Existing members reevaluate the value of membership each time they renew. But in this time of instability, even loyal members may think twice about renewing. Not to mention, prospect conversion is likely to yield lower returns in this challenging economy. This makes it all the more critical for associations to focus on effective engagement — to remind existing members of what they gain from membership and to introduce new contacts to all you have to offer.
By reassessing and adapting existing strategies to drive engagement, associations can drive:
No matter how many resources or the level of capacity your association has, you can strengthen and foster connections through outreach. Following up with virtual event registrants with relevant content and related resources reiterates their ability to continue maximizing their knowledge in areas integral to their careers. Sharing recorded content, referencing notable speakers and building out key takeaways will give those who didn’t attend a broad sense of what they missed while piquing their interest for future involvement. Communicate the strong resources, guidance and support you provide on related topics and inspire them to take advantage.
As member and prospect needs evolve, so do the approaches that associations need to take to gain insight. Research and data analysis allows you to get a pulse on their priorities and a grasp on the market. Inform your strategy by learning: How much time and money are they able to put toward professional development this year? What are the greatest challenges they are facing in their work today? How are they preparing for next year?
These questions apply to nonmembers and members alike but showing interest in new nonmember contacts is a great way to demonstrate your dedication to understanding and fulfilling their needs. Once you compile this information and identify target audiences, this data plays a dual role in informing your content development as well as future marketing and engagement efforts.
An era of widespread uncertainty and unrest is no time for a hard membership sell. In fact, rather than sparking interest, you could unintentionally alienate your audiences.
Making a case for membership means reiterating an association’s foundational themes of community and mission. There is a level of comfort to be found in the solidarity of our shared challenges. By weaving emotion into your messaging appropriately, you can communicate the value of connections between members, the contributions members make, and a united mission to positively impact society.
Associations have demonstrated resilience by effectively adapting to this unprecedented moment in history. Members want to know how you have stepped up. As my colleagues recently shared, you should aim to reshape your story by reiterating how you have:
Furthermore, your messaging should instill assurance in ongoing strides in these areas as conditions continue to unfold.
Communication Tip: Rebuild the connection between your industry and your community to establish emotional resonance by setting up a social media engagement campaign and asking your members to share why they love what they do.
As we continue responding to an uncertain trajectory, there are still ways to strengthen member engagement and retention by being intentional with your outreach.