From the Inside Flap
"Membership... is an art. You've got to skillfully recruit members who will remain members throughout their careers. And during those careers, you've got to successfully provide for them exactly what they need, when they need it. When you accomplish this, they will tell your organization's story to their colleagues and peers."
From the Preface
If a membership organization is to succeed in today's competitive environment, it must attract, recruit, and retain engaged members who will help the organization thrive. The Art of Membershipwritten by Sheri Jacobs, CAEis a hands-on guide that contains the information, strategies, and principles that any membership organization can access to find its value, understand the difference between members and customers, sell its unique benefits and overcome objections, personalize the process, and create meaningful connections that will cement an organization's relationship with its members. The recommendations are concrete, irrefutable, and backed by data derived from ASAE research and Jacobs's more than forty market research studies encompassing members and nonmembers from organizations of all types and sizes.
The Art of Membership is filled with illustrative cases and examples from associations, nonprofits, and corporations as well as "how-to" guides, checklists, and worksheets that break down the concepts from goal to strategy to tactics culminating in an actionable "to-do" list. The book also includes a template designed to help create a concrete action plan based on the unique aspects of your organization.
From the Back Cover
Praise for The Art of Membership
"Sheri Jacobs does a fabulous job of relying on research and her own rich experience to explain concepts and provide useful recommendations. Readers will certainly walk away with 'I can use this today' golden nuggets."
Elena A. Gerstmann, Ph.D., CAE, Senior Director, Enterprise Planning & Development, IEEE Corporate
"The Art of Membership is for anyone who works or volunteers for a membership organization. No other book offers actionable ideas to help you better understand and grow your membership immediately."
Peter J. O'Neil, CAE, Executive Director, American Industrial Hygiene Association