March 8, 2013
“Members are the rider mechanism that automatically open and close your umbrella.”
Growing Your Association Membership
without Increasing Dues
NEMA CASE STUDIES: Karen E. V., CMP, Meeting Manager
Using the analogy of an umbrella, the type of umbrella and fabric selected represents an organization’s brand. Consistency with its vision, mission, and core principles cultivates brand awareness and loyalty. The theme of your conference or event is the canopy, attached over which is the fabric. The interconnections of the spokes are your agenda, speakers, marketing, and activities.
Continuing with the umbrella analogy, and the National Electrical Manufacturers Association (NEMA), which is representative of typical associations, the topic of this blog is growing your association membership without increasing dues. Members are the rider mechanism that automatically open and close your umbrella. Not surprisingly, it is the most complex variant on the classic umbrella, just as members are to an association.
Membership Value is a PERCEPTION!
Several weeks ago I joined The Alexandria Brown Bag group, and attended their workshop, “Breathing Fresh Air into Your Value Proposition” led by Jason Gudenius, Account Director, Marketing General, Inc. The workshop focused on a Membership Value Grid.
The first component of Jason’s grid is “Features” – what an organization offers to potential members. These are the “things” an association has, and presumably meet the needs of its prospective members. People want to be, as Jason pointed out, up to date, recognized authorities, efficient, etc.
NEMA has opened its doors to an entirely new set of potential members. Join the association to stay current on developments in the industry, to develop productive relationships with industry professionals, and to increase the visibility of your organization within the electroindustry.
Next, Jason engages the audience asking them to list the “Benefits” their organization presents; what potential members gain from these “Features.”
NEMA associate members (One of two membership categories, with the other being Full Membership) are valued members of the association, receiving immediate tangible benefits of access, information, exposure, and discounts. The NEMA Benefits chart further details its “Features” and “Benefits.”
Invitation to attend NEMA’s Annual Meeting and Leadership Conference ● ● ●
These bullets represent the benefits of the above-mentioned feature. For this feature, the benefits are access, information, and exposure.
Promotional opportunities at NEMA’s Annual Meeting and Leadership Conference
For this feature, the benefits are access and exposure. ● ●
Jason then moves on to “Avoidance.” This is an excellent section added to the Membership Value Grid. What members do not want to experience, what they want to avoid. Examples Jason provided are more work, discomfort, embarrassment, and worry.
“People invest their time to connect with people and brands that align with their drive for achievement and success!
“Emotional Drivers,” what members want is the last component. Compiling the information noted in the Membership Value Grid provides an organization or association a priceless tool to assess it value proposition. Jason emphasizes that each market and/or membership category should have its own value proposition.
Membership Dues
Associations whose membership dues are a major source of revenue, the decision to increase or keeping them flat in these lingering down economic times is a conundrum. Should an association decide not to increase dues, with expenses escalating what is the consequence? Conversely, increasing membership dues when members are cutting back on expenses can result in the loss of members.
Growing Association Membership without increasing dues
As a problem solver, my philosophy is to present a problem and suggest a solution. NEMA membership is composed of 430 member companies. (Source) However, the attendance at the annual conference is only half of its member companies, because the target audience is C-Suites, industry executives. Exhibits are limited to seven (7) tabletops located adjacent to the registration table in one foyer area on Friday, moving to another foyer area on Saturday. Sponsorships are limited, tied to a food and beverage function. NEMA 2012 conference resulted in a $14,000 Net Loss.
President and CEO, the General’s vision for the 2013 conference in November is to reach out differently, which is exactly right. Specifically, his proposed action steps are:
- Add Concurrent Session Tracks geared toward demographics beyond C-Suites
- Offer Continuing Education, a “value add”
- Incorporate Exhibitor Workshop Presentations, a R.O.I. to exhibitors
- Design Exhibits & Sponsorships creating interaction – “the kind in which humans truly experience and learn from each other and take away relationships that keep the connection going long after the meeting’s close.” David Basler, “Are You Designing Connectivity, or Just Planning Meetings?” One+, March 2012, issue, p. 8.
Just planning a conference does not create a lasting membership, business, and personal relationship, which is the real value of meetings, events, and conference. Why would an association want to replicate a conference that did not generate revenue, or even break even?
EXPANDING THE NEW ATTENDEE BASE
0What are the characteristics of the ideal attendee?
0What resonates with those populations?
0What triggers actions as registration?
Increasing the attendee base not only grows membership, it is an opportunity to provide additional value to members. Executives and staff can learn from listening to each other and experience new cultures, curriculum, and technologies. The higher the level of membership satisfaction, engagement, and involvement; the greater likelihood members will renew their membership.
Creating, Defining, AND Designing
Creating a conference, event, or meeting by defining the meeting space and designing connectivity plays an important role in growing your association membership without increasing dues. It addresses the “Emotional Drivers” in an association’s value proposition. People invest their time to connect with people and brands that align with their drive for achievement and success. Membership is more than an association stating, “Here are our ‘Features’ and ‘Benefits’. Caution ‘Avoid’ anything you do not want to experience. We hope your ‘Emotional Drivers’ were met.” Is that really Membership Value?
I look to events as a means to achieve the marketing goals of an organization through the application of sound management principles – Strategic Meetings Management (SMM). Then, I make those events more effective, or profitable, or whatever other goals the organization is trying to reach through a marketing strategy and campaign implementing Marketing Meetings Management (MMM).
Karen E. V., CMP
Karen E. V., CMP
Certified Meeting Professional:
Business Development, Communications, & Marketing
Washington DC Metro Area
Email: karenev@earthlink.net
LinkedIn: www.linkedin.com/in/karenev
Blog: www.karenevleadership.wordpress.com
Achieving Business Results through Meetings and Events focusing on Accountability and Value –
Strategy, Tactics, and Marketing
IT’S THE EXPERIENCE!
Speaking about lights bulbs, I read with interest in The Washington Post, “BOOK WORLD,” Sunday, March 3, 2013, the History Review by Marcia Bartusiak on the new book 
beyond. NEMA’s visionis intertwined with that of Edison’s, just like a cable, consisting of a group of insulated conductors twisted together.
glowing carbon,” as Freeberg so elegantly described the bulb, is to an organization’s brand, as is Edison’s relevancy today. 
karenevleadership 