Membership Crossroads

Membership at the Crossroads 5.23.11 Jay Younger, FASAE Managing Partner & Chief Consultant McKinley Advisors 1

Membershipis dead!Long livemembership!

Is the annualized trend in full, paid memberships for your association over the past 5 years: CESSE 2011 EIA 2010 EIA 44%Higher 44% 44% 29%Lower 38% 28% 27% Flat 18% 23% 3

Same trend with 5 year forward-looking estimate Estimate CESSE 2011 EIA 2010 EIA 67%Higher 44% 44% 44% 15%Lower 29% 38% 28% 12% Flat 27% 18% 23% 4

What concerns you most about membership inyour association over the next 5 years?Aging Membership/Attracting Youth 14 Providing/Communicating value 11 Membership Model 6 Competition 4 Lack of Employer/Govt funding 4 "Open" Journals / Info 4 5

65 or older 6% 55-64 39% Typical age distribution of an 45-54 30% association’s 35-44 18% membership 25-34 3% TODAY Under 25 1% 0% 10% 20% 30% 40% 50% 6

65 or older 39% 55-64 30% Forecast age distribution for 45-54 18% the same 35-44 9% association in 2025 25-34 3% Under 25 1% 0% 10% 20% 30% 40% 50% 7

IN FOCUSThe MembershipValue Proposition

How we look to some…Pay us in advance so that you’ll have lotsmore to read and the ability to pay us againfor access things that may or may not berelevant for you… …because it’s the “right thing to do” and you’ll feel guilty if you don’t. 9

Customer Value PropositionJob to be done: solves an important problemor fulfill and important need for the targetcustomerOffering: satisfies the problem or fulfills theneed. This is defined not only by what is soldbut also by how it’s sold. 10

Living with a mature modelWe typically try build our member valueproposition around our existing processesand resources… …this has acute impact on the membership value proposition. 11

Think about: Conference committees Website navigation Presidential initiatives Chapter meetings e-newsletters

Some of our processes anddecisions that erode the MVP: Product development Pricing Brand strategy Incentive compensation Promotional mix Technology platforms Service levels R&D investment

Deconstructing the MVPWhat within your membership offer:• Is available EXCLUSIVELY to members?• Addresses ONE job to be done, not ten?• Is CHEAPER, FASTER or EASIER to obtain?• Is relevant to nearly ALL of your target audience? 14

The “half full” argument…• There WILL be markets and potential members to serve in the future.• Certain membership drivers are ETERNAL.• Membership growth is a LAG INDICATOR of a viable customer value proposition.• Our challenge is to create a BALANCED AND COHERENT value proposition for membership. 15

Behavioral Drivers 16

Functional Emotional Mission Profit Risk Return What’s What’s Core New

Strategies to Enhance the MVP• REWORK internal structures• Seek BALANCE in the MVP• EXPAND DEPTH within member organizations• Focus on the USER EXPERIENCE• Determine what can be made EXCLUSIVE• Test low/no cost CONTENT alternatives• TARGET communications (REALLY)• Invest in MOBILE• Increase FLEXIBILITY in membership policies 18

Let’s talk… 19

Membership Crossroads

by McKinley Advisors on May 24, 2011

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