At this month's STC Lone Star Community meeting, the guest speaker, Dr. Hillary Hart, showed us some statistics on STC membership. One of the numbers that stuck in my mind was new memberships. Although renewals are down, it seems that new memberships are high for this early in the year. In fact, nearly half of the anticipated new members for 2010 have already joined.
This surprising fact made me wonder what is drawing the new membership--especially at a time when long-term members are not renewing memberships.
Of the many reasons renewals are low, the foremost is the price increase. The steep jump in price has forced many STC members to reconsider their priorities. However, with expense can come exclusivity.
Although on one level it seems rude and counter-productive to be more exclusive, on another level it's a fact that professionals want to distinguish themselves. What better way to be distinguished than show membership in a group that not everyone can get into?
Like a high-class watch or luxury car, each person has his or her way of displaying social and economic standing. Such economically exclusive items often are associated with professionalism. So, the technical communicator striving to display professionalism would be more attracted to an expensive membership than an affordable one.
This is the social side of supply-and-demand: when demand is high, price goes up, and prestige goes up. Elitist as this may seem, it is typical of human nature. By nature we are drawn to the high-class in-crowd and within Technical Communication this manifests as membership in STC.
Certainly, price is not the sole reason for new memberships and there are numerous variables involved with any purchase, let alone membership in an organization. However, I do believe that perceived elitism is one contributing factor.
5/8/2010 07:44:40 am

Hi Arroxane

I enjoyed this article when you posted it. I wanted to understand what was going on in STC - members leaving, new members coming in, etc. I am curious - do you have any new thoughts after the STC10 conference? Did you pick up more/other insights in chats with attendees?



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