Part of growing your organization is communicating membership value - and that’s tough! You and your active members know there are things that are totally unique to being a member of your organization, but it can be hard for a potential member to see that before joining.
Instead of working extra hard to convince prospective members that there’s more than meets the eye, here are a couple of steps to easily communicating membership value through regular activities:
Step 1: First, identify exactly what it is that members find valuable about being a part of your organization.
- Consult your staff, especially those closest to your members. They’ll be able to tell you what benefits are brought up most, how members use them, and probably even stories about ways that your organization has made a profound impact on certain individuals.
- Speaking of impact: Gather those member success stories! There’s no better person to tell potential members what makes your organization unique than your members themselves.
- If you have a membership management solution, dig into engagement reporting. Managed well, your data should tell you exactly what benefits stand out! Take it a step further and by segmenting your data so you can see what types of members value what types of benefits. (More later on why this is HUGE!)
Step 2: Then, it’s all about highlighting that value in different ways.
- Social media is KEY: There are tons of opportunities to showcase your benefits on these platforms without the message getting stale. For example, you could share pictures of members in action, celebrate their achievements with fun graphics, and ask benefits-related questions to start a conversation in the comments.
- Your organization’s website is also an important tool for communicating membership value. You should at LEAST have a spot dedicated to listing all of your benefits and packages (if you have them). A few other ideas: Keep Members Only access front and center (prospects will be curious what’s behind the login), make a point to tell member stories in your blog, and host your important resources in a learning management system that non-members can access for a fee.
- Consider giving prospects a taste of membership by letting them experience some key benefits for themselves. You could host a “member for a day” type event, or even grant the privilege on an individual basis to prospects who just need an extra nudge. Get as creative as you’d like with how you do it, but definitely make sure the experience involves the benefits you KNOW are loved by members.
- That segmentation we talked about before? That can lead to some seriously powerful messaging. Being able to talk to an individual prospect about what specifically may interest someone in their role, career level, region, etc. shows that you care about them getting the most out of their membership - and that alone speaks volumes its value!
The value of your organization’s membership relies on the strength of your benefits - not just what the benefits are, but how they’re offered to members. And creating packages or levels of memberships will inherently add more value. Want to learn how? Download our guide about implementing a tiered dues system!