Membership Value Propositions
The following is an excerpt from our book, Pricing for Associations, available now on Amazon.
Membership in an association is more than just a transaction; it's a partnership that offers a unique blend of quantitative and qualitative benefits. Associations must articulate these value propositions clearly to attract and retain members effectively. Let's explore how both quantitative and qualitative value propositions play a role in defining the worth of membership.
Quantitative Value Propositions: Tangible Benefit
Quantitative value propositions are the tangible benefits that members can measure and quantify. These concrete advantages provide a clear understanding of what members receive in return for their membership investment. Consider the following quantitative value propositions:
Access to Resources: Members gain access to a wealth of resources, including research reports, industry data, templates, and toolkits. These resources are quantifiable and can be measured in terms of the number of documents, reports, or toolkits provided annually.
Discounts and Savings: Membership often comes with discounts on event registrations, courses, certifications, or products. Members can calculate their savings based on these discounts, providing a clear quantitative benefit.
Networking Opportunities: The number of networking events, conferences, or webinars offered to members is a quantifiable value proposition. Members can count the opportunities available to connect with peers, mentors, and industry leaders.
Education and Professional Development: The quantity of educational programs, workshops, or training sessions provided to members is a quantitative measure. Members can assess the value by the number of learning opportunities available.
Qualitative Value Propositions: Belonging and Professional Growth
Qualitative value propositions tap into the belonging and professional growth that membership in an association fosters. These benefits go beyond the numbers and focus on the intangible advantages that enhance a member's overall experience. Consider the following qualitative value propositions:
Community and Belonging: Being part of an association means belonging to a community of like-minded professionals. The sense of belonging, camaraderie, and support is a qualitative benefit that enhances a member's professional journey.
Mentorship and Guidance: Associations often provide mentorship programs where seasoned members offer guidance to those early in their careers. The mentorship experience fosters personal and professional growth, which is a qualitative advantage.
Leadership Opportunities: Opportunities to serve on committees, boards, or leadership roles within the association provide members with a qualitative benefit. These roles contribute to personal growth, leadership development, and career advancement.
Recognition and Awards: Associations recognize and celebrate members' achievements through awards and honors. The sense of accomplishment and recognition received is a qualitative reward that boosts self-esteem and professional pride.
Advocacy and Influence: When members actively participate in advocacy efforts or contribute to shaping industry policies, they experience a qualitative benefit. Knowing that their voice and actions make a difference fosters a sense of purpose and empowerment.
Successful associations understand the importance of balancing quantitative and qualitative value propositions. While tangible benefits attract members initially, it's the intangible advantages that deepen their engagement and commitment. By articulating both types of value propositions clearly, associations can create a compelling case for membership that resonates with a diverse range of professionals in their industry.
