Members Don't Join for Dollar Value

About This Gig

There has been an idea rolling around the association space that members sign up for economic reasons. The gist of it is that you need to look at all your benefits and calculate a market price for each to present as the value of membership in your offer. For Example: Advocacy is worth $a because a lobbyist costs $b Our benefits program offers potential savings of $c Our help line is worth $d After This Analysis, You Pitch Membership As: "Membership is worth $5,700 and it only costs $300 a year. You'd be crazy not to join up!" There Are a Couple Serious Errors With This Approach: First off, people do not value things the same one person to the next. They will immediately discount all that they don't value and put a question mark about worth next to the items they do. "I don't go to the conference so who cares that you're offering a 20% discount for members... and I wouldn't pay $500 to a lobbyist if I weren't a member." Secondly, people are not rational. Even if they did believe your ca

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