Are Marketing and Membership at Opposite Poles? Take the Journey to Collaboration
Is your marketing team hanging out at the North Pole while the membership group chills in Antarctica? If these two drivers of engagement are a world apart, it will be challenging to deliver the seamless experience customers expect from their favorite brands. There was a time when associations didn’t think of their members as customers. […]
Don’t Nickel-and-Dime Members: Ideas to Increase Non-Dues Revenue
Associations have traditionally used membership “as an excuse to sell more stuff at discounted prices to members,” said Garth Jordan, senior vice president of corporate strategy at the Healthcare Financial Management Association (HFMA). But, HFMA has cast that old non-dues revenue practice aside. Their new membership model includes unlimited access to certifications, online education, newsletters, industry […]
How to Meet the Membership & Education Expectations of Millennials and Gen Z
Generation Z and young Millennials are different. New research shows they have much greater price sensitivity and much lower brand loyalty than older generations. Their price sensitivity isn’t a surprise considering their: • Student loan debt • Weakened job prospects • Low earnings • Lack of employer support for membership and professional development Young professionals […]