Rethinking What It Means to Be a Member


A few months ago, I had a chance to sit down (virtually) with Beth Brodovsky and talk about what’s changing in membership relationships. The podcast is out! Some of the key points include:

  • Not all members are created equal, and because of that, your limited resources should not necessarily be evenly distributed among them.
  • You need to start paying attention to your data and segmentation ASAP.
  • If you’re tracking what the association values and not what your audiences value, your data is likely to return false positives in looking for triggers for behavior.
  • Associations are “elective community,” not just a series of transactions. (which is a point Mark Golden has also made)

It’s a pretty interesting conversation, if I do say so myself, so if you’ve got 45 minutes – or will have on your commute home tonight – you may want to take a listen.

(You can also subscribe to Beth’s podcast series, Driving Participation, to hear more good conversations like this.)