By Carolyn Lagermasini, CAE
Savvy association executives understand that retaining and re-engaging current members is more cost-effective than constantly seeking new ones. To achieve this, associations need to focus primarily on creating a vibrant, valuable community that members don’t want to leave. While keeping the focus on existing members, associations also need to constantly recruit new members. Here are a few strategies to help you with both initiatives.
Retaining Current Members
To boost retention, focus on consistently demonstrating the value your association provides. This can be done by offering exclusive content, such as webinars and whitepapers, that are directly relevant to your members’ professional development. Host networking events and workshops that help them build connections and skills. Actively ask for feedback through simple surveys or one-on-one conversations to understand what they need and how you can improve. A simple, personalized touch, like a check-in email or a shout-out for an achievement, can make members feel truly valued and heard. Remember, a member who feels supported is more likely to remain a member.
Creating a New Member Pipeline
While retention is crucial, a steady influx of new members is also important for growth. You can build a new member pipeline by engaging with young professionals early in their careers. Partner with universities to offer student memberships, create mentorship programs, or have your members serve as guest lecturers. This introduces your association to the next generation of industry leaders and builds a connection before they even enter the workforce.
Another effective strategy is offering organizational memberships. This allows entire companies or partner associations to join, which can significantly increase your member count. By creating a tiered membership structure, you can offer benefits that appeal to a wide range of organizations, from small startups to large corporations. This approach makes membership more accessible and expands your reach exponentially.
By prioritizing member retention and building a clear pipeline for new members, your association can thrive and grow sustainably.
