3181. </div>
  3182. <div class="elementor-element elementor-element-f939667 elementor-widget elementor-widget-heading" data-id="f939667" data-element_type="widget" data-widget_type="heading.default">
  3183. <div class="elementor-widget-container">
  3184. <h2 class="elementor-heading-title elementor-size-default">Prioritizing Innovation In Associations</h2> </div>
  3185. </div>
  3186. <div class="elementor-element elementor-element-f11129c elementor-widget elementor-widget-text-editor" data-id="f11129c" data-element_type="widget" data-widget_type="text-editor.default">
  3187. <div class="elementor-widget-container">
  3188. <p>Prioritization is key. Edwin’s approach to innovation in associations starts with the customer and focuses on the user experience as a prioritizing lens. Experience is concrete and a focal point for all stakeholders. Even when it is hard. Change happens from the inside out. To facilitate change that will speak to the customer, you must first understand where the customer is coming from and how they define value in their relationship with your organization.</p><p>United Way is unique in its ability to collaborate and navigate competing interests to serve the greater good. There is a lot to learn from how innovation happens in that environment.</p> </div>
  3189. </div>
  3190. <div class="elementor-element elementor-element-c4cf20d elementor-widget elementor-widget-text-editor" data-id="c4cf20d" data-element_type="widget" data-widget_type="text-editor.default">
  3191. <div class="elementor-widget-container">
  3192. To learn more, listen to our conversation here:
  3193. </div>
  3194. </div>
  3195. </div>
  3196. </div>
  3197. </div>
  3198. </section>
  3199. <section class="elementor-section elementor-top-section elementor-element elementor-element-dfba12d elementor-section-full_width elementor-section-height-default elementor-section-height-default" data-id="dfba12d" data-element_type="section">
  3200. <div class="elementor-container elementor-column-gap-default">
  3201. <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1d57cad" data-id="1d57cad" data-element_type="column">
  3202. <div class="elementor-widget-wrap elementor-element-populated">
  3203. <div class="elementor-element elementor-element-bc0eb25 elementor-widget elementor-widget-video" data-id="bc0eb25" data-element_type="widget" data-settings="{&quot;youtube_url&quot;:&quot;https:\/\/youtu.be\/QUdvAH_PdC8&quot;,&quot;video_type&quot;:&quot;youtube&quot;,&quot;controls&quot;:&quot;yes&quot;}" data-widget_type="video.default">
  3204. <div class="elementor-widget-container">
  3205. <div class="elementor-wrapper elementor-open-inline">
  3206. <div class="elementor-video"></div> </div>
  3207. </div>
  3208. </div>
  3209. <div class="elementor-element elementor-element-ae96fbc elementor-widget elementor-widget-text-editor" data-id="ae96fbc" data-element_type="widget" data-widget_type="text-editor.default">
  3210. <div class="elementor-widget-container">
  3211. <p>For more on Innovation in Assocations see:  <a href="https://sequenceconsulting.com/3-ways-your-nonprofit-organization-can-make-intentional-choices-in-uncertain-times/">The Two Best Practices for Innovation in Times of Crisis</a></p> </div>
  3212. </div>
  3213. </div>
  3214. </div>
  3215. </div>
  3216. </section>
  3217. </div>
  3218. ]]></content:encoded>
  3222. </item>
  3223. <item>
  3224. <title>Membership of the Future: 4 Key Insights You Must Know Today</title>
  3225. <link>https://sequenceconsulting.com/the-membership-of-the-future/</link>
  3227. <dc:creator><![CDATA[Chris Vaughan, PhD]]></dc:creator>
  3228. <pubDate>Sun, 10 Apr 2022 16:01:25 +0000</pubDate>
  3229. <category><![CDATA[Strategy]]></category>
  3230. <guid isPermaLink="false">https://sequenceconsulting.com/?p=1826</guid>
  3231.  
