In our years (okay decades) of consulting experience, we’ve worked (and sometimes struggled) alongside more than 40 membership organizations, helping them find solutions for growing their memberships and connecting with the pulse of their markets. We are founders and chief executives of our own companies: Anna Caraveli is Managing Partner of Connection Strategists , and Andrea Pellegrino is Principal of The Maia Marketing Group –through which we offer comprehensive services in market research, membership retention and growth, design of professional development programs and new membership and education models.
In short, we’ve seen it all! And what we’re seeing now is this: to succeed in today’s demand-driven marketplace, associations can no longer just “walk the walk,” of providing traditional benefits in traditional formats, nor just “talk the talk,” of branding, marketing, and messaging. Instead, associations have to “walk the talk” of member value. Today’s successful membership organization provides solutions, rather than products; interactive communities, rather than “networking;” collaboration instead of one-way communication; and member-customized benefits packages rather than “one-size-fits-all” memberships.
We’re passionate about helping associations “walk their member value talk.” We work together to find and apply fresh solutions to major strategic problems facing association leaders—solutions designed from your members’ and customers’ perspective. By looking at the familiar from an unfamiliar point of view—the daily life of an average member—we help identify new sources of value, new ways to package and market your value proposition, and new ways to configure your association’s benefits, services, and other assets to meet the demands of your members and markets more precisely. We use the elements of your current success to build a framework for the future.
Through the Demand Perspective, we are bringing together the best of our ideas, research and cases, along with those of thought leaders and practitioners from across the association industry and other sectors. As we learn from the market and colleagues, we continue to develop a broader, market-driven portfolio of tools and resources from which to craft a member- rather than committee-driven architecture and solutions.
Anna Caraveli & Andrea Pellegrino
Read about Demand Perspective Columnist, Craig Honick
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