A popular task among associations is to define their “value proposition”. This list of measurable benefits is usually written in a way to convey the importance of an association’s offerings and assign value showing that the cost paid is less than the potential savings.
Merriam-Webster defines the individual words as:
Value (noun - val·ue): the amount of money that something is worth, the price or cost of something
Proposition (noun - prop·o·si·tion): something that is presented to a person or group of people to consider
Together the words imply a promise of something that will be delivered by the association and experienced by members in exchange for their dollars paid. The definitions are cold and impersonal, nothing that would make someone feel good about the money they’re considering investing. The overall tone is misleading.
The underlying message of a value proposition is that paying membership dues is a simple business transaction. Any association professional can confirm that recruiting a new member or effectively retaining a current member is anything but simple and straightforward. Each year an association has to convey its’ value, and while a value proposition can be a functional tool in documenting potential cost savings, the real value an association can provide is vastly greater.
When a member or staff person talks to a possible recruit, they first focus on what it means to belong, the reasons that other members are coming to the table. They detail the camaraderie among peers and plethora of related industry experience. Price is often the after-thought, not the focus.
By centering on cost, a value proposition encourages members to weigh the dollars they’re spending on the measurable return on investment. This works well for short-term members, those looking to experience the organization on a trial basis. For most organizations, that is not the target audience. Long-term members are looking for more than that business transaction. They want to feel they’re part of something important and that their involvement makes a difference. At the end of the day they want to feel they've contributed to something that made real impact on the industry.
The process of developing a value proposition is still valuable. It allows your group to focus on what benefits are of most use to members and encourages examination of what your association really provides to its’ members. I encourage associations to use it only as an aide in recruitment though, not a primary tactic. Instead, stay true to what’s really important, not the dollars out of pocket, but the true value that members will experience by simply being affiliated with your great organization.
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Jennifer Rzepka CAE
Vice President
Svinicki Association Management Inc
Milwaukee WI
(414) 276-8788
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