Value Proposition

What is a Value Proposition?

A value proposition is a brief statement that explains the benefits an association provides to members.

A value proposition should answer the question “why should a member belong to the association?” A value proposition should be equally as impactful to current members as it is to prospective members and convey why the member is better with the association, than without it.

Why is a Value Proposition Important?

Having a value proposition helps retain members and attract new members to the association.

A value proposition creates a unified understanding of the association’s relevance and enables leaders and staff to communicate the association’s value clearly.

Building a recognized brand through the value proposition can build trust and loyalty amongst members.

A value proposition connects for the membership, how the association positively impacts a member’s business.

Successful Value Proposition Reminders

Be specific: Successful value propositions are clear and concise while articulating the unique selling points of your association and addressing specific pain points for target audiences.

Keep it simple: Value Proposition language should be simple and straightforward to enhance comprehension and align with the association’s brand identity and mission of the organization (but should NOT be the mission statement).

Make it memorable: Your value proposition statement should resonate in the minds of members and should be easily recalled while also creating a sense of belonging for your members.

Remain unique: Your value proposition statement is just that – YOURS – it should clearly articulate what your association provides and delivers on that makes it stand out from its competitors.

Solicit feedback: Put the draft value propositions in front of other members for feedback. This allows for member buy-in while saving the association time and resources throughout the process.

The Process

Getting Started

Creating a value proposition takes time and involvement from members to ensure a successful outcome. Before getting started, work with association leadership to determine what group should be responsible for the creation of the value proposition.

Member Involvement

Member involvement in creating a value proposition is crucial to ensure the message resonates with the membership. Members will add important perspectives and experiences that will help shape the value proposition as its created. Consider the following when creating your value proposition team:

Size

Utilize the power of small groups when identifying the type of member group that will be established for this project. Creating a group of no more than 12 individuals is recommended.

Diversity

It is vital that the group include member representation of all kinds. Be sure to include highly involved members, uninvolved members, top producers, members with diverse backgrounds, brokers, up to two board members, and key staff. Be mindful of the associations Culture & Impact initiatives when selecting this group.

Group Leadership

A strong chair and vice chair will be needed to lead this initiative, ask individuals that are up for the task and can communicate the group’s progress and outcomes clearly and convincingly.

Next Steps for the Group

After the group is selected and approved, get the project started by using the Key Steps Questionnaire:

Download the Value Proposition Key Steps Questionnairedocx (174.23 KB)

Establish a timeline for the group to complete the project and include update points throughout the timeline.

Use this Process Checklist to help complete the value proposition for the association:

Download the Value Proposition Process Checklistpdf (445.83 KB)

Best Practice: Don’t make the process overly difficult: while it’s important to have member involvement and go through a clear process to identify the value proposition, be cognizant of time and resource constraints. Create a process that enables the association to be nimble in adjusting the value proposition.