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Case Study: In-depth Member Interviews Feed Association’s Strategic Plan

Smooth The Path

And still could be better – when asked when did you realize the value of the association? members could point to the exact event. This association had a very strong Association Value Trigger Point which is key to life-time member engagement and now that they know what their AVTP is they can fully leverage it.

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Developing My Dream Association

Smooth The Path

One of the core staff values would be to be intensely member-focused. We would talk with members often, conduct listening tours, and interview them. We would use all the member insights we gain to develop our member communications, set our strategy, and create an innovation plan.

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5 Ways Great Associations Become Great

Smooth The Path

What makes an association great in the eyes of members? Members say, Transactions work like I expect them to. The value of my membership is bigger than the cost of my money and time. The value of my membership is apparent. The website looks good and is easily searchable. The online community is easy to use.

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Common Trap for Association Professionals

Smooth The Path

” This happens all the time in association leadership because we are coming at everything with a different perspective than our members. He should be grateful. She should want to be a part of this. He should be excited to take this leadership position.

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Mind the Member Gap

Smooth The Path

When I talk to relatively new members there is almost always a 3-5 year gap between when the member started in the profession or industry and when they actually became a member of the association. When I see that many year gap I always go back and ask them about it. Why didn’t you join sooner?