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AES
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There are many challenges that associations face when generating membership growth, particularly when competing with organisations providing services similar to your potential membership base. Here are some tips worth considering that have worked for our clients.
😀 Review Your Member Value Proposition
- Regularly update and survey existing members to ensure the benefits remain relevant and valuable.
😀 Identify Potential Member Locations
- Determine where potential members are employed (institutions, organisations, sole traders, etc.).
😀 Utilise CRM to gather data about potential Members.
- Gather details of non-members and market to them regularly, offering newsletters, podcasts, and webinars to engage them.
-Use this data to understand potential members' demographics and interests.
-Track engagement and tailor content accordingly
😀 Highlight Testimonials
- Use testimonials from satisfied members in various formats (videos, website statements) to showcase benefits.
😀 Simplify the Joining Process
- Ensure the membership process is straightforward to follow.
😁 Leverage Social Media
- Engage on multiple platforms (LinkedIn, Facebook, Twitter, Instagram).
- Share success stories and interactive content (polls, live Q&A sessions).
😀 Offer Incentives and Discounts
- Remove your joining fee for a short period – or offer extra months of membership for the price of twelve.
.- Provide exclusive articles and research papers for members.
Some of these strategies can help your association attract new members by demonstrating unique value and ensuring an easy, beneficial
joining experience.
Most association leaders face a persistent challenge: growing and retaining members. It’s not uncommon to hear stories of
members who join for a year, drop off, and then rejoin two years later. While this cycle may seem harmless, it carries hidden costs—such
as staff time, marketing expenses, onboarding resources, and software overhead—that
can quietly drain your association’s budget.
Running an association or not-for-profit (NFP) is no small feat. Whether you're leading a professional body, a community group, or a
national peak organisation, one question always lingers:
“How do we know we’re doing well?”
It’s a fair question—and an important one.
How we help membership based, not-for-profit associations now and into the future.
