{"id":12252,"date":"2022-10-12T15:25:07","date_gmt":"2022-10-12T15:25:07","guid":{"rendered":"https:\/\/www.naylor.com\/associationadviser\/?p=12252"},"modified":"2026-06-23T10:00:01","modified_gmt":"2026-06-23T10:00:01","slug":"membership-value-just-changed-right-before-your-eyes","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/membership-value-just-changed-right-before-your-eyes\/","title":{"rendered":"Membership Value Just Changed Right Before Your Eyes"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"12252\" class=\"elementor elementor-12252\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-3fd7d121 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"3fd7d121\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-17ae8dc2\" data-id=\"17ae8dc2\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-37afca60 elementor-widget elementor-widget-text-editor\" data-id=\"37afca60\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span data-contrast=\"auto\">Maybe the Great Re-Alignment is a better way to put it.&nbsp;<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">&nbsp;<\/span><\/p>\n<p><span data-contrast=\"auto\">The pandemic changed many things about life for associations, and maybe a critical piece that\u2019s been overlooked, amongst the event cancelations and revenue shortfalls, has been membership engagement. Cathi Hight, President of the Hight Performance Group, who recently spoke at the Texas Society of Association Executives New Ideas conference, says that COVID was a \u201cblack swan\u201d event, altering what is valued and how members prefer to interact.<\/span><\/p>\n<p><span data-contrast=\"auto\">According to Hight, a <\/span><span data-contrast=\"auto\">25-year veteran with experience in performance improvement and organizational development in the association and non-profit industry, <\/span><span data-contrast=\"auto\">membership interaction now consists of three groups:&nbsp;<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">&nbsp;<\/span><\/p>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"6\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">Eager to socialize in person.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">&nbsp;<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"6\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">Want to socialize in small groups.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">&nbsp;<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"6\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"3\" data-aria-level=\"1\"><span data-contrast=\"auto\">Prefer to socialize virtually.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">&nbsp;<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">With member values now presenting in different capacities, there is a new framework for understanding what meaningful engagement is.&nbsp;<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">&nbsp;<\/span><\/p>\n<p><strong>This includes six key membership groups:&nbsp;<\/strong><\/p>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"7\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">Peer-to-peer interactions to share information and best practices, and for support (peers with similar interests, industries, roles).<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">&nbsp;<\/span><\/li>\n<\/ul>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"7\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">Connect and build relationships with other members (opportunities to engage with other business owners, leaders).&nbsp;<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">&nbsp;<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"7\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">Opportunities that support initiatives of individuals or member companies (lead generation\/sales, brand visibility, corporate goals or directives).&nbsp;<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">&nbsp;<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"7\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"3\" data-aria-level=\"1\"><span data-contrast=\"auto\">Working with others to affect positive change.&nbsp;<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">&nbsp;<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"7\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"4\" data-aria-level=\"1\"><span data-contrast=\"auto\">Access to relevant information to be \u201cin the know,\u201d updates on issues, and education about industry\/initiatives.&nbsp;<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">&nbsp;<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"7\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"5\" data-aria-level=\"1\"><span data-contrast=\"auto\">Education on timely topics relevant to their role, company, or interests.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">&nbsp;<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">As Hight says, \u201csometimes people want to find their place in the organization,\u201d and this is where value must be recognized by the association. An example of re-evaluating with this new multi-view shift, is the perceived value of the annual event as a highly ranked member benefit.&nbsp;<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">&nbsp;<\/span><\/p>\n<p><span data-contrast=\"auto\">With annual event attendance fluctuating the past few years, a question now comes up. How do members who do not attend events value themselves within the organization? According to the Association Societies Alliance\u2019s most recent survey, nearly 62% of association members are not attending events. The two primary reasons for this are: these are members that fit in the \u201cprefer to socialize virtually\u201d group, or company budgets\/resource restrictions prevent them from attending.&nbsp;<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">&nbsp;<\/span><\/p>\n<p><span data-contrast=\"auto\">These members view their connection to the association differently than other profiled groups. What content, outreach, and mentoring programs exist to support them? This speaks to the critical importance of asking members why they engage in the first place. This information can be acquired through quantitative or qualitative membership research activities.&nbsp;<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">&nbsp;<\/span><\/p>\n<p><span data-contrast=\"auto\">With quantitative research, surveying is the most common, but has become more challenging to gather significant responses.&nbsp;<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">&nbsp;<\/span><\/p>\n<p><span data-contrast=\"auto\">When using mass email services such as Constant Contact, Hight reminds us, \u201cdon\u2019t forget to tag keywords and push to include several open-ended questions.