Association problem-solving means that you may need analyze your business model. Are these industry biases prevalent in your association?
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Hello and welcome to JP Moery’s Association Hustle Podcast. President of The Moery Company, JP’s mission is to arm today’s associations with insight and strategy to thrive and a progressively complex and competitive business landscape. 21st century associations must move forward with a little bit of hustle and revenue development at their core.
I have five themes that I hear on a regular basis, that in some ways I think are industry legacy bias that we can address and maybe get some different results out of the issues.
#1: “We want to keep it in house”. Get the best results and impact for your members over in house out of house. Take a look at the best possible option in solution, rather than an administrative bias.
#2: “We need someone with industry knowledge to do membership sales”. Why don’t you get somebody that’s good at membership sales, rather than the industry knowledge? My research shows that it takes somewhere around seven to eight contacts to actually close a member, so you need to find somebody that has the ability and the capacity to do that, rather than someone that has industry knowledge.
#3: “We just get the same sponsors over and over again”. It’s usually a symptom of three things. If we do the same thing over and over again, then it’s probably designed to get the same sponsors year after year. We’re likely calling the same people over and over again to get the same scenario, and it’s odd that we would expect something different happen.
#4: “We haven’t raised dues since the big eight conference was still around”. The raising or decreasing of dues is not really an answer right out of the gate. Is your value proposition resonating? Should there be services that no longer are part of our portfolio? Compare your programs, dues levels, and other benefits with associations that your members might be joining and look at their business model
#5: “Government relations is hard to sell as a part of membership”. Likely not a member or another entity can accomplish what we can in the area of advocacy, influence, and government affairs. I want to leverage that and I want to showcase it.
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