The importance of the emotional connection

Industry associations and other voluntary membership bodies rely heavily on two things to sustain membership: • An emotional value proposition and connection – members ‘feel proud’ of their organisation and ‘feel’ it does good things for them. • A tangible connection – members can access specific and tangible benefits in terms of member-only products and […]

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 How to tell your organisation’s story more powerfully

I am going to plagiarise. Actually, I’m not. I’m going to share with you someone else’s interesting thoughts about how to develop an elevator pitch, but I won’t pass those thoughts off as my own. But I wish I’d had ‘em! What I am sharing was originally designed to help industry organisations and peak bodies, […]

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 What does – and doesn’t – make news?

  Just because you announce something in a news release doesn’t actually make it news.   Unfortunately, many organisations don’t get that and they are disappointed and frustrated when the release they have crafted does not generate   publicity. Most often they blame the media when in fact the organisation itself hasn’t understood what actually makes […]

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 Quick tips to help identify members’ value proposition

Remember Brexit? That vote highlighted the truism that perception is reality, and Britons perceived their continued inclusion in the EU as not having any really value for them. The Brexit vote shows clearly that we can’t take for granted anyone’s views of what constitutes value. For industry associations and membership bodies, the management’s perception of […]

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 Five sure-fire ways to engage more effectively with your members

All associations communicate with their members, but unfortunately that communication can often be ineffective. Why is that? And ineffective communication is one of the big reasons that members feel disenfranchised from their association. That’s because good communication is such an important part of any relationship, be it with your partner at home, or between members […]

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