The association business model: It's time for a massive overhaul
from Association Success
Most associations professionals would agree that meeting member needs is at the heart of every decision made. Yet over the last 40 years, most professional associations have been adopting a product-line business model. In addition to membership, we create and try to sell access to products. We use “membership” as an excuse to sell more stuff at discounted prices to members. This product line approach so dominates our thinking we build our departments, budgets and even our website navigation around them. Venture to almost any association website and you will see the primary navigation crafted around our departments and product lines, not our members’ biggest needs and challenges.
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