06/09/2021

How Free Resources Can Build Relationships and Increase Member Value

Find out how to keep leveraging discounted offers to enhance your value

When the pandemic hit, many associations responded to member needs immediately with free resources to help them navigate the crisis. Now that we have emerged (mostly) from crisis mode, does it still make sense to offer free resources to members and nonmembers? The answer is yes—with caveats.

Being strategic and selective about what to offer and how to get a return on what you are offering are key, said Elisa Joseph Anders, senior account director at Marketing General Incorporated, who co-presented “Creating Member Value: Give a Little to Get a Lot” at ASAE’s Marketing, Membership and Communications Conference (MMCC) last week.

“By giving some things away for free and marketing them properly, your association can not only deliver value for others but also create value for the association, which ultimately helps you deliver on your mission,” Anders said.

Please select this link to read the complete article from Associations Now.