Our guest on this episode of The Member Engagement Show is Sarah Spinosa, Director of Product Marketing for Higher Logic. Sarah discusses value propositions for associations and how they can be activated, elevated, and improved. Topics covered include:
- Why the pressure to hone a clear value proposition is increasing
- Recognizing Members as consumers, with expectations influenced by their experience outside the association
- People aren't joining professional associations by default
- Ways associations can use product marketing principles to refine and define their value proposition
- Talking about outcomes, not just what you offer
- The importance of mapping value at different career stages
- The difference between professional and trade association value propositions
- The importance of knowing your members and knowing when their needs change
- Communicating the value proposition continuously, not just at sign-up
- Aligning internal stakeholders around the value proposition
Some helpful links:
Higher Logic 2026 Association Trends and Predictions webinar
MGI Membership Marketing Benchmark Report
Higher Logic Association Member Experience Report
