It’s All about Value for the Members

For a long time, AIPC focused on membership growth as a key engine for revenues. In a way, this makes sense, as membership fees are the biggest source of revenue for our association, while in other cases that might be the annual conference or certifications. In the case of AIPC, the ratio is 70/30, with 70 percent of revenues coming from membership fees. So, having a KPI on net membership growth seemed the way to go.

We are however changing our focus. While membership of course remains a top priority, we are having a closer look at member engagement, which – in our case – is expressed in participation(s) to one or more of our (educational) events.

There are a number of reasons for this shift. First of all, we noticed that it is quite easy to obtain new members in certain parts of the world, but that they do so without fully embracing the values of the association – and in some case for very opportunistic reasons – resulting into short-lived memberships.

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