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The Decision to Join: How Individuals Determine Value and Why They Choose to Belong
ASAE - American Society of Association Executives, Jan 2007, Pages: 126
A person's decision to join an individual membership organization is not a cost-benefit analysis.
If not revolutionary, that idea is certainly not the conventional wisdom.1 After all, we live, work, and recruit among the increasingly self-oriented, right? The membership appeal should be what's in it for them, or so many think. Turns out it isn't that simple. The conclusion that a current or prospective member's choice of whether to affiliate with your association or any other is not a classic procurement consideration is a foundational concept. The reality of this Decision to Join research finding opens the door to insight, refined strategic imperative, and perhaps a revised appeal grounded in what matters most to each segment of a mem¬bership organization's constituency.
Historically, associations have offered a unique value proposition that certainly includes the type of benefits considered when comparing the price paid with the individual benefits received. But the decision to join an association reflects an expanded understanding of what constitutes a benefit. It goes beyond the self-oriented assessment of the value received by the individual making the decision to incorporate a more other-oriented assessment of value generated for a community of interests. In effect, it expands the spectrum of benefits delivered by reversing the polarity on the concept of recipient value.
Individuals receive value, and for no additional cost their decision generates value for those who share a common bond. Everyone who contemplates the decision to join may not understand this initially, but nearly all come to see it this way across time. Unfortunately, not everyone who offers the opportunity to join understands it either, which raises a major concern. Clarifying this value spectrum and validating its importance to the intrinsic appeal of associating with others for a common purpose is one of the many challenges this study addresses.
16,944 voices reveal the real reasons for joining--or not. The Decision to Join: How Individuals Determine Value and Why They Choose to Belong, mines the motivations of nearly 17,000 individuals to give you insights that lead to a true competitive advantage. From membership marketing to strategic planning, The Decision to Join influences every aspect of your organization.
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