Running a successful professional membership association relies on more than just providing valuable resources or networking opportunities. It’s about continuously expanding your membership base while also ensuring existing members remain engaged and committed.
Understand your Members
Before diving into recruitment strategies, it’s essential to understand the demographics, interests, and needs of your members. Research why your members signed up, and what they are expecting from your organisation.
Conducting member surveys will help to provide valuable insights into what potential members are looking for and will help you to tailor your recruitment efforts accordingly.
Create Value
The value of your association’s membership must be communicated at the very beginning of your recruitment process. Market what sets your association apart from others and explain how membership can add value to an individual’s careers or business, whether that’s access to exclusive industry insights, professional development opportunities or networking events.
Engage
Events such as workshops, webinars or conferences will provide value to your members, allowing them to foster meaningful and useful connections within their industry. Alongside regular events, it is important to maintain a level of communication with members through the means of email updates and newsletters addressing topical issues, and in turn showcase your association’s expertise.
When consistently delivering these valuable resources, you can attract new members and retain your existing ones. Encouraging two-way communication by asking for feedback and contributions from members will make them feel like an essential part of the association.
Benefits & Rewards
It’s important to look back and review the benefits and rewards associated with membership to ensure that they remain compelling and relevant. Put yourself in the member’s shoes and ponder how useful the provided benefits would be to you.
New membership incentives could include exclusive resources or tools, as well as providing recognition for achievements and milestones. By consistently demonstrating the value of membership, you will strengthen member loyalty and retention over time.
Personalised Onboarding
Tailoring the way you introduce members to your association will help to make them feel welcomed. Contemplate the need for an introductory mentorship programme or webinars which will help new members to navigate your organisations offerings.
Guiding new members through their initial interactions with your association will help set the stage for long-term engagement and retention.
How We Can Help
At Cygnul we are seen as trusted advisors to the Board for our clients, offering support to associations around the UK. If you want to explore how these services could help your organisation, please get in touch with us.
