Membership Essentials: Recruitment, Retention, Roles, Responsibilities, and Resources

THE ASAE'S LANDMARK GUIDE TO MEMBERSHIP FUNDAMENTALS

Membership remains a core pillar of many, if not most, associations today. It is a fundamental area central to the role of membership directors and association leaders and one of the nine areas to master when preparing for the Certified Association Executive (CAE). The Second Edition of Membership Essentials is the American Society of Association Executives' practical and comprehensive guide to membership development, recruitment, and retention.

Step by step, Membership Essentials reviews all aspects of membership such as engagement theory, membership functions, infrastructure, global membership, delivering value, the role of volunteers, and much more. The text draws on the experience and expertise of a wide-range of consultants to the association community and thought leaders from associations (small, large, local, regional, national, and global) and represents the ASAE's essential body of knowledge on membership topics.

Revised to include the most current and effective practices in the field today, the second edition contains expanded coverage of value proposition, strategic planning, model development, staff leadership, and legal considerations. Reflecting changes in technology and globalization, the text also offers updated information on environmental factors and sustainability, governance, online communities, and the role of volunteers.

Membership Essentials covers the basic concepts, strategies, and techniques that association leaders must grasp in order to fulfill their duties effectively and offers a guide to membership fundamentals when prepping for the CAE.

SHERI JACOBS, FASAE, CAE, is President and CEO at Avenue M Group, a full-service association and marketing agency with in-depth expertise in member behavior, engagement, and retention. She is the author of The Art of Membership from ASAE/Wiley.

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