How one clever association created massive value for their members
With digital disruption on our doorstep, every business is under threat, but when budgets tighten the first expense to go is often an association membership. So how does an association stay relevant and become a ‘must have’ not a ‘might have’ if times get tight.
“The best way to stay relevant,” says Belinda Moore, Australasia’s foremost membership specialist, “is to get really clear about what value you offer to your members. It’s about creating a point of difference that others aren’t offering.”
The Institute of Public Accountants (IPA) is a great example of an association that was under competitive pressure and invented a benefit that became valuable to their members. Arthur Burt, IPA’s Executive General Manager (Member Growth) was the man behind the idea.
“As an accountancy association, we have the CPA and CA as our major competitors. They are much bigger than us, with deeper pockets so we had to think outside the box on how we could be of more value to our members, without incurring extra costs.” he said.
The IPA researched what their members needed and discovered that what they really wanted was a new source of revenue. But how can you invent that out of thin air, without incurring extra expenses? Their research revealed another interesting fact.
Find out what the IPA discovered, keep reading the story
Article reproduced courtesy of our partners at Strategic Membership Solutions,Australasia’s leading consultancy specialising in sponsorship, membership and training for associations, charities and other not-for profits.
