Think about the old 80/20 rule – you get 80% of your results from 20% of your effort. As an association with limited resources, you can’t be all things to all people. So it makes sense to be strategic about where you’re investing your time, energy, and resources when working on growing membership.
If you survey your members and conduct ongoing research, you should be able to segment them by their perceived value of your organization, and then by how much they are investing on an annual basis. You’ll want to group them by: