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Barry Mount

People join associations and professional organizations for many reasons. Some want to feel the sense of community and network with like-minded people. Some believe that membership will help improve their images or improve their businesses. Others are interested in the discounts, perks, or resources offered. And others still choose to join to stay motivated and inspired in their field.

However, one thing is clear: people do not consider joining an association to be a requirement anymore. As such, associations are struggling to attract and keep members and must think outside of the box in order to improve their membership offerings.

If your professional organization is struggling, offering an association benefits plan could be the best things you can do. Here’s why.

1. Target a Larger Market

The gig economy has become the norm in Canada. More and more Canadians are now working temporary and contract jobs. Others are making a go of being self-employed. Others still are working at small businesses that do not offer benefits. Full-time employment with robust health insurance is becoming rare. As a result, many young Canadians are living their lives without health benefits.

When you implement an association benefits plan you can target a larger market for your professional association.

2. Boost Member Attraction

If you’re struggling to attract more members, offering an association benefits plan could be what you need to gain new members. There are many workers who aren’t getting access to health benefits through their work, yet these people do want the safety and security of having benefits. Individual health insurance, however, can be quite costly. Offering benefits through your association can give these people who are unable to get, but do want health insurance,an attractive alternative to paying high premiums for low-quality benefits.

3. Improve Member Retention

These days, members want more than just networking opportunities and resources. If you want to ensure that memberships don’t continue to lapse, you have to give your members something that will make them want to stay and commit for the long term.

Once your members begin to feel the peace of mind of having health insurance protecting them and their families, they won’t want to give that up. They’ll renew their memberships time and time again.

4. Gain a Competitive Edge

The association landscape is becoming more competitive. If you want to gain an edge, you must offer value through uniqueness. While everyone else is offering intangible benefits like the ability to meet like-minded people and establish authority, you can offer an association benefits plan and stand out from the crowd. Offering real value requires you to differentiate your association from the rest. And offering health benefits can allow you to do so.

5. Gain an Emotional Attachment from Members

To attract and retain loyal and engaged members, you must make members feel an emotional attachment to your association. People care about more than just receiving a good membership price. If you can make them feel connected to your organization, you can gain members, and brand ambassadors, for life.

Offering an association benefits plan can help you show your members that you care about their health and the health of their family members. It will show that you truly want to help them in life. You’ll create a more satisfied and loyal community when you offer health insurance solutions.

In order to overcome the tough challenges that your association faces, including poor member attraction and retention, the lack of value in membership offerings, a disengaged community, and a lack of differentiation, offer an association benefits plan. It’ll help you boost your bottom line while giving your members something that they really want.

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Barry Mount

Barry has 33 years of insurance experience and has spent 27 years specializing in employee benefits. He has a CLU (Chartered Life Underwriter) designation and is a current and past member of Advisory Boards. When he’s not working, Barry is happiest sharing time with his spouse, children, and grandchildren, while fitting in many great times with friends. He loves to travel and finds great pleasure in the time he spends giving back to his community through his involvement with the Rotary Club of Whitby-Sunrise.
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