NYSAEs September Speaker Says To Get More Members Deliver More ROI

By Nicole Millman-Falk

RigsbeeAssociations are morphing from informational organizations to communities of reciprocity, of value, according to September’s Education Workshop Presenter Ed Rigsbee. He had two primary messages for attendees: See your organization through the eyes of the non-member and prove to your members and nonmembers that through ROI (return on investment), membership is a good business decision.

To be sure you know what non-members are saying and thinking about your organization, it’s essential to monitor the chatter. Set up a Google alerts on your organization; read the blogs. “If there is controversy or negativity about the association, however, discuss it, attack it, deal with it, but don’t hide from it,” advised Rigbee.

Members are either givers or takers. Givers join to participate in and be part of their industry’s association. “They regularly attend association events, regardless of the quality.” Takers join to take advantage of collaborative synergies; they want to get more than they give. “Takers will attend association events if they see and immediate value and ROI,” said Rigsbee.

He outlined the differences between staff- and member-driven recruitment campaigns. Staff will provide a laundry list of what a member receives for their dues—networking, legislative and advocacy support for the profession or industry, luncheons, etc.—but these do not necessarily translate into return on investment. “It’s essential to look at membership from a non-member perspective,” advised Rigsbee. “Legislative and advocacy work, for example, do not deliver ROI to the non-member. They get that benefit whether they join or not.”

While staff can provide a consistent, united, clear message, and have association knowledge, they tell the story from an outsider looking in. “Member-driven campaigns, however, are more authentic,” he said. Members know the industry jargon, are able to give personal examples of why membership is so important, and because they are so committed, they tell their stories with more passion than a staff person.

Membership, Rigbee stressed, is also about more than mere numbers. “It’s about committed, involved, engaged members. It’s about members becoming evangelists on behalf of your organization.” To do this, new members must be quickly assimilated into the organization. This may include a welcome letter from the board, a phone call from the staff or another member, an informational notebook, immediately assigning them to a committee and getting them to attend a meeting. “It’s essential that part of your membership toolbox is a new member engagement process.”

A look at why members do not review may be helpful. According to Association Management magazine, November 2001:
• 12% business has closed/merged;
• 15% changed profession;
• 16% cannot determine;
• 17% dues to high;
• 7% not enough time to use member benefits;
• 17% services no longer relevant to the member;
• 16% cite other.

“This means that 73% of the time, there is not enough perceived value,” said Rigsbee. Too often, he noted, it’s not that associations are not delivering the services, they are just not explaining the services in terms a member can understand. “How does what your association offers make their lives better,” said Rigsbee. He advised telling members what you do for them in dollar amounts and provided a formula for determining an association’s yearly, sustainable real-dollar member ROI numbers.

The process is best if done with a mix of members; not just with the board.
• List value line items; at session or prior to session.
• One at a time, come to agreement as to the yearly sustainable real dollar value (the hard part). If a value item is received over a number of years, divide by # of years.
• If an item is something the entire industry receives, regardless of membership (i.e. legislation) do not count this item.
• When done total the yearly value.
• Determine what it costs a member (yearly) to receive this value. Divide to determine ROI.

Rigsbee can be reached through his website at www.rigsbee.com.

Nicole Millman-Falk is president of Millman-Falk Communications, LLC. She serves as co-chair of NYSAE’s Awards Committee and managing editor of InView. She can be reached at 201-652-1687; mfc32@optonline.net.