What Is a Value Proposition?


A value proposition is a clear, simple message that helps convey to members why they write a dues renewal check, attend your events, donate to PAC or read your mail.

Associations across the country are considering their member value proposition as the most important step in re-evaluating and discovering their promise to their members.

Your value proposition can help unite and even reinvent your association. The work you do to define your value proposition can help set expectations for new members, aide your committees, help your board members and staff answer “Why a member should belong?”

Value is more than “what members get versus what they pay.” By discovering and verifying your members’ core business needs, you can develop a clear and simple – and most of all relevant message of value. The message will help you look differently about “what you bring to the table.”

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