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Canadian Society for Association Executives - Guest Blog Post

USING THOUGHT LEADERSHIP TO LEVERAGE BRAND CHAMPIONS AND GROW YOUR ASSOCIATION

As the saying goes "admitting you have a problem is the first step." For many member-driven organizations, this means acknowledging that our focus on new member acquisition often comes (misguidedly) at the expense of membership engagement and retention.

For many of us, the adage hits a little too close to home.

A stale or missing marketing strategy, limited resources, and a mixed bag of inconsistent tactics can feel like overwhelming obstacles. But the solution becomes clearer once we identify what's standing in our way. Namely, in member-driven organizations, we often think of members as customers rather than as brand champions. In turn, we spend a disproportionate amount of our time, effort, and resources on new member acquisition over member retention.

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Jill Knaggs