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Is Your Association Still Making Bread

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We are all familiar with the cliché, “that’s the greatest thing since sliced bread.” Unfortunately, many associations are still baking their own bread and making members slice it themselves.

Think about your own life… Do you make your own bread at home? Doubtful. Why not? After all it is often better quality than the store bought stuff. Like most people, you do not make your own bread because it is easier, quicker, less costly, and is good enough quality to justify buying it at the store. The reduction in quality is acceptable to most of us given the benefits of buying store-made bread.

Does your association still bake bread? Are there programs, products or services that you offer that are able to be offered by another source that is easier, more convenient, or perhaps cheaper for members, even if the quality is not quite as good as yours? Can someone else provide your members with the education credits they need for license renewal? Can your news clipping service or even your magazine be replaced by RSS feeds from Blogs? How about your awards programs? Are you still giving out white bread awards when members are getting whole grain awards from their company?

Look at every program, product or service your association offers and ask, “Who else is providing this to our members?” If the answer is “no one”, then you might have a winner. If the answer is “someone else,” you may have a loaf of homemade bread on your hands.

To remain relevant, find services that your association is uniquely positioned to offer and stop offering services that members are increasingly getting from other sources. If you do, the value proposition for your members will taste as good as fresh bread right out of the oven.


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