  3232. <description><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time: </span> <span class="rt-time">3</span> <span class="rt-label rt-postfix">minutes</span></span> The events that unfolded over 2020 and 2021 have brought about extraordinary change for organizations in nearly every industry. Associations, in particular, had to adapt quickly, assess old ways of doing things.]]></description>
  3233. <content:encoded><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time: </span> <span class="rt-time">3</span> <span class="rt-label rt-postfix">minutes</span></span><img loading="lazy" decoding="async" width="2048" height="1367" src="https://sequenceconsulting.com/wp-content/uploads/2022/04/unveiling-the-future-of-membership-4-key-insights-you-need.jpg" class="attachment-full size-full wp-post-image" alt="Unveiling the Future of Membership: 4 Insightful Key Points to Know" style="float:right; margin:0 0 10px 10px;" srcset="https://sequenceconsulting.com/wp-content/uploads/2022/04/unveiling-the-future-of-membership-4-key-insights-you-need.jpg 2048w, https://sequenceconsulting.com/wp-content/uploads/2022/04/unveiling-the-future-of-membership-4-key-insights-you-need-300x200.jpg 300w, https://sequenceconsulting.com/wp-content/uploads/2022/04/unveiling-the-future-of-membership-4-key-insights-you-need-1024x684.jpg 1024w, https://sequenceconsulting.com/wp-content/uploads/2022/04/unveiling-the-future-of-membership-4-key-insights-you-need-768x513.jpg 768w, https://sequenceconsulting.com/wp-content/uploads/2022/04/unveiling-the-future-of-membership-4-key-insights-you-need-1536x1025.jpg 1536w, https://sequenceconsulting.com/wp-content/uploads/2022/04/unveiling-the-future-of-membership-4-key-insights-you-need-2048x1367.jpg 1798w" sizes="100vw" title="Membership of the Future: 4 Key Insights You Must Know Today | Member Engagement and Retention"> <div data-elementor-type="wp-post" data-elementor-id="1826" class="elementor elementor-1826" data-elementor-post-type="post">
  3234. <section class="elementor-section elementor-top-section elementor-element elementor-element-3f6356b elementor-section-full_width elementor-section-height-default elementor-section-height-default" data-id="3f6356b" data-element_type="section">
  3235. <div class="elementor-container elementor-column-gap-default">
  3236. <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-b818341" data-id="b818341" data-element_type="column">
  3237. <div class="elementor-widget-wrap elementor-element-populated">
  3238. <div class="elementor-element elementor-element-808aed3 elementor-widget elementor-widget-text-editor" data-id="808aed3" data-element_type="widget" data-widget_type="text-editor.default">
  3239. <div class="elementor-widget-container">
  3240. <p>This article was originally published in Associations NOW as <a href="https://www.asaecenter.org/resources/articles/an_plus/2021/august/top-takeaways-on-how-membership-will-survive-the-great-reset" target="_blank" rel="noopener">Top Takeaways on How Membership Will Survive the Great Reset</a>.</p> </div>
  3241. </div>
  3242. <div class="elementor-element elementor-element-64723dc elementor-widget elementor-widget-heading" data-id="64723dc" data-element_type="widget" data-widget_type="heading.default">
  3243. <div class="elementor-widget-container">
  3244. <h2 class="elementor-heading-title elementor-size-default">4 Top Takeaways On the Membership of The Future</h2> </div>
  3245. </div>
  3246. <div class="elementor-element elementor-element-23c3480 elementor-widget elementor-widget-text-editor" data-id="23c3480" data-element_type="widget" data-widget_type="text-editor.default">
  3247. <div class="elementor-widget-container">
  3248. <p>The events that unfolded over the last few years have brought about extraordinary change for organizations in nearly every industry. Associations, in particular, had to adapt quickly, assess old ways of doing things, and determine the best path forward while keeping up with evolving member expectations. The lessons associations learned in crisis will guide the next steps.</p>
