Membership Programs - Definitions and Types PDF

DEFINITION OF MEMBERSHIP Belonging, either individually or collectively, to a group. Some memberships may require a fee to join or participate while some do not. EXAMPLES OF MEMBERSHIP PURPOSE OF MEMBERSHIP In reality, all membership programs have more than one purpose. Important to determine...

DEFINITION OF MEMBERSHIP Belonging, either individually or collectively, to a group. Some memberships may require a fee to join or participate while some do not. EXAMPLES OF MEMBERSHIP PURPOSE OF MEMBERSHIP In reality, all membership programs have more than one purpose. Important to determine which purpose is the most important. Most programs will have multiple goals. For many, income will be an essential one. Income will come from dues (fees) and by integrating the membership program into the development efforts. Additional income will come from sales of a variety of products and services. PURPOSE OF MEMBERSHIP If the programs did not bring in any income, would they exist? Yes and No. For most institutions the membership is a large part of the budget; for others, it is very small. For some, covering costs is enough; for others, generating large amounts of income is important. This, of course, must be considered along with dues structuring, benefits, staffing and other program issues. REASON TO JOIN Prospective member must have an interest in the organization’s mission and activities. If there is no interest in the mission, there is no reason for the person to join. There will be multiple reasons why people join and it is important to know as many as possible. However, there is usually one reason that is the driving force. REASON TO JOIN For visitation-based institutions, membership is a good value for the money spent when free or discounted admission is involved; in volunteer organizations, the member wants to make a difference , to be useful, or has friends involved. For some membership programs, as in cultural institutions, the reason to join may continue for a lifetime. In others, membership may be linked to another factor, as is the case with many professional organization were membership may end when the person retires. As well, there will be people who join only because they believe in what the organization does – benefits other incentives are irrelevant. Knowing these reasons becomes essential in order to position and market the program effectively. CRITERIA FOR MEMBERSHIP Criteria are imposed by the institution in order for someone to join. Some criteria are strict requirements Professional associations where one must be employed in the profession. Participant - based organization may have a time requirement. Alumni and shared experience organization always have a prior experience that is a prerequisite in order to join. To join an alumni association, one must have attended the school. DUES / FEE Fundamental. Virtually all membership organizations have dues/fees. Some ask for a small amount and some, especially professional associations, require a large amount. There are some programs with a sliding scale, and this arrangement can occur on both ends of the spectrum. An organization that wants to attract a diverse membership might base its fee on hat the person can afford or offer subsidies for membership. A professional association or organization that has income level as a criterion for membership would charge more as the person’s income increases. DUES / FEE STRUCTURE Dues/fees have two main structures: Flat dues are the same for everyone Graduated dues have different levels at which people can join. Another important issue relates to how dues are collected: Annual dues are collected once a year for the entire organization Anniversary dues are collected on the anniversary date of the member’s enrolment. How dues are structured is one of the first things that needs to be decided when beginning a program. TYPES OF MEMBERSHIP PROGRAM The actual name of the program type reflects the defining characteristics or the membership program. The defining characteristic is the main issue that affects a membership program. A program may change over time in any of the categories. Many membership programs could fit into more than one category. For example, a visitation – based institution might also take on public issues, have affinity groups, and sue volunteer workers. The defining characteristic and its primary purpose are the FIRST consideration when planning the membership program. TYPES OF INDIVIDUAL MEMBERSHIP PROGRAM Visitation- Based Brand- Public Issue Loyalty Social Types of Participants Organization Membership Programs Professional for Volunteer Associations Individuals Affinity Faith-Based Alumni & Shared Experience VISITATION-BASED PROGRAM Museum, library, zoo, botanical garden, historic house, park, or other institution that attracts visitors or patrons. For attendance, contributed and earned income, education, community support, advocacy where appropriate, and volunteers. The membership may become the donor base for fundraising efforts. Visitation- Based PUBLIC ISSUE Organizations formed around issues often offer membership programs centred on one or several related public issues. Groups are devoted to a neighbourhood issue, the environment, women’s issues, senior issues, education etc. Members join because they want to make a difference in the local, regional, national, or international community. The members may be called upon to help educate the public, the media, legislators, and government officials about the issue and all of its ramifications. While both of these organizations clearly focus on public interest issues, the way they approach the issues is very different. Public Issue PARTICIPANT Active participation is a condition of membership. These programs want the member’s time and efforts. These programs will also develop a constituency, raise funds, and educate their members, but participation is the main purpose of membership and the reason to belong. Dues vary from very little money to significantly high dues and the due structure is often flat. Many of these groups will also have fundraising activities that members will support. Participants VOLUNTEER Much like participant-based programs, volunteer programs expect a level of personal involvement. The difference is that these organizations exist to serve a larger institution or organization rather than their own. The involvement is in service to the institution to which organization is attached. The organization and the volunteer group may work together to decide which project the group will undertake and which volunteer positions its members will fill. Time is always a requirement. Volunteer FAITH-BASED Belief in the work of the faith ( not necessarily the faith itself ) is the requirement for membership. With their diverse programming, religious organizations offer many choices for their members. There are religious programs that are active locally, regionally, nationally, and internationally. Belonging to a faith – based institution may include dues and other fundraising activities. Virtually every religious institution has a core of workers, those for whom faith is translated into volunteer commitment is a requirement. Faith-Based ALUMNI & SHARED EXPERIENCE Once a member, always a member might be the of these organizations. Alumni groups of all sorts fit into category. All levels of education now have alumni groups, from element through graduate and professional training. The purpose of these programs is to stay in touch with the member and keep the relationship between the member and the organization vital and strong. Alumni & Shared Experience AFFINITY If there is an interest, there is a group. People join these membership programs are formed around a subject, whatever it might be. This is an opportunity to meet people with the same interest and to participate in activities with them. Membership appeals to those who have an interest in the subject matter. The groups range from the local singing groups to book clubs to the Car Clubs (all about a certain type cars) around the world. There is usually no need for other fundraising; events tend to be self-supporting. Affinity PROFESSIONAL ASSOCIATIONS The criteria for membership in a professional association are set by each organization. They may included educational criteria as well as actually holding a position in a particular field. Advancing the profession is the foundation for these organizations, but they also have a multitude of other activities. Members join for the educational activities, networking within the profession, and, in general, to be a part of how the profession develops. Unions are another type of professional association the benefit of being represented in bargaining. Professional Associations SOCIAL ORGANIZATION On a very personal level, many people want to join social groups-golf clubs, luncheon clubs, and other “elite” groups. These groups need members to exist and provide for the member the sense of belonging, status, and prestige, and often, networking opportunities for social, business, and community involvement. The membership core usually focuses on business relationships or on social relationship. Often social organization offer programming of interest to spouses, couples, or families. A membership procedure requiring a new member to be sponsored by other members. When these organizations see a drop in membership, they react much as any Social Organization membership program by developing acquisition and retention strategies that are appropriate to the group. BRAND-LOYALTY With the idea of membership well accepted among a variety of institutions, the notion has also been used by the for-profit sector, particularly as a marketing device. The American Express card tells its owner that he or she has been a “member since” the card’s acquisition date. All of the airline frequent flyer programs call their customers “members.” AAA (American Automobile Association) began as a nonprofit, but now perhaps is the best known for its member services of emergency road service along with insurance, travel, and financial services, and numerous other related activities and its sponsorship of school safety patrols. Many of these groups have events for members, newsletters, website, and a great number of the trapping of a traditional nonprofit membership programs. For the most part, brand-loyalty Brand- programs are free, though open only to client and customer of Loyalty the company involved. These programs are, above all, testimony to the strength of the nation of membership. DISCUSSION 1. Individual trainees to list 2 membership programmes in the lifestyle and recreation industry for each type of membership programmes 2. In groups of 3-4 trainees, consolidate your listed membership programmes by the type ROLE OF INCOME IN MEMBERSHIP PROGRAM Dues Development Earned Marketing Income Gift Corporate Membership Sponsorship THE APPEAL OF MEMBERSHIP Membership Program Motivation Reasons MOTIVATION FOR JOINING The 2 sets of benefits that motivate and appeal to member are: Tangible Intangible Benefits Benefits Quantifiable form; Feelings that a Physical; Real ; member gets from Have financial the organization implication Membership card; Sense of belonging, Exclusive members’ a way to meet new discounts; Free people, a network admission; Signup for business, an incentive gifts - education mug/tote bag opportunity TANGIBLE BENEFITS https://www.safra.sg/membership TANGIBLE BENEFITS https://www.rwsentosa.com TANGIBLE BENEFITS https://www.myactivesg.com  INTANGIBLE BENEFITS While members rarely speak in terms like Maslow’s, those programs that make members feel they belong, they are valued, and that their membership makes a difference are the ones that are very successful https://www.simplypsychology.org/maslow.html INTANGIBLE BENEFITS https://www.myactivesg.com INTANGIBLE BENEFITS INTANGIBLE BENEFITS https://www.porscheclub.org.sg REASONS FOR JOINING Value Pursing a Personal Interest Making a Difference Giving Back Pride Being with Similar People Networking Value For members, particularly of visitation-based institutions, value is the initial motivation to join. Members who join at the basic levels of these institution are “value members.” These are members who interested in benefits such as free or discounted admissions, free or reduced parking and discounts. As discussed earlier, many of these members do not pass the economics point of paying for their membership with use. These benefits, however, are important because they are the starting point for the member to become involved in the organization. Pursing a Personal Interest All of the membership programs have some basis in a personal interest. Whether it is a hobby, the environment, our faith, or our career, the membership organization that relate to our interests have appeal. The organization that makes members feel like they belong and provides a way to meet these personal interests will be able to hold on its member. The level of interest will vary among members. The successful organization will have a set of programs and information for those with a casual interest in the subject matter and another those for who are interest in depth. When the members lose interest, the membership tends to disappear. To keep the interest high it is incumbent on the membership program to provide programs and information in a format and on an interest level that is appealing. The membership program cannot afford to become stagnant. With visitation – based