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The VOI of Membership: The Power of I


VOI of Membership Power | Webinar | Hight Performance Group


  • 1

    Explore VOI and the Power of I, which means more than investment.

  • 2

    Discover how VOI transcends value across diverse motivations to engage.

  • 3

    Determine how to develop messaging where members communicate your VOI.

Watch as we discuss how VOI and the Power of I are more valuable than ROI to your membership and organization.


If you have ever wondered why people truly become and stay members, answer this:

    • Do your members question the ROI of membership?
    • Why should you focus on VOI and not ROI?
    • How do we communicate the VOI of membership?

Membership is More Than a Financial Investment

When members ask, “What is the ROI of membership?”, it means they don’t realize the value. You may create a ROI calculator to help members assign a quantitative amount for each event or service you provide.

If they don’t attend events or use the services, members may consider that value only comes from engagement. So, when you respond, “Membership is like a gym; you get what you put in”, that may backfire and lead to churn as members realize they are not using it as often as they should.

Membership provides a significant return on VOI, which is more than ROI will ever be. Learn how you deliver on VOI, where “I” means more than investment, and how to communicate value that goes beyond membership dues.

How can VOI help you communicate the value of membership?

A Promoter of “Good Change”

Cathi Hight, is President of Hight Performance Group, an organizational development firm that helps develop healthy organizations to manage constant change, enhance customer loyalty and “work smarter, not harder.” She has over 25 years of experience in performance improvement, strategic planning, board development, and membership development.

As a certified Wiley Workplace Solutions Partner and Kaizen consultant, Cathi works with organizations to develop high performing teams, effective leaders, customer-centric practices, and productive work environments.

Cathi helps clients identify their real problems and solve them. She shares Kaizen principles of continuous improvement, making small and incremental changes, and improving customer experiences which bring about “good change” for internal and external customers.

Cathi is recognized nationally for her work with associations and is the author of The Member Retention Kit and A New Approach to Tiered Membership, and developer of the Work Smarter, Not Harder program. Hight Performance Group offers resources to help organizations attract, engage, and retain members. Cathi helps organizations stay relevant, effectively communicate the value of membership, and increase their bottom line.

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