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2. Making the case

Session Objective

The key to designing a membership program that people actually want to join is knowing your audience. That means you need to conduct audience research. This session will provide an overview of audience research best practices and outline the type of audience research you should conduct to fill your knowledge gaps regarding membership. The second half of the session will walk you through the steps to identify your membership value proposition.


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Resources mentioned in this session:

| The Membership Guide
Quick and Scrappy Audience Research: | ONA20
Value proposition resources:
| The Membership Guide
, book by Donald Miller

The Richland Source Presentation

(the storytelling process that Jay articulated)

Case Studies

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