How Do You Measure The ROI Of An Association’s Membership Dues?

How do you measure the ROI of your association membership dues? What is the value of your association membership? What dollar amount would you put on the value of your membership?

What tangible benefits do you receive by joining an association? How do you choose which association you’re going to join each year?

Is it based on the number of “leads” you receive for possible new business? Is it the networking opportunities?

Do you place a high value on the mission of the organization and want to align with it? Or do you join because you care about the industry and want to further its goals?

Perhaps you join because you want to learn new information, meet like-minded individuals and engage in community? Or maybe you join because you’re new to the industry and want to learn more? Or do you join so you can put it on your resume? Or because you’ve always been a member?

Associations by their very nature exist primarily for their membership. An association’s members are considered its owners, customers and stakeholders. Most have a governing structure that is “member-driven, board directed and staff managed.” (Or at least they are supposed to!) In most associations—whether charity, education, professional or trade–members have a voice and a vote. Members have a say in the structure and priorities of the association, the right to elect board members and officers, and the ability to approve bylaw amendments. The formal association structure goes far beyond the discounts, newsletter and information.

I have worked for associations for nearly 20 years and have learned the standard association elevator speech: “We exist to provide education, government relations, networking and research for our members.” Some people would add community to that list of services.

People usually join associations for one of two primary reasons: because they believe in the mission of the organization or they receive benefits that are worth the member fee.

So how do you measure the ROI of your membership dues? What benefits do you expect from your membership fees? Why do you join an association?

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