REVENUE AND MEMBERSHIP STRATEGIES FOR ASSOCIATIONS

ASSOCIATION GROWTH STRATEGIES

MEMBERSHIP GROWTH STRATEGIES FOR ASSOCIATIONS

What We Deliver For You

Innovative membership models for individuals and organizations that drive explosive growth

Organizational membership models that have gained clients up to 30K new members
Young professional membership growth strategies that can increase under-35 membership by 15%
International membership
Hybrid corporate/individual membership
Associate/vendor membership

Growth Strategy | Strategies For Associations

Dues models that maximize revenue and minimize risk

Dues increase strategies
Dues model restructuring
Young member dues strategies that can increase under-35 membership by 15%
Cost-to-serve / profitability analysis
Financial projections
International dues strategies

Strategies that can exponentially grow non-dues revenue

Non-dues revenue strategies that have increased non-dues revenue up to 10x
Innovation and concept development
Market and competitive analysis
Concept testing
Pricing and business modeling
Go-to-market planning
Strategic advisory

An irresistible member value that attracts new members and guarantees that members renew

Winning member value propositions with our proprietary right-to-win framework
Member/non-members needs analysis
Competitive advantage analysis
Value proposition articulation
Benefits portfolio optimization

An objective scorecard of the member value you deliver and where you can improve

Member value scorecard
Membership loyalty ladder
Engagement scoring
Retention scoring
Member lifetime value analysis

GROWTH STRATEGIES FOR ASSOCIATIONS

Association Strategy Services

Member Value Proposition

A great member value proposition delivers irresistible member value that attracts new members and guarantees that members renew.

Member Value Proposition

The key to discovering a compelling member value proposition 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 member value proposition to drive your membership growth strategies.

We have helped clients double their membership in three years using our framework.

Association Membership Model Innovation

Many organizations are rethinking their association membership model post-COVID to meet the changing needs of their members and the realities of the new hybrid world.

Association Membership Model Innovation

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 association membership model 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.

Membership Dues Models

The membership dues model is a pain point for many associations. Many have not increased membership dues in a long time. Some are tied to old membership dues models that are no longer workable.

Membership Dues Models

The revenue upside of increasing membership 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 membership 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.

Young Membership Strategies

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.

Young Membership Strategies

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

Association Membership Models for Organizations

The right membership model for groups, practices, or large organizations can be one of your most potent membership and revenue growth drivers.

Association Membership Models for Organizations

Strong association membership models for organizations 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 association 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.

Non-Dues Revenue Growth

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.

Non-Dues Revenue Growth

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.

Member Value Scorecard℠

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.

Member Value Scorecard℠

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.

Association Maturity Model℠

How strong is your association, and where do you need to improve? Our association maturity model objectively measures how mature your organization is on sixteen different dimensions.

Association Maturity Model℠

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 association maturity model delivers a clear and complete roadmap to evolve your organization.

Strategies for associations: SUCCESS STORIES

How Our Strategies for Associations Tripled Member Growth In One Year

Case Study

The Doctor Is In: How Sequence Helped the AMA Achieve Exponential Member Growth

Reading Time: 4 minutes Discover how Sequence partnered with the AMA to launch a "Digital Reboot" strategy, resulting in a 300% increase in membership and a revitalized medical association.

Todd Unger

SVP Marketing and Membership, American Medical Association

It’s been a dramatic impact. Transformative. Our rate of growth last year tripled. We could never have done it without Sequence.

Ian King

Chief Strategy and Membership Officer, American Psychological Association

Our results with Sequence Consulting were phenomenal. It was massively successful. They have great experience they deliver a lot of value.

David Wickenden

SVP Enterprise Strategy, AARP

What Sequence Consulting delivers is excellence. I’d recommend them for anything related to the organization's strategy.

Rich Harwood

Founder, The Harwood Institute for Public Innovation

Sequence helped us make a leap – and we’re grateful for it. We got much greater clarity about our value proposition and a strategy we’re still using years later.

Daryl Thomann

COO, Make-A-Wish Foundation

Sequence has extensive not-for-profit expertise. They made the project a complete success for our organization.

