Has attendance dropped at your association meetings? Have your membership numbers contracted? If you honestly answer either of the above questions in the affirmative, you are not alone. Both association executives and their boards of directors are asking, “What do we do about our shrinking membership?”

Trade associations and professional societies are wonderful industry or profession collaborations and deliver high value to their members, but most society and association staff and volunteer leadership do not have a clue as to the real dollar value their organization delivers to its members, says the author.

Have you ever wondered, how come the other guy got the business? Great business relationships are the answer.