EXECUTIVE SUMMARY
In fact, associations reporting increases in their one-year and five-year membership numbers (59% and 57%, respectively), as well as increases in their new members and their overall membership renewal rates, are significantly more likely to report that their value proposition is very compelling or compelling.
As one respondent commented: “VALUE, VALUE, VALUE!! If you have it, people will want it. Value has to be real and tangible in a way that people can’t compete without it.”
So if innovation and value are so important, how are associations innovating and providing additional value to members? One of the areas of innovation and value enhancement that we looked at this year was the development of new membership models. Ideally, changing the membership packaging is designed to respond to new market conditions, give members more options, and competitively price membership. And our data does support that adopting a new membership model may give membership a bump. Specifically, 22% of associations experiencing an increase in the number of new members this year report having adopted a new membership model (vs. 14% among those not seeing an increase).
WHAT TYPE OF NEWMEMBERSHIPMODEL(S) HAS YOUR ASSOCIATION ADOPTED?
ADDING SPECIAL INTERESTS (Student,Retired,etc) 22 %
22 %
15 %
14 %
4 %
50 %
TIERED
COMBINATION (Adding individual ororganizational membership)
GROUP
ELECTRONIC
OTHER
TOTAL OF 125 ASSOCIATIONS SURVEYED
Please see page 63 for more detailed information.
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