  3249. <p>Our latest report, <a href="https://sequenceconsulting.com/the-membership-of-the-future-2/">10 Ways to Futureproof Your Membership,</a> draws on research conducted with senior leaders of successful associations to highlight the changes you can make today to best prepare for the membership of the future.</p> </div>
  3250. </div>
  3251. <div class="elementor-element elementor-element-b0c6042 elementor-widget elementor-widget-heading" data-id="b0c6042" data-element_type="widget" data-widget_type="heading.default">
  3252. <div class="elementor-widget-container">
  3253. <h3 class="elementor-heading-title elementor-size-default">Crank Up The Content</h3> </div>
  3254. </div>
  3255. <div class="elementor-element elementor-element-3eb2c13 elementor-widget elementor-widget-text-editor" data-id="3eb2c13" data-element_type="widget" data-widget_type="text-editor.default">
  3256. <div class="elementor-widget-container">
  3257. <p><b>Speed up your cycle.</b> Are you publishing engaging new content daily? It’s important to deliver content that adds value to your members every day.</p><p><b> Reboot your process. </b> If your content and communications process cannot work at that pace and scale, get a new one. Out with the old and in with the new—go digital with content.</p><p><b> Repurpose, repackage, recycle.</b> Reformat long-form reports, huge PDFs, event content, and other resources into more digestible content.</p><p><b> Let your members create it for you. </b>User-generated content can be some of the most meaningful content you can get. Think beyond guest blogs to other formats and channels to give your members the stage. For example, member-hosted forums (online or hybrid) or member-created video and photography.</p> </div>
  3258. </div>
  3259. <div class="elementor-element elementor-element-8806fac elementor-widget elementor-widget-text-editor" data-id="8806fac" data-element_type="widget" data-widget_type="text-editor.default">
  3260. <div class="elementor-widget-container">
  3261. <p>&#8220;Putting a stake in the ground and marking clear organizational boundaries and goals that the entire organization can rally around will change the game.&#8221;</p> </div>
  3262. </div>
  3263. <div class="elementor-element elementor-element-ed522fd elementor-widget elementor-widget-heading" data-id="ed522fd" data-element_type="widget" data-widget_type="heading.default">
  3264. <div class="elementor-widget-container">
  3265. <h3 class="elementor-heading-title elementor-size-default">Create Member-to-Member Experiences</h3> </div>
  3266. </div>
  3267. <div class="elementor-element elementor-element-7926c20 elementor-widget elementor-widget-text-editor" data-id="7926c20" data-element_type="widget" data-widget_type="text-editor.default">
  3268. <div class="elementor-widget-container">
  3269. <p><b>Do it small but often.</b> Frequent—even weekly—small group, member-driven interactions have proven to be some of the most valuable things associations can do. The Executives Club of Chicago hosts an informal virtual “Coffee and Connect” for members weekly.</p><p><b>Present less, discuss more.</b> The most successful formats now keep the presentation time to a minimum and maximize time for genuine discussion. The American Psychological Association has landed on a winning format of 10 minutes of expert presentation with 30 minutes for open discussion.</p><p><b>Create spaces to connect. </b>What many people love most about membership is the impromptu conversations that happen between scripted content and events. Members will create connections themselves if you create inviting spaces for them. Monthly discussion sessions for groups of like-minded members, private social media channels you provide that members can create for themselves, and small, in-person local gatherings that build on your annual event themes are all excellent examples of how this is being done today.</p> </div>
  3270. </div>
  3271. <div class="elementor-element elementor-element-7ec39f1 elementor-widget elementor-widget-heading" data-id="7ec39f1" data-element_type="widget" data-widget_type="heading.default">
