This course explores the notion of member value – how to create, communicate
and measure it.
It is ideal for membership staff and volunteers looking to
refresh their knowledge about the sector and will cover a range
of member services and benefits, alongside recent research on what
members value most.
This course will help to
guide thinking around recruitment, retention, engagement and attrition. In addition,
it will help conceptualise membership value to strengthen communications and
support for services.
This course encourages a perspective where member relations
are at the heart of all professional body activities, not simply confined to the membership department.
Delivery & Materials
The day will combine
a mix of interactive sessions, video case studies, presentations and time for
individual reflection. Start time is 9:30am and end time 5:00pm with tea, coffee
and lunch provided.
Course is delivered
by Prof Andy Friedman, CEO of PARN and Tina Williams, Head of Research at
The course text is
Raising the Value of Professional Body Membership by
Williams, Hannington and Hanson (2011) and a copy of this book will be
supplied. You will also receive a Training Folder of supplementary information
to support your learning on this topic, along with copies of course slides and
Who is the course aimed at?
- Strategic senior and middle level staff
- Membership department staff
- CPD, standards, regulation or external
- Gain an
overall perspective on member relations
the concept of member value
what members value
the distinction between tangible and intangible benefit
ways to gather member views on value, and the criteria used to measure value
internal structures related to member relations
about other beneficiaries of ‘member’ services
about ways to communicate member value
strategies for recruitment, retention, engagement and attrition