Blog
Tiered Membership Model Results in Double-Digit Membership Growth
Ralph Johnson, CEO of the Colorado Veterinary Medical Association (CVMA), laughed when I said that every association should be actively experimenting. Why the laughter? It was a knowing response to the tiered membership model he helped develop for his association—and...
Does Your Research Create Momentum?
If you’re going to spend money on research (and for the record, I think you should) make sure the results provide specific, actionable data to inform your planning and help you gain leverage. Here’s how: Start from scratch. Too often I see associations use previous...
The Great Debate: Members vs. Customers
Membership is a cherished association model. But often, the market for your association’s products and services extends far beyond member boundaries, leaving an untapped market. Thus, the members vs. customers conversation. Matt Braun, Vice President, Client Services,...
Planned Association Leaps
Has your association stagnated? If so, it may be time for a “planned leap.” One of the truisms I’ve run across in my time as a consultant is this: what we focus on expands. Consequently, where we put our time, effort and money as association leaders matters. Some of...
Video: Tiered Pricing Coming to an Association Near You
Tiered pricing is a mainstay in the for-profit world -- and it’s a topic you should be talking about for your association now. The Colorado Veterinary Medical Association launched tiered pricing in 2016. The result? A membership increase of 11.5%! (Yes, you read that...
Experimentation as Strategy
According to Forbes contributor Mike Maddock, “In order to make a product or service everything it can be, it needs to be repeatedly soft launched with both internal stakeholders and external customers. This means literally sending the idea—be it a product or a...
Make a Leap on Behalf of Your Association
I’m intrigued by the associations who are doing big things. It may be something internally to secure the health of the organization itself, something on behalf of members, or something for the greater good of the world. If you’re interested in making a leap on behalf...
Gaining Momentum with a 90-Day Sprint
Meetings. Deadlines. The day-to-day work of running your organization. All of these get in the way of doing new work on behalf of your association. But new work is often necessary to create leverage and momentum—especially when you’re stuck in a business-as-usual...
Video: “Freemium” As Strategy
How are you using "free" as a strategy to increase your market penetration and convert non-members to members? Join me for this month's interview with Chris Urena and find out how the education team at the American Speech-Language-Hearing Association used 15 free...