Leverage Your Association To Increase Your Bottom Line

by: Heidi Langer, President, Langer Marketing & Communications LLC

Now more than ever is the time to lean on your association. Each year many of us invest part of our annual budget for membership in some type of association or organization – whether it be professional relating to your career, such as NAWBO; personal relating to a hobby or craft; or even community-based like AAA or Costco. Yes, AAA and Costco are associations; in fact, AAA is the largest association in the world.

Look at the association(s) you align with and you will see all offer benefits that can help you save money; advance your education; build your tribe; and thus increase your bottom line. As a professional who has experience in managing associations for the past 25 years, my perspective is all are managed in the same way, no matter what the product or service. You pay a fee to belong and in return you get various benefits, usually varying based on your level of investment. If you are not taking advantage of the benefits offered – then why do you belong? Here is some insight into these benefits and how they can help increase your bottom line.

Stacking Your Deck – all associations offer formal or informal education in some fashion on a regular basis. Take advantage of all they offer - this education should directly align with your career or hobby (…. again, why would you belong if it didn’t). There are experts among the membership that will provide instruction at little to no cost – drink it in and absorb as much as you can. This will only enhance your business and level of service, and all at a very affordable price. As well, your association has the wherewithal to bring in high-caliber presenters, such as NAWBO Cleveland did with award-winning author, Mike Mikalowicz. It is unlikely business owners would have an opportunity to learn from Mike in person, much less meet him one on one. But NAWBO made it happen! Right now, there are thousands of associations offering virtual webinars every day on a whole host of topics – tap into them and learn. Knowledge is king and you want that crown!

Building Your Tribe – Connecting with just two new member connections a month brings you twenty-four strong relationships a year – very achievable. It pays to know people, and in an association, you are literally paying to know people. One of the perks of membership is the membership roster - use it to your advantage. Start to align yourself with other members who have similar goals and objectives or those who may be a potential client or collaborator. Members love to advise and mentor each other; and most are thrilled to help and share their craft. Associations naturally nurture a kinship or tribe vibe, which helps remove the “cold call” feel and provides a warm opening when you do reach out for assistance, making it a bit easier. Set a goal to meet a specific number of members each month, then after meeting send a thank you note on LinkedIn with an invitation to connect. In the coming months, look for articles or information they may find of interest and share it – build the relationship. Use the membership to build your tribe.

Leveraging Your Discounts – this is by far the easiest, most visible, and direct way to benefit from your association. It comes in the form of quantity discounts or commodities of scale. Leverage the buying power of the entire organization by tapping into the discounts they offer on all kinds of goods and services – it will directly offset your membership annual fee, sometimes even paying for itself twice over or more. For instance, NAWBO extends their “Perks” to members every month. These discounts can save you hundreds off everything from cars and computers, to clothes, trips and even restaurants. Look at your monthly Perks email from NAWBO, I’m confident you will find a whole host of special “perks” you can use.

Tapping Your Resources – the collective knowledge, the history and the connections in associations is limitless. Tap into it. Use it. Experience it. But most of all, use these assets and share what you know to benefit another member. Join the leadership if available and give back.  

Earlier this year, one of my association members had suddenly found himself laid off after a 20+ year career at his company. One of his first calls was to me, his professional association manager. He tapped into the collective options offered by his association. Not a month later, another member of the same association, called to mention she was looking for someone with specific skills in the industry. I connected the two, he got the job, and both were so thankful they tapped the resources of their association. The connections | The education  |  The benefits |  The mentoring  |  The friendships. This is why you belong. This is why you need to leverage your association membership.

Heidi Langer is the owner of Langer Marketing & Communications LLC, an association management company with expertise in marketing, public relations, member growth, strategy and compliance. With over 20 years of experience, Langer Marketing can help manage your organization. "We specialize in helping associations become an invaluable asset to their membership."