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
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
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
