Friday, May 21, 2010

The Growing Concern over Membership Value

Posted by Princess Eva Angelica at 2:45 PM
“Are we delivering the value members want?” It is a common question that I hear from clients these days. Value seems to be the top issue on many membership marketers’ agendas.

Our 2010 Membership Marketing Benchmarking Survey confirms the heightened concern around this issue. For a second year, we asked association executives what was the top reason that their members did not renew. Last year the answers focused on cost with the top two reasons given as “the employer would not pay for membership” or the membership was “too expensive”.

However, for 2010, the top reason given for non-renewal was a “lack of value”. A total of 36 percent of respondents sited value as the key issue an 80% leap over last year.
Is there any good news in this? I think so. When we believe members lapse because dues are too expensive, it does not leave much room for fixing the problem. However, if we think members leave for value issues, we can do research and member interviews to better understand what they are looking to receive and make changes to communications or the products themselves to enhance the value.

Asking how we can deliver more value to our members is a very productive question when we put actions behind it to discover the answer.


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