Michael Dolch Director of Public Affairs, Iowa Soybean Association MDolch@iasoybeans.com
Membership Matters Since writing and pondering last month’s column titled “All Politics Is Local,” I have decided to take a step back and consider the driving force behind an association – its membership. I think it’s valuable to periodically pause, reflect and dig deeper into the nuts and bolts of these driving (or limiting) factors. Over the next couple of months, we will take a closer, unfiltered look at membership, specifically the Iowa Soybean Association’s (ISA) Advocate Membership and the millennial generation. Let’s start by first teeing up and defining the term. Membership is the people who put in the time, energy and funding necessary for an association to exist. It is through the work of its members that an association’s mission is carried out. So, why join? Regardless of size, scope or industry, the answer is often the same. “Our association offers exclusive, member-only benefits ranging from advocacy, a magazine, discounts on publications and education, resources to keep you informed, leadership and networking opportunities.”
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I struggle with this response. Yes, access to programs and services is extremely important and valuable – a must-have within the agriculture industry. But with a new generation finding its footing and asking for more, we must also understand that folks are now joining for different reasons. Some join to obtain relevant and timely information. Some join for leadership opportunities. As a millennial myself, I have observed five key things that people my age are asking of an association. 1. TEACH ME. 2. LISTEN TO ME. 3. MENTOR ME. 4. ACKNOWLEDGE ME. 5. REWARD ME.
While all five may be important to all generations, millennials are seemingly more likely to walk away from an organization if these five are left unsatisfied and unmet. When considering the ISA’s Advocate Membership, April Hemmes, District 2 ISA director and Hampton farmer sums it up well:
“When I look at the dues for each of the organizations I belong, I always ask, “Am I getting value from this membership? And with the ISA Advocate Membership, I see that value.” District 6 ISA Director Dave Walton adds, “It’s important to understand that checkoff dollars can’t be used for policy or legislative work. It’s why joining as an advocate member is so vital. The backing of all advocate members amplifies my voice and strengthens our efforts in Iowa and Washington, D.C.” As Walton says, since the soybean checkoff cannot be used to influence policy, we rely strictly on industry support and Advocate Membership. These investments build on research, education and communications by empowering ISA’s work with elected officials, regulators and policymakers. Next month, we will walk through a specific example and explore how ISA’s Advocate Membership is working for you.
