What’s the Recipe for Your Member Value Proposition (MVP)? 3 Tips for your Success.

meal-salad-steakYou know that you’re offering great value to your members but are your directors and staff clear on what it is? Are they all on the same page, singing the same tune? Or do they get flustered when they are asked to explain your association’s value to a non-member?

Your MVP is the bedrock of your association and it deserves special attention.

  1. Is your MVP clearly articulated and compelling? Your MVP is not a list of member services. It is a statement of highly relevant value expressed from the perspective of the member. It answers the WIIFM question.
  2. Can your directors and staff all state the MVP in their own words and give real-life examples?

Your MVP is a meal. It’s a combination of comfort (carbohydrates), critical resources (protein) and freshness (vegetables). Here’s the recipe.

Carbohydrates (Comfort): This element of member value is about belonging. Your members feel part of the bigger picture. They share common issues and needs and they connect with other members who “get it.” They recognize we’re all in this together. That sense of belonging = COMFORT.

Protein (Critical resources): This element of member value is about the resources that members receive. It may be stakeholder relations, up-to-the-minute information, or connections that increase business. This is the “meat” of your MVP. Engaged members use your resources for the benefit of their career and/or their business.

Vegetables (Freshness): This element of member value is about mixing it up and keeping your events and programs new, changing and exciting. Be brave and change at least one thing each year. If you keep serving the same meal your members will get bored. Take a chance on something new!

There are three key elements to defining, using and delivering on your MVP.

  1. Take the time and effort to develop a compelling MVP.
  2. Train, train and retrain your directors and staff so they can confidently state the MVP in their own words and give real-life examples of how the association has helped individual members. Encourage your directors to add a personal note that describes how the association helps them specifically.
  3. Keep your MVP delivery fresh and interesting. Don’t get stuck in a rut

Want some help with your MVP? Find out more.

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Filed under Association Management, Event Planning, Governance, High Performance Organization, Member Education, Member Engagement, Member Value Proposition

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