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It is safe to say member benefits are at the top of the list for association marketing. If your members or prospective members don’t find the benefits valuable enough, they won’t join or worse yet they won’t renew their membership. Well there is a unique opportunity and a silver lining in this dismal economy.
What are you doing to help your members?
Your members need you now more than ever. With the unemployment rate reaching new highs every month, now is the time to be harnessing the power of your peers. Your organization should be assisting your members with networking opportunities, workshops, webinars, and guidance throughout these tumultuous times. If done correctly this is great time to reinforce the value your organization brings to members.
Everyone is talking about how to save money and cut back during this recession. Your members don’t want to hear that cutting back on their morning Starbucks will save them $80.00 per month. They want to hear insight, tips and tactics on how to grow their business or practice. They want their trade organization to host networking events so that they can find employment. They want their trade organization to create national awareness for the profession. They want to come out of this recession stronger than when it started.
It is Your Time to Shine
Many organizations struggle with offering their members valuable benefits. This recession is a unique opportunity to remind your members how relevant, timely and important their membership is. As members of the AIGA, I can say that they are a great example of an organization providing their members with valuable insight and support during these tough economic times. The AIGA is taking the lead with business leaders to demonstrate the importance and effectiveness of design in corporate communications. The AIGA provides it’s members with a multitude of articles, workshops and seminars to help designers not only survive the recession but actually strengthen ourselves.
Being a member of a trade organization or professional society has taken on a new importance. Is your organization embracing this opportunity?