Communicating the Value of Membership
Sue Froggatt Training & Consultancy
In-house seminar
Research has revealed that a key current challenge for associations is to demonstrate value for money to members. A key question is how do you achieve this?
To help support associations with this extremely important task, this workshop will show you how to do this effectively.
For example, the day will help you develop a clear ‘value statement’. Your value statement expresses the prime reason why they should be a member. It clearly and concisely answers the questions why a prospective member should join and an existing member should renew. It helps you become the natural choice, helps you win over prospective members earlier in the recruitment process, helps you focus and stand out from the competition.
It will also cover:
Where is the real value of membership? (NB: Many of these are currently there, but not yet being promoted by associations – so offer great opportunities!!)
The 10 steps involved in developing a winning value proposition statement.
How to draft your value statement using Sue’s tried and tested template. This concisely answers the questions why a prospective member should join and an existing member should renew. It helps you become the natural choice, win over prospective members earlier in the recruitment process and stand out from the competition
How you can make a big difference from small tweaks and changes
The 8 ways to help the value you have identified to stand out and attract attention
A great technique you can use to review and revise your list of benefits and to make it very appealing and make a stronger connection with the reader
The research you can use to better understand what members value—this session alone will save you hours of background reading
The different types and sources of value for your members, including a review of the member value continuum
How to communicate the value of the intangible benefits of membership
The latest developments in communicating value, the changes that some associations have made in this area and how to get support for this vital work.
Note: CPD equivalent is 5.5 hours for the seminar.
Who should attend?
Anyone who is tasked with developing, explaining or demonstrating the value of membership to the community or sector, including senior executives and anyone working in membership, marketing, communications/PR, customer service and all other member facing roles.
The Venue
Details here
This will take place online via Zoom.
Why Attend?
Understand best practice and the latest get practical tools to help you show value to members
Every delegate will have the opportunity in the workshop sessions to build (or defend) value statements for their own association
Stimulate and focus your association on what is important
Includes a comprehensive workbook with templates and many practical examples from membership bodies.
Includes links to useful resources
“A brilliant seminar that gave me time to think about what we do.”
“It was a very interesting and well planned session which I enjoyed and found very useful. I noted lots of points to follow up on or that triggered ideas and I was very struck by the idea of members helping to deliver the organisation’s mission. Even when we encourage participation, I don’t think we normally take that perspective and that is worth rethinking in terms of the emotional or intangible benefits. Other ideas I will follow up on are MVPs for specific segments, particularly problem groups, the use of infographics for member benefits and value statements, highlighting the time saving and experience benefits. I also really liked the diagram from the Arts Society on the member journey showing value for both passive and active members. I found value throughout the day and enjoyed the breakout sessions – it’s always interesting to hear what others are doing. However, most of my takeaways came from the structured sessions so that probably delivered the most value.”
“All the seminar was valuable.”
“An excellent day.”
“I found the event really useful and it really made me think. I feel fired up to take what I have learned back to the office.”
Cost & Terms
See the small print
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Please contact Sue
Memberships Organisations that have attended
See the List
- AEMT
- Alexony
- Arts Marketing Association
- Arts Society
- Association for Consultancy & Engineering
- Association for Perioperative Practice
- Association for Project Management
- Association for Project Safety
- Association of University Directors of Estate – AUDE
- Association of Accounting Technicians
- Association of Certified Chartered Accountants
- Association of Charitable Organisations
- Association of Commonwealth Universities
- Association of Corporate Treasurers
- Association of Professional Staffing Companies
- Association of Plumbing & Heating Contractors
- Association of University Directors of Estate – AUDE
- Badminton Scotland
- BCI
- BIGGA
- Boxing Scotland
- Booksellers Association
- British Association of Journalists
- British Association of Landscape Industries
- British Chamber of Commerce in Belgium
- British Dental Association
- British Ecological Society
- British Expertise
- British Franchise Association
- British Institute of Facilities Management
- British Institute of Radiology
- British Parking Association
- British Pest Control Association
- British Safety Council
- British Toy & Hobby Association
- British Universities Finance Directors Group
- British Veterinary Association
- BVRLA – British Vehicle Rental and Leasing Association
