In this environment, associations need
to take a hard look at the member market that they intend to serve: Can we
competitively serve the member market
as it exists today? Do we need to tighten
our market focus? Are some member
segments no longer serviceable?
4. Rationalize programs, services and
activities. Traditional association
thinking assumes that the more the
association offers in services, products, programs and activities, the
more value the member receives.
But in today’s competitive envi-
ronment, service volume does not
equal member value. The relevant
association of the future will recog-
nize the power of a narrow product
line and concentrate resources
on programs where it can excel.
The downsides of a broad product
line are considerable: It spreads
resources thin, creates complexity,
confuses members, and results in
cluttered communications.
