PPB April 2021

by Audrey Sellers Assoc i a t i ons M embership-based organizations, from associations to nonprofits to clubs, exist for all kinds of reasons. Some provide knowledge and resources to professionals in a specific field or industry. Others unite members around a particular cause or interest. According to the IRS, an association is “a group of persons banded together for a specific purpose.” Whatever the purpose, one thing is certain: Associations are more valuable than ever to their members. During the pandemic, almost half of association members (44 percent) say it has become even more important to be part of an association, according to Personify’s report, “The Journey Ahead: The Future of Associations, Nonprofits and Events.” The report also shows that nearly all association members (93 percent) find value in belonging to an association. Tapping Into The Association Market Here’s how membership-based organizations can use promotional products to cultivate relationships and grow their revenue. LIFETIME MEMBER The Aquatic Association Issued to: Ima Fish GROW 38 | APRIL 2021 |