- Campden BRI Group
- Camping and Caravanning Club
- Career Development Institute
- CEDIA
- Ceram
- Chamber of Commerce and Industry Slovenia
- Charity Retail Association
- Chartered Banker Institute
- Chartered Institute for Archaeologists
- Chartered Institute of Arbitrators
- Chartered Institute of Legal Executives
- Chartered Institute of Management Accountants
- Chartered Institute of Payroll Professionals
- Chartered Institute of Personal Development
- Chartered Institute of Purchasing and Supply
- Chartered Institution of Wastes Management
- Chemical Business Association
- CHS Alliance
- CIOL
- CISI
- Clonmel Chamber of Commerce
- Coeliac UK
- Cogent Skills
- College of Chiropractors
- College of Optometrists
- Composites UK
- Co-operatives UK
- Council of Mortgage Lenders
- Countryside Alliance
- Cricket Scotland
- Craft Bakers Association
- D&AD
- EAUC
- Emerging Payments Association
- Employee Ownership Association
- Energy & Utilities Alliance
- Energy Institute
- Engage, the National Association for Gallery Education
- Engineering Equipment & Materials Users Association
- English Association
- Equality Challenge Unit
- ESTRO aisbl
- European Academy of Dermatology and Venereology
- European Association for International Education
- European Foundation Centre
- European Society for Medical Oncology
- European Society of Endocrinology
- European Society of Surgical Oncology
- European Tourism Association
- Faculty of Public Health
- Federation of Communication Services
- Federation of Master Builders
- FIS
- Forestry Commission
- Forum of Private Business
- Fostering Network
- Freight Transport Association
- Hampshire & Isle of Wight Wildlife Trust
- Helplines Partnership
- Hertfordshire Care Providers Association
- Historical Association
- Honourable Society of Gray’s Inn
- Horsescotland
- ICSA – The Governance Institute
- IEMA
- IET
- IMPA ACT
- Independent Schools’ Bursars Association
- Institute and Faculty of Actuaries
- Institute of Administrative Management
- Institute of Chartered Foresters
- Institute of Credit Management
- Institute of Groundsmanship
- Institute of Leadership & Management
- Institute of Legacy Management
- Institute of Mathematics and its Applications
- Institute of Physics
- Institute of Practioners In Advertising
- Institute of Risk Management
- Institute of The Motor Industry
- Institute of Translation and Interpreting
- Institution of Engineering & Technology
- Institution of Gas Engineers & Managers
- Institution of Lighting Professionals
- Institution of Mechanical Engineers
- Institution of Railway Operators
- Institute of the Motor Industry
- Instructus
- Insurance Ireland
- Intensive Care Society
- International AIDS Society
- International Coach Federation
- International Coaching Federation
- International Hydropower Association
- International Project Finance Association
- International Union of Aerospace Insurers
- International Wool Textile Organisation
- IPSE – The Association of Independent Professionals & The Self Employed
- Irish Association of Pension Funds
- Irish Dental Association
- Irish Nurses & Midwives Organisation
- Irish Pharmacy Union
- IRLA Ltd
- ISBA
- Judo Scotland
- Landlord Accreditation Scotland
- Law Society
- Law Society of Ireland
- LawWorks
- Locality
- London Chamber of Commerce
- Low Carbon Vehicle Partnership
- Magistrates’ Association
- Maritime London
- Minor Metals Trade Association
- Metal Trades Association
- Motor Neurone Disease Association
- Motorsport Industry Association
- Mountaineering Scotland
- National Association for Primary Education
- National Association of Local Councils
- National Childminding Association
- National Day Nurseries Association
- National Farmers’ Union
- National Federation of SubPostmasters
- Nationwide Caterers Association
- Netball Scotland
- NHS Confederation
- Northamptonshire Chamber of Commerce
- NSI Technology
- Nuclear Institute
- Nutrition Society
- OEUK
- Operational Research Society
- Plunkett Foundation
- Physiological Society
- Pony Club
- Racehorse Owners Association
- RCI Europe
- Regional Studies Association
- RenewableUK
- Residential Landlords Association
- Royal Aeronautical Society
- Royal British Legion
- Royal College of Emergency Medicine
- Royal College of GPs
- Royal College of Nursing
- Royal College of Physicians
- Royal College of Physicians of Ireland
- Royal College of Physicians and Surgeons of Glasgow
- Royal College of Surgeons of England
- Royal Pharmaceutical Society
- Royal Photographic Society
- Royal Society of Chemistry
- Royal Statistical Society
- Royal Yachting Association
- RYA
- Scottish & Northern Ireland Plumbing Employers’ Federation
- Scottish Athletics
- Scottish Association of Landlords
- Scottish ClubSport
- Scottish Curling
- Scottish Cycling
- Scottish Fencing
- Scottish Football Association
- Scottish Gymnastics Association
- Security Institute
- Service Desk Institute
- Shiatsu Society
- Snowsport Scotland
- Society for Endocrinology
- Society for General Microbiology
- Society of Dyers & Colourists
- Society of Local Authority Chief Executives
- Society of Occupational Medicine
- Society of Petroleum Engineers
- Spotlight
- techUK
- Thermal Insulation Contractors Association
- Triathlon Scotland
- UACES
- UCEA
- UK Green Building Council
- UK Oracle User Group
- Vegetarian Society
- Whitehall & Industry Group
- Wildfowl & Wetlands Trust
- World Nuclear Transport Institute
- York Tourism Board
Comments from delegates
See comments
- “This has made me think about simplifying what we offer, using less jargon and focusing more on feeling.”, Gemma Bower , Senior Marketing Adviser , CILEx
