For years associations have communicated influence and importance by promoting “voice of the industry” in its value proposition. However, as free-riders continue to challenge membership development this tactic may undermine our leverage.
If your association promotes industry voice, then the prospect may truly believe the work will happen without their investment. You claim to represent them, and everyone else (members and non-members) already.
Instead, promote image, exclusivity and differentiation:
“Voice of Industry Leaders”
“The Organization for the Most Successful Businesses”
“Where Leaders Prosper”
Prospects should believe they are missing an opportunity or could take advantage of one by joining your organization. if there isn’t enough pain or pleasure – behavior won’t change.