Latest trends & ideas

Decoding Member Non-Renewal: Unraveling the Mystery
Member Retention
Chris Vaughan, PhD

Cracking the Code: The Real Reason Members Don’t Renew

Reading Time: 3 minutes Every membership survey ever done says the reason people don’t renew membership is lack of value.

The top reasons always include lack of engagement, value, or ROI. Which begs the question: “What do our members want us to do?” But you should be asking: “What do they think we do?”

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Win Back Lapsed Members: A Guide to Success.
Member Retention
Chris Vaughan, PhD

Baby, Come Back! How to Win Back Lapsed Members and Why You Should

Reading Time: 4 minutes Despite your best efforts, some members are bound to leave. But when a member leaves, it doesn’t mean goodbye forever. Members who have walked away may be the easiest ones to get back. The keys to getting them back are how long you offer them opportunities to renew and how well you understand their needs.

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Mastering Membership Marketing 5 Game Changing Breakthroughs You Need To Know
Member Growth
Chris Vaughan, PhD

Mastering Membership Marketing: 5 Game-Changing Breakthroughs You Need to Know

Reading Time: 5 minutes Traditional membership marketing is predictably low return and has stayed the same for years. The good news is that membership marketers can expect a lot better. We have recently tested innovations in membership segmentation, targeting, messaging, and advertising that performed four to nine times better — in one case, twenty-seven times better — than the old-school tactics they replaced.

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Why Associations Are Better: Breaking the Mold of Traditional Corporations.
Strategy
Chris Vaughan, PhD

Breaking the Mold: Why Associations Outshine Traditional Corporations

Reading Time: 3 minutes Up-and-coming association leaders from corporate backgrounds are often shocked and bewildered by how their new organization works. They may ask themselves, “How does anything get done here at all?“ But anyone familiar with the association space knows that things do get done; not only that but they also get done well, and associations are built the way they are for a reason.

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How to Convert Customers into Loyal Members
Member Growth
Chris Vaughan, PhD

Cracking the Code: How to Turn Your Customers into Your Best Members

Reading Time: 3 minutes It’s a law of nature in marketing: Your best prospect is the customer you already have. Research consistently shows that it costs six to seven times more to get a new customer than to keep one, and in membership terms, smart associations understand what that means for retention. A dollar spent on retention goes much further than a dollar spent on recruitment.

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Member Segmentation: Is It Limiting Your Success?
Member Engagement
Chris Vaughan, PhD

Is Your Member Segmentation Strategy Holding You Back?

Reading Time: 4 minutes Most associations segment their membership in the same way: by career stage. So young professionals might be one segment, mid-career folks another, and so on into retirement. They do it this way because it seems obvious, and it’s easy – but is there a chance it’s wrong?

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Effective Strategies for Mission-Driven Membership Growth
Member Growth
Chris Vaughan, PhD

Mission-driven Membership Growth: Strategies That Work

Reading Time: 3 minutes Associations are always “mission first” in word and often indeed. Yet many have led less and less with a mission in their efforts to revitalize their membership. Enhancing member value and experience have been the guiding lights for association growth.

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Elevate Your Decision Making with Intention: A Powerful Approach for Associations.
Interviews
Chris Vaughan, PhD

The Power of Intention: Elevating Your Association Decision Making

Reading Time: 3 minutes Intentional choices can be hard in the best of times. What’s a necessary choice as opposed to one that would be nice to make? How do we choose between things that are all necessary when we can’t have them all? How can we be confident about the decisions we make? How can we explain our choices to other people?

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Is Your Affinity Product Strategy Missing the Mark?
Strategy
Chris Vaughan, PhD

Why Your Affinity Product Strategy Might Be Missing the Mark

Reading Time: 2 minutes Membership organizations have always offered third-party products to their members. This usually means a discount, sometimes bearing the association brand. Affinity products have served essential roles. They provide value to members, giving them a reason to join and renew.

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Are You Properly Aligned? Take the Nonprofit Alignment Check-Up Now!
Strategy
Chris Vaughan, PhD

Nonprofit Alignment: Are You Inside Out or Right on Track?

Reading Time: 2 minutes Eighty percent of executives say creating an “outside-in” culture is a high priority for the future. Outside is where the good stuff happens. Buyers buy. Inventors invent. Competitors compete. An outward-focused organization has its eyes on the action.

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