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Communicating Value

March 19, 2012: 

All associations do good work. You provide worthwhile services, tools, and information, but sometimes fail to explain them in a clear and meaningful way.

Developing the Value Proposition

March 19, 2012: 

A strong value proposition is a key to making more connections with members. It is made up of one or more benefit statements, sometimes called key messages. These state what a member should expect from you and show them how your product or service benefits them.

Synthesizing the Information

March 19, 2012: 

The goal of synthesizing your information is to analyze the research so you can use it to create a value proposition. The following tasks will help you analyze the information you collected. Assign someone to take the lead, then have the leader share the results with your staff.

Conducting Focus Groups

March 19, 2012: 

A focus group consists of individuals representing a target audience or market. These individuals are asked their perceptions or opinions of an existing or contemplated association product, program, or service. Their responses provide qualitative feedback.

Conducting Member Surveys

March 19, 2012: 

Surveys are best for gathering written responses from a large target audience with minimal employee involvement, especially if you want to show results numerically.

Research: How to Identify Member Needs

March 19, 2012: 

Collecting member data can be accomplished in a number of different ways. The decision depends on what you need to know; where the information resides; resources and time available; complexity of the data to be collected; and if you want to repeat the process in the future to measure change.

Target Audience and Member Outreach

March 19, 2012: 

When defining the value proposition, local associations need to identify their target audiences. Who are you looking to attract through your programs, products, and services? Brokers should be a target audience since they have the power to increase or decrease membership.

Steps to Get Started

March 19, 2012: 

This checklist provides an overview of what you need to consider as you develop your association’s value proposition statement.

What Is A Value Proposition?

March 19, 2012: 

A value proposition is the unique statement of the value an association offers its members. It differentiates why being a member is different than not being one. It’s the reason members should pay their dues, invest in a class, or invest in new technology. It is a promise of what they will receive in exchange for their investment.

There are a number of reasons to create a value proposition for your association:

AEC AE Mentor Work Group Summary

March 17, 2012: 

Work Group Purpose

To determine the need for an AE mentor group and develop guidelines and parameters for creating such a group, if warranted.


Work group members discussed the need for an NAR-hosted AE mentor program.  There was a consensus among work group members that a national AE mentor group is needed.