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Membership at the Crossroads

               5.23.11

            Jay Younger, FASAE
     Managing Partner & Chief Consultant
            McKinley Advisors




                                           1
Membership
is dead!

Long live
membership!
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 in
your 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 FOCUS

The Membership
Value Proposition
How we look to some…
Pay us in advance so that you’ll have lots
more to read and the ability to pay us again
for access things that may or may not be
relevant for you…

     …because it’s the “right thing to do” and
                you’ll feel guilty if you don’t.

                                               9
Customer Value Proposition

Job to be done: solves an important problem
or fulfill and important need for the target
customer
Offering: satisfies the problem or fulfills the
need. This is defined not only by what is sold
but also by how it’s sold.

                                                  10
Living with a mature model
We typically try build our member value
proposition around our existing processes
and 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 and
decisions that erode the MVP:

 Product development
 Pricing
 Brand strategy
 Incentive compensation
 Promotional mix
 Technology platforms
 Service levels
 R&D investment
Deconstructing the MVP
What 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

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Membership Crossroads

  • 1. Membership at the Crossroads 5.23.11 Jay Younger, FASAE Managing Partner & Chief Consultant McKinley Advisors 1
  • 3. 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
  • 4. 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
  • 5. What concerns you most about membership in your 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
  • 6. 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
  • 7. 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
  • 9. How we look to some… Pay us in advance so that you’ll have lots more to read and the ability to pay us again for access things that may or may not be relevant for you… …because it’s the “right thing to do” and you’ll feel guilty if you don’t. 9
  • 10. Customer Value Proposition Job to be done: solves an important problem or fulfill and important need for the target customer Offering: satisfies the problem or fulfills the need. This is defined not only by what is sold but also by how it’s sold. 10
  • 11. Living with a mature model We typically try build our member value proposition around our existing processes and resources… …this has acute impact on the membership value proposition. 11
  • 12. Think about:  Conference committees  Website navigation  Presidential initiatives  Chapter meetings  e-newsletters
  • 13. Some of our processes and decisions that erode the MVP:  Product development  Pricing  Brand strategy  Incentive compensation  Promotional mix  Technology platforms  Service levels  R&D investment
  • 14. Deconstructing the MVP What 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
  • 15. 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
  • 17. Functional Emotional Mission Profit Risk Return What’s What’s Core New
  • 18. 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