  3272. <div class="elementor-widget-container">
  3273. <span class="elementor-heading-title elementor-size-default">Keep Your Promise</span> </div>
  3274. </div>
  3275. <div class="elementor-element elementor-element-b085a1a elementor-widget elementor-widget-text-editor" data-id="b085a1a" data-element_type="widget" data-widget_type="text-editor.default">
  3276. <div class="elementor-widget-container">
  3277. <p><b>Lead with brand strategy. </b>A brand strategy is not a vision or mission statement, and it is not a logo or tagline. It is a deeply felt promise about who you are, how you show up in the world, and a solid plan for how you will live it.</p><p><b>Stake your claim. </b>Putting a stake in the ground and marking clear organizational boundaries and goals that the entire organization can rally around will change the game. Name your purpose and stick to it, especially when times get tough.</p><p><b>Walk the talk. </b>Your mission statement might only live on your website, but your purpose should shine through in everything you do.</p> </div>
  3278. </div>
  3279. <div class="elementor-element elementor-element-611acf6 elementor-widget elementor-widget-heading" data-id="611acf6" data-element_type="widget" data-widget_type="heading.default">
  3280. <div class="elementor-widget-container">
  3281. <h4 class="elementor-heading-title elementor-size-default">Build Capabilities and the Outcomes Will Follow</h4> </div>
  3282. </div>
  3283. <div class="elementor-element elementor-element-08ac3de elementor-widget elementor-widget-text-editor" data-id="08ac3de" data-element_type="widget" data-widget_type="text-editor.default">
  3284. <div class="elementor-widget-container">
  3285. <p><b> Get real.</b> In each of the areas above, do you have what it takes to execute at the highest level? When the next massive disruption comes, will you be able to adapt? Be honest about where you have gaps and get serious about the necessary investments you should make for the membership of the future.</p><p><b>Prioritize capabilities over outcomes. </b>This sounds like a break from the traditional “goals and metrics” approach to planning (which still has a place). Organizations that had invested in first-class systems and processes before the crisis found themselves innovating in ways they never thought of and achieving outcomes they could not have hoped for.</p><p><b>One lesson we have all learned is:</b> Expect the unexpected. It will not always be a health crisis, but the pace and scale of disruptive events will only accelerate. The most forward-looking organizations think through all the possible scenarios as their primary strategic planning process. The traditional five-year plan has become a directional “north star.” Proactively anticipating disruptions builds agility and financial stability at the same time. As we learned the hard way, the key to survival in the future is agility and responsiveness.</p> </div>
  3286. </div>
  3287. <div class="elementor-element elementor-element-d9f79a1 elementor-widget elementor-widget-text-editor" data-id="d9f79a1" data-element_type="widget" data-widget_type="text-editor.default">
  3288. <div class="elementor-widget-container">
  3289. <p>To learn more about exploring the future of membership, read our complete report, <a href="https://sequenceconsulting.com/the-membership-of-the-future-2/">10 Ways to Get Ready for the Membership of the  Future Now.</a></p> </div>
  3290. </div>
  3291. </div>
  3292. </div>
  3293. </div>
  3294. </section>
  3295. </div>
  3296. ]]></content:encoded>
  3300. </item>
  3301. <item>
  3302. <title>From Mediocre to Memorable: Elevate Your Nonprofit&#8217;s Brand with These 3 Steps</title>
  3303. <link>https://sequenceconsulting.com/3-steps-to-great-nonprofit-brand-strategy/</link>
  3305. <dc:creator><![CDATA[Chris Vaughan, PhD]]></dc:creator>
  3306. <pubDate>Sun, 10 Apr 2022 16:08:07 +0000</pubDate>
  3307. <category><![CDATA[Member Growth]]></category>
  3308. <guid isPermaLink="false">https://sequenceconsulting.com/?p=1830</guid>
  3309.  
