Do not try to take on this project alone. Involve constituents (board members and committee members), supporters (loyal members), and even naysayers to develop a statement of real value.
Key steps in the process include:
- Gather the right group of people to work on the project.
- Do your research to uncover what members need most.
- Listen to members to find the right words to use in your message .
- Develop, select, and refine the right words to communicate your value.
A value proposition is not about fixing something. It’s about identifying what makes you indispensable to your members. And it is likely to change over time. To keep your message relevant, you need to continuously discuss, test, and refine your message.
That said, your value proposition should last you many years. But don’t be afraid to tweak and revise the proposition along the way.