Article Association Value Marketing 
Principled Innovation
MARCH 25, 2013
Unfortunately, this effort can only go so far, as securing increasingly limited and targeted third-party marketing dollars becomes a more competitive endeavor. So while the decision not to increase dues may be partly a gesture of goodwill, it is also an attempt at self-preservation.
Smooth The Path
DECEMBER 4, 2016
One of the best ways to engage members early is by ensuring they have contact with your Association’s Value Trigger Point. How do you identify your Association’s Value Trigger Point? Many times staff don’t know if their association has an Association Value Trigger Point (AVTP) or what it might be.
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Associations Now
APRIL 2, 2023
Associations face an increasingly competitive market for members, attendees, and education. Time was, the association value proposition was pretty simple: “We’re the only ones who care about you.” A recent McKinsey & Company article stresses the importance of finding an answer.
Smooth The Path
NOVEMBER 20, 2018
” Incoming association boards and staff often leap to this conclusion too. Flat membership numbers or small market share must mean low awareness. Neither will the social receptions that are fun but not meaningful or the articles that are a dime a dozen. Low awareness usually is a symptom, not a cause, however.
Associations Now
DECEMBER 2, 2015
Chances are, your association’s nonmember audience values very different things than you and your members do, those values are rooted in much deeper motivations than you suspect, and your position and experience hamper your ability to craft membership appeals in terms that address those foreign motivations.
Smooth The Path
JANUARY 21, 2016
Or we can optimize our member marketing communications with A/B testing. Associations that only optimize are in danger of not being future focused. If you work for an association that is defined by what it provides: articles, research, the conference; the association may be too heavily focused on optimization.
Off Stage
JANUARY 20, 2011
On January 19, 2011, Inman News carried a feature article by Matt Carter with the headline, “South Carolina real estate brokerage drops Realtor affiliation: Company maintains MLS membership. The article continues, “The largest brokerage in the Columbia, S.C., “Thats not true in the case of our association.
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