08/27/2021

How One Association Gradually Reset Its Member Model

One association found a way to streamline the process

It's no secret that updating membership level structures is a complicated process with lots of moving parts. The American Library Association's (ALA) membership team came up with a way to make it more manageable—and achievable. They decided to take a phased approach.

Right now, ALA has 11 membership types that are "very complex and very confusing," said Melissa Walling, CAE, ALA's director of member relations and services. "Now is really the time to make membership as easy as possible for people to get in the door and start enjoying membership," she said.

Lots of companies are offering membership models now—e.g., Netflix, Amazon, Walmart—and they are very easy to understand, with one or two levels. "You clearly know what you get, when you're going to get it, and you can just pay and join," she said. "People look at membership differently now, so we need to be nimble."

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