REVENUE AND MEMBERSHIP GROWTH STRATEGIES
REVENUE AND MEMBERSHIP GROWTH STRATEGIES
The right membership model for groups or corporations can be one of your most potent membership and revenue growth drivers.
Strong organizational membership models have a solid business-to-business value proposition for the company and its executives. In the same way, memberships for vendors/partners of trade associations call for a very different value proposition and relationship.
Our clients have gained tens of thousands of new members from our highly effective organizational membership models. Our right to win framework uncovers the unmet needs of organizations in your space and what you can uniquely offer. It aligns them to create a winning value proposition that organizations will line up for.
Many associations are rethinking their membership model post-COVID to meet the changing needs of their members and the realities of the new hybrid world.
What is our core value proposition? What is included in our membership? How do we deliver it? What types of memberships should we have, and for whom?
The correct answers to these questions are critical to sustainable growth. They also present an opportunity to rework the obsolete parts of your membership and build more exciting and engaging innovations for your members. With our experience, we help you ask the right questions and get the correct answers to create a long-term membership growth strategy.
Dues are a pain point for many associations. Many have not increased member dues in a long time. Some are tied to old dues models that are no longer workable.
The revenue upside of increasing dues can be huge, but so are the risks if the increase is not done thoughtfully and well.
We can help do the market and financial analysis necessary to find a dues model that maximizes revenue and minimizes risk. Our cost-to-serve framework tells you how much you spend to provide your member benefits and how profitable they are for the dues your members pay. We can help you communicate an increase to your membership clearly and convincingly in a way they will understand and embrace.
How strong is your association, and where do you need to improve? Our membership maturity model objectively measures how mature your organization is on sixteen different dimensions.
From value proposition and brand strategy to leadership and staffing, our analysis evaluates your level of maturity and identifies specific improvements to take you to the next level.
Derived from our two decades of experience with high-performing associations, our membership maturity model delivers a clear and complete roadmap to evolve your organization.
For many associations, non-dues revenue is more critical than dues revenue. Non-dues revenue often accounts for the majority of an organization’s income.
Opportunities to grow non-dues revenue stream can be far more promising and productive than membership growth. Exponential growth is possible for organizations ready to break out of their longstanding models and do new things.
We have helped clients grow their non-dues revenue 10x and take a startup from zero to $43 million in three years. Our background as strategy consultants in the tech sector allows us to bring years of successful startup, M&A, and partnership experience to our association clients to help them get breakthrough results.
A great value proposition delivers irresistible member value that attracts new members and guarantees that members renew.
The key to discovering that compelling value is to deeply understand the unmet needs of your members, identify the assets and capabilities only you can deliver, and the intersection between them.
Our right-to-win framework, designed specifically for associations, quickly gets you to your winning value proposition. It builds on our leading-edge research to identify your best opportunities and expertly facilitate workshops with your staff and stakeholders to converge on a uniquely powerful value proposition to drive your membership growth strategies.
We have helped clients double their membership in three years using this framework.
Member value should not be a guessing game. Because member value is the primary key to membership growth, you must clearly and completely understand what value means to your members and which benefits are most valuable.
Our Member Value Scorecard uses data analysis techniques to quantify, for each member segment, which of your offers are most engaging, which are most highly correlated with renewal, and what their total member value is. It also accounts for intangible factors like mission alignment and social impact, giving you a complete picture of where you are delivering outstanding value and where you have gaps.
This deep analysis lets you make sound, data-driven decisions about your benefits portfolio, marketing priorities, new product development, and other critical strategic decisions.
Young members are a primary concern for nearly all associations. Memberships are aging out faster than young members are replacing them, draining associations of revenue and, equally important, leadership.
On the one hand, students convert to full membership at a very low rate – typically less than 20% and often much less. On the other hand, under-35 member retention is much lower than other members, which compounds the problem.
We have helped clients grow their young professional membership by as much as 15% in one year with a multi-faceted strategy that optimizes dues, value proposition, and communications strategy to make your membership compelling to young professionals and must-renew for young members
MEMBERSHIP GROWTH STRATEGY SUCCESS STORIES
Reading Time: 4 minutes Discover how the AMA achieved a remarkable member growth rate increase by implementing a new membership brand and marketing strategy.