We’ve been fortunate in recent issues of Fox Tales to zero in on the business challenges and opportunities of associations. It comes out of the RevUP Summit last month produced by Professionals for Association Revenue. In our November issue, we did a revealing and essential Q&A with Michael Tatonetti, CEO of Pricing for Associations, a firm whose mission sounds a lot like its name: Rationalizing pricing decisions for associations, instead of them deciding on this core strategic ingredient more or less randomly.
This month, we were fortunate to spend a few minutes with Jana Darling, president of MGI, the 47-year-old firm that specializes in membership marketing for associations. What follows is a transcript of our conversation.
Fox Tales: What are the three or four fundamental characteristics of successful membership marketing?
Jana Darling.
Jana Darling: There are several elements of successful membership marketing.
- Multi-Channel Engagement.
It requires a true multi-channel approach. One channel alone will not break through today’s noise. Associations need to meet prospects and members where they are, across email, digital, social, direct mail, events, and peer-to-peer touchpoints, to stay visible and relevant throughout the decision journey. - A Dedicated Focus and Budget for Acquisition.
You cannot renew your way to growth. Associations that grow consistently invest intentionally in awareness and acquisition. This means dedicated strategy, staffing, and budget focused on attracting new audiences, not just maintaining the existing base. - Clear and Compelling Value Proposition.
A strong value proposition only works if it’s communicated clearly and consistently. Messaging must focus on outcomes and impact—what members gain, achieve, or solve—rather than a list of features or what the organization provides. - Personalization and Relevance.
Members want to be talked with, not at. The most effective campaigns use segmentation, data, and personalization to speak directly to individual needs, career stages, and challenges. When marketing feels personal and relevant, engagement and conversion follow.
Fox Tales: What are the most persistent or significant challenges associations face?
Darling: It starts with two things.
- Communicating and Delivering on Value.
Only 11% of associations report having a very compelling value proposition. If prospects don’t clearly see ROI, they will look elsewhere, especially in a crowded marketplace with growing alternatives to traditional membership. - Generational Shifts
As seasoned professionals retire and younger generations move into leadership and technical roles, associations face real challenges in relevance and outreach. Organizations that adapt their messaging, channels, and offerings for younger audiences are seeing measurable gains in both one-year and five-year membership growth.
Fox Tales: How should an association move the focus from pricing/dues to value provided? Is this a common challenge?
Darling: This is a very common challenge. Many associations historically lead with dues because price is tangible and easy to communicate—but members join and renew based on value, not cost. The shift starts by reframing the conversation from transactions to outcomes. Instead of leading with “$X per year,” associations should highlight what members gain: career advancement, expertise, advocacy, connections, and tools that solve real problems.
Practical steps include:
- Audit the value proposition by segment to ensure messaging aligns with what matters most to different audiences.
- Tell stories, not price points by using testimonials and real-world examples that demonstrate ROI.
- Bundle benefits into solutions, positioning membership as an investment in professional or organizational success, not a list of perks.
When value is clear, price becomes secondary.
Fox Tales: Talk about the non-dues part of marketing. How is it different from membership marketing, and is there pushback?
Darling: Non-dues revenue streams—events, certifications, publications, subscriptions—are essential for financial sustainability and engagement, but they require a different marketing approach than membership. Key differences include:
- Broader audiences. Non-dues products often target both members and non-members, requiring expanded segmentation and messaging.
- Focused value framing. These offerings are marketed as specialized solutions—credentials, education, or access—rather than a comprehensive relationship like membership.
- Perceived price sensitivity. There can be pushback when members feel they’re “paying twice.”
Associations can address this by:
- Offering member discounts to reinforce membership value.
- Clearly communicating the unique outcomes of each offering (career advancement, CE credits, exclusive access).
- Bundling programs or creating loyalty paths that make participation feel like a natural extension of membership.
The key is transparency and positioning. When non-dues offerings are framed as complementary, not additive fees, they strengthen both revenue and member loyalty.
Fox Tales: What are the top challenges for associations in 2026 and beyond?
Darling: I would suggest five.
- Standing out in a crowded marketplace where members have more alternatives for education, networking, and credentials than ever before.
- Proving ongoing value in an environment where ROI expectations continue to rise.
- Engaging younger generations with different expectations around access, personalization, and digital experience.
- Balancing growth with retention, ensuring acquisition efforts don’t come at the expense of member engagement.
- Keeping pace with technology and data while using it responsibly and strategically to drive smarter decisions, not just more activity.
Associations that succeed in 2026 and beyond will be those that stay member-centric, invest in growth, communicate value clearly, and adapt quickly as expectations continue to evolve.