MemberShift Playbook

THE PREMIUM

MEMBERSHIFT PLAYBOOK AN INTERACTIVE ACTIVITY BOOK FOR ASSOCIATION LEADERS

ABOUT THIS BOOK HI, I’M SARAH, author of MemberShift and founder of XYZ University. Throughout my career

as a generational researcher, strategist, and consultant, I’ve worked with hundreds of association leaders. Not many people realize that I started my career working in a membership association. When I had more questions than I had answers about how our organization operated, I realized there was a need in the marketplace to help membership professionals and a need for more research on “membership” in and of itself.

If you have a copy of MemberShift in hand, you’re one step closer to implementing strategies that have proven to boost membership and get your association back on track. MemberShift was designed to be an interactive learning experience - that is where this workbook comes in! Here’s how to use it:

READ READ AND AND REVIEW REVIEW Each chapter of MemberShift tackles a different concept in-depth. As you complete each chapter, complete the activities and assessments in the corresponding pages of this workbook. Think of it as your personal journal - this is YOUR space to write down thoughts, ideas, and reactions!

TEAM TEAM UP UP It is strongly recommended that readers organize a discussion group within their associations to discuss and work through the concepts outlined in this book together. For example, if the team reads a chapter each month and intentionally sets aside time to discuss and work on the strategies together, by the end of the book, the team will have the beginnings of a membercentric plan developed and ready to immediately deploy.

LEARN LEARN MORE MORE To access additional book-related content, online course offerings, and learn more about our services, check out our website, www.xyzuniversity.com

Remember, we need leaders like yourself who are willing to commit to learning more about membership. Associations play an integral role in our communities, industries, and shared futures. Thank you for being here!

Sarah Copyright XYZ University 2024. All Rights Reserved

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CHAPTER 1 DISCUSSION GUIDE

Reflect and Respond. Remember, this is your personal journal! Share and discuss with others in the association.

1

Why did you choose membership? What is it about working or volunteering in a membership organization that inspires you?

2

What’s a tipping point or transition you’ve observed since being a part of the association?

This would be a moment when it became apparent that the needs and interests of members changed.

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CHAPTER 1 DISCUSSION GUIDE

Reflect and Respond. Remember, this is your personal journal! Share and discuss with others in the association.

3

Which generation do you belong to (check one). Do you think your generation feels like they belong in the association? Why or why not?

BABY BOOMER

GENERATION X

1946-1964

1965-1980

GENERATION Y GENERATION Z (MILLENIAL) 1997-2012

1981-1996

I feel like my generation belongs in our association.

I don’t feel like my generation belongs in our association.

4

After reading this chapter, where did you identify opportunities for improvement? What immediate changes are needed to place the association on a member-centric path?

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CHAPTER 1 DISCUSSION GUIDE

Reflect and Respond. Remember, this is your personal journal! Share and discuss with others in the association.

5

Consider the era you were raised in. List 3-5 major events, trends, or changes have influenced your values today. How has this impacted your leadership style within your association?

Our association is supported by event revenue.

Our association is focused on non-members Our association does not focus enough on membership at the leadership level Our association is overly focused on recruitment Our Board is not reflective of the membership Our association tries to be everything to everyone Our association has delayed efforts to engage young professionals.

6

Which of the following statements are true about your association? Check all that apply.

PRIORITIZE Highlight the TWO statements that your association should prioritize answering. Why do these deserve the most attention?

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CHAPTER 1 HOMEWORK

Using what you’ve learned, complete the assignment below. Let’s grow!

30-30-30 ACTIVITY: During the next 30 days, ask as many people as possible under the age of 30 in your organization the questions below. Keep track of what people say.

Ask your association colleagues to do the same.

Then, at the end of 30 days, set aside time as a team to share your findings with one another.

1. If our organization wanted to build a membership experience that was especially meaningful and valuable to you and your peers, what would that experience look like?

2. Describe a time when you felt like you really belonged. What specifically did the organization do to make you feel that way?

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CHAPTER 2 DISCUSSION GUIDE

Reflect and Respond. Remember, this is your personal journal! Share and discuss with others in the association.

1

What’s our value proposition?

How do I know if our members are engaged?

