Benefits vary from person to person, but there are only a few true member benefits to any one member at any particular time. They usually fall into three categories: 1) What’s in it for our profession, 2) What’s in it for me as a business owner? 3) What’s in it for me as a practitioner to become better at what I do (or keep my license)?
I would limit your member benefits to a few, and answer about the significant processes, tools, offerings, or services that you do really well and what it means to the member; the important things that members can count on you to deliver consistently from person to person, every time you interact with them.
I think association executives have a perfect opportunity to ask their board of directors together to talk through your most valuable member benefits. I promise you will spur some great discussion about what you do well today, and what you'll want to work on for the next 24 weeks of 2010 and into 2011.
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