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Reply at Membership Marketing

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Reply at Jeff Cufaude

Hi Joe — Thank you for the comment and for the question. Data is great for answering the question, "what" is happening and not as good at answering the questions "why" it is happening. But let me take a guess at why. Traditionally an association's membership categories have been locked in by bylaws. I think that with the economic challenges that many organizations are facing, those things previously written in stone have come up for discussion — like membership models. I often share with my clients and colleagues that the benefit of challenges and even failure is that it opens the door to trying new things and many times the new things and inventions prove very successful. Any that is my theory. Tony
Reply at Membership Marketing

Thanks for sharing this data, Tony. Very interesting. I feel like I've been seeing this more, too, but now I know it wasn't just coincidence. I think my one big question is "Why now?" Associations have always had the option of offering individual or company membership, so what's making company memberships an increasingly attractive business model now? The timeframe you show dates back to the midst of the recession, but I'm not sure I see a direct link there. Curious for your thoughts.
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Reply at Association Inc

Scott — As always, I appreciate your comments. Yes, there are a number of ways you can look at the data. Another way to look at it is perhaps associations that produce terrific products and services encourages members to join. However, I feel that membership growth tends to correlate with so many different positive outcomes that there is a good chance that it is the driving force. Tony
Reply at Membership Marketing

Hi Tony,

This is good information. I agree that in the large majority of associations the members are the primary purchasers of products and services. Therefore it makes sense that growth in membership will correlate to growth in sales of products and services. You and I have discussed causation and correlation many times and I know that your findings suggest correlation, not causation. That said, I wonder if this correlation is so strong because associations don't do an effective job of marketing their products and services to non-members. Just something to think about…..

Scott
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