Keeping your organization’s brand current involves many systems and moving parts. Depending on your organization’s mission, goals, and values, it might be time to investigate whether your brand is continuing to fully represent your members as the professional field follows certain trends. Don’t be afraid! Your members want to stay with you. Making the decision to switch communities among the organizations that are available to them or even the decision to pick one for the first time takes time and energy. Probably more than most would want to spend.
Protect your members from decision fatigue.
Many new professionals often go with one of the first few associations that are referred to them because doing their research is not the highest priority when they are making the choice. Decision fatigue is becoming a more commonplace issue in all fronts of life. From planning meals to choosing vehicles and homes, give them a hand when it comes to professional choices with a brand that does what it says it does. Typically, prospective and existing members have the freedom to choose from many options, but this requires studied research that some might not know how or have the time to do. Protect your members from this added responsibility by holding true to your value as a brand while never ceasing to look for ways to offer top quality support and resources.
Showcase your members’ needs and values as they evolve.
This can be an exciting way to reconnect and establish new connections with your members. How has your field changed in the last decade or even the last 5 years? Are there new needs that previous members didn’t have due to the evolution of the profession? Showing integrity by being recognizable, consistent, and transparent while always being ready to adapt to new challenges and innovations takes committed strategy and dedication. Reinvigorate your members by reminding them why they joined and encourage them to refer the organization to others as a trusted resource. This is no small feat. It takes effort, research, and dedication to keep your association viable and current.
Ask for help from experienced brand cultivators.
What is the health of your brand as an organization? Are there areas that could use some new scrutiny as your members continue to evolve and shape the future of the core values of your organization as a whole? By seeking services from a management company, such as Van Petten Group, your organization can help shine a light on the answers to these questions. The following case study will shed some light on what kind of results can be found with our help.
Membership Growth Case Study
The Opportunity
The association’s membership numbers had been constant over the prior years, however, the client’s leadership was seeking greater visibility, impact, and ultimately, revenue.
The Action
Since partnering with the client in early 2008, Van Petten Group worked closely with the association’s membership committee — to shift their focus from recruitment to retention, and with the programming committee — to align their program delivery with what their members needed and wanted that was revealed in a membership survey.
The Result
Between March 2008 and March 2009 membership had a net increase of nearly 20%, the first time the organization had seen sustainable membership growth in nearly 10 years. Van Petten Group also introduced systems and association best practices for the organization resulting in a better structure, overall efficiency, and less stressed volunteers and staff.
MVP
Megan Van Petten
CEO & President
Van Petten Group, Inc.