Comments on: July 2009: Publisher’s Update http://www.schneiderpublishing.com/blog/2009/july-2009-publishers-update/ From the publisher of Association News and SportsTravel magazines Fri, 30 Dec 2011 17:26:37 +0000 hourly 1 http://wordpress.org/?v=3.0.1 By: Timothy Schneider http://www.schneiderpublishing.com/blog/2009/july-2009-publishers-update/comment-page-1/#comment-10185 Timothy Schneider Wed, 12 Aug 2009 20:10:46 +0000 http://www.schneiderpublishing.com/blog/2009/07/12/july-2009-publishers-update/#comment-10185 Ed, Thank you for your comments! Attaching a dollar value to the benefits of membership in an association is certainly an approach--or at least an exercise--from which many groups would gain new insights and possibly a higher rate of membership renewals. It does get difficult when you try to place a dollar value on the educational and networking benefits of association membership. Thanks to your comments, we'll plan to include an article examining this subject in an upcoming issue of Association News. Ed,

Thank you for your comments! Attaching a dollar value to the benefits of membership in an association is certainly an approach–or at least an exercise–from which many groups would gain new insights and possibly a higher rate of membership renewals. It does get difficult when you try to place a dollar value on the educational and networking benefits of association membership. Thanks to your comments, we’ll plan to include an article examining this subject in an upcoming issue of Association News.

]]> By: Ed Rigsbee, CSP http://www.schneiderpublishing.com/blog/2009/july-2009-publishers-update/comment-page-1/#comment-10183 Ed Rigsbee, CSP Wed, 12 Aug 2009 19:45:36 +0000 http://www.schneiderpublishing.com/blog/2009/07/12/july-2009-publishers-update/#comment-10183 Tim, I enjoyed Nancy Mann Jackson's article titled, <a target=_blank href="http://www.nxtbook.com/nxtbooks/associationnews/200907/#/96" rel="nofollow">Making an Offer They Can't Refuse</a>, published in the July issue of Association News. I'd like to add two key elements overlooked in the article; understanding real dollar ROI and understanding benefits. After personally working with scores of associations on their member recruitment & retention efforts, campaigns, and challenges--it still comes down to dollars and cents. There is no way any association can effectively articulate the value they deliver to their members unless they can put an annual real dollar value delivered. This is an area that so many associations shy away from because it is a difficult process. Sure, any association can recruit members, but can they keep them? That's the real question. What's the value of having "turnstile" members? In personally reviewing numerous association web site "member benefits" sections, I can attest to the FACT that must associations do not understand the difference between features and benefits. I say this because most "member benefits" sections simply list membership features. Today's association members are looking to their associations to help make their lives better; through a great member investment ROI--delivering benefits that matter. I can agree with all that was stated in the article in question, and will unwaveringly state that two hugely important points were missed. So important that the"user effectiveness" of the article, in my opinion, was diminished. -- Ed Rigsbee, CSP Follow me at: http://twitter.com/EdRigsbee http://www.facebook.com/ed.rigsbee President, Rigsbee Research Consulting Group - ed@rigsbee.com - www.rigsbee.com Executive Director, Cigar PEG Educational Institute - ed@cigarpeg.com - www.cigarpeg.com 800-839-1520 1746 Calle Yucca, Suite 200 Thousand Oaks, CA 91360 Tim, I enjoyed Nancy Mann Jackson’s article titled, Making an Offer They Can’t Refuse, published in the July issue of Association News. I’d like to add two key elements overlooked in the article; understanding real dollar ROI and understanding benefits. After personally working with scores of associations on their member recruitment & retention efforts, campaigns, and challenges–it still comes down to dollars and cents.

There is no way any association can effectively articulate the value they deliver to their members unless they can put an annual real dollar value delivered. This is an area that so many associations shy away from because it is a difficult process. Sure, any association can recruit members, but can they keep them? That’s the real question. What’s the value of having “turnstile” members?

In personally reviewing numerous association web site “member benefits” sections, I can attest to the FACT that must associations do not understand the difference between features and benefits. I say this because most “member benefits” sections simply list membership features. Today’s association members are looking to their associations to help make their lives better; through a great member investment ROI–delivering benefits that matter.

I can agree with all that was stated in the article in question, and will unwaveringly state that two hugely important points were missed. So important that the”user effectiveness” of the article, in my opinion, was diminished.

–
Ed Rigsbee, CSP

Follow me at:
http://twitter.com/EdRigsbee
http://www.facebook.com/ed.rigsbee

President, Rigsbee Research Consulting Group – ed@rigsbee.com – http://www.rigsbee.com
Executive Director, Cigar PEG Educational Institute – ed@cigarpeg.com – http://www.cigarpeg.com
800-839-1520
1746 Calle Yucca, Suite 200
Thousand Oaks, CA 91360

]]>