Membership growth. We all want it, but it remains evasive. Discover eight proven techniques to attract and retain members in this actionable webinar on membership growth. Learn strategies to boost engagement, increase member loyalty, and drive long-term success for your organization.
Members are leaving, or retiring and new members are not joining because they fail to see value, or are time deprived.
Overview
Asif Ahmed (Zzeem) interviews Erin Roberts on how associations can attract and retain members, especially during uncertain economic conditions. They share practical insights based on experience and introduce 9 proven techniques to strengthen membership.
Key Context
- Economic uncertainty (e.g., potential recession, trade tensions) may reduce members’ ability or willingness to pay.
- Organizations must clearly demonstrate value to prevent cancellations.
- Competition may increase, especially if companies shift operations internationally.
- Uncertainty can be used as an opportunity for growth.
9 Proven Techniques for Membership Growth & Retention
- Strong Member Value Proposition (MVP)
- Clearly answer: “What’s in it for me?”
- Focus on solving members’ problems and meeting their needs—not just listing benefits.
- Updated Strategic Plan
- Ensure membership growth and retention are central.
- Revisit plans frequently due to changing conditions.
- Effective Communication
- Regularly engage both members and non-members.
- Share value, updates, opportunities, and risks.
- Leverage Leaders & Influencers
- Identify key members and use their networks to expand reach.
- Drive Member Engagement
- Rally members around causes and shared challenges.
- Show how they can contribute to solutions.
- Focus on Volunteer Recruitment
- Volunteers are the most engaged members.
- Use targeted outreach and personal invitations.
- Ensure Committee Effectiveness
- Provide clear goals, structure, and achievable outcomes.
- Include both short-term wins and long-term objectives.
- Use Events Strategically
- Attract non-members to events.
- Use them to showcase value, build relationships, and recruit.
- Optimize Membership Renewals
- Treat renewals as “reselling” membership.
- Start early, provide incentives, highlight benefits, and create urgency.
Additional Insights
- Lapsed members: Maintain contact and use structured re-engagement strategies.
- New/certification members: Build community and mentorship to retain them.
- Small teams: Use volunteers and existing activities to drive recruitment.
- Advocacy value: Members gain early insights, influence, and insider access—even if non-members benefit broadly.
- Segmentation matters: Tailor messaging and value propositions to different member groups.
Main Takeaway
To succeed, associations must clearly communicate value, engage members meaningfully, and proactively manage recruitment and renewals—especially in uncertain times.