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When working with members, it’s easy to concentrate on the members that demand the most attention, pay the most dues, or seem to be the best fit for the association. When talking with one of our members recently, one who has remained a faithful member for over thirty years, I realized again how important it is for all the members to feel important, to feel they are a value to the association and that membership is worth more than the dollars they spend each year on dues or the time they volunteer on committees.

At times like this, when the economy is shaky and companies are questioning their expenditures, it is more important than ever to make sure our members feel the value of association membership. It is helpful to know not only why they joined, but why they continue to pay their dues. Some no doubt do it out of an obligation to the industry

that supports them, some do it to make valued connections that could bring additional business their way, and some continue their membership without even thinking about why. “We’ve always belonged,” they say when writing the check. But under what circumstance will they decide they are no longer getting value for their money?

We need to make sure we never stop asking our members what is it that they hope to gain from being a member. Is it the association logo on their cards, serving on committees to make connections, the networking opportunities, or did they simply join on a recommendation and really aren’t sure why they keep their membership active? How can we support them through the good times and the bad? We need to ask, we need to know. We must never fall into the trap of making assumptions about our members. Don’t assume we know why they joined, or we know what we need to do to keep them on board, or how to bring them back when we lose them to hard times. There has never been a better time to become a good listener and invite your members (or potential members) to open up and share. Everyone can win if we ask and then listen.