The Story of How My Book Came to Be

Talking to podcast hosts has become one of my new favorite things, and one question that comes up often on-air or off is, “Why did you decide to write this book?”

Whenever this question arises, my quick answers never do it justice, so let me give it a go here.

Ten years ago, I started a qualitative research firm for the association industry. The goals my clients outlined for their research tended to focus on value. “What are the things we are doing today that members think are valuable?” And “What value should we be adding tomorrow?” And so, through carefully crafted questions, I helped them figure out which strategies and innovations would improve each organization’s value.

And yet, it felt like there was an epiphany lurking in the data that I hadn’t uncovered yet—something that would move the needle.

In research project after research project, I began to notice that when asked what the value of the association is, members didn’t recall their benefits. Most members, even the most engaged ones, would only list one or two benefits at the most, unprompted. I studied the answers to the value question more closely, comparing the results with many different member groups until I realized how association leaders define value differed from how members described value.

Ask members about the value of the association, and they often will launch into a story. A story about early on in their membership when they realized this was the organization they wanted to engage with. They talked about a long-time member greeting them and introducing them to others. They remembered being warmly welcomed at an event. They shared how someone ‘rescued’ them at a reception so they had someone to talk to. They spoke about how friendly the staff is, how accessible, and how generous. One of the most significant benefits of being a member, engaged members told me, was actually all the positive experiences they had throughout the journey.

The definition of value is not the only place where association leaders and members are divided. We define engagement differently, too. Actions and metrics define member engagement inside of associations, but for members, engagement is more of a feeling. Being engaged is comfortable, safe, warm, exciting, refreshing, collaborative, and fun, to name a few words members use.

Engaging associations are successful associations. Engaged members bring time, money, ideas, energy, and more members. It is good for both associations and members to have many engaged members, but this is also where many associations struggle.

Because there is a gap in how association leaders and members understand engagement, I wanted to help them close those gaps to make their organizations genuinely engaging.

Offering value is integral to engagement, but value is just one piece of the puzzle. Just as important is creating many little and big positive experiences for members.

Elevating Engagement is all about closing the current gap. We explore all the points during the member journey where members make the go/no go decisions to engage. We dive deep into the untapped power of positive experiences— an incredible opportunity for professional and trade associations alike. And by the end of the book, the reader understands the power of positive experiences so well that they become a Chief Experience Officer.

I hope every association leader becomes a CEO because this mindset benefits our community, associations, and their incredible members.

You go, CEO!😄