  3310. <description><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time: </span> <span class="rt-time">3</span> <span class="rt-label rt-postfix">minutes</span></span> It is not just a mission or vision. A nonprofit brand strategy is how your organization shows up in the world, and how you want existing and potential members to see and feel about you. It is a promise about who you will be to them, and a promise they expect you to fulfill. ]]></description>
  3311. <content:encoded><![CDATA[<p><span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time: </span> <span class="rt-time">3</span> <span class="rt-label rt-postfix">minutes</span></span><img loading="lazy" decoding="async" width="640" height="427" src="https://sequenceconsulting.com/wp-content/uploads/2022/04/from-mediocre-to-memorable-elevate-your-nonprofit-brand-with-these-3-steps.jpeg" class="attachment-full size-full wp-post-image" alt="Elevate Your Nonprofit Brand: 3 Steps to Memorable Success" style="float:right; margin:0 0 10px 10px;" srcset="https://sequenceconsulting.com/wp-content/uploads/2022/04/from-mediocre-to-memorable-elevate-your-nonprofit-brand-with-these-3-steps.jpeg 640w, https://sequenceconsulting.com/wp-content/uploads/2022/04/from-mediocre-to-memorable-elevate-your-nonprofit-brand-with-these-3-steps-300x200.jpeg 300w" sizes="100vw" title="From Mediocre to Memorable: Elevate Your Nonprofit&#039;s Brand with These 3 Steps | Member Engagement and Retention"></p>
  3312. <h2>Think Fast: What is Your Nonprofit Brand Strategy?</h2>
  3313. <p>It is not just a mission or vision. A nonprofit brand strategy is how your organization shows up in the world, and how you want existing and potential members to see and feel about you. It is a promise about who you will be to them, and a promise they expect you to fulfill.<br />Far more than a logo or tagline, a great brand strategy is a compass by which you navigate your future.</p>
  3314. <p>Our research has shown that most organizations never think about their brand promise, but high-performing organizations are invested in their brand strategy and intentionally orient to it in every big decision they make.</p>
  3315. <p>Our most recent research report found that 4 out of 5 organizations that came through 2020 the strongest did so by explicitly leaning into their brand promise as the No. 1 yardstick of what they would and would not do.</p>
  3316. <p>So, how can you create your own nonprofit brand strategy?</p>
  3317. <h2>Step 1: Build a Pyramid</h2>
  3318. <p>When building your brand strategy from the ground up, think about it taking the shape of a pyramid, with a line drawn in the middle from top to bottom.</p>
  3319. <p>On one side of the pyramid, you have the rational aspects — the “thinking” reasons a member would join. That is, your value exchange of benefits. Most organizations stop there with a list of what members get for their dues; that’s important, but it is only half of your brand story.</p>
  3320. <p>On the other side of the pyramid, you have the emotional aspects of your strategy — the “feeling” reasons members are drawn to you and want to belong. These are harder to think about but they are actually the first reasons members are drawn to you. It is why they even consider the benefits you offer. People want to belong, to connect, to have a sense of identity, to feel influential. How does your organization feel for potential members? How does it feel to belong?</p>
  3321. <p>The way the rational and emotional converge at the peak of the pyramid is your brand promise. It should boil down to one clear, compelling umbrella statement that ties everything you do together.</p>
  3322. <p>For example, Subaru tells us that “Love is what makes a Subaru a Subaru.” Everything they say and do shows they don’t only care about making you love your Subaru, they care about supporting you in loving your family and community, as well. Subaru owners know that and they feel that. As a result, Subaru has some of the most loyal customers in the world.</p>
  3323. <p>Great association brands have that power, too.</p>
  3324. <h2>Step 2: Show, Don&#8217;t Tell</h2>
  3325. <p>Think about your brand promise and ask yourself, why should members believe you?</p>
  3326. <p>What do you do every day that “pays off” on that promise? Our research shows that for more than 80% of associations, the overwhelming majority of members don’t really know what the organization does. But when they do learn about it, their feelings are far more positive and they are much more likely to belong.</p>
  3327. <p>Think about your “proof points” – strong, simple examples of how you deliver on your promise to your members. The most powerful proof you have is the great work you do. Most organizations underuse it. Tell stories about how you make a difference. Don’t just tell them who you are, show them.</p>
