Associations seeking to win over members need to make messages relevant to audience Communicating an association's value proposition to existing and prospective members used to be a fairly straightforward affair, but for Dan Varroney, times have changed. "When I started my own association career back in the early '80s, value proposition was a statement that could be an elevator speech that said this is who we were and the value we delivered in 30 seconds," said Varroney, CEO of Potomac Core Consulting. "Now it's not quite that simple because the nature and the speed of change is happening too quickly." CEO Update spoke with association consultants about crafting a… Read More