The landscape for association membership has changed drastically over this past year. As a result, associations of all sizes are struggling with how to best engage existing membership to reinforce membership value and showcase the value of membership to prospective members. We’ve pulled together five simple marketing tactics for associations to leverage.
For associations, that means leveraging your current member base to help recruit more members. Peer-to-peer word-of-mouth communication provides a personal perspective that is hugely effective in bringing new members to your association. Unfortunately, many associations don’t use the often-overlooked tactic, yet it’s fairly easy to do. While it could be as simple as asking current members to refer new potential members, a coordinated membership growth drive can be even more effective, offering incentives to those who help bring in members while providing materials such as email templates or flyers for members to use. If your association cannot spiff current members for recruiting new members, even recognizing efforts without any kind of spiff or compensation is still powerful as associations are only as strong as their active members.
YourMembership put together a great list of email marketing tips and ideas for associations. Be sure to use a reputable email marketing platform like Constant Contact, Mailchimp, or AWeber so you can segment lists, review reports, and monitor results.
Many members look to associations to provide value which includes resources, education, and industry updates. All of this can be done by maintaining an informative website that members can use to obtain the resources and information they need. One feature your website should include is an active blog where you can provide up-to-date information about the association, update membership benefits, showcase existing members, and more. Work with a small business marketing consultant to set up your blog and suggest a content calendar to follow to ensure your blog is updated regularly.
Marketing your association doesn’t have to be a challenge. Leverage one or more of these marketing tactics to maintain your membership base and attract new members!
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