WHEN talking about relevance in the context of associations, two things come to mind: purpose and value proposition.
The value proposition of an association consists of the core benefits it provides. These guide the association on how it should communicate value to existing and prospective members.
The Philippine Council of Associations and Association Executives (Pcaae) recently had a webinar that featured Amy Hager, co-founder of US-based Association Rockstars, to expound on the topic of “Creating a Value Proposition for your Association to Attract Members.” Here are my takeaways from Amy’s presentation:
1. Take into account the qualities of a good value proposition. Three key factors should be considered here: focusing on the end result; delivering clear messaging; and, remembering that the value proposition statement is more than a catchy slogan.
In focusing on clear benefits and outcomes, an association needs to relate with and to provide solutions to the current pain points of the industry or profession where the members belong. It also means lining up tangible benefits that members will receive upon recruitment and engagement.
To have clear messaging, an association should avoid vague and meaningless words or jargon like “legislative affairs” or mottos like “helping to build a better world.” It helps that an association use the language that members understand.
While your value proposition statement could be catchy and prominent, an association should remember that it’s more than just a catchphrase; it’s why your members choose you and decided to belong.
2. Define or redefine your value proposition. The right questions to ask here are: what does your association do really well and what is the end result you wish to achieve for your members? Who is/are your ideal audience(s)? What problems are you solving for your ideal audience?
3. Create a two-way conversation with members. Equally important for an association is to set up a continuing conversation with members through, among others, having an online member community and an online survey tool, as well as organizing virtual town hall-style meetings and focus groups.
4. Test your value proposition. There are two ways to do this: (a) A/B testing and (b) post poll in online community.
As the name implies, two versions (A and B) are compared. Both are identical, except for one variation that might affect the member’s behavior. Version A might be the currently used version (control) while version B is modified in some respect (treatment). The test determines a winner between the two competing messages or design concepts. By dividing an audience into segments and testing two different messages, an association will be able to see which communication received the most clicks, opens, likes or shares.
5. Share your value proposition. There are five ways to get your value proposition message out: via your website, though email, a Board and Membership Committee and through social media.
Knowing, positioning and communicating well your association’s value proposition provides you with more opportunities to increase membership growth and engagement. Specifically, you can: discover ways to get more new members to experience the benefits soon upon joining; learn if there are more ways to improve the value proposition to provide even more value; and, use the value proposition as a gateway to introducing new members to other benefits of their membership.
Octavio Peralta is currently the executive director of the Global Compact Network Philippines and founder and volunteer CEO of the Philippine Council of Associations and Association Executives, the “association of associations.” E-mail: bobby@pcaae.org.