Membership Diversification: THE strategy for growth
Updated: Apr 1
There has never been a more critical time to develop a diversified membership strategy.
What the heck is a diversified membership strategy and why do you need one?
Diversification is a strategy designed to foster relevance via new deliverables and expansion into new markets.
According to our research, when social change occurs, it influences value shifts, which ultimately influence what members need, want, and expect from their membership experience.
To stay relevant and valuable, associations need to understand their community’s needs and what behaviors and deliverables will drive future success.
How do you know if your association is using the right strategy? Here’s how to tell:
Struggling to engage the participation of younger generations
Largest percentage of revenue is generated by events
Board of directors is not a visual representation of the community the association represents
Leadership roles are reserved only for those people with considerable experience and credentials
Value proposition is unclear
Tradition and hierarchy
The association’s mission isn’t considered “must have” or critical to the betterment of an important purpose, cause, or call to action
Engaged, multi-generational membership
Revenue streams are diversified with largest percentage from membership
All decision-making entities feature a cross-section of people with varying backgrounds, skills, experiences
Systems in place to actively engage the participation of new people and new ideas
Clear value and return on investment
Innovation and collaboration
Members consider the mission and a membership in the association valuable, relevant, necessary, and important
Creating diversified membership strategies is our firm’s area of expertise. Contact us for more information and get ready to grow membership!
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