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How membership in associations will look different in 2026
The document discusses future trends in membership for associations by 2026, highlighting innovations and niche-specific offerings aimed at enhancing member engagement. It emphasizes the need for membership models to accommodate various demographic and functional niches, along with the importance of technology for tailored services. The overall goal is to provide meaningful outcomes for members rather than merely serving as a membership service.
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How membership in associations will look different in 2026
- 1. How membership inassociations and other bodies will look different in 2026? Greg Melia, CAE Chief Member Relations & Strategy Development Officer ASAE: The Center for Association Leadership www.asaecenter.org Email: gmelia@asaecenter.org Twitter: @gmeliaCAE
- 2. What Is MembershipToday?
- 3. What are membership innovations are weseeing today?
- 4.
- 5. Insider Membership FamilyMembership The Art of Membership by Sheri Jacobs, CAE Niche: Same Product, Different Interests • Admission to curatorial lectures • Behind the scenes tours • Quarterly “insider” recommendations on NYC events • Admission to family programs • Kids passport • 50% off stroller tours • Family guides for major exhibits
- 6. Niche Interests: Students •What are the challenges? – Money – Finding a job – Building a network • What might be solutions? – Sponsored student dues – Training at introductory levels – Connections to mentors – Helping to find internships/jobs – Connecting to other young professionals http://www.aiche.org/ Partnership with industry companies to give students free access to membership and student-focused benefits A unique online community created for and by young professional chemical engineers. Learn new skills, solve challenges, find mentors, engage with other chemical engineers, and gain more exposure to hiring companies.
- 7. Core Membership Geared toprovide a relevant and immediate response to members' most frequent questions through peer assistance and a sophisticated online knowledge system. Dues: $250 per year Premium Membership Access to an account management team, advanced business and public relations consulting, customized research, peer assistance, and a professional e-journal. Dues: $2500 per year Niche Interests: Varying Levels of Service
- 8. AIGA the professional associationfor design Niche Interests: Levels of Engagement & Investment
- 9. Individual • Build JobSkills (programs & networks) • Manage Your Career (mentoring) • Stay Informed (magazine, e-news) • Save Money (registration discounts, fellowships) • Make the Case for Museums (advocacy) Dues: ($50 - $90) Museum Membership • Strive for Excellence (standards, resources) • Distinguish Your Museum (directory) • Stay Informed (magazine, e-news) • Save Money (registration discounts) • Make the Case for Museums (advocacy) Dues: Pay what you can - $8,000 Serving Both Organizations and Individuals
- 10. US Chamber OfCommerce Friends Portfolio of Engagement Options Members
- 11. • Restructured membershipmodel – focused on providing defense contractors access to government employees • Removed membership dues for government employees – grew membership from a handful to 21,000 • Automated of join process to remove barriers to joining • Allow individuals to join, then sell upgrade to organizational membership • Data-mining & Business Intelligence from AMS enabled segmentation • Results – Doubled revenue with same staff Focusing on Business Results for Members
- 12. Membership Organizations ofthe Future will: 1. Serve many niches – provide value to demographic and functional niches. 2. Appeal to both individuals and organizations. 3. Create a portfolio of engagement options – from friend to customer to varied membership opportunities. 4. Be results oriented. Membership is not the end goal; rather, enabling meaningful outcomes for members. 5. Leverage technology – to allow for targeted, customized service (and self- service) in cost-effective ways.
- 13. Thank you! Twitter: @gmeliacae Email: gmelia@asaecenter.org Let ASAE help you succeed. www.associationsnow.com (Subscribe to FREE daily e-Newsletter) Greg Melia, CAE Chief Member Relations & Strategy Development Officer ASAE: The Center for Association Leadership
Editor's Notes
- #2 Option #2 – How membership in associations and other bodies will look different in 2026? · The traditional association model typically provides a one-size fits all, annual dues based solution. · Changing buyer expectations, technology, and external global and economic shifts are putting pressure on this model, and dues as a percentage of revenue has fallen considerably over the past several decades. · Evolutions in the association model are moving toward structures that provide a variety of choices, and market strategies that provide options specialized to niches. · These choices typically include paid membership as one option, but often view the customer relationship as a more nuanced continuum of engagement from building awareness to most valued customer status. Innovations and New Model Thinking for Association Membership As the operating environment and consumer expectations have shifted, the discipline of association membership has evolved as well. A forward-looking membership strategy must consider the potential member’s viewpoint; the feelings evoked by the offer; the details and flourishes to which members and perspective members relate, and above all, the intent of having a membership – that is, is the strategy designed for stability, growth, deepening relationships, political clout or other goal? Based on the newly released 3rd edition of ASAE’s Membership Essentials: Recruitment, Retention, Roles, Responsibilities and Resources (Wiley, March 2016), this session will introduce you to a process to explore your membership value chain to design the next evolution of your membership model. Drawing on examples from professional societies, trade associations and hybrid membership organizations, you will leave this session equipped to with fresh thinking and a solid plan to reinvent your membership model to be more relevant to specialized niches and needs.