\u201d Reason being is that meaningful engagement is different for everyone. The specific platform she mentioned allows for tracking these keywords in order to quantify responses. Surveys will only provide an association a limited data set of responses. The most common survey responses come from two sides of the membership spectrum, those who have high praise and those who have strong negative comments.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">&nbsp;<\/span><\/p>\n<p><strong>Recommendations for key identification markers for your survey should include:&nbsp;&nbsp;<\/strong><\/p>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"8\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">Survey members to understand their current needs and how you can help to address them.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">&nbsp;<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"8\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">Ask what motivates them to be a part of your organization.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">&nbsp;<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"8\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"3\" data-aria-level=\"1\"><span data-contrast=\"auto\">Have them describe what \u201cmeaningful engagement\u201d would look like to them.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">&nbsp;<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"8\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">Ask what would increase their engagement and have them suggest ideas.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">&nbsp;<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"8\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">Recognize and reach out to under-represented segments that don\u2019t respond to surveys.&nbsp;<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">&nbsp;<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">For qualitative conversations, Hight recommends virtual focus groups. It\u2019s an opportunity to find their challenges and needs \u2013 short and long-term. Through these sessions, it\u2019s also a chance to cultivate rising stars. These individuals are of key importance to the longevity of the association\u2019s workforce. Give them a place in the organization to grow, including a task force, project or committee. Plus, Hight says, it\u2019s very important to connect them with a mentor or co-chair to help develop growth and scale involvement.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">&nbsp;<\/span><\/p>\n<p><span data-contrast=\"auto\">Additionally, \u201cfading stars\u201d can be very valuable as well with an association\u2019s membership evaluation. These are members who previously were very active and have dis-engaged for six months or longer. They offer great insights and even critical responses can be important lessons.&nbsp;<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">&nbsp;<\/span><\/p>\n<p><span data-contrast=\"auto\">If an association can identify membership values through research or other means, the organization can then understand what each of those individual\u2019s journeys look like. According to Hight, there are four primary journey tracks that need to be recognized: these include members who seek to advance their careers; those who explore issues for positive community outcomes; members who spotlight the organization and target greater audiences; and those who desire to grow their business through low-cost visibility and networking.&nbsp;<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">&nbsp;<\/span><\/p>\n<p><i><div class=\"clear\"><\/div><div class=\"author-info row\"><div class=\"col col-3\"><img decoding=\"async\" class=\"author-img\" src=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2022\/10\/TodHeadshot-1.png\" alt=\"\" \/><\/div><div class=\"col col-9\"><div class=\"author-info-content\"><h3>About The Author<\/h3>\n\t\t\t Tod McCloskey is a business development director at Naylor Association Solutions. Reach him at <a href=\"mailto:Tod.McCloskey@naylor.com\"><span style=\"text-decoration: underline;\">Tod.McCloskey@naylor.com<\/span><\/a><\/i><span class=\"s2\"><i>. <\/i><\/span><i>\n\t\t\t<\/div><\/div><\/div><\/i><\/p>\n<p>&nbsp;<\/p>\n<p>Photo courtesy of DongIpix\/<a href=\"http:\/\/Shutterstock.com\" target=\"_blank\">Shutterstock.com<\/a>.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>The pandemic changed many things about life for associations, and maybe a critical piece that\u2019s been overlooked, amongst the event cancelations and revenue shortfalls, has been membership engagement. Cathi Hight, President of the Hight Performance Group, who recently spoke at the Texas Society of Association Executives New Ideas conference, says that COVID was a \u201cblack swan\u201d event, altering what is valued and how members prefer to interact. Learn more.<\/p>\n","protected":false},"author":278,"featured_media":12250,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[31,87,4,1461],"tags":[114,150,121,74],"class_list":["post-12252","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-features","category-association-leadership","category-membership","category-most-viewed-articles","tag-association-leadership","tag-association-membership","tag-leadership-2","tag-membership-2"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Membership Value Just Changed Right Before Your Eyes - Association Adviser<\/title>\n<meta name=\"description\" content=\"The pandemic changed many things about life for associations, and maybe a critical piece that\u2019s been overlooked, amongst the event cancelations and revenue shortfalls, has been membership engagement. Cathi Hight, President of the Hight Performance Group, who recently spoke at the Texas Society of Association Executives New Ideas conference, says that COVID was a \u201cblack swan\u201d event, altering what is valued and how members prefer to interact.\u00a0Learn more.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.naylor.com\/associationadviser\/membership-value-just-changed-right-before-your-eyes\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Membership Value Just Changed Right Before Your Eyes - Association Adviser\" \/>\n<meta property=\"og:description\" content=\"The pandemic changed many things about life for associations, and maybe a critical piece that\u2019s been overlooked, amongst the event cancelations and revenue shortfalls, has been membership engagement. 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