A marketing leader once told me: “More is more.” As in, more prospects, more offers, more communications. More stuff. Maybe true, if resources are unlimited. But resources are always limited. So when can less be more? When you focus. There are two big ways to focus and two “vision tests” to ask how focused you …

Ask association members why they don’t renew and two in three will say lack of value for the price. Half of them also say lack of engagement or “I forgot”, which are just another way of voting on your value with their feet.   How can you make membership an offer they can’t refuse?   …

In 2015, millennials surpassed Generation X to become the largest population in the workforce. While the majority of the workforce is getting younger, most membership organizations are seeing the average age of their membership go up. In response to this troubling trend, associations are prioritizing the attraction of young members. After all, young members are their …