- #4 William Ford Gibson (born March 17, 1948) is an American-Canadian speculative fiction novelist and essayist who has been called the "noir prophet" of the cyberpunk subgenre.[2] Gibson coined the term "cyberspace" in his short story "Burning Chrome" (1982) and later popularized the concept in his debut novel, Neuromancer (1984).
- #5 The Whitney Museum of Art, New York
- #6 Family Membership Whitney Kids Passport Free admission to family programs 50% off all Stroller Tours Family guides for major exhibits Insider Membership Invitation for 2 to a Behind-the Scenes tour of the Museum Exclusive presentation by curatorial staff with Q&A Quarterly recommendations from curators and art insiders on NYC events
- #7 ChEnected—Where Chemical Engineers Mix it Up—is a unique online community created for and by young professional chemical engineers. Presented by AIChE, ChEnected is where chemical engineers can read, view, contribute, and engage with everything Chem-E. Learn new skills, solve challenges, find mentors, engage with other chemical engineers, and gain more exposure to hiring companies. ChEnected is Reactive. The Reactor blog is the epicenter of ChEnected, featuring content that covers the spectrum of the Chemical Enginering profession – from hot developments and opinions in the areas of alternative energy to career and legal advice. By virtue of its name, The Reactor blog is meant to be the driver of discussions about all things ChemE. Those discussions will help mold its future, its content, and the entire ChEnected portal. So please, be an active participant by commenting on posts, providing feedback, or becoming a guest contributor. ChEnected is Interactive, featuring polls, reviews, jokes, challenges, and contests. ChEnected is Connected. Join us on Twitter, Facebook, LinkedIn, Flickr, Slideshare and more. ChEnected is Multimedia. Look for our ChEtube video content, which can also be accessed on our YouTube channel and ChemE On Demand. ChEnected is You. Every month, we’ll feature new Young Professionals and Students.
- #8 Multi-tier American Society of Travel Agents (ASTA) http://www.asta.org/join/?navItemNumber=1498 Core membership. These members will find ASTA making a real commitment to building a technology infrastructure to support enhanced online services, such as peer assistance and a knowledge system similar to that used by Dell, Microsoft, and other Fortune 500 firms. The strategy is geared to provide a relevant and immediate response to members' questions. "The core membership will find great value in this," says Ruden. "It's those types of repetitive questions and assistance queries that we need to institutionalize and deliver electronically." Core membership dues are $250 a year for an individual or agency. Premium membership. For $2,500 a year, each premium member has access to an account management team composed of one lead person and one or two additional staff backups. Teams will provide such services as advanced business consulting, customized research, public relations consulting, peer assistance, and a professional e-journal. Premium members may identify four additional employees of their agencies who will be eligible to access benefits.
- #11 Tiers: Individual through Advisor Addt’l benefits: Conference call updates Access to committee services Customized GR web portal
- #12 Data-mining & Business Intelligence from AMS enabled segmentation Open membership drives value engagement Maintain membership growth during economic downturn without increasing staff http://www.ndia.org/MembershipAndChapters/Pages/MembershipPackages.aspx http://www.youtube.com/watch?v=D5fkyFAgXWo Doubled revenue with same staff business automation AHA moment: Government members were an underserved segment: they attend conferences, but not joining. Our current model was an old model, little automation. Massive growth required web based tools to manage relationships Grew govt members from handful to 21,000 Pilot first, soft launch, learn test, adjust, go big when you are seeing results Decision based in customer data