Members are crucial to associations as they provide essential revenue through dues, drive advocacy efforts, and create a sense of community through networking opportunities. They benefit from professional development resources, contribute valuable feedback, and help shape the association’s direction.
A strong membership base enhances the association's influence, allowing it to lead industry initiatives, set standards, and maintain relevance in a changing landscape. In essence, members are the backbone of an association’s success and sustainability.
Enlist the Help of Current Members
Leveraging current members is one of the most effective ways to attract new members to an association. Satisfied members serve as the best advocates, as they can authentically share their positive experiences and articulate your mission. People are more likely to trust recommendations from friends or colleagues, making word-of-mouth a powerful recruitment tool.
Encourage members to invite their peers to association events, such as meet-and-greets or a “bring a friend” membership drive, where potential members can learn more and network. Additionally, online events hosted with the help of current members and sharing your association’s newsletter can expand your reach. Collecting and showcasing member testimonials is another impactful way to highlight the value of your association and draw in new members.
Leverage Social Media
In today’s always-connected world, professionals regularly check social media making it a powerful tool for attracting new members to your association. To maximize its potential, start by identifying which platforms your prospective members use and maintain an active presence there. Develop a strategy to highlight the benefits of membership, going beyond basic visibility to actively engage your audience.
Additionally, make it easy for members to share their involvement on social media by providing ready-made content, encouraging tagging, and featuring their achievements. Offer a digital toolkit with branded templates, run social media challenges, and create engaging LinkedIn or Facebook groups. Share high-quality visuals, ask for engagement, and simplify the process to encourage organic promotion and expand your association’s reach.
Offer Virtually, On-Demand and In-Person Engagement Opportunities
Providing a variety of opportunities for education and networking allows members to choose how they want to engage. An LMS is a powerful tool for attracting and retaining members, providing online courses and on-demand learning for busy professionals.
Hosting in-person and virtual events is a great way to showcase the benefits of membership. Webcasts, online conferences, and webinars can extend your reach, while networking sessions provide opportunities for potential members to connect with current members and learn about your association’s value. Open events featuring industry leaders as speakers can also encourage non-members to join. By combining online education with engaging events, you can create meaningful learning experiences that attract and retain members.
An effective way to showcase what your organization offers is to bring together members and potential members for networking sessions, where attendees can learn about what your association offers and how it can benefit them professionally. Invite industry leaders to speak at events that are open to non-members to encourage them to join.
Use Video to Tell Your Association's Story
Video is a powerful tool for attracting new members. Recording events and making them available on-demand through your LMS or website allows members to revisit key insights from in-person and live-streamed sessions. Since video is more engaging and memorable than text-based content, it’s an effective way to showcase your association’s value.
Strengthen your brand by incorporating high-quality video into your marketing strategy—record member testimonials, share interviews with industry experts, and create promotional videos for social media. Encourage members to share these videos to expand your reach and attract prospective members.
Final Thoughts
To grow your association, you must actively showcase the value of membership and engage prospective members. Implementing the strategies outlined here will help you attract new members while maintaining strong relationships with existing ones. Offering engaging learning opportunities, hosting impactful events, and leveraging video content are just a few ways to highlight your association’s benefits and draw in potential members.
At Cadmium, we empower associations to deliver personalized learning experiences that drive engagement and enhance member satisfaction. Let us help you attract new members with innovative solutions. Contact our expert team today to learn more!
