Masonry Magazine February 2002 Page. 24
COVER STORY/continued
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4619 Dulin Creek Road House Springs, Mo. 63051
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With the current economic disappearance and abandonment, it is time for every association executive and their board members to ask, "How do we deliver more value and how do we show the value we currently offer?" The first part of the question will be different for each association based on the specific needs of the players in their industry. The second part of the question was the subject of the roundtable discussion I mentioned earlier.
First I asked the cost of membership, and then I asked the attendees to tell me what their association did for them. As we listed on the flipchart the valuable services this association delivered to its members, I also asked them to assign realistic dollar values to each item. For this regional association, the cost of membership and attendance at the two semiannual meetings was pegged at approximately $1,600. After less than an hour, the group came up with membership value in real dollars at $5,800. Had we have had more time; I believe the membership value number would have been higher.
I believe the best way for an association to grow its membership is through a one-to-one method; that is one current member bring in a new or lost member each year. Realistically, not all members will do this, but many will. Wouldn't you like a 20%, 30% or more increase in membership, and revenues for your association? I suggested to the roundtable attendees that their association could produce an Association Value brochure and/or a Value PowerPoint presentation to help current members show other owners in their industry the value of association affiliation. This would help the current members to more easily articulate the reasons for their personal emotional ownership in their association. Give 'em the right tools, and people will amaze you with their results.
As a primer for your own Value Brochure, listed below are the actual services and values offered to me by the group:
$1,000 for industry-specific technical training offered twice a year.
$1,000 for business, management and marketing training twice a year
■$300 for monthly legislative updates
■1,000 for coupons for goods and services offered by the national organization with national and regional membership
$600 for legal seminars offered twice a year
■$200 networking value at semi-annual meetings
$300 tax savings on income spent attending vacations (meetings)
(more on page 26)
24 MASONRY FEBRUARY, 2002