Tom Walters, Consultant
Perceived Member Value: The value existing members feel they receive from access to benefits and services of membership and/or being able to participate.
Actual Member Value: The value an existing member actually receives from membership.
We hope you enjoyed the first part of our blog on redressing the member value mismatch; we’re back again today to discuss another key area for improvement in the membership proposition: membership prestige – and how this can be leveraged to enhance the status of both individual members and organisation members.
In this blog you’ll understand the common pitfalls that limit your membership proposition’s potential, but also learn how to avoid these mistakes and exponentially improve member satisfaction.
Improving Membership Prestige
In addition to purely functional reasons, individuals and organisations also join membership organisations simply because it makes them look good to their peers and other organisations, respectively.
There are a number of ways that this prestige is measured – an organisation’s age and history, for example. Obviously, it’s rather challenging to increase the age of your organisation (unless you happen to own a Delorean…) but there is an actionable, two-part technique to build on your strengths and legitimately improve your prestige within the industry.
- The first component involves engaging with a wider audience than just your industry and presenting your findings and research in a way that can be understood by the layman. One of the reasons that the Royal Pharmaceutical Society has achieved such prominence is because of their willingness to create a public-facing presence and interpret their research into understandable and relevant soundbites. Working to become a public presence will do wonders in asserting your authority as the ‘leading expert’ in your industry – building your reputation, your perceived expertise, and of course, your prestige.
- The second, and perhaps more important component, is to provide easy-to-access evidence of the work you’ve done in the form of case studies, testimonials and awards. Making people aware of your organisation’s achievements and contribution to the industry at large is an effective way of building its reputation. Saying you’re the best only truly has impact when supported by clear and easy-to-access evidence; without this evidence, membership looks much more like a gamble.
I hope you enjoyed today’s blog, and that you managed to gain a little bit of insight into how your membership proposition can be improved with a few simple additions to your website. If you would like any further advice about any of the issues discussed in this blog, please drop us a line at +44 161 971 3200 or via email at [email protected]
Cantarus is a multi-award-winning full service digital agency specialising in delivering websites on the DNN Evoq content management system & with deep expertise and an outstanding client portfolio in the membership sector.