Discover your mistakes, overcome them, and increase your numbers.
Membership associations do fantastic work. They advocate. They inform. They connect. They save members money. They drive industries forward. But without one irreplaceable thing, these organizations can’t exist to do their good work: Members. While there’s no magic bullet for membership growth, there are proven ways to do a better job of engaging your prospects.
Below, we’ll examine seven of these ways, with insights from a favorite resource: the annual Membership Marketing Benchmarking Report. Conducted by respected authority, Marketing General Incorporated.
Mistake #1: You’re not communicating the value of belonging (your biggest problem.)
Difficulty communicating the value of membership is the number-one challenge in attracting new members and retaining existing ones. 40 percent of associations responding to the survey reported problems in this area. One major stumbling block is that many membership associations don’t display the price of membership up front on their websites. While conversion pages may receive a healthy number of hits, many potential members leave without ever joining.
A further examination of this symptom and in-depth testing has confirmed that membership increases when a price is displayed up front on the home page. The price can be offset by the number of discounts and services that your association provides, so why not display the cost prominently? Similarly, specific benefits of membership are often hidden or not mentioned at all. A related issue, is that product and service offerings are often weak – a challenge noted by 14 percent of responding associations. To fix this, membership associations may consider upgrading their benefits package and making sure it’s easy to find on their website. Member research is highly valued so that is one component that should always stand out.
Mistake #2: You’re not engaging a young audience (your second biggest problem.)
As Baby Boomers retire, you can expect an increase in membership cancellations that you’ll want to fill with next-generation members. However, difficulty attracting and retaining younger members was the second biggest challenge reported by responding associations, at 18 percent.
The trouble is, associations usually have a tightly defined audience and often overlook potential members who are younger and more tech savvy. You need to develop a separate communication strategy for this group to ensure that they’ll replenish your association when your current member-base transitions out. Personal recruitment is important to this generation, so don’t be afraid to call and invite them to an event. Younger prospects also respond well to being shown (not told) how membership will benefit them. Make sure they have a chance to experience a benefit for themselves – for instance, a members-only webinar to help them run their businesses. It’s very important to ensure it’s not promotional in nature, but truly educational and beneficial. You should also develop an ongoing dialogue to help identify ways your association can help them as their careers progress. A members-only online community where members post discussions on business- related topics is a good idea. These online members are eager to share information and help each other so it’s a win-win.
Mistake #3: You’re not sending the right message.
If you’re struggling to attract or retain members, it might be time to rethink your message. Many membership associations focus solely on an advocacy message but there are a couple of problems with this.
First, only 8 percent of respondents cite advocacy as their reason for joining.
Second, the advocacy communication works well face-to-face but doesn’t always translate effectively online. Remember, the advocacy message is certainly important but shouldn’t be your only message.
Mistake #4: You’re not doing a good job of welcoming new members.
Make sure to develop a “welcome” strategy that’s both inviting and informative. Use digital channels and traditional mail for delivery by sending a welcome e-mail followed up by a physical welcome package. Don’t forget the value of the face-to-face interactions.
Associations reporting renewal rates of 80 percent or more use new-member receptions and orientations more often than their less successful counterparts do.
Mistake #5: You’re not making e-mail and direct mail work together.
Both have strengths and challenges. E-mail, for instance, is affordable and effective but if you overuse it, even the most engaged prospects will tune you out when you need them most. On the other hand, Direct mail is expensive, yet effective, so it should only be used when it really matters. Too often, associations fail to use an integrated marketing strategy that makes the two work together. For example, you could send a direct mail piece inviting your prospect to sample a member benefit for free and then follow it up with a reminder e-mail.
Mistake #6: You’re not using digital media effectively.
Let’s start with social media. “Networking in the field” is the top reason why potential members join an association. Make sure your association networks with these individuals on social media, genuinely and often. If you’re not already, become active on Facebook, LinkedIn, Instagram, and other social media platforms and create a conversation with potential members. Invite them to events, drive registration, and sustain excitement.
Social media and digital tools’ effectiveness extends beyond just communication. Digital media can be used to raise capital as well. Sites like GoFundMe and other Crowdfunding websites allow you to discuss your cause, raise awareness, and request donations – all through a very honest, open, and transparent platform. Those three traits resonate well with the younger generations and the process is simple enough for even less tech savvy individuals to understand.
Like other marketing efforts, digital media cannot be a standalone vehicle.
Utilize a content marketing program to fully realize your true potential. Content marketing provides you an opportunity to position your organization as an authority on a wide variety of topics, but it also affords you other advantages. By using content marketing as a lead generation program, you can be informative, demonstrate thought-leadership, and acquire more members. All without spending much money.
Mistake #7: You don’t have a clearly defined renewal messaging strategy.
Clarity in your objectives and strategies is key in all aspects of your business, but is paramount when executing renewal efforts. One challenge faced by many membership associations is communicating the proper incentives to renew. Other obstacles present themselves in the form of timing – when to begin the renewal process, or placing an expiration date on the possibility of renewals. While a deadline is a good motivator, don’t stop asking for the renewal once the expiration date passes. Keep the ask going, possibly by offering something new, such as a discount, coupon, or event invitation.
According to the survey, associations with renewal rates of 80 percent or more are much more likely to use fixed calendar dates over anniversary dates (55 percent vs. 18 percent). Using anniversary dates complicates the renewal process, especially for organizations with a less sophisticated method for handling renewals. Instead, group your members into an “active” list once they join and have a single funnel for renewals rather than the complication of sending out renewal messages daily. If done correctly, this process can be automated, making your job that much easier.
Don’t forget about your pool of cancelled members – retarget them with a with a re- engagement campaign. Start with a survey on why they left and what they’re looking for in an association, then nurture those who respond with targeted communications.