Member engagement, recruitment, and retention are fundamental activities that all membership organizations must master to ensure the growth and viability of their organizations over the long term. The Art of Membership by Sheri Jacobs, CAE, provides associations and membership organizations with the practical tools they need to build a loyal and diverse membership base over the long term. Readers will be able to put the tools to work immediately regardless organization size, budget, culture, type, or environment. The recommendations are concrete, irrefutable and backed by data derived from ASAE research, the author's own more than 40 Market Research Studies conducted with her team encompassing members and nonmembers from organizations of all types and sizes and her more than 15 years of experience developing and executing membership recruitment and retention plans for more than 100 associations. The book contains ample cases and examples from associations, nonprofits and for-profits (pricing strategies, value propositions, and marketing tactics) in addition to chapter-by-chapter "how-to" guides with checklists and worksheets that break down the concepts from goal to strategy to tactics culminating in an actionable "to-do" list.

List of Tables, Figures, and Exhibits ix

Preface xi

About the Author xix

Part One Find Your Value

1 Understand the Value Before You Start Selling 3

2 Value Is in the Eye of the Beholder 23

3 Sell What Matters 44

4 Charge More or Less—And Other Alternative Pricing Strategies 64

Part Two Who Are Your Members?

5 Members or Customers? Developing the Most Qualified Prospect List 93

6 Behavior and Preference Are Very Different Things 118

7 Look at Where Your Members Are Going 137

Part Three Sell Your Organization

8 Be a Problem Solver 159

9 Prove It! 180

Part Four Personalize the Process

10 Overcome Objections 203

11 Engagement, Onboarding, and the First Ninety Days 222

12 Be Flexible 240

References 257

Index 263

List of Tables, Figures, and Exhibits

Tables

Table 1.1: Primary Reasons to Join and Renew 9

Table 1.2: Defi ning Member Benefi ts 11

Table 1.3: Drivers of APTA Membership 12

Table 1.4: Reasons for Not Renewing Membership 14

Table 1.5: Asset Audit Template 21

Table 2.1: Reasons for Dropping Membership 31

Table 2.2: Getting Lapsed Members to Rejoin 31

Table 3.1: Brand Attributes Survey 48

Table 4.1: What Is the Next Best Alternative (NBA) to Your Product? 79

Table 4.2: Pricing Worksheet 80

Table 4.3: HIMSS Organizational Affiliate Membership 85

Table 4.4: HIMSS Individual Membership Program 86

Table 5.1: Scoring Model 101

Table 5.2: Calculating the Lifetime Value of a Member 106

Table 6.1: Member Involvement and Promotion 124

Table 8.1: Problem—Feature—Outcome 169

Table 9.1: Organization Event Calendar for Member Feedback 184

Table 11.1: Onboarding Planning Worksheet 238

Figures

Figure 4.1: Pricing Decision Tree 81

Figure 5.1: ABA Member Referral Program Promotion 109

Figure 8.1: Onboarding Timeline 172

Figure 9.1: Socialmedia.org Promotes Its Membership 192

Figure 9.2: Zero Moment of Truth 194

Figure 12.1: Association Forum of Chicagoland Gift Card 247

Exhibits

Exhibit 2.1: Member Profi le Characteristics 42

Exhibit 2.2: Sample Psychographic or Lifestyle Questions 43

Exhibit 3.1: Sample Questions for a Brand Assessment Survey 61

Exhibit 5.1: Sample Attributes to Consider 96

Exhibit 7.1: Massachusetts Medical Society Group Membership Program Copy 151

Exhibit 8.1: Electronic Retailing Association Membership Campaign 178

Exhibit 11.1: American Health Information Management Association New Member Orientation 231

Exhibit 11.2: Best Practices for Onboarding New Members 238