Tootsie Roll Tootsie Pops & Delivering Value to Members

Apr 18, 2019

Do you remember the old TV commercial for Tootsie Roll Tootsie Pops?

A boy wanders about, asking an important question, “how many licks does it take to get to the center of a Tootsie Roll Tootsie Pop?”

If you don’t remember the old commercial, you’ll find it here:

In the commercial, no one can answer that question for him, until he gets to the wise owl who takes exactly three licks before crunching through the lollipop with his beak and declaring, “THA-REE!”

In last week’s email, I asked about what you’d see as important if I were to offer a program focused on value and pricing. Almost every response that came back took the same angle.

People wanted to know:

• Latest trends
• Examples of what’s working and what’s not
• If the technology platform makes a difference
• Whether changing tiers make joining more or less attractive

I realized as I reflected on the responses that what we’re doing when we look at value in this way is taking tiny little licks on the Tootsie Roll Tootsie Pop. Or even looking at someone else’s Tootsie Roll Tootsie Pop and trying to make comparisons to our own.

I believe the *only* way to truly know what value is for your own members is by hearing about it directly from the, or better yet, co-creating that value with them.

Co-creating value is going to be my theme in the weeks ahead, so I’d love to hear if you’ve been doing any of that with your members. Many organizations do things like annual surveys or they may solicit feedback after a big event. Yet, actually co-creating value alongside members is more rare.

I'd love to hear about your thoughts in the comments. 


Joy Duling is Founder and CEO of The Joy of Membership.  Since 2005, Joy and her team have helped associations, trade groups and membership-based nonprofits run their programs more easily and deliver exceptional member care.

You can find FREE tools, tips and training to help you run and grow your membership organization in The Joy of Membership Help Hub.

Hey there.  I’m Joy Duling, Founder and CEO of The Joy of Membership.

Clients hire me to help them design and deliver exceptional member experiences. If you lead an association, trade group, or membership-based nonprofit, you can find FREE resources to help you run and grow your membership organization by visiting here:

I look forward to connecting with you there.