Eight
dynamic ways to promote membership value
One of the most difficult tasks for most organizations is making the
full value of membership clear--to both members and prospects. Use some
of these ideas to show members exactly what they get for their money.
1. Promote
membership as an investment
Show how membership can enhance a member's career. Focus on tangible
benefits--workshops that teach members new skills, leadership training,
access to the most current business-related information and resources,
training publications, and specific opportunities to network with potential
employers and clients. Cite examples of members who have gotten promotions,
salary increases, or more fulfilling jobs as a result of opportunities
provided by your association. If you're a business-based association,
survey members' annual salary levels, and compare them to overall salary
averages of that profession. If salary levels are higher for members,
use the statistics in your materials.
2. Put a dollar value on membership benefits
Include a brochure with your renewal mailing, featuring all the benefits
members get, with an actual or estimated monetary value for each. Include
magazine subscriptions, newsletters, books, seminars, access to an association
library, workshops, advice from staff experts, and savings on conferences
and other special events. Let members know they really get a lot for
their money!
3. Announce new benefits
When a new benefits or service is added, send a letter or flyer to all
members, describing the benefit in detail and how it will benefit them
(better organizational skills from a workshop, CE credits to advance
them professionally, a new book to give them the edge in business).
Also touch on the many other benefits offered to members.
4. Create a series of benefit buckslips
Highlight a different membership benefit on each one. Keep enough copies
available to slip into every mailing to your members.
5. Use testimonials of successful members in recruitment materials
Avoid general endorsements; steer their testimonials toward tangible
benefits they have enjoyed as members, and how those benefits have helped
make success possible.
6. Feature a successful member in each issue of your newsletter
Include a specific example of how membership helped the member with
business, socially, or with life-in-general. Ask members to submit their,
or another member's story. These stories are also effective as ads in
industry-related magazines.
7. List benefits on the back of your membership card
It's a handy reminder your members will see every time they pull out
the card.
8. Produce a video
Focus on your main benefits, and use examples of successful members
for each one. Emphasize the ways membership can help one's career--skills
training, leadership development, useful information, contacts. Use
the video at trade shows, conferences, and meetings when it's time for
renewals. A copy could also be sent to prospects who indicate strong
interest in joining.
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To learn about how O'Connell Meier can generate bright ideas and boost sales for your orgainzation, give Rich Meier a call at 703.739.2266 or send us an e-mail. For a preview of the sales-boosting techniques we use, visit the association section of our bright idea generator. And for an overview of our company, our experience, and our creative and marketing services visit the About OM section. |
