According to Marketing General Incorporate, 2016:
The average market penetration for Associations is 43% meaning they aren't reaching over half of their potential market.
The report also points out (among many things):
It's age-old to point fingers at the marketing, communications, or membership directors as not doing their job. That's an outdated filter.
Why? For one, these directors success is only as good as (how):
Basically, it boils down to a willingness to do what is needed when looking ahead versus what has always been done in the past.
When you think about the member - their needs, preferences, biases - and build "backwards" you can see where value propositions may or may not resonate ... and locate where opportunities reside. But it takes courage to take a look at these gaps and blaze a new and sometimes unproven pathway.
This is the Gokotta Group's blog.
It is the place for us to make note of changing times, new ways of thinking, and provide examples of how greater impact is being created. It's also a spot we can focus on people. And, occasionally, showcase the type of projects the Gokotta team supports (see "Case Studies" below).