Many associations find it difficult to attract new members and grow their membership. This is often due to changing lifestyles, increased digital distractions, and shifting expectations around how people choose to connect and engage. Traditional methods like in-person networking and events may not have the same pull they once did, and it’s becoming harder to capture attention in an increasingly competitive and noisy environment.
If you’re an association, then you know that growing your membership is essential to your success. But how do you go about it? It can be tough to know where to start. That’s why it’s important to have a clear, strategic plan for reaching new audiences and demonstrating the value of membership in meaningful ways.
A good membership growth plan will help you focus your efforts and make the most of your time and resources. It should include both short-term and long-term goals, as well as specific steps you can take to reach them.
So how do you create a membership growth plan?
Here are seven steps to get you started.
Consider Your Audience
When it comes to creating an effective membership growth plan, one of the most important things to consider is your audience. Who are you trying to attract? What channels do they use most? Understanding who your target market is and where they spend their time online is the first step to reaching them. Are your members more likely to join your association after seeing a post on Instagram, a colleague, or a trusted industry resource?
Bring Value to Your Members
People join associations for many reasons: to network with others in their industry, to learn new skills, to find jobs, to get discounts, and more. But ultimately, people join an association because they see value in it. They believe that being a member of the association will help them achieve their goals.
If you’re looking for ways to attract new members to your association, showcasing the benefits of membership is a great place to start. Your website and marketing materials should clearly spell out what your association has to offer, from discounts on products and services to free access to online resources. And don’t forget to mention the valuable networking opportunities available to members.
Offer Incentives
Offering incentives is a great way to boost your association’s membership. When people feel like they’re getting something valuable in return for their membership, they’re more likely to join. And the more members you have, the more powerful and influential your association becomes.
So what kind of incentives can you offer? Some possibilities include discounts on products or services, free access to online resources, invitations to exclusive events, and more. Be creative and think about what would appeal to your target audience. Whatever you decide, make sure the incentive is worth the price of admission.
Create Ambassadors
One of the best ways to help new members feel welcome and get involved in your association is to pair them up with your most seasoned members. This not only provides a support system for the new member but also gives the more experienced member a chance to share their knowledge and expertise. Try making new member introductions at your next event, or make new member announcements on your social media.
Express Gratitude
Thanking your members is one of the easiest and most effective ways to make them feel valued.
Membership in an association is a privilege, not a right. And as with any privilege, it’s important to show appreciation for those who have chosen to join. Thanking your members regularly helps remind them of why they joined in the first place, and it makes them feel appreciated and valued.
But simply saying “thank you” isn’t enough. You need to go beyond the basics and really show your members how much you appreciate them. Create association swag for your members, or offer membership discounts as a way of saying thank you.
Design a Welcome Packet
Creating a welcome packet for new members is a great way to show them the value of joining your association. It’s also a great way to help them get started on their journey with your organization.
Your welcome packet should include information about the history and mission of your association, as well as details about the benefits of membership, and details on membership pricing. It’s also a good idea to include an overview of how your association works, from the types of events you offer to how you make decisions. This information can help new members feel more comfortable and connected to your organization.
You may also want to include some practical information in your welcome packet, such as the contact information for key staff members and directions to your office or meeting locations. And don’t forget to include a membership roster so new members can easily find other members who share their interests.
A well-crafted welcome packet can help new members feel welcomed and excited about being part of your association. Make sure yours is up-to-date and tailored specifically to your organization.
Use Effective Member Management Software
If you’re looking for ways to attract new members to your association, using association management software (AMS) like AMO can help. AMS software helps associations stay organized and look professional, which can be a major selling point when attracting new members. In addition, AMS software adds functionality that can be helpful in attracting and retaining members, such as online membership directories, event registration systems, and more.
Contact us today for a free quote.