So far in this series on membership organizations, we’ve discussed communications, segmenting, and the importance of personal benefits. Here we combine the latter two and look at how perceptions of benefits change over time. The reasons someone may join fresh out of college or at the start of a new career is different than someone who continues to be a member as they near retirement.
This, in fact, is another benefit of segmenting your membership, both in practice and in evaluating results from any membership research. By looking at how results vary by age, time in the industry or their career, and/or time as a member, you can tailor services and messaging to each group.
For example, we’ve seen such differences as:
- Resource access
- Skill development
- Career development
- Broader industry efforts
Even if your organization is more homogeneous, such as a young professionals group, understanding where they are at will help you ensure the organization remains relevant to them.
What other factors have you seen vary by member tenure?