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Here is another way to look for gaps in your association’s value proposition. The results of years of memberresearch show that high-performing professionals tend to move through three stages during their career. Why long-time members are reluctant to leave your association. Stage Two: Team Success.
Most of the memberresearch I do is core memberresearch, but I have had the chance to conduct a good body of exhibitor/sponsor memberresearch over the years. There is a common thread in the research across many associations, and that is exhibitors are tired of feeling like “the wallet.”
The only thing preventing our association from becoming the top of mind resource, the organization members are trying to figure out how to become more engaged with, and the one members rave to their colleagues about is… Simply, our understanding of members. Related: Member Engagement Research.
By pursuing both quantitative data and qualitative input from its members, the Construction Financial Management Association discovered a gap in its membervalue proposition—and how to fix it. For associations looking to better attract and engage members, the answer is better data.
There was one theme running so strongly through each memberresearch project I could not ignore it. It was that members who engaged very early in their membership were more excited about the association than members who reported that “the association just grew on them.”
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