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Veteran CEO advocates rethinking membership value

National Roofing Contractors Association chief Bill Good looks toward succession planning—for himself and critical senior staffers 

July 27, 2012

“What do I get for my dues?” is the wrong question for members to ask an association, says Bill Good, longtime leader of the National Roofing Contractors Association. 

Good believes that if membership boils down to a magazine or access to information, associations will lose, especially with the younger demographic, who are reticent to pay for information alone. Instead, organizations need to reshape the value proposition to “If I join the organization, how do we work together to effect change?”

“What we’re really selling is intangible stuff,” Good said. “We’re going to be your voice in Washington, and we’re going to be your voice before the building code community and we’re going to fight for you whatever the fight is. We’re going to be the advocate.”