Associations share the common goal of wanting to increase membership. That is easier said than done. These are difficult times if you are trying to sell memberships.
Prospective members are asking a very basic question – what is in it for me? If they conclude that the answer is “not much,” they won’t join. This seems to be particularly true of younger professionals who know other ways to get what they perceive associations to offer.
Using personas is a great way to develop targeted materials, resources, and a strong message that appeals to segments of the membership. Some organizations go so far to name the person and provide detailed profiles. They role play to sell to this persona.
Others use generic descriptions, but the concept is the same.
Consider the different member types and their needs.To know their needs, you need to know what their pain points are. What gap can the association fill?
We know that the career stage is a major factor that drives needs. Rural vs. urban setting is another factor in driving needs.
I recommend using AI to generate personas and AI can help you understand their needs and how to market to each segment.
