Giving
our
members value
f
Y
With membership value high on the agenda, we talk to Alison Abbott, Communications & Marketing Director at World LP Gas Association. She shares some of her organisation’s tips for creating value for a diverse international network of members.
J
hy do people join associations? The main
reasons cited by the latest research from Sue
Froggatt Training & Consulting are
networking, events, keeping up-to-date,
insights and best practice. Associations also say they enjoy belonging to a like-minded community, value representation, lobbying or advocacy and that membership enables members to demonstrate professionalism, recognition or status.
W
eeping members satisfied is a subject Alison Abbott, Communications & Marketing Director at World LP Gas Association talked about in her presentation at the International
& European Associations Congress in Paris last April.
K
missions are organised with a top-
down approach, where the main
event, the World LP Gas Forum, is
intended to appeal to all members
and the content is a global view of the industry,” explains Alison Abbott. “This event travels the globe and this year’s event is in Miami.”
Our
Louise Clarke
ust like customers of retail
organisations, members of
associations are looking for
value for money and services that match their needs. This makes ‘What’s in it for me?’ marketing essential. World LP Gas Association provides some valuable tips for satisfying members.
the case of World LP Gas, the global voice for
the LP Gas industry, delivering member
services is literally a ‘global’ task as there are
200 members in 125 countries. They range
from small operators to multi-nationals and benefits are targeted at each tier of members in order to generate a sense of value in membership.
In