You know your association offers great benefits for new members – so how do you get their attention and get them to join?
Long-term success for associations means not only keeping existing members happy but attracting new members too. Otherwise, as members retire, you’ll find your membership numbers declining. That’s why thinking about your member acquisition strategies is so important.
Imagine you throw the perfect party, but you don’t send out any invitations, so no one comes. You put all that effort into the food, decorations, and activities and end up with no one there to enjoy it. That can be how it feels to have a vibrant association but struggle to reach new members.
You’ve laid out the best member experiences possible and built a wide range of useful member benefits, features, educational opportunities, networking, job boards, certifications, events, etc. And your existing members know that what you offer is wonderful. But how do you get prospective members to join the party?
Here are five member acquisition strategies (plus one “pre-strategy”) to consider that could help your association attract fresh faces. Not all these examples are right for every association, but they can serve as thought starters to help you come up with new ways to draw new members in!
Before we dive into member acquisition examples, it’s important to first do some pre-strategizing…
Referral programs and other membership acquisition strategies that leverage your existing members can be highly effective. Your existing members are your best ambassadors – you can tap into their networks to expand your membership base. When current members refer their friends and colleagues, they vouch for the value and benefits of your organization. This builds trust and credibility, making it more likely for new members to join.
Establishing an online presence and implementing a robust SEO strategy is vital for member acquisition because it helps potential members find you. By optimizing your website for search engines, creating valuable content, and utilizing social media and online platforms, you can increase your visibility and potential members will come to you.
Some associations run into an issue where they give too much away for free and there’s no reason for non-members to “upgrade” to a paid membership. But others have the opposite problem. Exclusivity works, but only to a point. If absolutely everything you offer is locked down to members only, it can make it hard for potential members to decide whether your association is right for them. Not to mention, your member benefits will often speak for themselves if you give someone a sample!
Recently, on Higher Logic’s podcast, Diana Mertz, Sr. Director of Membership and Engagement for the American Staffing Association, talked about how important it is to understand what members need and how they like to engage so you can meet them where they are. Put a different way, Higher Logic’s Sarah Spinosa shared stats from our Association Member Experience Report on a recent webinar that demonstrated how impactful it is to “show ‘em that you know ‘em.” It’s no surprise that people like to feel seen and respected, and your potential members are no different. When talking to them about your association and the value of membership, remember to consider their unique needs and preferences.
Anyone who’s ever tried to move a mattress upstairs by themselves knows how much easier it is to accomplish some goals with help. While you might be capable of doing something on your own, why turn down an opportunity to have someone else give you a boost? Strategically partnering with other organizations in your industry presents an opportunity to cross-promote organizational benefits to each other’s audiences. It’s a great, and often mutually beneficial way to expand your reach and attract new members.
In today’s competitive landscape, it’s paramount to have a solid member acquisition strategy to attract and sustain new members. Cultivating a community of engaged and loyal members actively contributes to the growth and sustainability of your organization.
Successful member acquisition will always involve a combination of creativity, consistency, adaptability, and yes, charm. So considering an array of strategies and seeing what works with your target audience will help your association figure out the best way to draw new people in!