Chapter 5
Members or Customers? Developing the Most Qualified Prospect List
I have a confession to make: I own a marketing agency, but I do not belong to an association that focuses exclusively on marketing. Although I am aware of a few such associations that provide information, education, and networking opportunities—benefits that I value—I am a customer for those groups. I am not a member.
A few years ago I reviewed these associations’ websites and considered joining, but I soon realized they had overlap value with two of the societies to which I already belong. I attended one association’s conferences, however, to try it on for size. While I found it helpful to hear a different perspective and approach to nonprofit marketing, the sessions ...
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