Communicating association value

In its most recent membership e-newsletter, the American Society of Association Executives (ASAE) featured an excerpt on membership marketing. The book from which the content was taken offers 199 ideas (a month of Top 10 Lists), but the four ideas included in the ASAE article reminded me how important it remains to communicate value.

The first recommendation really resonated: “Tell your members how your products match their needs.” We’ve written before about our “association wish list”, five questions we wish every association asked itself when thinking about content strategy. At a high level, that list of five questions can be boiled down to one: “What do we know that nobody else knows?”

Answering that question well gives an association a solid foundation to use in surrounding its members with products, services and solutions that meet needs their members may not know they have. That’s not just a strategy that drives non-dues revenue (although it will); it provides the value that helps associations attract and retain members.

About Brian O'Leary

Founder and principal of Magellan Media Consulting, Brian O’Leary helps enterprises with media and publishing components capitalize on the power of content. A veteran of more than 30 years in the publishing industry and a prolific content producer himself, Brian leverages the breadth and depth of his experience to deliver innovative content solutions.

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