MemberShift (Sarah Sladek)


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These are takeaways from this book.


Firstly, Understanding the Modern Member, The contemporary association member has evolved, driven by factors like technology, generational shifts, and changing expectations of value. Sarah Sladek argues that associations must first understand these changes to effectively engage and retain members. Today’s members, especially millennials and Gen Z, prioritize values, experiences, and community over traditional benefits. They seek engagement through digital platforms and are more interested in associations that offer personal and professional growth opportunities. This chapter highlights the importance of adapting to these preferences by providing relevant and meaningful experiences, fostering a strong community, and leveraging technology for engagement.


Secondly, The Pitfalls of Complacency in Associations, Sladek points out that many associations fail to retain members due to complacency. In an era where change is constant, associations sticking to legacy systems and outdated value propositions find themselves struggling. This chapter emphasizes the dangers of resisting change, such as decreased membership engagement, a failure to attract younger demographics, and ultimately, a decline in membership numbers. Sladek suggests that associations must embrace innovation, from revamping membership models to integrating new technologies for better engagement. The message is clear: to thrive, associations must evolve with their members’ needs and expectations.


Thirdly, Technology as a Membership Catalyst, One of the core strategies recommended by Sarah Sladek for reviving association membership is the smart use of technology. In this digital age, members expect seamless online experiences, whether for learning, networking, or managing their membership. This chapter details how associations can leverage technology to enhance member engagement, improve communication, and offer value that meets the digital-first expectations of younger members. It explores tools and platforms that facilitate virtual events and meetings, online communities, and personalized member experiences. Moreover, it discusses the potential of data analytics to understand and anticipate member needs, driving more effective engagement strategies.


Fourthly, Reimagining Value for Members, Sladek argues that redefining value is pivotal for member retention. This goes beyond traditional offerings to assert that value in the modern context includes personalization, exclusivity, and opportunities for development. Associations are encouraged to think creatively about how they can deliver unique experiences, tailored content, and professional growth opportunities to their members. This chapter deals with methods for assessing member needs and preferences, and how to design membership benefits that are both relevant and desirable. It also covers the importance of continuous reassessment of value offerings to ensure they remain aligned with member expectations.


Lastly, Effective Communication Strategies, Effective communication is the backbone of member engagement and retention, as Sladek notes. This chapter delves into best practices for communicating with members in a way that resonates and fosters a sense of belonging and community. It covers the importance of storytelling, transparent operations, and timely updates, as well as how to communicate changes and improvements. Sladek also emphasizes the role of feedback mechanisms to involve members in the association’s evolution. The aim is to create an open dialogue that makes members feel heard, valued, and connected to the association’s mission.