Creating the Authentic Member Story
Think about your last major purchase. You probably looked online, checked out how many ratings there were, read half a dozen reviews, added it to your cart and thought about it for a day or two. Only then, with all that knowledge and time to reflect, did you hit the purchase button. Consumers have options and they have an incredible amount of information at their fingertips. The same is true for the association consumer.
Today’s potential member wants to hear the story of your organization and – further – the experience of your member. If your members were providing reviews, what would they look like? How do you capture and tell this story? How do you communicate in a way that feels organic, natural, and intentional?
For the Love of…
Please Not Another Webinar
We need to provide valuable virtual learning to our members. Traditional webinars with predictable slides and chat questions are the easiest way to do this.
The hard truth: Many members sign up, sign in, and minimize the screen. No engagement equals no value.
The better way: If the last few years have taught us anything, it’s to question our methods and capabilities.
Member Retention:
Creating the Member Experience
Gone are the days when professionals joined – and renewed – their membership without careful thought. Today’s member expects value in content, relationships, and experience. Today’s member demands carefully targeted solutions to the challenges that they face on a day-to-day basis.
It is up to you and your team to take a deep dive into what drives your member in order to build an intentionally designed experience that will retain current members and entice new ones.
Lowell is wonderful at facilitating associations to navigate through challenging conversations about an association’s future. He helped to keep the discussions positive and future-focused rather than dwelling on the current challenges. He also was able to break down the tasks into manageable chunks which allowed the CUR board to acknowledge progress throughout the retreat. The product at the end of 1.5 days isn’t finished but in a state that will allow the Executive Committee to hone the draft and prepare a nearly final version.
—Beth, American Association of Physics Teachers
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