At ASAE Annual in San Diego, I am leading a discussion in the Decision to Join Lounge on Sunday at 3pm. The topic is how DTJ applies to trade associations. I have been a big trade association cheerleader in trying to get ASAE to do a DTJ for trades, which I hear is their next study.
So, I am going through DTJ again, just preparing some things for my talk (which is right after Blogger-Con BTW). I discovered, or was reminded, of an interesting dichotomy.
The first sentence of the book reads: "A person’s decision to join an individual membership organization is not a cost-benefit analysis." However, when the folks who had ever dropped membership in an association were asked the main reason why, "Did not receive the expected value to justify the cost of dues" was the #1 answer.
Long story short, don't think that you don't have to worry about cost/benefit. It may not be the main reason people join, but it will be the main reason they stay.
So, I am going through DTJ again, just preparing some things for my talk (which is right after Blogger-Con BTW). I discovered, or was reminded, of an interesting dichotomy.
The first sentence of the book reads: "A person’s decision to join an individual membership organization is not a cost-benefit analysis." However, when the folks who had ever dropped membership in an association were asked the main reason why, "Did not receive the expected value to justify the cost of dues" was the #1 answer.
Long story short, don't think that you don't have to worry about cost/benefit. It may not be the main reason people join, but it will be the main reason they stay.
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