Reassess Your Membership Segments for 2021 - Association Field Report (October 30, 2020) - The Moery Company

My goal is never to make things more difficult for you or to give you busy work, however, there is one thing that I’m starting to see right now as we approach membership renewal season and as we approach the end of 2020. Associations are taking a deeper look at their different membership segments and their individual value propositions because it is possible that they have changed.

You have all been providing new services, pivoting to virtual events, and insights on pressing issues such as the PPP and – as we come out of the pandemic – the value proposition for member groups may look a bit different in terms of what they want from you moving forward and what they value the most.

Take the time to evaluate any changes by interviewing your members, assess your renewal rates, and set yourself up for what the close of this year will look like for recruitment. What are the main themes in your communications plan and what do you want to convey in 2021?

There are a couple things you may want to address:

1. Be empathetic about what has happened and how our industries are still being affected.

2. Communicate all of the things that you have done for your members during the crisis.

3. Show what the future will look like as you grow together.

That’s my hope for you. Best wishes.

 

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