While no two not-for-profits are the same, we have found over the years that a handful of key motivators come up again and again in professional, industry and trade associations as the primary reasons why people become members. Here, in my opinion, are the top four (in no particular order):
1. Networking and Social Interaction
People are social animals. One of the main reasons why they join associations is for the opportunity to interact with individuals who have similar interests as they do. We have found that not only do people value being able to network on a professional level, but in many cases, they also want their associations to provide them with opportunities to interact socially as well. Particularly for people who spend an increasing amount of time basking in the green warmth of their computer screen instead of having real conversations with people, regular opportunities for face-to-face interactions are a must for the associations they belong to.
2. Recognition and Credibility
Association members recognize the importance of strength in numbers. Many join because they know that the capacity of an association to effectively promote and represent their industry or profession is far greater than anything they could accomplish on their own. Others place a high level of importance on being able to link their name to a recognized professional or trade body. Particularly in professional associations, recognized certifications and designations are also very important. Accordingly, association members expect a lot of the organization’s time and efforts to be focused on boosting the image of the industry, trade or profession through government, media and public relations and on making sure the organization has a seat at the table when it comes to regulation and legislation development.
3. Keeping Up-To-Date
The world we live in is changing rapidly. Accordingly, most association members expect to be kept abreast of the trends, challenges and opportunities that impact their profession, business or industry. Equally important (and often not done as effectively), is that members are also looking to their associations to provide them with the resources and tools necessary to help position themselves effectively for any big changes coming down the pipe.
4. Education and Professional Development
Timely and good quality education that is suited to a member’s particular career-stage and/or professional development level is also an extremely important reason why they belong to associations. Particularly for associations that represent an entire industry or profession, however, this can be much easier said than done. Many of the associations we have worked with have a hard time being ‘all things to all people’ in addressing the various niches of an industry, or in offering appropriate levels of depth in the programs and services being provided.
Thursday, October 13, 2011 at 12:24PM