Introduction
One thing you can always count on is that your members’ needs will evolve. Static, one-size-fits-all benefits are giving way to more relevant, ongoing perks to match this evolution.
The membership organisations that thrive today are those adding value at various stages throughout the member journey so that their offering feels essential rather than optional.
Why Do Members Leave When Benefits Feel Generic?
Some membership organisations continue to rely heavily on blanket discounts and annual events as their core value drivers. This method leaves significant holes in member engagement and leaves you vulnerable to member churn.
The needs of your newbie members will differ from those of seasoned experts. Each member segment faces unique challenges, which means that generic benefits tend to become invisible.
A narrow value proposition makes the member experience rigid and predictable, which can only limit engagement. When renewal time rolls around, members might find it difficult to justify their subscription.
What Does Diversified Member Value Actually Look Like?
Genuine value diversification means establishing multiple touchpoints where members receive tangible benefits on an ongoing basis (throughout the membership year).
Tiered and Personalised Member Experiences
Smart organisations have deconstructed their value proposition into segments – career stage (if applicable), demographics, and member interests. Instead of giving everybody the same package, they build member pathways that seem personally relevant.
Young members get mentorship programmes and skills development, while the more senior members receive strategic insights and leadership content.
This segmentation demonstrates to members that your organisation recognises where they’re at and adjusts accordingly.
Wellbeing and Lifestyle Support
Membership organisations need to understand that members are people, not just professionals. You have to provide holistic support around the general pressures of life outside work.
Think about partnering with mental health platforms, financial planning services or family support networks. This works well for professions with high-pressure jobs, like educators, healthcare workers or legal professionals.
Exclusive Content and Behind-the-Scenes Access
Your content must genuinely help members do their jobs better or understand their field more deeply. This might include:
- Early access to newly published research and industry reports
- Insider footage about your events or initiatives
- Small-group sessions with industry leaders
- Early reservations for popular programmes
Recognition and Community Building
Recognition and belonging are key motivators for joining professional organisations. Allow your members to demonstrate their expertise, celebrate their achievements, and contribute to your community.
Member spotlights, expert contributor programmes, or peer nomination programmes are excellent ways to create emotional connections to your organisation. When someone’s proud to say, “I’m a member”, renewal is no longer optional.
Strategic Benefit Partnerships
Partner benefits can extend your value proposition without massive internal investment. The secret lies in picking partners whose services add real value to your members’ lives.
Think beyond standard retail discounts. Consider partnerships with:
- Professional development platforms
- Business IT software solutions related to your sector
- Travel services for members attending conferences
- Co-working spaces in major cities
Track which partnerships provide actual engagement (not just “value in theory”). Your members will clearly show you what benefits matter by how much they engage with them.
How Do You Roll Out Diversified Value Successfully?
- Start by mapping your existing member journey and seeing where engagement drops off. Those silent gaps between your big events or communications are often hiding opportunities for delivering more value.
- Leverage data and direct feedback to understand how and when members actually use benefits versus what you assume they want. Send out targeted surveys asking for details about challenges, preferred ways to communicate and unmet needs.
- Pilot new value streams with small membership segments before scaling. This method allows you to test out engagement and refine it based on actual feedback instead of speculation.
- Seek partnerships that will finance or co-deliver new value streams. A lot of companies want access to your member base and will provide valuable resources to get it.
Your key focus should be creating ongoing value that members would miss if it disappeared. That’s when membership becomes truly indispensable.
Propello offers a range of tools to help drive new member acquisition, increase brand loyalty, boost member retention and improve the experience for your members.
Contact us to learn more.
Leave A Comment