A new research report argues that associations are neglecting their membership models, and that their role in overall value proposition requires more intent and strategy.
McKinley Advisors’ Membership Reset: Delivering on the Promise of Membership, published earlier this month, notes that in the race to pursue nondues revenue, associations have given short shrift to a key pillar of their structure. Instead, membership too often “just is,” the report said.
“We often see an ambiguous connection between membership and everything else the association is doing," the report added. "Most associations, for example, do not position membership as a core service line within their own business model, allocate necessary resources for investment or apply a holistic focus."
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