Ask engaged members when they realized the value of the association and many could tell you the exact moment. They can quickly recall a single event or moment when it was clear to them they made the right decision in joining.
The moment new members understand the value of the association is the Association’s Value Trigger Point (AVTP). For some members, it was their first conference or chapter event. There they met people like them struggling with the same challenges. They solved some of their problems listening to excellent speakers or by connecting with individuals who have been where they are now. They got support. They felt included. They learned a lot. They met other like-minded professionals. They realized they were not alone.
Now that they experienced the AVTP and understand the value of the association, they are more likely to be engaged in other ways. They look to the association first for information. Members like these remain members longer, they contribute, and they evangelize.
Associations usually just have one AVTP. It is the one product, service, event or interaction that most members identified as the event when they realized the value of their membership. Not every association’s AVTP is the same. For some it is the conference, for another, it might be a webinar series, for others a new member tour, for others a call from staff. For another association, it might be new-to-the-profession training. Whatever your association’s AVTP is, members who experience the trigger point event feel more engaged during the life of their membership.
Knowing our Association’s Value Trigger Point provides us with more opportunities to increase value for everyone. By knowing our AVTP we can:
- Discover ways to get more new members to experience the trigger point event soon upon joining to engage more new members faster.
- Learn if there are more ways to improve the value trigger point event to provide even more value.
- Use the AVTP as a gateway to introducing new members to a couple of other benefits of their membership.
Not every association currently has an AVTP. Your members might indicate that they learned the value of the association over time. If most engaged members say this, you may not currently have an AVTP, but you can create one.
Does your association have an AVTP? If it does are you fully leveraging it?