Halmyre invites you to join a discussion with two association leaders who are on pathways to growth based on insights from non-member research.

Michael Grant, Director, Communications & Marketing, Canadian Society of Medical Laboratory Science (CSMLS) has experienced a shift in understanding their value proposition through the voice of their non-members.  From understanding opportunities across the full career journey in a new light, to pinpointing some basic but important points of frustration in CSMLS’ offerings, Mike will share the new course they are on as a result.

Diane Webb, Finance & Marketing Manager, Nebraska Pharmacists Association, used non-member research to understand how to grow beyond their limited member market share.  The voice of the non-member brought into relief the common “free rider” problem of NPA’s excellent advocacy agenda.  Diane can speak to the changes at the board, for staff and for NPA’s value proposition strategy as a result.   

One of the most valuable sources of insight to drive association growth is the voice of the non-member.  Yet research to gather their voice is chronically underfunded and under-used. Join Halmyre’s Christine Saunders and our two association guests as we discuss how to overcome obstacles to non-member research to open a treasure trove of actionable insights for your association.

Learning objectives:

Objective 1: Find solutions to overcome obstacles in designing and implementing non-member research to drive organizational change.

Objective 2: Describe different intrinsic and extrinsic factors motivating professionals within your industry.

Objective 3: Explore the critical differences between non-member and member affinity to an association's brand and its influence on their sense of belonging.