Introduction
Seeking to understand the perceived benefits and barriers to membership in trade associations, the Florida Pest Management Association (FPMA) asked the PIE Center to assess the perceptions and attitudes of the association’s importance and performance with FPMA’s members as well as non-members . The PIE Center distributed web-based questionnaires to licensed pesticide users and a sample of FPMA members and non-members.
Key findings
More than 40% of non-members indicated the two primary deterrents to membership were the cost of dues and a lack of interest in trade associations. Other barriers included a lack of time and undervaluing membership as an opportunity to increase business.
However, 56% of non-members said that educational opportunities were the greatest benefit to membership, with 50% identifying access to research, networking or professional opportunities and supporting the industry as the second-greatest advantages. Members targeted political representation and supporting the industry as the most important reasons of joining.
Social activities and family tradition were commonly identified as the least important benefit to members. Instead, respondents found more professional networking opportunities and continuing training and education to be a valuable part of membership.
Recommendations
Time was identified as a very important factor to both members and non-members. Therefore, FPMA should communicate expected membership commitments to insure members’ time is spent efficiently. The PIE Center suggested that FPMA focus its efforts on the membership priorities by providing educational and training opportunities as well as political representation.
The value of membership should be clearly communicated to members and non-members alike. Important member benefits, such as legislative representation and continuing education, should be emphasized as membership revealed them as the most important benefits to membership.
In tight economic situations, membership in a trade association can be an expense that individual members and companies cut. FPMA should review current membership costs and ensures membership continues to be economically viable.
Although the perception that member organizations focus on big operators instead of the average sized operator is common, FPMA should consider addressing the needs of smaller operators..
