The Decision to Join: How Individuals Determine Value and Why They Choose to Belong

A person s decision to join an individual membership organization is not a cost-benefit analysis a conclusion of this study that does not fit the conventional wisdom. After all, the membership appeal should be what s in it for them, or so many think. Turns out, it isn t that simple. The reality of this finding opens the door to insight, refined strategies, and a new look at what s valuable to association members.

The Decision to Join compiles data gathered from 18 individual membership organizations and nearly 17,000 survey responses to paint a clearer picture of what people value about membership in an association. The strategic implications of the study include abilities to

improve an association s value proposition

create and execute more effective strategies

target member and prospect segments and tailor offerings to appeal to those segments.

Comprehensive data and analysis paint a clear picture of topics such as affiliation and involvement, generations and career level, gender, employer type and level of support, and world location, offering insights that can lead associations to focus on the programs and initiatives that matter to members and thus improve their overall value proposition. Bonus features of this report are practical guides to discussing and adopting the findings of the report and conducting similar studies to identify specific topics of importance within individual organizations.

James Dalton, president of Strategic Counsel, is a management consultant to the nonprofit community, specializing in customer research, process improvement, strategic planning, and leadership development. In a previous position as CEO of the American Society of Landscape Architects, he instituted an ongoing member research program to gather information about member satisfaction, changing market dynamics, and emerging issues. He has authored or co-authored several books and participated in the task force that produced 7 Measures of Success: What Remarkable Associations Do That Others Don t.

ASAE is a membership organization of more than 22,000 association executives and industry partners representing more than 11,000 organizations. ASAE members manage leading trade associations, individual membership societies and voluntary organizations across the United States and in nearly 50 countries around the world. ASAE is the preeminent source of knowledge, learning, community, and advocacy for the field of association management. ASAE s publishing imprint, Association Management Press, reflects the ASAE mission by publishing relevant, reliable content focusing on helping professionals tackle their organizational leadership and management challenges.