You probably know your association’s mission, but do you know your association’s value proposition? And if so, does it resonate with people?
Your value proposition is the reason people pay dues, but in order for it to be effective, it needs to be compelling. So how do you successfully convey your association’s value proposition? Here are three tips:
1. Focus on the benefits rather than the features
When “selling” your association – as with selling anything – it’s easy to want to focus on the features. But features aren’t necessarily what get people to buy – it’s the benefits. That said, when communicating your association’s value proposition, always focus on the member benefits.
For example, rather than saying “We offer in-person and online training sessions,” say something like “We provide ongoing training – both in-person and online – to help you keep your skills sharp.” See the difference? Emphasize what they’ll get out of your specific offerings.
2. Target the right audience
Once you have your member benefits down, it’s important that you communicate those to the right audience, or in this case, your member personas. Remember, member personas are semi-fictional representations of your ideal members based on market research and real data about your existing members.
If you can communicate your value proposition to the right audience – in the right manner and through the right platform – they’ll be more likely to join your organization. (Tips on how to create member personas here.)
3. Incorporate passion
Last but not least, if you really want to convey a compelling value proposition, it’s important to incorporate passion. Now this may seem a little weird, but it’s really what’s going to set your organization apart.
What do we mean by ‘incorporate passion?’ We mean telling your story – your mission – with excitement and vigor. What gets you excited about going to work everyday? About helping out at your association? Convey that to your prospects. Passion is inspiring, and more so, compelling.
At the end of the day, your association’s value proposition is designed to recruit new members. But we all know member recruitment involves a little bit more than that.
Need help getting those acquisition rates up? Check out our free guide, Best Practices for Online Member Acquisition, below!