Andrew Smart

Chief Membership and Marketing Officer, SAE International

Most companies have that one really great consulting experience. Sequence Consulting is that one-in-a-million consulting group.

David Schutt, Ph.D.

CEO, SAE International

Working with Sequence, our organization grew ten times over, we entered entirely new industries and expanded our industry consortia by five times. All within three years.

Mark Carpenter

Director of Web Strategy, American Chemical Society

I recommend Sequence Consulting for their non-traditional approach to solving problems. They understand my culture and the realities I’m facing, and they come up with practical solutions I can implement.

Tom Nelson, Ph.D.

Chief Operating Officer, AARP

I think of Sequence as the paradigm busters. We get superior thinking every time.

Christian Kuhn

Director of Partner Strategy, AARP Services

Sequence Consulting is the kind of firm that adds value and totally gets it. They figure out things that have never been done before that have repercussions for years.

Dave Austin

CEO, Influent50 an AARP Services Company

We took a new business from zero and grew it to $47 million in three years. We could have never done it without Sequence Consulting.

Arthur Evans, Ph.D.

CEO, American Psychological Association

Our strategic planning with Sequence was incredibly successful. They gave us great confidence that where we ended up was the right place for the organization.

Cris Gardner

VP Corporate Strategy, AARP

I look to Sequence Consulting when I have a tough puzzle and need actionable recommendations. If your challenge is understanding a thorny problem, getting internal consensus, and moving forward, Sequence is your people.

Mark Nylec

Director of CRM, AARP

Other firms fly at 100,000 feet; Sequence tells you how to land the plane. I say: here is my idea, and Sequence takes it and runs.

Bernie Hengesbaugh

COO, American Medical Association

If you want a turnkey approach, go with the big firms. But if you’re interested in someone very credible working with you on a personal level, I would go with Sequence Consulting.

Tami Brehm, CAE

VP Member Services, American College of Rheumatology

Sequence brought focused expertise to our partnership and invested in our success. We are a complex organization. Sequence helped us easily leverage our unique differences to create new growth opportunities.

Chris Gloede

CMO, American Bar Association

Sequence Consulting led the way. When we needed help evaluating marketing automation, they developed the business case, and they helped us identify the fastest path to revenue and profit.

Barbara Burgess

COO, The Wright Foundation

Sequence has been transformational. Sequence gave us an entirely new way to think about our business. They gave us the confidence to move forward and showed us the way.

Julia Fitzgerald

CMO, American Lung Association

We are still benefiting from their work years later. Sequence helped us chart a strategic path that empowered our team and produced better-than-expected results.

Christine Donohoo

Chief Communications Officer, AARP

Sequence always over delivers.

Margaret Mueller, PhD

CEO, Executives Club of Chicago

Our membership doubled in the last three years. Sequence helped us lean into our purpose, restructure our model, and reframe our value proposition to deliver what our members needed most.

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REVENUE AND MEMBERSHIP STRATEGIES FOR ASSOCIATIONS

ASSOCIATION GROWTH STRATEGIES

MEMBERSHIP GROWTH STRATEGIES FOR ASSOCIATIONS

What We Deliver For You

Innovative membership models for individuals and organizations that drive explosive growth

Dues models that maximize revenue and minimize risk

Strategies that can exponentially grow non-dues revenue

An irresistible member value that attracts new members and guarantees that members renew

An objective scorecard of the member value you deliver and where you can improve

GROWTH STRATEGIES FOR ASSOCIATIONS

Association Strategy Services

Member Value Proposition

Member Value Proposition

Association Membership Model Innovation

Association Membership Model Innovation

Membership Dues Models

Membership Dues Models

Young Membership Strategies

Young Membership Strategies

Association Membership Models for Organizations

Association Membership Models for Organizations

Non-Dues Revenue Growth

Non-Dues Revenue Growth

Member Value Scorecard℠

Member Value Scorecard℠

Association Maturity Model℠

Association Maturity Model℠

How Our Strategies for Associations Tripled Member Growth In One Year

The Doctor Is In: How Sequence Helped the AMA Achieve Exponential Member Growth

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Case Studies