Breakthrough Value

Association Executives acknowledge it's challenging to get member attention, and many members simply don't know the "one good reason" for belonging. The more I ask, the more I observe that Association leaders and staff don't know it either. The case for conveying a clear and simple reason for why a member should join or belong is more compelling than ever today. Associations compete with other providers for services, education, networking, industry information, technology, advocacy benefits and attention. In a hyper-distracting world with ever-growing choices, reporting the news about what an association does for their members is not enough. To grow membership, improve engagement and earn loyalty requires a compelling rationale to get a member's attention. An association's success depends on persuading members why the association matters and how it's different than any other choice. Breakthrough Value encourages leaders to set their assumptions aside about the association's internal strengths, their history, and their view of their expertise. With help of a proven process, association leaders can discover and verify their unique value from the mind of their most important customers - their members. Our step-by-step guide will:1.Explain why targeting important member groups is a first critical step. 2.Describe where member research fits, and what questions to ask in order to get usable input versus simply gathering informational feedback. 3. Uncover the power that comes from searching out member needs first; then link to how the association solves the members' needs. 4. Articulate the necessary steps to deliver an effective message and keep the value proposition alive. nSight Marketing's process is tested with more than 50 not-for-profit organizations who worked through the process. There is no longer any reason that an association should run a business without a value proposition. The book explains and lays out the process to guide association executives to discover their unique and relevant value proposition. The result will give leaders confidence to undertake the important work on their own. A strong value proposition feeds into a communications approach that will persuade indifferent members to pay attention. The message compels associations to think differently about their strategy. The message will unify leadership to speak on a common language to strengthen the associations' brand.