Retaining Members for Your Association

05/23/2014 — Scott Frederick

PartnerShip was originally created 25 years by the National Association of College Stores (NACS) to help its members manage and save money on shipping. Today we work with over 120 additional associations in a similar manner -with more being added every year.

So why do PartnerShip shipping programs resonate with members? Perhaps a better question to ask is ... why do members leave associations? This same question was posed in an article in a recent issue of the Association TRENDS publication published by Columbia Books & Information Services in which the author discussed a recent member engagement survey that found the three top reasons members leave associations are because:

• They perceived insufficient value
• They joined for a one-time purchase discount (e.g., meeting/conference registration)
• They felt there was an insufficient connection to their business/professional objectives

It's for these reasons that PartnerShip-managed shipping programs for associations often help retain members. In most business associations, members - and the companies they represent - are looking for services that help them be successful. Almost every business requires shipping services -whether envelopes, small packages, parcels, pallets, or full truckloads.

If participation in an association allows a business to pool their purchasing power with fellow members to reduce shipping costs and gain access to valuable shipping management services, those members will perceive significant value in the association. They'll also feel a strong connection with the association in helping them address one of their important business objectives.

When members feel connected, they stop viewing the association as providing little value or simply "one-time discount" for an annual conference. Instead members become an evangelist for the association; they pay dues on time, and renew their membership annually.

You can read the full TRENDS article here if you'd like.

Additionally, if you are a member, board member, or executive with an association - and if you're looking for proven member-retention tools - please download our Shipping Services as a Valuable Member Benefit White Paper.

By Scott Frederick