If you’ve ever joined a new association or member group, you probably understand the importance of onboarding. If you don’t receive the support you need when you need it, there’s a good chance you’ll disengage and drop out. This has been the case for me. I’m sure you’ve had this happen too.
It can be challenging (and expensive) to recruit new members. That’s why you must create an effective onboarding experience and timeline.
This post covers why onboarding is important, some practical tips for elevating your onboarding process, and an onboarding timeline to follow.
Ready? Let’s start with some onboarding for associations basics.
Recruiting new members and retaining existing members is THE number one priority for your association. If you don’t have an effective onboarding strategy, members will come and go, and hitting your membership goals will be even more challenging.
Onboarding is crucial for associations for several reasons:
- Member Engagement: Effective onboarding processes help new members feel welcomed and engaged. This initial positive experience can increase their likelihood of continued involvement and participation within the association. Fortunately, there are lots of ways to make new members feel welcome!
- Understanding of Benefits: Associations typically offer various benefits and resources to their members, such as networking opportunities, educational materials, and professional development events. A structured onboarding process ensures that new members know and understand these benefits, maximizing their value.
- Retention: Members who feel connected to the association and understand its value are more likely to renew their memberships. By offering a smooth onboarding experience, associations can increase member retention rates and reduce churn.
- Building Relationships: Onboarding allows new members to connect with the association’s existing members, leaders, and staff. Building these relationships early on fosters a sense of belonging and community, essential for member satisfaction and long-term engagement.
- Education and Training: Many associations provide specialized knowledge or training relevant to their industry or field. Onboarding processes often include orientation sessions or access to educational resources to help new members acclimate to the association’s culture, norms, and practices.
- Feedback and Improvement: Onboarding isn’t just about welcoming new members; it’s also an opportunity for associations to gather feedback on their processes and offerings. By soliciting input from new members during the onboarding process, associations can identify areas for improvement and enhance the overall member experience.
Overall, a well-designed onboarding process is instrumental in ensuring new members feel valued, informed, and connected to the association, which ultimately contributes to the association’s growth, stability, and success.
Member Onboarding 101
To effectively onboard members and prevent lapses in their membership, consider the following strategies:
- Personalized Welcome: Reach out to new members with a personalized welcome message or package. Make them feel valued and appreciated by acknowledging their decision to join the association.
- Orientation Session: Offer orientation sessions or webinars for new members to learn about the association’s mission, benefits, and available resources. Provide information on how they can get involved and maximize their membership.
- Assigned Mentor or Buddy: Pair new members with experienced members or mentors who can guide them through the onboarding process, answer questions, and introduce them to key contacts within the association.
- Regular Communication: Stay in touch with new members through regular communication channels such as newsletters, emails, or social media updates. Keep them informed about upcoming events, relevant industry news, and opportunities for engagement.
- Feedback Mechanism: Encourage new members to provide feedback on their onboarding experience and their expectations from the association by regularly surveying members. Use this feedback to improve and refine your onboarding processes continually. This allows you to make changes based on honest feedback.
- Membership Renewal Reminders: Send timely reminders to new members about their membership renewal dates. Highlight the value they have received from their membership so far and encourage them to continue their involvement.
- Exclusive Content or Benefits: Offer new members exclusive content, resources, or benefits during onboarding. This could include access to member-only webinars, discounts on events or publications, or special networking opportunities.
- Engagement Opportunities: Provide opportunities for new members to engage with the association and its community early on. This could involve participating in forums, joining committees or special interest groups, or attending networking events.
- Recognition and Involvement: Recognize and celebrate the contributions of new members within the association. Encourage their involvement in committees, task forces, or leadership roles to deepen their connection to the organization.
- Follow-Up Surveys: Conduct follow-up surveys or interviews with new members to gather insights into their experiences and identify any areas for improvement in the onboarding process. Use this feedback to refine your approach and better meet the needs of future members.
By implementing these strategies, associations can create a positive onboarding experience that fosters member engagement, loyalty, and retention, reducing the likelihood of lapses in membership.
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