For a commodity organization, budget constraints are nothing new. But in seasons where budgets tighten even further, justifying membership dollars is critical. When every expense is under scrutiny, you should ask this core question: Why should members continue to invest their dollars with us?
The answer lies in how well you communicate your value through agricultural marketing strategies. You know your organization plays a vital role in shaping the industry, advocating for farmers’ needs, and providing resources they couldn’t find on their own. But if members don’t clearly understand the return on their investment, their support may waver.
You need to clearly articulate your value proposition–why your organization is essential, how you help address industry challenges, and why your members can’t afford to go without you. Here are four strategies to ensure your organization remains indispensable, and not optional.
1. Define and Communicate Your Unique Value Proposition
Your agriculture commodity organization should stand out as an essential partner, not just another expense. The key is to clearly communicate your unique value proposition–what sets you apart.
Be the Only, or the Best, at What You Do
Your members need to see that your organization isn’t just one of many working in this space—you’re the only one tackling critical issues in a way that truly moves the industry forward. Whether it’s cutting-edge research, policy advocacy, or market development, position your organization as the group that delivers results no one else can.
Solve the Problems They Can’t Solve Alone
Farmers, agribusinesses, and stakeholders face complex challenges, like supply chain disruptions, changing regulations, sustainability pressures, and shifting consumer demands. These are problems too big for any one business to solve on its own. Communicate how your organization unites the industry, pooling together resources and expertise to tackle these challenges.
2. Demonstrate How You Save Members Time, Money and Resources
Membership in your organization should feel like a no-brainer. Highlight the tangible ways you create efficiencies for members. These might look like:
-
- Policy & Advocacy: Representing farmers and fighting for industry policies so that they don’t have to navigate regulations alone.
- Market Access & Promotion: Expanding domestic and global markets for their commodities to ensure sales and growth.
- Consumer & Sustainability Support: Helping farmers meet consumer demands, such as sustainability goals or regulatory requirements, so they can stay ahead of industry expectations.
- Reputation Building & Industry Leadership: Positioning members as part of a forward-thinking, innovative industry group.
- Research & Data: Providing insights that help farmers make informed decisions.
- Education & Networking: Connecting farmers with experts, partners, and peers so they can problem-solve and collaborate.
3. Make Engagement Easy and Accessible
Even if your members see the value in your organization, they won’t fully benefit from it if engagement feels complicated or time-consuming. The easier you make it for members to participate, access resources, and stay informed, the more likely they are to remain invested.
Centralize Resources in One Place
A well-organized, easily accessible member portal can be a game-changer. When members can quickly find reports, market insights, advocacy updates, and event details without having to dig, they’re more likely to engage. Consider offering a dashboard with the latest industry news, research, and policy updates or a library of reports and best practices they can reference anytime.
Provide Multiple Ways to Participate
Members have different schedules, budgets, and travel capabilities. Remove barriers to participation by offering flexible ways to engage. In-person events provide valuable networking and hands-on collaboration. Virtual meetings and webinars allow busy farmers to join from anywhere. Consider recording key sessions and discussions so farmers can catch up on their own time.
Keep Participation Affordable
Event fees should reflect the value you provide but also remain accessible. Offering tiered options, discounted early-bird registration, or bundled pricing can help more members stay involved without financial hesitation.
4. Make It Easy for Members to Share Your Impact
Some of your members may not always be the final decision-makers when it comes to renewing dues. Equip your members with shareable resources that make it easy for them to advocate for your organization.
Make Emails Easy to Forward
Structure your communications in a way that members can pass on key information to leadership and other stakeholders. This means:
-
- Creating concise summaries to highlight important takeaways that are easily digestible.
- Showcasing financial impact by demonstrating the ROI of membership, whether through cost-savings, industry advocacy wins, or new opportunities.
- Developing clear calls to action to make it obvious what members need to do next, whether it’s attending an event or using a resource or tool.
Encourage “Collabra-Steal” Content
Many members might manage internal communications with employees, customers, or stakeholders. Make it easy for them to repurpose content by offering:
-
- Already-written articles or reports that they can plug into their own newsletters or board reports.
- Social media toolkits with pre-made posts, graphics, and messaging to spread awareness.
- Customizable presentations or slide decks with data and industry insights that members can tweak for their own needs.
Now is a great time to reinforce your value. Take a fresh look at how you communicate with members, streamline their engagement experiences, and provide shareable resources. Need help refining your messaging? McCracken specializes in agricultural marketing strategies that connect with growers, livestock producers, and ag businesses. Let’s talk about how we can help you showcase your value. Contact us today!
