This article discusses the pros and cons of offering e-memberships for associations. It notes that e-memberships can help with green initiatives by reducing printing and mailing costs. However, some members prefer printed materials or don't have easy internet access. The article also discusses examples of associations that have offered e-memberships, such as providing online access to publications for international members. Overall, it recommends that associations understand the needs and habits of their different member demographics before implementing e-membership options.

1. PROS AND
CONS OF
OFFERING
E-MEMBERSHIPS
BY MARILYN MILLAS RUTKOWSKI
THIS ARTICLE IS A LITTLE DIFFERENT FROM MOST BECAUSE IT STARTED AS
A DISCUSSION ON THE ASSOCIATION FORUM MEMBERSHIP SIG LISTSERV.
MEMBERSHIP RECRUITMENT AND RETENTION ARE COMMON THEMES TO THE
MEMBERSHIP SIG. WE DISCUSS, TRADE STRATEGIES, NETWORK AND MOSTLY
COMMISERATE. IT’S SOMEHOW COMFORTING TO KNOW THAT OTHERS ARE
SHARING THE SAME CHALLENGES. IT’S THE SAME FOR OUR MEMBERS — THIS
IS WHY THEY JOIN OUR ASSOCIATIONS!

2. A recent topic dealt with e-membership.
With the proliferation of interconnectivity
and social interactions on the Web, the
idea of Web-based “e-memberships”
seems to be the next step for many asso-
ciations. The challenge is how to incor-
porate this option into your membership
benefits. It is an attractive option in one
way because it supports green initiatives.
Fewer printed pieces mean less mailing
costs, and less energy used in the pro-
duction and delivery of these items.
But there will still be those members
who don’t have easy access to a com-
puter or simply prefer printed items sent
via U.S. Postal Service. Associations
have to continue to service those mem-
bers in the manner in which they are
accustomed. Not only are they probably
the association’s leadership pool, they
most likely are the primary source of
dues revenue. Associations have to rec-
ognize these members’ reticence to
accept the new technologies affecting
not just the association but their indus-
tries as well.
Beth Weinstein, director of member-
ship marketing at the Society of Tribolo-
gists and Lubrication Engineers, began
the discussion. She wrote:
“We are considering lower priced e-
memberships or Web-only memberships.
Has anyone had any experience with
these? Have they been successful? What
do we need to consider?”
Here are some of the replies she
received:
“What we at the American Nuclear Soci-
ety have done is put our publications
online. Non-U.S. members still pay full
dues plus postage to receive our main
publications in print, BUT they now have
more immediate access to them online
and don’t have to wait for the print pub-
lication to arrive.”
— Gloria Naurocki, marketing and membership
development director, American Nuclear
Society.
“We are just starting to get our employ-
ees on LinkedIn and trying to figure out
how we can use this to market, increase
our number of contacts (and prospects
for membership) etc., so it is too new for
us to judge whether or not it is effective.”
— Joy Silverman, PHR, HR services advisor,
The Management Association of Illinois.
“When I was job hunting, I was a candi-
date for executive director for an associ-
ation that had a policy of giving any
member, including those who drop pay-
ing membership, a free electronic mem-
bership. I thought that was nuts —
probably one reason I didn’t get the job!
About 80 percent of their ‘members’ if I
recall are free e-members, and they won-
der why paid membership isn’t going up!”
— Robert A. Hall, MEd, CAE, executive direc-
tor, American Association of Hip and Knee
Surgeons.
EASY ACCESS
Further research into e-memberships
showed that it was a way to offer vital
information to professionals in develop-
ing countries at a substantially reduced
cost. E-members no longer have to wait
for international mail to deliver their
publications. They can access them on
their association’s Web site the same
day that they’re posted.
The American Academy of Dermatol-
ogy developed an International Fellow –
Electronic Membership option for individ-
uals in developing countries. The elec-
tronic option provides access to Academy
membership benefits at almost half the
cost of the regular International Fellow
membership dues. This membership offers
the member rate for meeting attendance
and product orders, and allows access to
all online information, including the
members-only section of the AAD Web
site and the online Journal of the Ameri-
can Academy of Dermatology. In addition,
e-members receive any member benefit
that can be provided electronically.
Debra L. Kroncke, manager, AAD
membership programs and policies, shared
her experience with e-memberships:
“The AAD currently has 2,917 Inter-
national Fellows, and of this number,
713 (24.4 percent) have selected elec-
tronic membership. At the time that we
first offered the membership, we pro-
jected that approximately 50 percent of
the eligible members would take advan-
tage of the program.
“The Academy’s electronic member-
ship program is only offered to individu-
als in developing countries as identified
by the World Bank. We had about 1,500
members who were eligible for the pro-
gram at the time it was initially offered
and about 250 selected electronic mem-
bership at that time. Over the years, the
number has increased both due to cur-
rent members changing their status and
new members selecting the electronic
option.
“Electronic membership is a very
attractive option as you can see by the
current membership statistics. We find
that the only reason more international
members don’t take advantage of the
program is because they want to con-
tinue receiving the printed Journal of the
NOVEMBER/DECEMBER 2008 FORUM 61

3. 62 FORUM NOVEMBER/DECEMBER 2008
American Academy of Dermatology. The
membership committee has recom-
mended a feasibility study to see if it
should be extended to all international
members (not just those in developing
countries).”
Most associations offer deep dis-
counted or complimentary rates to stu-
dents. Others offer free student
e-memberships. The student doesn’t
receive any information or publications
in print, but is able to take advantage of
the association’s members-only areas to
access the journal. Since most students
already are deeply involved in intercon-
nectivity and communities on the Web,
this provides a nearly seamless transition
to association life.
KNOW YOUR
AUDIENCE
A knowledgeable association configures
itself to meet the differing needs of its
various demographics. Strive to leverage
whatever you’re going to offer through
technology to be just what a current or
potential member needs. An association
is different things to different members.
To some, it is a source of professional
information, while others see it as a net-
working organization made up of their
peers. Today’s association must be sensi-
tive to these changes and try to respond
to their members’ needs.
So before you begin the process of
instituting e-memberships, do some
research into your members’ current
habits and monitor their trends. If you
have difficulty getting your members to
use your Web site or update their e-mail
addresses, an electronic membership
option probably is not going to appeal to
them. However, if you have a strong
international membership or one that is
technologically astute, an e-membership
may be an ideal way to grow — meeting
your current members’ needs and
attracting new members.
Marilyn Millas Rutkowski is senior marketing manager at
Association Management Center. She may be reached at
(847) 375-4830 or MRutkowski@Connect2amc.com.
FIND A SIG THAT’S RIGHT
FOR YOU
The Membership SIG is just one of
the 19 shared interest groups at the
Association Forum. There is a SIG for
just about every area of association
management, and all SIGs are free
to Forum members. Join a SIG today
and start making the most of your
Forum membership! For information
about the SIGs and their upcoming
events, contact Julie O’Rourke,
assistant director of membership, at
orourke@associationforum.org or
(312) 924-7042.