This is required listening! Jay Karen, CAE, Chief Executive Officer (CSE) of the National Golf Course Owners Association reviews the Chapter in Membership Essentials on Defining Value. He covers why the chief staff executive (CSE) should be involved in membership activities, how to define value and especially value for members. He then moves into discussing the value proposition for members and why organizations sell memberships.
Of the great value in this program are the outline of benefits of membership and the findings from ASAE’s The Decision to Join research and the need to constantly remind members of the value. When explaining there is a need to understand what you are selling and to frame it not as a feature but as a benefit.
Lastly, associations need to do a better job at pricing research. Karen discusses the need to evaluate pricing and references the type of questions to inquire appropriately.
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