Recently, we had the pleasure of hosting Sonya Pittman Guthrie and Jennifer Rowell, co-owners of Up10 Solutions, on one of our monthly webinars. If you missed their webinar, Association Value Prop Remix & Laying the Track for Member Persona Creation, we’ve recapped it below and have made the recording available here.
The first thing that Sonya and Jennifer discussed was getting better acquainted with your members. Some ways to do that are:
Part of getting better acquainted with your members is finding out what they’re saying. You don’t have to wait for an in-person meeting or event, instead set up Zoom video calls for added engagement when you’re virtual. Additional options to calls include:
Chances are, your members aren’t getting all of the things they need from your association. You’ll want to find out what items they are going elsewhere for and who is filling that void. They may be considering competition, but you might want to evaluate if this ‘competitor’ could become a partner of yours instead. Using methods above you’ll want to:
Defining your member segments is a major step for creating member personas. Member segments could be things like active vs. non-active; student vs. professional; and first year members. Once you segment out your members you can start asking questions like:
While most associations are focusing on acquiring new members, we can’t forget about retaining our current ones. And of those current ones, some are probably at-risk! So, ask yourself:
Look at what programs you have now and if you can, let the data help! See what makes sense to sunset, get rid of programs that have become stale or pet projects. For new offerings, they don’t have to be expensive! Take your time, and first consider renaming or repackaging things for a fresh offering.
To dive in more on these topics and see specific examples, check out the on-demand webinar here.