Developing Your Association's Value Proposition

Published by Texas Society of Association Executives and Mid-Atlantic Society of Association Executives


Associations must be relentless in convincing members that you matter to them to ensure loyal members and a strong future. Communicating how you matter is sometimes a challenge. A value proposition answers ‘so what?’ about why a member or prospective member should choose your organization. Associations across the country consider their value proposition a crucial step in conveying what a member should expect from your association.

Learn about a proven seven-step process to put to use tomorrow. Learn what value proposition means; how to develop it, and how to market your organization through a compelling set of key messages - your value proposition.

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Please note that CAE exam and renewal applicants can only use a maximum of 50% of their application hours from self-study programs.

Melynn Sight
Melynn is a firecracker of positivity and planning. She pours out pure marketing communication strategies that Association Executives like you simply praise.

Melynn is a seasoned sales and marketing executive who got a taste for creating and deploying integrated marketing programs at Sun Microsystems.

She finely honed these skills while playing a lead role inbuilding the product and service portfolio of Xerox for over 20 years.

For the last ten years - she -...More

Originally Published

November 17, 2015

Program Titles and Supporting Materials

This program contains the following components:

  • Developing Your Association's Value Proposition - Video
  • Developing Your Association's Value Proposition - Audio
  • Developing Your Association's Value Proposition - PPT
  • Developing Your Association's Value Proposition - Handout

How To Attend

Join the self-paced program from your office, home, or hotel room using a computer and high speed internet connection. You may start and stop the program at your convenience, continue where you left off, and review supporting materials as often as you like. Please note: Internet Explorer is no longer a supported browser. We recommend using Google Chrome, Mozilla Firefox or Safari for best results.

Technical Requirements

You may access this course on a computer or mobile device with high speed internet (iPhones require iOS 10 or higher). Recommended browsers are Google Chrome or Mozilla Firefox.


If applicable, you may obtain credit in multiple jurisdictions simultaneously for this program (see pending/approved list below). If electing credit for this program, registrants in jurisdictions not listed below will receive a Certificate of Completion that may or may not meet credit requirements in other jurisdictions. Where applicable, credit will be only awarded to a paid registrant completing all the requirements of the program as determined by the selected accreditation authority.

Click on jurisdiction for specific details

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