Bring Clarity.

Recently i've been working alongside a membership organisation looking to increase their onboarding conversion rates.

While I can bring best practices and UX thoughts to the table....

If your prospective members or customer can’t answer this, they won’t join and if your current members forget it, they won’t renew.

What is the value for being a member?

Only 13% of associations would honestly say their value prop is very compelling.

And two-thirds of associations say the top reason prospects don’t join is they don’t see the value in membership.

It's clear, that clarity in the value exchange for many membership organisations is missing. The hardest part of any membership value proposition is keeping it simple and clear, rather than vague.

Slogans like “Networking Opportunities” or “Education Resources” are not enough for people to understand the value exchange.

Quantify the value wherever possible. For example, did your members receive discounted training that would have cost £1,000 elsewhere? Membership help 200 professionals get certified last year?

Remember, you're trying to help the prospect move from 'what's in it for me' to 'this membership will benefit me by x, y and z.'

Once you have clarity over what value you bring to the relationship, you can start to find stories. Often, your members can articulate the ROI of membership better than you can.

Ultimately, the goal is to never let a member or prospect wonder, “What’s in it for me?” It should be abundantly clear.