Blog Post Title One

We know that your association offers significant, impactful benefits that support your mission, increase access to knowledge, and make the world (at least slightly) better. But how do you communicate this in a way that compels site visitors to become members and, in turn, invest in the future of your organization? At Tizra, one common concern we help associations navigate is demonstrating the value of membership to potential members. And we get it! Communicating the intrinsic value of membership can be tricky.

Understanding the Membership Landscape

Forum Magazine recently broke down the results of the 2024 McKinley Advisors study, ‘Membership Reset: Delivering on the Promise of Membership.’  The study sheds light on some common challenges associations face, like:

• Crafting clear, compelling value propositions

• Allocating sufficient resources to membership initiatives

• Navigating the adoption of new technologies

• Differentiating between member and non-member benefits

These challenges probably aren’t surprising to readers familiar with the association landscape and the persistent tensions that divide an association’s strategic bandwidth. There are never enough hours or budget to go around.

While the study findings might not be groundbreaking, failure to address each and implement actionable plans to solve them directly impact membership growth and retention. This has the very real potential to affect your association's long-term goals and mission fulfillment.

One partial solution? Helping members and prospective members visualize the tangible value of membership. This is where your content strategy comes into play. By effectively leveraging your existing resources, you can address many of the challenges highlighted in the McKinley study. Let's explore how a refreshed content approach can better communicate and demonstrate the value of membership.