Every year I question my memberships. I evaluate what they have done for me, but most importantly I evaluate what I have done for them during the year. I evaluate if I have I given my best to a group before I decide if I should renew the invoice.

How do I evaluate them? Here is my checklist:

• Why do I belong to the Chamber and the Business Association and the Rotary and the Marketing Association and the Network Groups? I belong for a number of reasons. Sure one of them is for more business or for referrals. But other reasons include how do they promote my business, how do they give back to the community and how will my association with them increase my value to clients.

• Of their benefits, what is the most beneficial to me? I join some groups for the listing in their directory or link on their web site or email blasts they send for me or for the networking or because what they are all about, is what I am all about.

• Have I joined a committee, leadership role or sub group? Why join a group and then not get involved? Yes, some do it for the benefits listed above and that is also fine, but I have found that you receive the greater rewards when you give back by becoming actively concerned about the group.

• What have I done for the group? I know and love marketing and that is usually what I find giving back to my groups. Find your talent and give it!

• What business has this group brought me? I have found by using this process, I naturally get more referrals and business just by showing up to events. It is truly a givers gain theory.

• What does the group do for the community of businesses? This is important to me because what the group does outside the group should be encouraging new business and developing community spirit to bring more members and business to the association.

• How much are the dues and what amount of business will it take to break even on membership? If you charge a $100 hour and the dues are $100, it really is a no brainer to join the group. If you get one new client, it is worth it.

• Do I track members of the groups and make sure I am touching base when appropriate? Once you start meeting members are you making yourself familiar with them? Are you touching base in an email or on facebook or stopping to shop in their store? Meet, greet and grow!

I do not join a group unless I can give back to that group. I do not join a group unless I know I can commit a portion of time to the group. I do not join a group just to “get” business. If it adds value to the community and business in general, it is also a good reason to join. Not all members can participate. As with most groups there are the handful of folks who move the associations forward and the other members who also have an important part of sustainability by just paying their dues. Wouldn’t it be a more valuable association if everyone used this checklist to drive their group in a positive direction?

My Best,
Kathy Kane
Market Insights, LLC
P.S. If your current membership isn’t working even after doing all the right things, then it is time to focus on another marketing venue.