Membership continues to undergo radical shifts and doing some thinking before taking the leap is a good first step.

Organisations considering introducing membership to their business model can find it a challenge but it’s not rocket science. The following provides some good insights before you embark on a new model.

Membership Innovation

While innovations in membership models are important, contemporary wisdom tempered by sensitivity to changing conditions suggests that innovations in membership models will need to be:

[a] based on behavioral research

[b] demonstrate a probability of sustainability over time;

[c] be reversible or adaptable; and

[d] preserve membership as an artifact of something more than momentary participation.[1]

Associations Unorthodox Shift #1: De-emphasize membership.

Mobile, social and related technologies are reinventing the fundamental human experience of associating, altering the economics of membership and raising stakeholder expectations for new value creation. Associations need to implement imaginative business models focused on new value creation instead of membership. New models must integrate compelling value propositions, robust organizational capabilities and meaningful incentives that can create new revenue streams and increase future market share.[2]

Model Shifts

“The old model, is that organisations would offer a one-way relationship: sending out a newsletter, for example. Then they might offer a return channel – give us feedback. However, these days members and supporters are able to communicate laterally with each other. I’ve previously used this diagram to illustrate typical arrangements – hierarchies, clusters, and networks – with different propositions: join us, join up, join in.”[3]

If you’d like to discuss how to approach these challenges then contact us for a free consultation. 

References

[1] A Possible New Twist in Membership Models by Glenn Tecker • March 7, 2012

[2] Associations Unorthodox by Jeff De Cagna on August 21, 2012

[3] Clay Shirky on Membership Non-profits on Wiser.org 14 Sep 2009