Industry Content Whitepaper

Components & The Race to Membership

Author: Erik Schonher & Trevor S. Mitchell, Marketing General Incorporated (MGI)

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Components & The Race to Membership


Components offer associations a multitude of opportunities to drive their missions and increase their revenues. From the development of content to driving membership, when properly designed and managed, components become essential channels through which associations develop and deliver their value. But exactly what is a component? What are the elements associations need to consider in creating a component? What is necessary in the management of a component? How can they be used to increase membership?

The purpose of this whitepaper is to act as a primer and provide association executives with an appreciation of the growing importance of components in the development and delivery of membership value and how to take the initial steps necessary to develop and integrate a component strategy into an association’s overall membership marketing plan.

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