Benefits that deliver value
The role of your association is to create opportunities for their members to achieve the outcomes they are seeking when they decide to join. Associations do this through a mix of direct benefits (such as discounts, advice and training) and indirect benefits (such as government lobbying).
It is also the role of the association to motivate its members to take action to convert these opportunities into concrete benefits that will have a long lasting, positive impact on their business or career.
You can motivate members to engage by conveying the benefits of membership that will enable them to realise value. To articulate the value of your association consider the "success" your members are looking for and explain to them how you can assist them to achieve this.
Just a few of the common benefits that will assist members to realise the true value of membership may include:
- To engage with the most successful people in the industry - The William E Smith Institute of Association Research undertook a study into the relationship between association membership, member income and member job satisfaction. They found that, on average, people who are members of their association earn higher salaries, like their jobs more and are happier people than those who do not join associations. They found that membership doesn't necessarily cause these benefits. Instead the relationship is the reverse - successful people are more likely to join an association. Therefore if you want to network with the most successful people in your association then you need to be a member of your association.
- To increase your personal or business profile within the industry - Members have numerous opportunities to increase their personal or business profile through speaking at conferences, writing articles and otherwise engaging with the association community.
- To meet high profile government and business leaders - When members get involved with their association it is a great way to open doors that would otherwise remain closed.
- To gain up-to-date critical information about the industry/ issue/ profession before others - Associations serve an important role in the collection, filtering and dissemination. The more closely a member works with the association, particularly in board or committee positions, the more likely they are to gain important industry intelligence before most others.
- To have a strong voice at all levels of government AND being able to influence that voice - One of the greatest benefits of membership is often not appreciated. When you get a large group of people together they have a strong voice at all levels of government. And those members who are actively involved in the association who can influence the content of that voice.
- To learn new skills - Through getting involved with their association members can learn skills on leadership, governance, events management, etc, that will assist them in other areas of their life.