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The art of membership : how to attract, retain and cement member loyalty /
"The Art of Membership offers 13 "rules of the road" for membership engagement, recruitment, and retention that organizations can put to work immediately regardless organization size, culture, type or environment. The Rules are concrete, irrefutable and based on the author's expe...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
San Francisco :
Jossey-Bass,
[2014]
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| Edición: | First edition. |
| Colección: | ASAE-Wiley Series
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| Temas: | |
| Acceso en línea: | Texto completo (Requiere registro previo con correo institucional) |
Tabla de Contenidos:
- The Art of Membership: How to Attract, Retain, and Cement Member Loyalty; Copyright; Contents; List of Tables, Figures, and Exhibits; Preface; What's in This Book?; Part One: Find Your Value; Part Two: Who Are Your Members?; Part Three: Sell Your Organization; Part Four: Personalize the Process; Acknowledgments; About the Author; Part 1: Find Your Value; Chapter 1: Understand the Value Before You Start Selling; Did You Really Want Lasagna Anyway?; Case Study: The American Physical Therapy Association; The Next-Best Alternative; Action Steps; Conduct a Membership Value Study
- Determine Willingness to PayPerform a Conjoint Analysis; Determine Value Before Bundling or Pricing a la Carte; Weigh the Risks Carefully Before Making Changes; Chapter 2: Value Is in the Eye of the Beholder; Two Similar Members; One Major Difference; Dig Deeper Than Demographics; When a Member Says "No"; A Different Approach to Profiling; Matching Benefits with Reasons to Join; Customized Membership Model; Levels of Membership Based on What You Wish to Receive and How You Wish to Receive It; Case Study: AOTA and 136 Pieces of Data; Action Steps; Chapter 3: Sell What Matters
- Understand Why They Join-And Why They Leave!Focus on Organizational Strengths; Leverage Your Uniqueness; Connect the Dots to Member Value; When It Comes to Benefits, Less Is More; Case Study: AAHPM Sells What Matters Most; Action Steps; Chapter 4: Charge More or Less-And Other Alternative Pricing Strategies; Consider Small Change for a Large Impact; Look Toward Viable, Valuable, and Strategic Pricing; Cost-Plus Pricing Alternatives; What Is Your Pricing Goal?; Case Study: HIMSS Grows with Group Membership; All for One and One for All; HIMSS Membership Structure; Action Steps
- Part 2: Who Are Your Members?Chapter 5: Members or Customers? Developing the Most Qualified Prospect List; Who's Qualified?; Lead Scoring Basics; Assigning Points: A Range of Methods; Scoring Model for Legal Association; Determining Lifetime Value; Case Study: The ABA's Approach to Grabbing Low-Hanging Fruit; Listen, Tweak, and Improve; Keep It Fresh; The VIP Sure Thing; Action Steps to Create the Right List; Action Steps to Apply the Right Marketing; Chapter 6: Behavior and Preference Are Very Different Things; Dig Below the Obvious to Make Decisions; People Don't Know What They Don't Know
- Market Research Findings and Debunking AssumptionsMcDonald's Adult Burger Doesn't Cut the Mustard; Case Study: Association Forum of Chicagoland Fails . . . Or Do They?; Not a Failure But a Lesson Learned; Action Steps; Chapter 7: Look at Where Your Members Are Going; It Sure Pays to Be Online; Eyes Wide Open (and Looking Forward); Would You Bet Your Job?; Case Study: HIMSS Proactively Makes Progress; Know the Industry, Make It Count; Fill the Gap, Become Essential; Encyclopaedia Britannica Reinvents Itself; Make All the Difference; Not Making a Change Is as Risky as Changing