For some, joining a membership association when they enter a new industry makes perfect sense. They can offer professional training, access to annual events and advice on industry operations. All of this is perfect for those just starting their career but think about what continued opportunities your association offers to longstanding members.
Networking & Community
Think of any association as a large network, or hub, for its members. Advice and support should be on hand for all members – a membership directory is vital to allow people to connect and discuss ongoing issues. This can be backed up by an online forum or social media groups to encourage communication and create a sense of community.
Remind yourself of what your association’s mission is and ensure you are meeting your member’s expectations. Are you offering enough ongoing support and opportunities for people to benefit from their membership? Once this subject is addressed, you can continue to move forward as an organisation and build upon the relationships you have with your members.
No matter what industry they are a part of, it’s likely that your members have a shared sense of group values. Allowing your members to connect with each other will help your association work towards its common goal.
We’ve found that many people are yearning for social interaction since the pandemic. From our experience we have found many members of associations to be grateful for the switch back to face-to-face events, with an increased demand for further networking opportunities. It’s important to explore what you can do to get more involved with your membership. Multiple fully fledged conferences are certainly not necessary, but smaller, more personal meetings between association special interest groups are extremely beneficial to add to that sense of community.
Training & Continuing Professional Development
Links to training opportunities are vital for new members to develop their industry knowledge and skills. Many longstanding members may see little benefit from retaking past courses but may still benefit from additional further training. Consider offering refresher or top-up courses to those that need it. As well as offering a service to your members, you can use the income from the course to put money back into your association to help develop future opportunities.
Training can be offered as a part of a CPD scheme for your members. Continuing Professional Development allows for a proactive approach to help members develop their career. This can come in the form of training courses, events and online seminars. CPD is relevant for the entirety of your membership, as it allows new members to acquire new skills and longstanding industry professionals to “re-skill”. Addressing what you can do to increase member engagement will in turn help to boost member retention within your association. Read more on member retention and how to calculate it HERE.
