The Art of Membership: How to Attract, Retain and Cement Member Loyalty

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Overview

"Membership... is an art. You've got to skillfully recruit members who will remain members throughout their careers. And during those careers, you've got to successfully provide for them exactly what they need, when they need it. When you accomplish this, they will tell your organization's story to their colleagues and peers."
—From the Preface

If a membership organization is to succeed in today's competitive environment, it must attract, recruit, and retain engaged members who will help the organization thrive. ...

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Overview

"Membership... is an art. You've got to skillfully recruit members who will remain members throughout their careers. And during those careers, you've got to successfully provide for them exactly what they need, when they need it. When you accomplish this, they will tell your organization's story to their colleagues and peers."
—From the Preface

If a membership organization is to succeed in today's competitive environment, it must attract, recruit, and retain engaged members who will help the organization thrive. The Art of Membership—written by Sheri Jacobs, CAE—is a hands-on guide that contains the information, strategies, and principles that any membership organization can access to find its value, understand the difference between members and customers, sell its unique benefits and overcome objections, personalize the process, and create meaningful connections that will cement an organization's relationship with its members. The recommendations are concrete, irrefutable, and backed by data derived from ASAE research and Jacobs's more than forty market research studies encompassing members and nonmembers from organizations of all types and sizes.

The Art of Membership is filled with illustrative cases and examples from associations, nonprofits, and corporations as well as "how-to" guides, checklists, and worksheets that break down the concepts from goal to strategy to tactics culminating in an actionable "to-do" list. The book also includes a template designed to help create a concrete action plan based on the unique aspects of your organization.

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Product Details

  • ISBN-13: 9781118633106
  • Publisher: Wiley
  • Publication date: 1/28/2014
  • Series: ASAE Series, #1
  • Edition number: 1
  • Pages: 304
  • Sales rank: 588,066
  • Product dimensions: 6.30 (w) x 9.10 (h) x 1.10 (d)

Meet the Author

Sheri Jacobs, CAE, is president and CEO of Avenue M Group, a full-service association marketing agency with in-depth expertise in member behavior, engagement, and retention. Formerly, she was the director of membership at the American Academy of Implant Dentistry, director of marketing and communications at the American Bar Association Law Practice Management Section, and chief marketing officer, Association Forum of Chicagoland. She is a regular speaker and presenter at association conferences and events including ASAE's Annual Meeting & Exposition.

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Table of Contents

List of Tables, Figures, and Exhibits ix

Preface xi

About the Author xix

Part One Find Your Value

1 Understand the Value Before You Start Selling 3

2 Value Is in the Eye of the Beholder 23

3 Sell What Matters 44

4 Charge More or Less—And Other Alternative Pricing Strategies 64

Part Two Who Are Your Members?

5 Members or Customers? Developing the Most Qualified Prospect List 93

6 Behavior and Preference Are Very Different Things 118

7 Look at Where Your Members Are Going 137

Part Three Sell Your Organization

8 Be a Problem Solver 159

9 Prove It! 180

Part Four Personalize the Process

10 Overcome Objections 203

11 Engagement, Onboarding, and the First Ninety Days 222

12 Be Flexible 240

References 257

Index 263

List of Tables, Figures, and Exhibits

Tables

Table 1.1: Primary Reasons to Join and Renew 9

Table 1.2: Defi ning Member Benefi ts 11

Table 1.3: Drivers of APTA Membership 12

Table 1.4: Reasons for Not Renewing Membership 14

Table 1.5: Asset Audit Template 21

Table 2.1: Reasons for Dropping Membership 31

Table 2.2: Getting Lapsed Members to Rejoin 31

Table 3.1: Brand Attributes Survey 48

Table 4.1: What Is the Next Best Alternative (NBA) to Your Product? 79

Table 4.2: Pricing Worksheet 80

Table 4.3: HIMSS Organizational Affiliate Membership 85

Table 4.4: HIMSS Individual Membership Program 86

Table 5.1: Scoring Model 101

Table 5.2: Calculating the Lifetime Value of a Member 106

Table 6.1: Member Involvement and Promotion 124

Table 8.1: Problem—Feature—Outcome 169

Table 9.1: Organization Event Calendar for Member Feedback 184

Table 11.1: Onboarding Planning Worksheet 238

Figures

Figure 4.1: Pricing Decision Tree 81

Figure 5.1: ABA Member Referral Program Promotion 109

Figure 8.1: Onboarding Timeline 172

Figure 9.1: Socialmedia.org Promotes Its Membership 192

Figure 9.2: Zero Moment of Truth 194

Figure 12.1: Association Forum of Chicagoland Gift Card 247

Exhibits

Exhibit 2.1: Member Profi le Characteristics 42

Exhibit 2.2: Sample Psychographic or Lifestyle Questions 43

Exhibit 3.1: Sample Questions for a Brand Assessment Survey 61

Exhibit 5.1: Sample Attributes to Consider 96

Exhibit 7.1: Massachusetts Medical Society Group Membership Program Copy 151

Exhibit 8.1: Electronic Retailing Association Membership Campaign 178

Exhibit 11.1: American Health Information Management Association New Member Orientation 231

Exhibit 11.2: Best Practices for Onboarding New Members 238

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Sort by: Showing 1 Customer Reviews
  • Anonymous

    Posted February 20, 2015

    Excellent Insights!

    Well written with practical suggestions! Thank you for sharing. :D

    Did have problem viewing some of the worksheets on Nook. Doesn't work well. : [

    Was this review helpful? Yes  No   Report this review
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