Membership used to be the most meaningful piece of the association puzzle. For those who joined the community, it provided a common sense of purpose to come together and exchange ideas. And for the association itself, membership delivered an essential ingredient: revenue. While annual membership dues continue to play an important role in operating budgets, the concept of belonging to an organization — and the value associated with it — is changing. 

• How can associations work to benefit from incremental transactions versus once-a-year payments?
• Will traditional membership benefits resonate with Generation Z?
• What can your organization learn from the subscription models of consumer-facing brands like Netflix and Amazon?
• Should associations consider non-member engagement a pathway to membership or simply a new revenue source to tap transactionally? 

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