This episode: For the professional society and trade association model, membership is why we exist. Without a strong member experience, there cannot be successful outcomes. My guest John Lingerfelt, CAE, a membership expert, shares his insights on why membership is central to the organization and how a member-focused approach increases the value proposition for every segment of your member community. We discuss why personas are crucial to understanding member needs, how we can get the Board of Directors involved, and why C-Suite leaders need to send the message that membership is EVERYONE's job. Most importantly, we clarify what membership is NOT. How do you create a valuable member experience? Share a comment!