The Art of Membership: How to Attract, Retain and Cement Member Loyalty
"Membership... is an art. You've got to skillfully recruit members who will remain members throughout their careers. And during those careers, you've got to successfully provide for them exactly what they need, when they need it. When you accomplish this, they will tell your organization's story to their colleagues and peers."—From the PrefaceIf a membership organization is to succeed in today's competitive environment, it must attract, recruit, and retain engaged members who will help the organization thrive.The Art of Membership—written by Sheri Jacobs, CAE—is a hands-on guide that contains the information, strategies, and principles that any membership organization can access to find its value, understand the difference between members and customers, sell its unique benefits and overcome objections, personalize the process, and create meaningful connections that will cement an organization's relationship with its members. The recommendations are concrete, irrefutable, and backed by data derived from ASAE research and Jacobs's more than forty market research studies encompassing members and nonmembers from organizations of all types and sizes.The Art of Membershipis filled with illustrative cases and examples from associations, nonprofits, and corporations as well as "how-to" guides, checklists, and worksheets that break down the concepts from goal to strategy to tactics culminating in an actionable "to-do" list. The book also includes a template designed to help create a concrete action plan based on the unique aspects of your organization.