WASHINGTON—If your organization is struggling to recruit or retain members, you are not alone. It is difficult to overcome the obstacles we face - from increased scrutiny about how we spend money to readily available alternatives to the benefits offered by association. Some organizations have found success - and their stories, and an abundance of research data to support the basic principles they follow - have been compiled in the new book, The Art of Membership.

The Art of Membership: How to Attract, Retain, and Cement Member Loyalty provides CEOs, membership and marketing directors and managers, and board and volunteer leaders with information, strategies, and principles to give members what they need when they need it. It’s the first joint book published in the ASAE-Wiley Series, a strategic publishing alliance.

Sheri Jacobs, CAE, the author of The Art of Membership, is the president and CEO of Avenue M Group, a full-service association marketing agency with in-depth expertise in member behavior, engagement, and retention. The book includes case studies, research, and a “how to” checklist for associations to use, so they can create an action plan based on the unique aspects of their organization.

“It’s critical for associations to not only find their value but to communicate it in unique ways. Recruiting members, like storytelling, is an art, and organizations need to incorporate ways to personalize the process. This book is a great resource for any size organization, industry or sector because it gives new insight into how to create and customize a solid membership strategy in today’s competitive environment. We need to go where the world is going, not to where it is today,” said Jacobs, CAE, who also co-edited the ASAE book Membership Essentials.

The book will help organizations to:

• Understand the difference between members and its customers
• Personalize the process
• Define their audience
• Share how to sell unique benefits of your organization

The Art of Membership is available for $31.50 for ASAE members and $35.00 to nonmembers. For more information, and to purchase your copy, visit ASAE’s book store.

MEDIA CONTACT: Sabrina Kidwai, APR, CAE skidwai@asaecenter.org, 202-326-9505.

About Jossey-Bass™

Jossey-Bass, a Wiley brand, provides tools, services and publications that inform and inspire those committed to developing themselves, their organizations and their communities. Jossey-Bass’ publications feature the work of some of the world’s most respected authors in leadership, management, business, nonprofit, K-12 and Higher Education, and public health. For more information, visit josseybass.com. Jossey-Bass is an imprint of Wiley.

About ASAE: The Center for Association Leadership

ASAE is a membership organization of more than 21,000 association executives and industry partners representing 10,000 organizations. Its members manage leading trade associations, individual membership societies and voluntary organizations across the United States and in nearly 50 countries around the world. With support of the ASAE Foundation, a separate nonprofit entity, ASAE is the premier source of learning, knowledge and future-oriented research for the association and nonprofit profession, and provides resources, education, ideas and advocacy to enhance the power and performance of the association and nonprofit community. For more information about ASAE, visit www.asaecenter.org.

###