  3328. <p>Let’s go back to our Subaru example. Subaru shares not just their safety awards but stories of how their cars have protected real people. They show you examples of people doing what they love because their Subaru made it possible. They show you that love really does make a Subaru a Subaru.</p>
  3329. <p>Highlighting your proof points makes your brand tangible and relatable. It helps your members “get” you and makes them feel drawn to know more.</p>
  3330. <h2>Step 3: Live It</h2>
  3331. <p>How do you put your promise and your proof points to work?</p>
  3332. <p>Sure, you show it on your website but it goes much further than that. Your brand is not just about how you talk. It is about the things you choose to do. A great brand lives its strategy. Their people feel it and believe it and put it to work every day as they serve their members. This becomes crystal clear in times of crisis when tough choices must be made. The strongest organizations ask themselves out loud “What is the best way to keep our brand promise?”</p>
  3333. <p>Before the crisis, the American Medical Association rebuilt their nonprofit brand strategy around the promise to be: “The Physician’s Powerful Ally in Health Care.” They have 20 clear and compelling proof points of how they do that in their work fighting the opioid crisis, reducing hypertension, advocating for physician confidentiality and fair reimbursements, and much more. They make sure physicians hear them and give them reasons every day to believe them. Their renewed brand focus has led to a massive shift in physicians’ perceptions of AMA — and their strongest member growth ever.</p>
  3334. <p>The power of a strong nonprofit brand strategy is just one of the success lessons in our most recent research. You can read more about nonprofit brand strategy and other lessons in our <a href="https://sequenceconsulting.com/membership-model-research/">full report.</a></p>
  3335. <p>This article originally appeared Sidecar as <a href="https://www.sidecarglobal.com/marketing/create-brand-strategy-three-steps/" target="_blank" rel="noopener">3 Steps to a Great Nonprofit Brand Strategy</a></p>
  3336. ]]></content:encoded>
  3340. </item>
  3341. <item>
  3342. <title>Take Your Content to the Next Level: Master These 4 Questions</title>
  3343. <link>https://sequenceconsulting.com/association-content-4-key-questions/</link>
  3345. <dc:creator><![CDATA[Chris Vaughan, PhD]]></dc:creator>
  3346. <pubDate>Sun, 10 Apr 2022 15:29:09 +0000</pubDate>
  3347. <category><![CDATA[Strategy]]></category>
  3348. <guid isPermaLink="false">https://sequenceconsulting.com/?p=1817</guid>
  3349.  
  3350. <description><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time: </span> <span class="rt-time">3</span> <span class="rt-label rt-postfix">minutes</span></span> The online content your nonprofit creates tells a story. It highlights the importance of your work and accomplishments. Done well, it can further your mission by attracting new members and inspiring constituents to action.]]></description>
  3351. <content:encoded><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time: </span> <span class="rt-time">3</span> <span class="rt-label rt-postfix">minutes</span></span><img loading="lazy" decoding="async" width="2048" height="1365" src="https://sequenceconsulting.com/wp-content/uploads/2022/04/take-your-content-to-the-next-level-master-these-4-questions.jpg" class="attachment-full size-full wp-post-image" alt="Take Your Content to the Next Level: Master 4 Important Questions" style="float:right; margin:0 0 10px 10px;" srcset="https://sequenceconsulting.com/wp-content/uploads/2022/04/take-your-content-to-the-next-level-master-these-4-questions.jpg 2048w, https://sequenceconsulting.com/wp-content/uploads/2022/04/take-your-content-to-the-next-level-master-these-4-questions-300x200.jpg 300w, https://sequenceconsulting.com/wp-content/uploads/2022/04/take-your-content-to-the-next-level-master-these-4-questions-1024x683.jpg 1024w, https://sequenceconsulting.com/wp-content/uploads/2022/04/take-your-content-to-the-next-level-master-these-4-questions-768x512.jpg 768w, https://sequenceconsulting.com/wp-content/uploads/2022/04/take-your-content-to-the-next-level-master-these-4-questions-1536x1024.jpg 1536w" sizes="100vw" title="Take Your Content to the Next Level: Master These 4 Questions | Member Engagement and Retention"> <div data-elementor-type="wp-post" data-elementor-id="1817" class="elementor elementor-1817" data-elementor-post-type="post">
  3352. <section class="elementor-section elementor-top-section elementor-element elementor-element-0b94635 elementor-section-full_width elementor-section-height-default elementor-section-height-default" data-id="0b94635" data-element_type="section">
  3353. <div class="elementor-container elementor-column-gap-default">