Why won’t young professionals join our association?

What incentives should we use to recruit new members?

When is the right time to raise dues?

When should we expand our membership market?

PINPOINT Which of the following questions continuously pop up in your association?

Check all that apply.

Who on our team should be responsible for membership strategy?

3

2

PRIORITIZE Highlight or put a star next to the THREE questions that your association should prioritize answering.

PLAN Based on the THREE questions you prioritized, what action steps can the association take immediately to effectively answer these questions and turn obstacles into opportunities?

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CHAPTER 2 DISCUSSION GUIDE

Reflect and Respond. Remember, this is your personal journal! Share and discuss with others in the association.

4

Draw out a loose org chart for your association, including your board, executive team, etc. Identify if/how each entity is member-centric.

6

5

What inspires you when creating a membercentric org chart?

7

In your opinion, what THREE immediate changes are needed to place your association on a member-centric path?

What concerns did you have as you created a member-centric org chart?

After reading chapter 2, what are three immediate changes that need to be made ot put the organization on a member-centric path?

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Rights Reserved.

Copyright XYZ University 2024.

AllAll Rights Reserved.

77

CHAPTER 2 DISCUSSION GUIDE

Reflect and Respond. Remember, this is your personal journal! Share and discuss with others in the association.

8

What “problem” is our association trying to solve?

What does our association provide that is EXCLUSIVE to members?

Can members find what we have to offer elsewhere? If so, where?

How do we establish TRUST with our members?

Answer the following questions to better define your value proposition.

Is our current value proposition credible (believable)? Why or why not?

9

In your own words, use your responses to the above questions to map out a LOOSE value proposition. Share your responses with your team to identify similarities and differences.

After reading chapter 2, what are three immediate changes that need to be made ot put the organization on a member-centric path?

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Rights Reserved.

Copyright XYZ University 2024.

AllAll Rights Reserved.

7 8

CHAPTER 2 HOMEWORK

Using what you’ve learned, complete the assignment below. Let’s grow!

BE L

INV I

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CYCLE TO ENGAGEMENT During the next 30 days, brainstorm ways the association could transition to the Invited-BelongParticipate-Appreciate Cycle to Engagement, which relies heavily on outreach, opportunity, and recognition. Consider the following questions. Ask your association colleagues to do the same. Then, at the end of 30 days, set aside time as a team to share your findings with one another.

INVITED

BELONG

APPRECIATE

PARTICPATE

Who should the association be targeting and inviting to join? What are some creative or meaningful ways the association could extend invites to prospective members?

What are some of the ways our association can regularly thank and recognize members for their volunteerism?

What actions can the association take to successfully onboard, serve, wow, inform, or inspire new and prospective members?

What volunteer opportunities could the association offer to new members seeking to immediately get connected and involved?

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CHAPTER 3 DISCUSSION GUIDE

Reflect and Respond. Remember, this is your personal journal! Share and discuss with others in the association.

2

1

Who are some of the association’s biggest fans - people who are especially positive, inspired, and passionate about the association’s future success?

Which of the following are currently preventing your association from being member-centric? Check all that apply.

Hierarchy

3

Fear

How could the association empower its fan base, increase their involvement, and bring their voices to the forefront?

Exclusion Tradition

4

What inspires you when thinking about creating an M1 organization?

5

What concerns you when thinking about creating an M1 organization?

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CHAPTER 3 DISCUSSION GUIDE

Reflect and Respond. Remember, this is your personal journal! Share and discuss with others in the association.

7

EVENT PLANNING: Considerable time and resources are directed toward the planning of conferences and events.

Rank your association’s priorites (what they focus on the most) using the scale below, 1 being the most important, 4 being the least.

Discuss your responses with your team.

ADVOCACY: The association invests resources and effort into government relations but struggles to be responsive to the needs of members and build relationships with them.

GOVERNANCE: The association isn’t responsive to or representative of the entire membership community. It struggles to retain staff or keep members engaged. The board, however, is highly regarded, respected, and engaged.

NON-MEMBERS: The association launches publicity campaigns and public service initiatives or offers programs and services that equally benefit and serve members and nonmembers.

8

How do you communicate with your members? How are members recognized or put at the forefront of those communications?

