Member First - The Secret to Long-term Success
Part 2 of a 3-Part Series
Shifting to Members First
By Heather Whyte, CEO, WHY Communicate Inc.
In my last blog, I talked about the fact that the majority of Canadian association leaders do not believe they have a highly-compelling value proposition and they are struggling with the same top priorities they have for years: The need to enhance their value proposition, engage members and find effective ways to communicate their association’s value so it is recognized by members
These were findings shared by the CSAE in its 2024 Member Trends Report. They reflect the insights shared by membership guru, Sarah Sladek, and other industry experts. They also explain why many associations are now shifting to a new member centric approach where members are put first - before any other functions of the association.
Adopting a member centric approach gives association leaders and employees the tools to understand what members want, when they want it and how they want it. It is easy to say that members want networking opportunities. Yet what types of networking activities is sought by each of your member segments? Implementing a member centric strategy provides the means to partner with members and involve them in helping the association evolve a value proposition that will always be in alignment with what members most value.
So how can your association adopt a member-centric organization model? There are many steps on the journey. However, the first, and most important, step requires developing a deep understanding of the characteristics, distinguishing attributes, attitudes, and motivations of your members – all of them.
You need to start building trusted relationships by talking to individual members. This means talking to your members and imparting genuine interest in and understanding of their fears and problems and involving them in finding solutions that truly help them successfully navigate a fluid and ever-changing environment. You need to build two-way connections based on relevance, shared values and trust rather than on transactional interactions.
To build solid relationships, you also need to recognize member differences. Memberships are not homogenous. They are comprised of groups (or segments) of people who share certain sets of common characteristics. Once you understand the needs and expectations of each of your membership’s segments you can tailor offerings to meet their unique needs and personalize how you communicate and deliver on those specific needs.
This seems like a straightforward approach. However, many associations do not appear to be effectively utilizing it. Let’s look at one critical example.
Leaders often lament that they cannot engage certain groups of their members, especially those who are Millennials (born 1982 to 1995) and Gen Z (born 1996 to 2009). They say they don’t understand why younger people are not interested in joining their associations.
Sladek studies generational membership in depth. She believes that part of the problem is that many associations are still tailoring their membership offerings to the Baby Boomers who have long been their bread and butter. The Boomers (born 1946 to1964), who were the largest generation in history before the Millennials. Boomers were raised in a different world with different societal values than Millennials and Gen Z, who grew up in the tech boom with computers, uncertainty and unique and shifting social norms. As a result, Sladek says younger generations have different values than Boomers - and they value different things. She says Boomers joined associations out of loyalty and for the opportunity to lead while Millennials value collaboration, and equity and Gen Z seek equality and creativity. Sladek’s research infers that Gen X’ers (born 1965 to 1981) join associations to gain competitive advantage to further their careers while Millennials want information and to learn new skills and Gen Z want the opportunity to influence change.
For these reasons alone, a single mass member value proposition no longer fits the needs of most membership associations. That is why today’s most successful associations understand these differences and tailor unique offerings for specific member segments.
New Digitally-Driven Opportunity – Always-On Member Research
The rapid acceleration in the use of digital platforms and communication channels during the pandemic created new methods of engaging a wide array of diverse members faster, easier and more cost-effectively than ever before. Digital communication channels are powerful tools that enable associations to personalize interactions. These digital tools are essential to delivering positive member experiences that build trust.
One of the biggest opportunities available to associations today is what I call: “Always-On” member research. In the past, many associations shied away from research other than the traditional annual member satisfaction surveys required by boards. They resisted doing deep-dive member research and analysis citing high costs and diversion of significant internal resources. Instead, they often substituted rich research by using sometimes subjective and/or biased opinions of small groups of volunteers or in-house committees as proxies for the full membership.
Always-On member research provides associations with a much better and cost-effective alternative. The Always-On model leverages low-cost digital communications channels like email, pop-up online surveys, and member forums to frequently and directly ask specific member segments for their input. This two-way communication creates relationships by providing opportunities for members to be actively involved in the association and to make meaningful contributions. And, it creates a strong partnership between the association and its members.
What does an Always-On membership research strategy look like? Watch for my next Blog Build and Benefit from Always-On Member Research for insights about a new membership approach that is driving success for associations.
I welcome CSAE members to join me Oct. 31 at the Connections Conference in Ottawa. I will be talking more about how association leaders are adopting new approaches to member research to enhance their value proposition and attract and retain members in my presentation Want to Recruit and Retain Members? Know what they want, when they want it and how they want it!
Check out https://site.pheedloop.com/event/csae2024/schedule/SES164Y6AIW278OAB for more information. Or read this blog and other information on the CSAE website at https://csae.com/blogs/shifting-to-members-first-meeting-your-members-needs.
Interested in hearing more?
Sign up for a free one-hour consultation on my contact page so we can continue the conversation about your organization.