  3354. <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-d370846" data-id="d370846" data-element_type="column">
  3355. <div class="elementor-widget-wrap elementor-element-populated">
  3356. <div class="elementor-element elementor-element-c5fc736 elementor-widget elementor-widget-heading" data-id="c5fc736" data-element_type="widget" data-widget_type="heading.default">
  3357. <div class="elementor-widget-container">
  3358. <h2 class="elementor-heading-title elementor-size-default">How Can You Up Your Association Content Game? Four Big Questions to Ask Now</h2> </div>
  3359. </div>
  3360. <div class="elementor-element elementor-element-ae1cca0 elementor-widget elementor-widget-text-editor" data-id="ae1cca0" data-element_type="widget" data-widget_type="text-editor.default">
  3361. <div class="elementor-widget-container">
  3362. <p>The online content your nonprofit creates tells a story. It highlights the importance of your work and accomplishments. Done well, it can further your mission by attracting new members and inspiring constituents to action.</p><p>Now that the pandemic has moved so much of our lives online, your association content strategy is more important than ever. And your audience expects more than ever: a static website, monthly newsletter, and occasional Facebook posts are not enough.</p><p>Sequence Consulting recently conducted a survey of national and Chicago-area associations to find out how the pandemic had changed their members’ expectations for online content. What we found almost certainly applies to most nonprofits, regardless of size and mission: the demand for timely and useful information is increasing and will likely remain high in a post-pandemic world. To decide if your nonprofit needs to level up its content strategy, ask yourself the following four questions:</p> </div>
  3363. </div>
  3364. <div class="elementor-element elementor-element-40038bc elementor-widget elementor-widget-heading" data-id="40038bc" data-element_type="widget" data-widget_type="heading.default">
  3365. <div class="elementor-widget-container">
  3366. <h3 class="elementor-heading-title elementor-size-default">1. Do You Publish New Association Content Often?</h3> </div>
  3367. </div>
  3368. <div class="elementor-element elementor-element-85a6405 elementor-widget elementor-widget-text-editor" data-id="85a6405" data-element_type="widget" data-widget_type="text-editor.default">
  3369. <div class="elementor-widget-container">
  3370. <p>If not, you need to! In the past year, organizations that prided themselves on highly-produced, in-depth publications learned that this content style no longer worked for their members.</p><p>Todd Unger, chief experience officer of the American Medical Association, said that members were now asking for more frequent contact, and cared less about the production value of content than its timeliness. “We want to see you more and hear from you more,” members told the AMA.</p><p>All nonprofits should make new online content a priority, but the frequency depends on your goals. If your mission, like the AMA’s, includes being an up-to-date source of relevant news, then you should publish new association content daily. Advocacy organizations that aim to inspire members to immediate action on important issues should produce content daily, even if just through a social media post or a tweet. Even the smallest nonprofits shouldn’t neglect to communicate weekly if they want to be remembered. Fortunately, frequent communication has never been easier, and you no longer need to spend time and resources on perfectly polished content—members and contributors prefer content that meets their immediate needs.</p> </div>
  3371. </div>
  3372. <div class="elementor-element elementor-element-83d773c elementor-widget elementor-widget-heading" data-id="83d773c" data-element_type="widget" data-widget_type="heading.default">
  3373. <div class="elementor-widget-container">
  3374. <h3 class="elementor-heading-title elementor-size-default">2. Are You Taking Full Advantage of Technology?</h3> </div>
  3375. </div>
  3376. <div class="elementor-element elementor-element-5fc3bad elementor-widget elementor-widget-text-editor" data-id="5fc3bad" data-element_type="widget" data-widget_type="text-editor.default">
  3377. <div class="elementor-widget-container">
  3379. Thanks to the unprecedented use of web conferencing platforms like Zoom, you now have the opportunity to secure higher-caliber speakers for digital events. Speakers and members can attend from anywhere, providing opportunities that would be impossible with in-person events. Whether virtual or in-person, there is significant value in live events. Margaret Mueller, CEO of the Executives Club of Chicago, finds that having high-quality speakers interact with members live allows “the connection to become more raw and real.”</span></p>
  3380.  