9

1.

How could your leadership team hold each other more accountable to ensure that members are put first? Come up with TWO suggestions that could boost accountability.

2.

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CHAPTER 3 HOMEWORK

Using what you’ve learned, complete the assignment below. Let’s grow!

NG O

AT

BARRIER BRAINSTORMING During the next 30 days, brainstorm ways the association could eliminate the obstacles to growth and begin creating a member-centric organization.

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HIERARCHY

Consider the following questions. Ask your association or colleagues to do the same. Then, at the end of 30 days, set aside time as a team to share your findings with one another.

FEAR

What changes need to happen to ensure the association empowers and engages leaders who have passion and vision?

What changes need to happen to ensure the association’s leadership is cognitively diverse?

EXCLUSION

TRADITION

What changes would help foster belonging, giving every member the opportunity to learn, lead, and make a difference?

Which traditions interfere with the membership experience? What changes would create

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12

CHAPTER 4 DISCUSSION GUIDE

Reflect and Respond. Remember, this is your personal journal! Share and discuss with others in the association.

2

1

Member values have SHIFTED. Is there an awareness and acceptance of change in your association?

What is something society taught you to value as a child that you still value as an adult?

Yes No Somewhat

Explain your answer below:

What actions would help the association predict change?

What actions would get members feeling excited and inspired by these changes?

3

4

Your association can’t be everything to everyone. Who is your target market? Be specific!

5

Within your target market, who is under-represented?

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CHAPTER 4 DISCUSSION GUIDE

Reflect and Respond. Remember, this is your personal journal! Share and discuss with others in the association.

6

Brainstorm some ways your association could make room for those under-represented in your target market

8

7

Your members have come of age in different seasons of economic and social change. How is each season likely to influence that generation’s values and membership decisions?

In three words, what does “membership” mean to you?

1946-1964

GEN X

GEN Y (MILLENIALS)

GEN Z

1965-1980

1981-1996

1997-2012

MEMBERSHIP DECISIONS

VALUES

BABY BOOMERS

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CHAPTER 4 DISCUSSION GUIDE

Reflect and Respond. Remember, this is your personal journal! Share and discuss with others in the association.

9

Review the following information. What stage would you consider your tribe to be in?

STAGE

What are the behaviors we see today that we want to STOP?

1

These tribes are distinguished by hostility, pessimism, and despair. Negativity permeates nearly every level of the tribe.

2

These tribes are characterized by apathy. Members stop volunteering, resist innovation, and revel in their disengagement.

3

These tribes are competitive, self-centered, and averse to collaboration.

The most common words they use are “I,“ “me,” and “my.”

4

In these tribes, members have a sense of shared values, willingly share knowledge, and collaborate. They are focused on improving as well as competing with other associations.

5

These tribes are characterized by a sense of happiness and amazement. They are highly innovative, collaborative, missioncentric, and have a can-do attitude.

What are the behaviors we see today that we want to CONTINUE?

What behaviors are we NOT SEEING today that we want to see in the future?

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CHAPTER 4 HOMEWORK

Using what you’ve learned, complete the assignment below. Let’s grow!

REINVIGORATE YOUR ROI During the next 30 days, review your association’s ROI - return on investment - financially and emotionally, and brainstorm ways the association could create a valuable member-centric organization.

Consider the following questions. Ask your association colleagues to do the same. Then, at the end of 30 days, set aside time as a team to share your findings with one another.

If there were no limits to what we could do or create, what would we do to bring additional value to the membership?

What would a best-of-the-best, most amazing, must-have membership PACKAGE include?

What would a best-of-the-best, incredibly inspiring and fun, fearof-missing-out membership EXPERIENCE include?

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CHAPTER 5 DISCUSSION GUIDE

Reflect and Respond. Remember, this is your personal journal! Share and discuss with others in the association.

1

Think of a time where you felt like you didn’t belong.

What did the experience feel like? What could others have done differently to include you?

22

Which of the following mindset roadblocks are preventing the association from reaching its full potential? Check all that apply.

