Every organization is different, but we hear similar feedback from Association Executives about why they need to breakthrough value:I just have this feeling that beyond involved members, there is a disconnect about what the organization brings to the table. We need a way to highlight what we do that’s different.
- We deliver so many services, tools, and other valuable offerings but even after telling them in every way possible, members still don’t know about or pay attention to them.
- Every one of our leaders think we do something that’s ‘most valuable’ but none of the ‘somethings’ are alike. If we could think, plan and communicate a consistent message, members might understand us better.
- We’re under a competitive threat. We need to strengthen our story so that our members understand why we’re better as our own organization.
- We offer so many things to members, it’s time to re-evaluate exactly what we should focus on that is most relevant. We are weighing the right levels of investment, resources, manpower, and focus.
In a conversation with Laura Crowther after doing member research and before they embarked on the value proposition project, she offered this perspective:
“We continue to hear from our members ‘I didn’t know that’…or ‘You don’t offer that’ – when we offered it last week. I thought there was a disconnect between the association and our members. It’s not that we are offering bad things, it’s that we’re not offering the right things. And if we are offering the right things, we’re not getting that message through to them.
Our survey shows that the number one thing that resonated with members is our customer service – 87% of members are very satisfied with staff! But our satisfaction with membership value came in at 43%. When I saw that it was stunning.
We offer a lot of stuff. As an Association Executive you get very attached to what you are doing when you are sitting in this seat. Taking on the value proposition project is an opportunity to stop, and wake up and understand how our members see us.”
Laura Crowther, Coastal Carolina Association of REALTORS®
If you feel a similar disconnect between what you offer and how members value your association, a value proposition will be your guiding “why” to breakthrough to members.