  3381.  
  3382. These events don’t need to be elaborate to be effective.</span> One of the hallmarks of The Executives’ Club’s new content strategy is Coffee and Connect, where members can log on at the same time a few mornings a week to get advice from an expert in residence about the issues their business is currently facing.</p>
  3383.  
  3384. Ask yourself what information would be most engaging to your constituents, and what experts they would most like to hear from. Find a way to deliver that information to them quickly, in a live format. </span></p> </div>
  3385. </div>
  3386. <div class="elementor-element elementor-element-d71b2ee elementor-widget elementor-widget-heading" data-id="d71b2ee" data-element_type="widget" data-widget_type="heading.default">
  3387. <div class="elementor-widget-container">
  3388. <h3 class="elementor-heading-title elementor-size-default">3. Are You Publishing Your Events As Association Content?</h3> </div>
  3389. </div>
  3390. <div class="elementor-element elementor-element-c413b42 elementor-widget elementor-widget-text-editor" data-id="c413b42" data-element_type="widget" data-widget_type="text-editor.default">
  3391. <div class="elementor-widget-container">
  3393. When the pandemic hit, many nonprofits had to quickly abandon traditional event formats and go digital with their conferences, trainings, and fundraising events. One benefit: any online event, large or small, can be recorded and repackaged as content. Quick highlights from a longer video can be excerpted and shared via social media, email, and your website.
  3394.  
  3395. Key points can be summarized in a blog post or a great quote shared with a tweet. The recorded event itself can be made available online. By taking your event content, repackaging it, and distributing it online to those who couldn’t attend live, you can provide significant value. Again, video doesn’t need to be highly produced to be engaging and effective.</span> </div>
  3396. </div>
  3397. <div class="elementor-element elementor-element-7ffeedd elementor-widget elementor-widget-heading" data-id="7ffeedd" data-element_type="widget" data-widget_type="heading.default">
  3398. <div class="elementor-widget-container">
  3399. <h3 class="elementor-heading-title elementor-size-default">4. Are You Highlighting Constituent Stories?</h3> </div>
  3400. </div>
  3401. <div class="elementor-element elementor-element-e7c8662 elementor-widget elementor-widget-text-editor" data-id="e7c8662" data-element_type="widget" data-widget_type="text-editor.default">
  3402. <div class="elementor-widget-container">
  3403. Ultimately, people want to be part of organizations making a difference. Members of professional associations want to read stories about colleagues who have excelled while simultaneously making an impact. Supporters of any nonprofit would value hearing from staff and those they impact talk about challenges and victories.</span></p>
  3404.  
  3405. Some highly successful associations have already adopted this approach. For example, the AMA publishes a short-form digital magazine that focuses on members who are moving medicine forward. Some of the American Bar Association’s most popular content consists of members telling stories about other members. The Executive’s Club of Chicago shares members’ stories online through short video segments.</span></p>
  3406. There are many ways to incorporate personal stories into your association content strategy. Find the strategies that work best for your nonprofit. You will see engagement, membership, and revenue grow when you do.</span></p> </div>
  3407. </div>
  3408. <div class="elementor-element elementor-element-e05191f elementor-widget elementor-widget-text-editor" data-id="e05191f" data-element_type="widget" data-widget_type="text-editor.default">
  3409. <div class="elementor-widget-container">
  3410. <p>For more information on how top associations are using lessons learned during the pandemic to transform content marketing for associations, read our complete research report, <a href="https://sequenceconsulting.com/the-membership-of-the-future-2/">Ten Ways to Get Ready for the Future of Membership Now.</a> </p><p>This article was originally published by the <a href="https://acnconsult.org/acn-news/10747326" target="_blank" rel="noopener">Association of Consultants to Nonprofits</a></p> </div>
  3411. </div>
  3412. </div>
  3413. </div>
  3414. </div>
  3415. </section>
  3416. </div>
  3417. ]]></content:encoded>
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  3424.  

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