New Book Outlines Lessons, Strategies on How to Cultivate Member Commitment, Belonging, Value in Associations

September 6, 2012

WASHINGTON —Once a member joins an association, what are effective strategies in getting members to feel like they belong to an organization rather than just being a member? How do you communicate value at that critical point in time when a member is deciding whether or not to renew? These and other questions are addressed in a new book, 10 Lessons for Cultivating Member Commitment: Critical Strategies for Fostering Value, Involvement and Belonging, written by James Dalton and Monica Dignam and published by ASAE’s Association Management Press. It draws membership-strategy insight from key findings of ASAE research into what factors go into an individual’s membership decision.

WASHINGTON — Once a member joins an association, what are effective strategies in getting members to feel like they belong to an organization rather than just being a member? How do you communicate value at that critical point in time when a member is deciding whether or not to renew? These and other questions are addressed in a new book, 10 Lessons for Cultivating Member Commitment: Critical Strategies for Fostering Value, Involvement and Belonging, written by James Dalton and Monica Dignam and published by ASAE’s Association Management Press. It draws membership-strategy insight from key findings of ASAE research into what factors go into an individual’s membership decision.

Using data from more than 16,000 individual responses, the book reveals the overall perceptions of the value associations provide, the environmental conditions that most affect members’ expectations, and the benefit of clear and compelling membership benefits. It also includes lessons that will help organizations as they develop membership-development approaches.

“This book will provide guidance and insight for leaders on how to compel their members to respond ‘yes’ to their renewal notice as well as understanding what influences someone’s loyalty after joining an organization,” said co-author and Strategic Counsel President James Dalton. “It’s important for managers and directors to understand how everyone within an association ranging from program managers to committee leaders and board members are involved in delivering the results.”

Dalton is a management consultant to the nonprofit community with specialties in customer research, process improvement, strategic planning and leadership development. Before entering consulting, he served as chief executive officer of the American Society of Landscape Architects. Dalton has been an active volunteer for ASAE and acted as a primary author and contributor on the topics of strategic planning and leadership. His works include: From Scan to Plan: Managing Change in Associations, From Scan to Plan: Integrating Trends into the Strategy-Making Process, and The Decision to Join.

Dignam is ASAE’s former chief research officer, now retired and living in Dublin, Ireland. She continues her work in research and consulting on a part-time basis. Before coming to ASAE in 2004, Dignam was president of Monalco, Inc., a Milwaukee firm specializing in research for associations. She’s a member of the Association for Research on Nonprofit Organizations and Voluntary Action. Her other works include principal study design and analysis as well as co-authorship of The Decision to Join, The Decision to Volunteer, The Decision to Give, and The Decision to Learn, all published by ASAE.

10 Lessons for Cultivating Member Commitment is available for $20.95 for ASAE members and $25.95 to nonmembers. For more information, and to purchase a copy, visit ASAE’s bookstore.

MEDIA CONTACT:
Sabrina Kidwai, [email protected], 202-326-9505.

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.

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