REALITY
CHECK
Member
Value
The feature of an
association program, service or membership is a
description of what is done or the attributes.
e.g. a conference with speaker and
session descriptions, networking sessions, etc.
The benefit is what is
promised to the member if they access the association
membership, program or service.
e.g. solutions to problems, tips
and ideas on doing things differently as promised by
sessions/speakers, or new relationships as promised
through networking and social sessions.
The value is the result
actually experienced or perceived by the member as an
outcome of receiving the benefit.
e.g. cost-savings, more revenue,
new affinity deals, etc.
The above distinction is important as it
assists organizations to change their thinking from what
they do to what result the member receives.
This member-focused approach also
highlights the need to do member research. The results
of that research may bring a reality check to
what your organization is doing!
Source: ASAE listserv
discussion
Sometimes association and non-profit
staff, volunteers and other stakeholders lose touch with
the bigger picture because they are so caught up in what
is happening in the trenches. Our intent in offering the
Reality Check feature is to get these individuals
to step back and re-think their existing views.
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