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Last week, I ran our third Membership Special Interest Group. The room was full of Membership Managers from across the sector — experienced people, doing good work. But when I asked one simple question, the conversation shifted.
For most in the room, the honest answer was: we’re not.
Many association management platforms charge by the number of members or contacts in your system. The more non-member data you capture, the more you pay — a quiet tax on growth. So associations end up with systems built to manage existing members, not attract new ones.
If your platform penalises you for capturing interest, you can’t build a pipeline. And without a pipeline, you’re not growing — you’re replacing.
Every event attendee, webinar registrant, and resource downloader who isn't a member is a signal worth capturing — and most associations let those signals go to waste.
The fix isn't complicated:
Build a journey designed for people who are interested but not yet in
But none of it works without a platform that supports it. If yours doesn't, that's the first conversation to have.
An overview of the self assessment benchmarking tool for assessing the performance of an association
How we help membership based, not-for-profit associations now and into the future.