Resistance to change (i.e. “we’ve always done things this way”) Failure to modernize (decreased relevance, acceptance of falling behind) Toxic behavior (malicious, dishonest, careless, or irresponsible actions occur often) Bad reputation (Lack of communication = formation of rumors, myths, and negativity) Scarcity thinking (The belief that limited resources prevent progress or improvement) Us vs. Them (lack of inclusion leads to competition and conflict)

3 take to remove these roadblocks?

What are THREE steps the association could immediately

4

Is the association ready for new people with new ideas? Why or why not?

YES, WE’RE READY!

STEP 1

NO, NOT YET.

STEP 2

STEP 3

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CHAPTER 5 DISCUSSION GUIDE

Reflect and Respond. Remember, this is your personal journal! Share and discuss with others in the association.

In our association...

5

THIS OR THAT: Complete the statement by checking the option you agree with most. Discuss your responses with your team.

Mediocrity is our standard We focus on membership decline (scarcity mindset) There are few opportunities to learn and teach We rarely/do not track our successes There is little to no recognition of members There is an emphasis on policies and procedures We rarely ask for member feedback

Excellence is our standard We focus on goals and growth There are many opportunities to learn and teach We track and showcase our successes We regularly recognize members We incorporate “fun-raising” We regularly ask for member feedback.

6

Which statement did you select above that deserves the most attention from your team?

7

After reading this chapter, where did you identify opportunities for improvement? What immediate changes are needed to place the association on a member-centric path?

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18

CHAPTER 5 HOMEWORK

Using what you’ve learned, complete the assignment below. Let’s grow!

BREAK THOSE BARRIERS! During the next 30 days, review the roadblocks to engagement: governance and culture.

Consider the following objectives chart and discussion questions. Ask your association colleagues to do the same. At the end of 30 days, set aside time as a team to share your findings with one another.

GOVERNANCE

Revamp the governance structure to allow for an accurate representation of the membership community, the active participation of new voluteers, as well as association-wide succession planning, relationship-building, and diversity of thought.

CULTURE

Shift the culture to make a significant difference in how effective an association is at recruiting and retaining members and generating value.

1

2

3

What specifically needs to change to establish a board that reflects our diverse membership community?

What specifically needs to change to create a culture of belonging?

What can we commit to doing in the next 30 days to start the process of transitioning our governance and culture to something more member-centric?

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CHAPTER 6 DISCUSSION GUIDE

Reflect and Respond. Remember, this is your personal journal! Share and discuss with others in the association.

1

On average, what percentage of the association’s work would you estimate is dedicated EXCLUSIVELY to members?

4

2

What actions could be taken to create an internal shift in focus and workload?

3

What is needed for your association to be even more future-focused?

5

Do you feel like the association is in crisis? Why or why not?

Is the association a generation ahead or behind?

AHEAD BEHIND

6

In terms of what you know

Do youabout feelyour likemembers the and your relationship with association is in them, what changes are crisis? Why or why needed in the association not? to improve both?

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CHAPTER 6 DISCUSSION GUIDE

Reflect and Respond. Remember, this is your personal journal! Share and discuss with others in the association.

MEMBER-CENTRIC MEMBERSHIP STRATEGY

7

What types of DELIVERABLES do you offer your members?

8

Which of the following research methods could your association implement with members in the next 30 days?

FUTURE- MEMBERS FOCUS FIRST CO-CREATE

DIVERSIFIED

RESEARCH

A short survey or questionnaire

9

Think Tank Coffee Chat

What opportunities exist Do you for feel like theto COmembers CREATEis(participate, association in contribute, crisis? Why or whymake decisions) within your not? association?

Roundtable Town Hall Panel Discussion Social Media Poll Live chat

Who could help facilitate this?

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CHAPTER 6 HOMEWORK

Using what you’ve learned, complete the assignment below. Let’s grow!

FORMULATING YOUR FUTURE During the next 30 days, review the questions below. Ask your association colleagues to do the same. At the end of 30 days, set aside time as a team to share your findings with one another.

1

Imagine you woke up and *poof,* the association wasn’t there anymore. You are given the opportunity to rebuild it from scratch. What would you create?

2

3

What’s your vision for the association? How has it changed since reading this book?

In the next 12 months, what ONE significant accomplishment or change would you like to see the association achieve to place it on the path of being member-centric?

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