By Tony Rossell, Senior Vice President
With the proliferation of virtual meetings and new membership models, getting the price right is a hot topic. Proper pricing has a significant influence on an offering's viability and profitability, and should be part of the conversation from the start of the development process. Here are some of the ingredients that go into establishing a successful approach to pricing.
Pricing Strategy
For almost any product or service, there is a wide ra...
By Tony Rossell, Senior Vice President
“Why isn’t my membership growing?” We hear this question often in our consulting with associations. When we investigate the concern, a consistent theme emerges. In most instances, the root of the problem comes down to issues with the membership recruitment program.
That is why in the book, Membership Recruitment: How to Grow Recurring Revenue, Reach New Markets, and Advance Your Mission, Tony Rossell explores the impediments holding back associations’ me...
By Tony Rossell, Senior Vice President
Some of the most used words by association professionals this past year have been “pivot,” “adapt,” and “shift gears.” We have had to make changes in real-time. In short, we have had to innovate.
The need to innovate has led me to study some of the best practices in building an innovative mindset and culture. I have found two books as helpful guides. First is How Innovation Works by Matt Ridley, which I wrote about here. The second is a classic, The Innovators DNA, by Dyer, Gregersen, and Christensen....
By Jana Sabol Darling, Senior Account Director
This year has been unlike any other. In 2020, we have faced a global pandemic, historic job losses, economic instability, political turmoil, and much more…and we are only in November. With everything going on, it wouldn’t come as a surprise if a Black Friday email campaign slipped through the cracks. But, the good news is that there’s still time!
Last year in the October MGI Tipster, we shared a few very basic tips for launching s...
By Elisa Joseph Anders, Senior Account Director
The COVID-19 crisis has turned many organizations’ best-laid plans upside down. However, some associations are thriving during this challenging time by providing indispensable value to members and using effective marketing tools to communicate that value.
This is the story of one association that sprang into action at the beginning of the COVID-19 crisis to help its members, its profession, and the public’s health. The results so far are inspiring.
The American Nurses Association (ANA), an MGI client, is the largest a...