Membership Value Just Changed Right Before Your Eyes
Association Adviser
OCTOBER 12, 2022
The pandemic changed many things about life for associations, and maybe a critical piece that’s been overlooked, amongst the event cancelations and revenue shortfalls, has been membership engagement. Cathi Hight, President of the Hight Performance Group, who recently spoke at the Texas Society of Association Executives New Ideas conference, says that COVID was a “black swan” event, altering what is valued and how members prefer to interact.
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