Success by Association - May/June 2017 - 8

membervalue

Core4 Principles to
Demonstrate Member Value
Katherine McKinley

L

et's do a little experiment. Go to the Google search
bar and type, "I love my association because" and
see Google's recommendations to complete the
statement.

My results:
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The first 4 had to do with I Love My Librarian Awards

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The 5th was I Love My Island Dog

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The 6th was Why I Love Summer Camp by the American
Camp Association

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The 7th was Love My Job / Colorado Education Association

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The 8th was about body acceptance by the National Eating
Disorders Association

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The final result on the page was about why people love
their Texas Charter Schools Association

At first glance that doesn't seem to answer the question,
does it? If we're trying to find out what members value in
their association and why they feel they receive it by that
simple search, you might expect to see "I love my association
because they provide great member benefits."
But let's look a little closer. In each of those links, you start
seeing a theme-people feel valued and accepted. They list
lasting relationships, caring staff, someone making them feel
their voice was heard followed by a personal response. In fact,
looking through the results reveals the core4 principles to
demonstrate member value for an association or customer
value by a company. We'll take a look at each of these, along
with some ideas on how to do them.
But first-a definition or two. What is member value? And how
do you know it's been delivered?
For our purposes, let's say member value describes how
members weigh the benefits they receive against the cost
of time, effort and resources. By extension, then, high value
means the benefits far outweigh any cost, and low or no value,
means just the opposite - the cost outweighs any perceived or
actual benefits.
And how do you know it's been delivered? Well, there are
tangible ways - if a member benefit is to receive a coupon
booklet of member discounts, then mail delivery can be
measured. But does that mean the member values the
booklet? That would need measures of how many members
use each type of discount, how many members request extra
copies, how many businesses want to be in the booklet, and so

8

success || may/june 2017

on. Another measure is if they received their booklet quickly,
reliably and consistently. So the key to measuring value
delivery is dependent on knowing what members expect,
meeting or exceeding those expectations, and being able to
measure and appropriately analyze the data.
Now that we have defined member value and how to measure
its delivery, let's look at those core4 principles.
1. KNOW
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your members-sounds obvious but if you don't know
the demographics, likes and dislikes, numbers, values
and reasons they are members of your association
then you won't know what benefits to offer, how to
deliver them and how to measure success. On top of
that, you need to understand what drives value for your
members and how they expect to receive it.

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your value proposition-this is essentially how and
what you are delivering to your members that solves
problems for them or improves their lives. These are
the specific benefits that tell the members why they
should join your association and stay rather than
joining another group or not at all.

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your competition-knowing what benefits and value are
delivered helps you not only to compete but also to
differentiate your offering.

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your environment-this could include regulations,
covenants, economy and job circumstances in the
community, changing population trends - all of which
can influence what your members value.

2. LISTEN-to your members, your staff, and your
competitors. This means actively seeking feedback,
conducting surveys, polls and any other research -
including asking questions for good and not-so-good
experiences.
3. SHOW-practice what you preach. It's essential to be
consistent and 100% committed to member satisfaction.
Deliver quality member care by being reliable, responsive,
competent, credible, and ensuring your members
experience the feeling of being valued.
4. INNOVATE-learn and change. Create a mindset to
anticipate members' future needs and practical ways to
meet them. Also, allocate your growth capital toward new
products and solutions that serve your members or can
attract more members.



Table of Contents for the Digital Edition of Success by Association - May/June 2017

How To Help Your Managers (or You) Resolve Conflict in the Workplace
Core4 Principles to Demonstrate Member Value
Annual Meeting Preview
What To Do in Winston-Salem
Annual Meeting Registration Form
You’ll Lobby for Me Whether or Not I Join!
What Are You Bringing to the Table?
President’s Message
Event Calendar
Buyers’ Guide
Member Updates
Advertiser Index
Young Leader Profile
Advertiser Showcase
Executive Director’s Message
Success by Association - May/June 2017 - Intro
Success by Association - May/June 2017 - cover1
Success by Association - May/June 2017 - cover2
Success by Association - May/June 2017 - 3
Success by Association - May/June 2017 - President’s Message
Success by Association - May/June 2017 - Event Calendar
Success by Association - May/June 2017 - 6
Success by Association - May/June 2017 - How To Help Your Managers (or You) Resolve Conflict in the Workplace
Success by Association - May/June 2017 - Core4 Principles to Demonstrate Member Value
Success by Association - May/June 2017 - 9
Success by Association - May/June 2017 - 10
Success by Association - May/June 2017 - 11
Success by Association - May/June 2017 - 12
Success by Association - May/June 2017 - 13
Success by Association - May/June 2017 - 14
Success by Association - May/June 2017 - 15
Success by Association - May/June 2017 - Annual Meeting Preview
Success by Association - May/June 2017 - 17
Success by Association - May/June 2017 - What To Do in Winston-Salem
Success by Association - May/June 2017 - Annual Meeting Registration Form
Success by Association - May/June 2017 - You’ll Lobby for Me Whether or Not I Join!
Success by Association - May/June 2017 - Buyers’ Guide
Success by Association - May/June 2017 - Member Updates
Success by Association - May/June 2017 - 23
Success by Association - May/June 2017 - What Are You Bringing to the Table?
Success by Association - May/June 2017 - Advertiser Index
Success by Association - May/June 2017 - Young Leader Profile
Success by Association - May/June 2017 - 27
Success by Association - May/June 2017 - Advertiser Showcase
Success by Association - May/June 2017 - 29
Success by Association - May/June 2017 - Executive Director’s Message
Success by Association - May/June 2017 - cover3
Success by Association - May/June 2017 - cover4
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