institutions, this manifests itself in having new programs, new exhibits, and new attractions. The museum with nothing added will soon lose its appeal. The library that does not offer educational lectures or discussions will not be able to sustain its membership program in the long term. Public issue organizations need to stay on top of the most current and relevant information, legislation, and regulations in their area. The same is true of professional associations. Making a Difference Members with this inclination want to provide direct service to individuals or volunteer for or support groups that make a difference in others’ lives or for society. These members feel good about what they are doing and have a real sense of self – satisfaction. Many types of membership programs offer these opportunities. In a professional association an experienced member might be a mentor to a new professional; in a faith – based organization a member might give us direct service through a hospital auxiliary. Many join public issue groups because they believe that their membership will support work that will make a difference for the at hand, such as better government, the environment, or health care. The challenge for these organizations is to make sure that their members know that they are making a difference whether through volunteer work or support for the cause. Giving Back For some, joining a group by making contributions of time and money is a way of giving back to an institution or the community. Belonging to an arts or cultural organization, because it is important for the community to have these facilities, fulfils this need. This may be the reason behind longtime memberships in visitation – based organizations, where the members do not join just for the economic value. On more personal level, a member of a hospital auxiliary may be giving back because a family member received exceptional care when ill. Many join alumni associations or keep active with their fraternities and sororities because they feel that the education, the relationships, and the networking that they have gained from that prior experience is worth supporting. While contributions to faith – based institutions are always the largest segments of gifts given during a year ( 31 percent ), gifts to educational institutions are the next largest ( 16 percent ), followed by social service ( 12 percent ). People feel very strongly about the important role of education in their lives and want to give back. As discussed in the work by Putnam, education is the one predictor o joining. This accounts for, at least in part, the strength of alumni programs of all kinds. Pride Many people want to be associated with what they consider a worthwhile organization. People join civic organizations and cultural institutions to show pride in their community. Rotarians wear their lapel pins as a sign of pride in their organization. Many alumni are proud of the schools they attended and join the alumni association. Members of hobby clubs who are proud of their particular interest or craft are willing to work in their organization to continue the programs. Most of all, members in participant and volunteer organizations who contribute their valuable time are very proud of what they and their organizations do. Pride is one of the factors that encourages their participation and why are they stalwart supporters. Being with Similar People The faith -based, professional, and social organizations all provide the member with a group with which he or she will be comfortable. With a common bond, whether it is experience, faith, profession, or lifestyle, the members immediately feel a sense of belonging. One of the attractions of joining a social organization is the sense of belonging that the organization confers. All relationships are based on this premise. Veterans’ groups provide a place for people who have shared similar experiences. This can be very strong place for people stimulus for membership. Family and friends have not gone through the same experience and can’t discuss it in the same way that another soldier can. Networking Although some consider networking to be an overused term, there is no doubt that many membership organizations offer the potential for the members to network. Networking is defined as “the exchange of ideas and information among people who share interests and causes.” It is particularly important in professional associations and in affinity groups for serious hobbyists. In professional associations, networking is often cited as a member benefit by the association and a reason for joining by members. The offer of an organization in which members can share information, acquire education, and develop a network of colleagues with the same interest is of great value. Of course, there is some networking in all groups. Many join social clubs, business – related organizations, and similar groups to be in a place where networking may set the stage for working together. Status and Prestige Rarely admitted, but certainly an important motivation, is status and prestige. Some organizations confer status and prestige because other important people are involved. This is particularly true for some educational and cultural institutions. It is certainly also true for social clubs ( country clubs, luncheon clubs ), for those organizations for which level accomplishment is necessary prerequisite ( exclusive professional groups ), and for those groups for which a certain position is a necessary prerequisite ( civic groups based on position in employment ). Often endorsements or recommendations are necessary in order to be considered for membership in these organizations, particularly when the school, sorority, fraternity, or other organization is considered a status organization. DISCUSSION Trainees to select, critique & present on a membership program: 1. Explain the purpose of the identified membership program 2. Describe the type of membership program 3. Explain the role of income in the identified membership program (if applicable) 4. Explain the motivation and reasons for joining the identified membership program SUMMARY The meaning of membership is different for each member and each organization. This can be seen in the multidimensionality of programs, the members they attract, and the members’ motivations for joining. All of these differences underscore the individuality and unique bases for individual membership program. The meaning of membership is defined by how the organization or institution develops its program. Further, the rapid adoption of technology, shifting attitudes among younger members, and increased competition for attention will greatly impact the growth and sustainability of many membership programs in the coming years.