If I’m a tourism operator running a business in your region, what you (the DMO) want is not important to me.
For the most part, the majority of your members don’t care that you need a strong membership base to succeed. They don’t care that you need it to fund operations, or to in itself attract more funding.
They don’t care that you need it to prove by-in and collaboration in your region. They also don’t care that you need it to effectively influence a wide range of businesses to move them collectively towards the destination brand.
They don’t care about any of those things.
They care about one thing; that if they are investing in a membership with you, you are helping them achieve their business goals.
Your buy-in packages, member training, member engagement strategy, campaigns, and most importantly, your team, should all be able to clearly articulate how you achieve that.
Because unless you have a sustainable business with a membership base that only includes the outer edges or the bell curve, make no mistake your organisation relies on it.