Peer Communities Provide Member Value by Kyle Sexton
One of the key values of a membership organization is a sense of community. Contrary to how most organizations function, this doesn’t mean gathering everyone in the same room.
For decades, you’ve gone to great lengths to treat all members the same, and your financials are getting beaten up for it.
One simple way your membership organization can create value is to leverage your experience in networking and special events to create exclusive connection events for members.
Your members are unique, and they want to be treated that way. Business owners want to connect with their peers – not be sold to. Value is in the eyes of the member.
Some want to be involved; some don’t. Some have to get something from their membership; others want to get something done through your organization. Combinations of these traits provide a map to help your organization find values for 4 distinctly different member profiles.
When you look over your membership programming, are you serving each of the four member profiles? Do you provide value for members in each of these four quadrants?
The bottom right wants to sell their stuff to everyone. The bottom left wants you to bring the benefits of membership to their business because they don’t feel like they can leave their business. The top right buys tables of eight at your events, or they are sponsoring.
And the top left are stakeholders who would rather perform a task for you than be on your board.
When considering what your members want from you in this format, it becomes clear that you are not running a membership organization. You are running four different membership organizations. The sense of community which glues your members to your organization – and to each other – is more exclusive than you previously thought.
In future blog posts, we will discuss how these values play into a larger value picture for your members. Until then, consider how your organization treats members as unique.
// Kyle Sexton is an award-winning marketing strategist and international speaker. His book, REMEMBERSHIP – New Thinking for Tomorrow’s Membership Organization is fueling transformations in membership organizations throughout North America. He builds value-based pricing tiers for membership organizations and subscription-based businesses, and his innovations have been featured in The Wall Street Journal. He can be reached at 888.899.8374 or get his free resources at KyleSexton.com.MicroNet Staff