Editor’s Note: The following communication from PRSA Chair and CEO Rosanna M. Fiske, APR, was sent Tuesday, Aug. 16, 2011, to PRSA’s Leadership Team, which includes Chapter presidents; Section and District leaders; Board of Directors Members; and other PRSA leaders.
Dear PRSA Leader,
As we continue to engage PRSA members regarding the proposed 2012 dues increase, a question we’re often asked is, “What new benefits will we receive in exchange for paying higher dues?”
Over the past 10 years, PRSA has steadily increased member value by adding new products, services and other member benefits — all without increasing the cost of PRSA membership. While we’ll continue to look for ways to enhance member value and hold costs steady in 2012, several new-member benefits may be possible with the incremental revenue the proposed dues increase will provide; most prominent among them are:
Webinars included free with PRSA membership. PRSA is making plans to offer its entire catalogue of professional development webinars to its members — for free — starting in 2012. This represents nearly $2,000 in annual savings for members who participate in one PRSA webinar per month. It’s also consistent with the findings of PRSA’s 2011 Membership Value Perception and Satisfaction Survey, which confirm the high value our members place on free webinars.
To aid our local Chapters, PRSA will develop webinars exclusively for Chapter use in creating local professional development programs. This new benefit also will aid our Chapters’ local recruiting efforts. By making the total cost of PRSA membership competitive with the non-member cost to view a single PRSA webinar, the small price difference will encourage non-members to become PRSA members.
Loyalty programs to reward PRSA’s most-involved members. PRSA is planning to devise and implement loyalty marketing programs based on member involvement. These cross-channel programs will facilitate the engagement, retention and growth of PRSA’s member base and, by improving the value proposition of PRSA membership even further, also will aid in Chapter and Section recruiting efforts.
These are just some of the potential new member benefits we’re planning, in the event the proposed dues increase passes. Please also keep in mind that a portion of the dues increase revenue is necessary just to offset the financial shortfall that is currently projected for 2012.
If you have any questions or concerns about these programs specifically, or about the dues increase generally, I invite you to contact me directly at firstname.lastname@example.org.
Rosanna M. Fiske, APR
PRSA Chair and CEO