- “A good balance between models/frameworks and time for reflection and connection with other attendees.”, Fred Wedgewood, Senior Marketing Executive, CIPD
- “A very enjoyable day.”, Neil Dee, Deputy Manager, Enterprise Policy Engagement, NSI Technology
- “I came away with action points I can apply this week as well as long term plans, and ways to engage the rest of my team.”, Kelley McMenamin, Director of Communications, Irish Association of Pension Funds
- “Sue is an expert in all things membership!”, Jane Galbraith, Head of Membership, ICSA – The Governance Institute
- “Thank you.”, Charlotte Eisenhart, Head of Member Services, NALC – National Association of Local Councils
- “The template for the value proposition was great.”, Maddison Sreeves, Motorsport Industry Association
- “Very engaging and comprehensive references, with fantastic references to the latest research. Lot’s of great models and ideas.”, Judith Holcroft, Head of Communications, Federation of Master Builders
- “The day gave me a lot to take away, think about, implement and review.”, Roger Roberts, Sales Officer, Institute of Mathematics and its Applications
- “The value proposition work was really valuable and Sue’s engagement with the audience is great.”, Sarah Carlin, Content Manager, CILEx
“This was a highly compelling session that provided me with the practical steps I should be implementing to improve our value to members.”, Teodora Axente, Communications & Membership Officer, CILEx - “Looking and wording and the intangible benefits of membership was really useful.”, Tony Whitehead , Fellowship Officer, Institute of Physics
- “Over the last three days, having taken the member recruitment, member retention and communicating value seminars, I would like to thanks you for all the valuable thoughts and insights. I have many ideas about both major changes and tweaks we could make. I would highly recommend you and your seminars. Thank you.”, Louise Tyrrell, Membership Manager, CILEx
- “A great course. This course has given me the strategy and tools to tackle a critical piece of work.”, Cheryl Pick, Project and Engagement Manager, Association of University Directors of Estate – AUDE
- “Great session. I have taken a lot from it that I will implement in my everyday job.”, Joe Brewin, Partnership & Development Account Executive, The IET
- “It was valuable to think about our use of language and bounce ideas of other delegates.”, Dr Alex Holmes, Regional Studies Association
- “The exercises were very thought provoking and helped me identify the common-sense gaps in our engagement strategy.”, Rachael Gordon, Brand & Comms Officer, The Law Society
- “Today I have formulated a plan to involve the membership team in group exercises to help the college Committee value and ultimately retain members. This should be a mandatory for all marketing and membership departments to attend! Many thanks”, Ewan Olivarius, Membership Administration Manager, Royal College of Physicians and Surgeons of Glasgow
- “Very beneficial and so much food for thought. I leave enthused to put my action points into a formal plan.”, Elspeth Boyle, LAS Director, Landlord Accreditation Scotland
- “An excellent and very informative seminar.”, Naadine Aitken, Membership Manager, Energy Institute
- “It was all very helpful and useful to hear about various the retention strategies.”, Sarah Ashmore, Senior Project Manager, World Petroleum Council
- “It was an excellent seminar. I found the session on engagement and the member journey really valuable. Thanks Sue. “, Myriam Lybeer, Membership Manager, ESTRO aisbl
- “Thank you very much Sue. It was all interesting, relevant and fun!”, Karen Glisson, Membership Services Manager, CHS Alliance
- “It was great to get a true understanding of the questions which will uncover what members value most.”, Paul Wilson, Chief Executive, Institute of Translation and Interpreting
- “Good content and thought provoking. It was also a great networking opportunity.”, Libby Willing , Coeliac UK
- “I have lots to think about and lots of action points. The day contained some good content, was well thought out and organised. Thank you Sue.”, Jen Parker Wooding, Membership & Conference Administrator, The English Association
- “The seminar really made me think about what the word membership means and what value we offer our members.” , Membership Executive, Spotlight
- “Thank you very much for the day – the group exercises were particularly useful and helpful.”, Pawel Zdan, New Member Advisor, The Chartered Quality Institute
- “Another great day with Sue. I have some really good actions to take away and implement which I am sure will give use increased satisfaction and new members.”, Sarah Byrne, Director, Mosaic Events
- “So useful and interesting… made me think out of the box and reassess how I approach value.”, Sue Gunn, Director of Membership Support, Resolution
- “The day was full of sound background and strategy as well as easy to use tools and ideas that I can implement. Thank you!”, Vera Borsboom, Development Manager, Euclid Network
- “A great day. I now feel more confident portraying the value of membership to our members.”, Charlie Dolan, Membership Coordinator, HFMA
- “It was valuable to think about what we do and how we can show value to members in a different way.”, Mia Lockner, Communications Manager, World Confederation for Physical Therapy (WCPT)
- “The seminar made me think about the benefits that we offer and realise that we don’t even think about the intangible benefits of membership”, Phillippa Chinery, Communications Administrator, ENT UK