Yes, the bad news is that in a recession people cut back on costs and as a result membership offers will face more scrutiny over their price to value proposition. But there is good news. At a time when people are less confident in their job stability, the more interested they are in joining associations. Also, recession tends to be a time when people invest more in credentials and education. Thirdly tough times force associations to assess if they are providing what members want, to make sure they are indispensable.
Are you indispensable to your members? What compels someone to become a member of your association? Are you reminding your membership of your value?Starbucks doesn't just sell coffee to its customers - it sells a lifestyle. How you engage is up to you: it might be you engage through fantastic member benefits; it might bet that your CPD programme is inventive and innovative and makes professional development fun and accessible; it might be that your monthly networking events are the highlight of the working calendar. Whatever the 'product' the key is to engage emotionally. And engagement creates advocates too and in these social networking days a word of mouth recommendation could work wonders.
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