What is a typical profile of a person or organisation as they develop their career (for individual membership associations) or their business (for trade associations)?
Breaking down the development process into typical stages can help you gain a clearer understanding of the different benefits they need from you and how to best communicate with them. Focus on process and issues which must be solved to progress to the next stage.
Once you have mapped this out, engage a few members at each stage to help you confirm your thinking. This is an important process in helping you ensure you matter i.e. have meaning and relevance for members and will help with recruitment and retention.
1. For Individual Membership Associations
1.1 Career Stages
1.2 Family Stages
For more on this ref: Wells & Gubar (1996) and Murphy & Staples (1979)
2. For Trade Associations
2.1 Business Life Stages
3. For Membership Associations
Associations also go through life stages. In ‘Building a Knowledge-Based Culture’ by Tecker, Eide & Frankel, they suggest the stages are:
Fore more information ref: Corporate Life Cycles, by Ichak Adize