Exploring new vocabulary and membership mindsets for associations
Over the past few years, the meaning of the word “membership” has evolved.
Our world has become shaped by streaming platforms, subscription services and on-demand everything, and that’s changing how people engage and what they expect in return.
What does this mean for your association?
This shift is pushing associations to reconsider not just the structure of membership, but the language they use to communicate its value. This raises the question: How is the traditional notion of “membership” perceived, especially by early career professionals and Gen Z? And for long-time members, are associations using the right language to keep their attention?
The word itself — membership — can be perceived in various ways, depending on your audience. For some, it evokes exclusivity and tradition (think of the old American Express slogan, “Membership has its privileges,” or the country club model.) It can imply a formal, even rigid relationship with an organization. That perception can clash with today’s desire for personalization, immediacy and choice.
That’s why it’s time for associations to reevaluate not just what they offer, but how they frame it — from language and benefits to the overall membership experience.
Rethinking the membership model
One of the most compelling alternatives to traditional membership is the subscription-based model. Borrowing from the success of platforms like Netflix and Spotify, associations can offer tiered subscription plans that provide varying levels of access and benefits. Many associations already have tiered membership plans, so this is an example of reframing membership as access that is customizable. This approach offers flexibility, allowing the “subscriber” to choose how they want to engage, emphasizing the fluidity of the relationship. The value proposition shifts to more customization of content and benefits vs. “one size fits all.”
Rethinking community
Community is a powerful word and one that is used a lot, particularly in the association space. The question is, what does community mean to your audience? Is it believable in the context of your organization, or does it feel idealistic? Do your members look to you for community, or do they find that locally wherever they live and work? If they do look to you for community, explore interactive events, collaborative projects and online forums that encourage deep connection.
A successful community must be unique, specific and provide real value to its members. Without these elements, people may join, but they won’t stay engaged. Don’t think of a community for professionals as virtual “hangouts” like Facebook, Instagram or TikTok. Think of it as a safe space where they can get information, insights or support they can’t find anywhere else.
A great example of this is MSA Connect, created by Mission MSA, which offers a dedicated space for patients with Multiple System Atrophy to discuss their disease, treatments, and experiences with practitioners and fellow members. Similarly, the Association of Pediatric Hematology/Oncology Nurses (APHON) community platform is a highly valuable resource to seek out peer support for treatments of rare diseases, evolving medications and standards of care. Outside of the APHON annual conference, it can serve as the go-to place to ask questions and get information. Associations that cultivate this kind of exclusive and deep engagement will see stronger, more active communities.
Rethinking value and experience
Old-school language often shows up in a value proposition that can feel out of touch, lackluster or irrelevant. In redefining membership, it is crucial to emphasize the value and experience that members gain from their affiliation, in clear language that speaks to them. Rather than merely listing benefits, highlight the experiential aspects of belonging and what the professional outcomes are. For example, a discounted convention rate is not a benefit. The benefit of the convention is building and growing a professional network, as well as gaining insight and education that impacts your career.
In our time-compressed culture, people appreciate personalized experiences tailored to their interests and needs. The more you can customize the relationship, allowing members to select benefits that align with their personal and professional goals, the closer you get to being a trusted partner and invaluable resource.
Rethinking the vocabulary
The words used to describe membership play a crucial role in shaping perceptions. Contemporary terminology should reflect the dynamic, flexible and inclusive nature of associations. Terms such as “member,” “subscriber,” “participant” and “contributor” can be complemented by descriptors such as “on-demand,” “engaged,” “personalized” and “collaborative” to create a vocabulary that resonates with today’s professionals, particularly those coming in.
Several organizations have successfully redefined membership to cater to contemporary needs. For instance, the American Association for the Advancement of Science offers a subscription model that provides access to digital resources and publications. Similarly, the Young Professionals Network emphasizes community engagement and networking opportunities, attracting members through interactive events and collaborative projects.
As associations grapple with member engagement and retention, language and structure are great places to start. This forces us to think about what we are offering, the value of it and how it resonates. How can you be more flexible and offer different, personalized pathways of connection to your association?
Associations that rethink their membership approach will be better positioned to meet the needs of today’s (and tomorrow’s) professionals. By offering greater flexibility, clearer value and more relevant ways to belong, organizations can turn passive members into active participants. The goal isn’t just to modernize; it’s to build a membership experience that feels inclusive and worth returning to.
Carey Earle is vice president of creative services for Association Solutions at MCI USA. Kelly Reynolds is associate vice president of marketing services.
