Articulating value
The kind of value a prospective or existing member can expect be broadly understood by the type of association they are joining.
A business joins an industry association because they are expecting their membership to help make their business successful through increasing opportunities to generate business, reduce expenses, raise their profile and similar benefits.
An individual joins a professional association because they expect the association to provide them with tools to help fast track their way up the career and salary ladder. They are expecting to be provided with ways to increase their skills, raise their profile and access career opportunities that aren't available to non-members.
Charities are a bit more interesting. There are four main reasons an individual or organisation will join a charitable institution. It is either to:
- Invest in or contribute to the success of the mission of the association (supporters not affected by the condition/cause)
- Benefit from access to your products and services (those looking after their own medical condition/cause)
- Invest in creating better business outcomes (your sponsors)
- Invest in generating better outcomes for their patients (health practitioners)