Value Gap Analysis

An Action Plan for Associations to Boost Member Recruitment & Retention

If you’re an association leader, you likely ask yourself one question repeatedly. “Are we maximizing value for our members?” 

We’ve got the answer.

Our proprietary methodology, Value Gap Analysis, pinpoints where and how your association provides value to members and where it's falling short. The result is a strategic operations roadmap to maximizing the value of membership.

5 Critical Drivers, One Actionable Plan

The VGA examines member perceptions, leadership goals, and competitive offerings to score performance on five key value drivers essential to members of any association:


The “collision opportunities” created for members to share ideas, learn new skills, and advance their careers and organizations. 


The advancement and protection of members’ collective interests.


The sharing of news, research, trend data, and information that keeps member organizations moving forward.


The development of a workforce pipeline through training and recruitment.


The setting of industry standards guide how members conduct business.

The VGA reveals key strengths to lean into and deficiencies to address, showing leaders the way forward to stronger member recruitment and retention. 

“Brand Federation’s Value Gap Analysis process revealed the areas where we can maximize value for our members and it’s helping us create a new strategy to revitalize and grow the IARA. Brand Federation’s strategic partnership has been invaluable to me and the leadership of the IARA.”
Jeff Bescher, President of the International Automotive Remarketers Alliance

A Roadmap to Stronger Associations

IARA, the American Institute of Architects, the Society of Industrial Office Realtors, the American Pet Products Association, and the Virginia Council of CEOs are just a few examples of associations that have leveraged VGA to better serve their members. 

Association leaders that know where they deliver value to members – and where they don’t – see clearly where to take their organization. Those that lack the VGA’s insight are guessing.

VGA delivers the knowledge and insight you need to strengthen a foundation that supports long-term, sustainable, and profitable growth.

Contact us today for more information about VGA.

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