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Posts in ‘Affinity Marketing’

Overcoming Today’s Association Marketing Challenges

Oct 29

The current economic environment is impacting associations on multiple fronts. Competing financial priorities are causing many current members to re-evaluate the return on their dues dollars. The impact is also being felt in lower conversion rates among prospective members. According to the 2014 Membership Marketing Report, half of associations have a market penetration of 40% or less of their available market.

Understandably associations caught in this situation are facing downward pressure on membership dues and increasing pressure for associations to provide more relevant, compelling, exclusive value, specific to the association and not easily found elsewhere. In order to continue to survive and thrive in these challenging times, associations will need to re-define what membership means and develop exclusive value in order to continue to attract and retain members.

Yet association value is only part of the solution. Unless members are persuaded to engage with and experience the Association’s offerings, the full potential of membership organizations will remain untapped.   Repeated studies have shown that involvement is the key to maintaining affiliation. The 2014 Membership Marketing Report shows member’s lack of engagement with the organization that is the number one reason for not renewing. In a separate ASAE research study into why members drop out of associations, 56% of those surveyed said it was because they did not receive the expected value to justify the cost of dues.

For nearly forty years, Bodden Partners has been working with a number of associations and membership organizations of various sizes and missions. The strategies and campaigns we develop add value to membership, demonstrate ROI, and increase retention and drive incremental revenue. For more information about how we might help your organization, contact Mark Silverman for a custom consultation.

Unleashing the Value of Membership

Aug 27

Mission, vision statements and core values vary from one association to another.  Yet despite their differences, associations are poised to play a vital role in our society. They give voice to an industry or any group that shares a common concern. They provide a host of member benefits including networking, professional development, information, research, statistics and a forum to discuss common problems and solutions. Yet despite all these resources and services, surprisingly few members take advantage of these programs.

According to the 2014 Membership Marketing Benchmarking Report, association executives now believe that it is the member’s lack of engagement with the organization that is the number one reason for not renewing.

Once a primary resource for relevant industry-specific information, associations now compete with a host of tailored information resources proliferating online. LinkedIn has over two million groups, mostly organized around professional needs and interest. Private firms have entered the fray by holding their own industry networking events and offering seminars, conferences and other educational programs.

Where the strength of an affinity benefits organization may have once been in the group buying power of its member base, it is now its level of knowledge of that membership, and how it is applied, on members’ behalf. Member needs are constantly changing. Associations who stay in touch, keeping their finger on the pulse of issues affecting all aspects of member lives, will remain relevant and create a level of unvalued unmatched by any of the emerging competitive threats.

Bodden Partners specializes in affinity-based marketing. If you would like us to provide a custom assessment of your marketing, contact us at info@boddenpartners.com