April 7, 2008
5 Ways to Add Value
Posted by Kevin | Print This Article
5 quick and easy ways to add value to your association’s membership, particularly your website (of course, “quick and easy” is almost as subjective as “valuable”):
Legal Q&As. People have lots of legal questions, no matter what their industry or profession. So, take their questions and answer them. Now, NO, I’m not suggesting you offer them legal advice (LOTS of disclaimers are necessary here). But you can provide them with general information that can make it easier for them to decide what to ask their pricey attorney. And, NO, I’m not suggesting YOU answer the questions. Find a lawyer who will. If you’re a state or local organization, depending on your industry, you can probably find an attorney who would love to do this sort of thing for free in exchange for publicity. If you’re a national organization, you might have to pay a relatively low monthly retainer. But take their questions (through your website), send them answers, then post the Q&As to your website as a growing resource library. (Similar things can be done with tax/financial issues or other specialized areas of knowledge for your industry.)
Consumer Education. If your members have “customers,” create consumer education pieces that they can use to distribute to their customers (or potential customers) on various issues related to your industry. Make them available as articles that can be used on websites, e-newsletters, or print newsletters, as well as turnkey brochures and flyers (it’s easy to create PDFs that allow people to add customized contact information as form fields).
Seasonal Copy. Make copy available that members can adapt and use on a seasonal basis in direct mail, newsletters, local press releases, or other communications to customers or stakeholders. It may sound silly but finding clever ways to tie your industry’s message to unusual holidays (like Flag Day or Arbor Day) can offer your members an opportunity to stand out in their marketplace.
Case studies. Interview 2-3 members a month and create a “case study” that focuses on one area where each member has excelled (and all members excel at something). Pick out the 3-4 “top lessons” that person has to share about what he or she has excelled at. Write a brief but pointed case study that hits on those top lessons. Continue adding 2-3 a month. Make case studies available to members. (The focus of the article should NOT be “Profile of XYZ Inc.” but rather “5 Ways to Get and Track Referrals” or whatever they are talking about.)
Ask provocative questions. Send an email newsletter? Then each week ask a provocative question about something industry-related. (I said INDUSTRY-related, NOT association-related. So it’s “How do you handle XYZ in your business?” NOT “What do you think of this association program”?) Have them email their answers to you (in a LOT, if not most, industries today, it’s still a lot easier to get emailed responses than it is to get public responses, such as in a blog format). Compile the most interesting responses. You can use them in future issues of newsletters (a great way to create free copy), and/or post to your website in a special area. The key here is to pick questions about things that either 1) people are going to disagree about, or 2) are likely to produce funny and interesting stories.
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