The Insights Dividend
The return an association earns from owning its own field.
The Insights Dividend is the risk-free experience of simultaneous improvement on all fronts.
The Insights Dividend is the benefit, the dividend, an association receives from a program of strategic research that more than pays for itself, improves relations with members and with sponsors, and requires no new resources or risk.
The Insights Dividend - putting it all together
The first element is member value.
Continuing education topics, program content, journal topics, dues decisions, marketing content, and event decisions all improve when the association keeps the lead in its own field - replace assumptions with knowledge. Better decisions forge a stronger relationship with members.
The second element is financial.
Sponsors pay for studies of their own markets, and syndicated studies are purchased by non-members. Both earn money the association did not previously collect, and neither requires new staff or additional resources - it is just new revenue from new sources.
The third element is expertise.
An association that publishes current, reliable, and meaningful information about its field becomes the source its members, its suppliers, and the trade press cite. Research published by an association is accepted more readily than research a supplier publishes about its own market. A knowledge of member needs, learnings from sponsored research and the results of syndicated research provide unparalleled self-funded, risk-free expertise for the association. No new staff or resources.
How the elements compound
The program as a whole, returns more than the same studies could separately, and it is self-funded and risk-free.
One study only answers one question. Diverse studies conducted year round report new developments and changes over time; what members, sponsors, and the trade press all want to know.
A comprehensive program also becomes better over time, and increases in value.
Ask what a program of your own would return.
Any product or service we provide can be offered separately, or as a package. A conversation of thirty minutes is usually enough to decide what may be the best approach.