AuSAE - Should Your Association Offer a Virtual Membership?

Should Your Association Offer a Virtual Membership?

20 Sep 2016 12:09 PM | Deleted user

There are all kinds of memberships out there - individual, organizational, freemium, and ah yes, virtual. But how do you know what models are right for your association? You may be offering individual and organizational memberships, but should you be offering virtual memberships as well?

It’s definitely something to ponder, but before you make a final decision, ask yourself these three questions:

1. Do you have the resources and infrastructure needed to support a virtual membership?

Virtual memberships will likely entail a lot of webinars, online training, fresh content, etc. Does your association have the staff and technology needed to provide those services? If not, is the cost of getting (and sustaining) those resources worth offering a discounted, virtual membership? You definitely don’t want to spend more than you bring in.

2. Can you differentiate the benefits of a virtual membership versus a regular membership?

Your regular membership - whether individual, organizational, or both - should be your primary focus. It’s fine to roll out a virtual option, but make sure there’s a clear difference between that and your regular membership. The last thing you want is to devalue your existing members by rolling out an online option.

3. Down the road, can you encourage your virtual members to become regular, higher-level members?

Ideally, you want everyone to be a “regular” member. Virtual memberships exist, though, for those who don’t want or need all of your regular member benefits (e.g. all of those in-person perks).

That said, once someone commits to being a virtual member, can you later encourage them to upgrade their membership? Before rolling out a virtual option, this is something you’ll want to consider.

Offering different membership types is all about recruiting more people. The more options you provide, the more people you’re likely to recruit.

That said, if you’re not ready to roll out a virtual option or it’s not a good fit for your association, that’s totally fine. You can still recruit people with your existing membership types. Not sure how? Check out our free guide, Best Practices for Online Member Acquisition, below!

This article was originally sourced from Association Universe and was written by Callie Walker.

Strengthening Trans-Tasman Connections: AuSAE and Tourism New Zealand Business Events Renew Partnership

Association professionals across Australia and New Zealand have even more reason to explore trans-Tasman opportunities. AuSAE is proud to announce the renewal of its longstanding partnership with Tourism New Zealand Business Events, celebrating 11 years of collaboration.

For over a decade, this partnership has strengthened connections between the two countries, helping associations expand networks, share knowledge, and deliver world-class events.

Toni Brearley, CAE, Chief Executive Officer at AuSAE, said:

“Our partnership with Tourism New Zealand Business Events has opened doors for association leaders to plan unforgettable events and connect with peers across the Tasman. Together, we’ve created opportunities, shared knowledge, and elevated the experiences of our members and their delegates. This partnership reinforces our commitment to fostering strong trans-Tasman collaborations, helping associations innovate, grow, and deliver outstanding value to their members.”

Helen Bambry, Business Events Manager at Tourism New Zealand, added:

“Partnering with AuSAE means we can directly support association professionals in bringing their next international business event to New Zealand – offering assistance, funding, and support to ensure exceptional experiences for both organisers and delegates.”

Watch the Tourism New Zealand Business Events video

What this partnership means for you

For Australian associations:

Receive expert guidance and support to bring conferences or member events to New Zealand.
Access funding assistance through Tourism New Zealand Business Events.
Expand your network and build partnerships with New Zealand peers and industry leaders.
Deliver international experiences for members and delegates just across the Tasman.

For New Zealand associations:

Strengthen professional connections with Australian association leaders through AuSAE’s network.
Share expertise and collaborate on professional development, governance, and member engagement initiatives, and more.
Gain visibility within the broader association community in Australia and New Zealand.
Access opportunities to host international association events and delegates in New Zealand, boosting local engagement and knowledge exchange.

About AuSAE:

The home for association professionals, the Australasian Society of Association Executives (AuSAE) is the leading - and only not-for-profit, member-based - organisation supporting association professionals in Australia and New Zealand. For 70 years, AuSAE has been a trusted partner for those working in associations, providing professional development, support, and networking to help association leaders achieve organisational goals, advance their careers, and strengthen the wider sector.

About Tourism New Zealand Business Events:

Tourism New Zealand Business Events provides expert guidance, funding, and support to attract conferences, incentives and corporate events to New Zealand.

--- ends ---

For more information about AuSAE, please contact Toni Brearley, CAE:
Toni Brearley, CAE
Chief Executive Officer, AuSAE
E: toni@ausae.org.au
T: + 61 458 000 155

To apply for funding and support to host a conference in New Zealand contact Helen Bambry:
Helen Bambry
Business Events Manager, Tourism New Zealand
E: Helen.Bambry@tnz.govt.nz
T: +61 415 933 325

The Australasian Society of Association Executives

Contact us:

Email: info@ausae.org.au
Phone: 1300 764 576 (within Australia)
Phone: +61 7 3268 7955 (outside Australia)
Address: Unit 6, 26 Navigator Place, Hendra QLD 4011, Australia