When a struggling association faced dwindling membership, limited growth, and an underwhelming marketing presence, they turned to initiate-it for guidance. Measured strategies, smart campaigns, and a relentless focus on improvement transformed their trajectory – from years of slow decline to thriving success, growing membership by 38.7% in a single year and boosting retention rates by 18.7%.
Here’s how initiate-it helped this association overcome its challenges and set them on a sustainable path to growth.
Step 1: Identify Pain Points and Define Goals
Before beginning their journey with us, the association struggled to pinpoint the root of its declining membership. Without a dedicated strategy or baseline performance metrics, it was clear they needed clarity – a way to measure progress and understand why their retention was slipping.
Membership associations often face recurring challenges that hinder growth and retention. From ineffective communications to outdated strategies, these issues can drastically impede success. For deeper insights into common pitfalls, check out our blog: Top 7 Mistakes Membership Associations Make. Addressing these mistakes was key in shaping the custom strategy we crafted for this association.
initiate-it began by surveying the landscape, defining measurable benchmarks, and establishing Key Performance Indicators (KPIs) to accurately gauge success. With these foundations in place, we positioned ourselves not as a temporary Band-Aid but as a partner committed to achieving real, long-term solutions.
Driving Membership Acquisition with Paid Media
Membership growth became the cornerstone of the marketing strategy. We implemented two distinct campaigns during high-traffic engagement seasons, prioritizing experimentation and optimization.
First Campaign Insights: The initial media run leveraged Programmatic Display, Facebook, and LinkedIn to test the performance of various paid media channels. While this campaign provided a modest 10.6% increase in membership acquisition over the previous year, the insights gained were invaluable for optimizing the next campaign.
Second Campaign Success: To amplify the results of the first campaign, Search Engine Marketing (SEM) was introduced into the media mix. Search yielded the most impressive results with a 22.8% conversion rate, outperforming all other channels and proving its effectiveness in membership generation.
It’s NEVER set-it-and-forget-it here. By continuously iterating on the paid media strategy, initiate-it unlocked a highly valuable acquisition channel that aligned with the association’s growth goals.
Increasing Membership Retention Through Engagement
The strategy focused on key elements:
Content That Resonates: Creative campaigns highlighted the benefits of staying a member, fostering a sense of community, and celebrating the ease of onboarding new members.
Brand Overhaul and Fresh Narratives: A creative rebranding effort rejuvenated how the association presented itself to members, showcasing a vibrant culture and breathing new life into its digital presence.
Results? Increased event participation, enhanced digital engagement, and a visible improvement in retention.
The Results Speak Volumes
When paired correctly, strategic paid media and thoughtful retention efforts can reverse even the most persistent negative trends. Within a year, the association achieved: 38.7% Membership Growth, 18.7% Improvement in Retention Rates, and a shift to sustainable, long-term marketing strategies.
Is Your Association Ready for Growth?
This success story demonstrates how targeted digital advertising, measurable KPIs, and consistent engagement can redefine an association’s future. Whether you’re looking to reverse a decline or amplify growth, our team at initiate-it is here to help.