Remove Innovation Remove Member Experience Remove Member Insights Remove Recruitment

Common Trap for Association Professionals

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” This happens all the time in association leadership because we are coming at everything with a different perspective than our members. We think, “man, we killed ourselves to get as many responses as we did, this member should go out and recruit more respondents like her.”

Developing My Dream Association

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If I were to build an association, I would pull the most significant insights from all of the research I have conducted. 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 Should Value Members Who Value the Association the Most

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Here’s an unpopular view: association staff should focus most on those members who value the association the most. These companies define arch-types and use that arch-type when talking about new strategic, marketing or innovation plans.