UST Education

The Member Value Problem: Why Associations Work Harder but See Less Engagement
2026-05-13 11:00 - 12:00 (America/New_York) | zoom.us/j/97167289784
Course Description:
Associations are working harder than ever. Teams are stretched thin trying to keep up with communications, programs, and member expectations. Yet engagement stays flat, retention is unpredictable, and growth is harder to achieve.

Members are not always disengaged because they do not care. Often, they simply do not clearly see what is relevant or valuable to them. When your audience and value are not clearly defined, more activity creates more noise instead of stronger results.

In this session, Cheri Quinn and Emily Youngblood will share how associations can step out of the cycle of constant activity and focus on what actually drives engagement and growth.

Learning Objectives:
Understand why increased activity does not always translate into stronger engagement.

Identify where associations commonly lose clarity in how they communicate value.

Apply strategies to define member value in a way that resonates with the right audience.

Apply practical ways to align your messaging with what matters most to your members.
