Ask The Experts: Sheri Jacobs

Jack McGrath: Hi and welcome to another in our series Ask the Experts. My name is Jack McGrath. Today I’m going to be talking with Sheri Jacobs. Sheri, you’ve written a number of books on membership marketing, most recently the book The Art of Membership How to Attract, Retain, and Cement Member Loyalty. Can you tell us a little bit about the book and why you decided to write it?

Sheri Jacobs: Yes, Jack it all starts with willingness. So, what I discovered is that people have a willingness. A willingness to join, a willingness to renew, willingness to engage, willingness to volunteer, and what organizations struggle with is, how do you assign value connected to people’s willingness so you can get them to do what you want: to join, or to register, or to attend, or to volunteer. And what helps organizations connect the two things, to bridge that willingness with the value proposition that they’re trying to build is to understand, at a very deeper level, what people need. That’s personal and relevant to them.

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