Which of the following is not included in the value proposition that the iia offers

Will people renew their memberships this year? So much has changed that will affect people’s decision to join or renew their affiliation with their professional association in 2021. All too often, associations lack the most basic tool to foster the acquisition, retention, growth, and engagement of their customer base: a well-defined value proposition. In planning for 2021, associations must pay close attention to their value proposition and ensure it’s compelling and current.

When asked “why should I join?” associations tend to make two critical mistakes in answering: They list the litany of services and products they offer. They only define value from their internal perspective, simply rehashing their mission. So, if a well-defined value proposition isn’t a long list of benefits or a one-sided marketing slogan, what is it? And why is it important to have one?

“Value” is defined as the benefits and solutions people can expect from joining, while “proposition” captures the commitment of the organization to deliver on its promise. Value propositions are unique to each organization, must be carefully crafted as part of a broader strategy, and should be periodically revised to remain relevant. To start such an endeavor, it’s helpful to review what makes a good value proposition and consider some examples.  

Demonstrates value-added

Members and customers are attracted to organizations that bring them tangible added-value, and that aim to make their jobs easier, better, and more productive. At the Institute of Internal Auditors, the value proposition clearly spells out the added value of belonging: “Membership Means More: Connect More – Know More – Save More.” The services and benefits the organization offers are consistently grouped along these three categories to demonstrate the additional value of belonging.

Focuses on their needs, not yours

What does your audience need? Members are more likely to join if the organization offers a product or service that fulfills their actual needs. So, a value proposition is best based on feedback from members (such as via member surveys) that clearly prioritize their top needs. The International Franchise Association for example communicates value with a clear member-needs focus: “Gain visibility and build your business with an IFA membership. Together we will improve your profits and professional future by empowering you with access to practical resources and a strong community of professional peers.”

Makes clear what's unique

What distinguishes your association from the competition? A good value proposition should make it clear what uniqueness the association offers or represents. When an association is the recognized authority, the acknowledged representative of a trade or profession at a local, national or international, it’s vital to highlight this leading position to demonstrate a unique value. At Meeting Professionals International for example this unique position is made very clear by stating that “MPI is the voice of professionals around the world, advocating for the industry and its significant economic impact.”

The value of a unique position of authority can be used both ways when associations shift the focus around, on the recognition it brings to those who affiliate. For example, the Project Management Institute defines membership in one word: “Dedication. PMI membership signifies that you’re serious about your project management career and your professional development.” If you seek the recognition in your field, you must join.

Positions you as a partner

Another consideration to demonstrate value is to serve as a critical partner in your members’ journey. NAIFA, the National Association of Insurance and Financial Advisors, makes it clear that “Together we can take on anything: By joining NAIFA, we become your partner, elevating your performance while providing a greater purpose to your professional work. We help you advance your career. We protect your industry. We enhance your credibility.”

Be Exclusively-Inclusive

This may seem a contradiction in terms, but associations must learn to be exclusively-inclusive. Advancing diversity and inclusion is key to ensure associations thrive, gain insights, and stay relevant. Offering access to a diverse community of peers who share common interests and passion for a profession, trade or cause is a sound value proposition. It’s even more powerful when a member testifies to the value of belonging to the community as was done at the International Coaching Federation (ICF). In a brief video (as part of their Get Connected campaign) a member explains the value of ICF as a “wonderful community to be part of … a place where any coach can come and spread their coaching wings.”

When communicating value, it’s equally important to differentiate the exclusiveness of belonging by making it very clear which benefits are for members-only. One powerful visual method very effective during the recruitment and retention process is using a side-by-side comparison table - as done at the Risk Management Society - that shows differences in product accessibility and/or price. A strong value proposition will include what is exclusively accessible to members, by tiers, or to those who pay a premium. When offering different packages, some organizations go as far as highlighting the “best value” for the money as does AAA, the American Automobile Association.

Delivers on a promise

Finally, value should also be articulated in terms of the commitment, the expectation, the promise offered. What outcome can your members expect? What results can your organization help them achieve? While it’s best not to cut and paste from another model but rather craft a unique value proposition from scratch, a simple model to follow will address key components such as:

Our member value promise:

[Association name]

Helps [who/audience/profession]

To [achieve results/solve problems]

With [services/products]

Why it's important

A value proposition is important to communicate to stakeholders what unique value-added the association has to offer, how the organization can help them find solutions for their most pressing needs, and why choosing to be part of their community will benefit them. In 2021, it’s vital for each association to spell-out their value proposition, to make it visible on their public facing forums, and to use it consistently in recruitment and retention campaigns. It can have a big impact on people’s decision to renew or join. And more than ever, in view of the transformation that 2020 has created on our society, it’s important to update it reflect the current reality (as was done in this video by SmithBucklin), even when an organization’s core value proposition essentially remains unchanged.

Sylvia Gonner, CAE

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