Deep Dive S1: Jeff De Cagna on the problems of membership

Membership is not going away, but it should not define how international associations build relationships with stakeholders who could, potentially, add great value to their organisations. So says Jeff De Cagna, aka The Association Contrarian, who thinks the way associations either define people as ‘members’ or ‘customers’ will prevent them from meeting the challenges of the 21st century. Instead associations should be embracing as wide a variety of individuals and organisations as possible who can help them fulfil their missions, stay relevant, and help make the world a better place in which to live.

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