You Want to Grow Association Membership? The pressure to increase membership is not going away and neither are the competitive threats. Although some Associations are growing membership and revenue, a high number are not. Many ask, “what are some of the best practices driving membership and revenue growth at other Associations?”
Strategy Drives Everything
The most successful membership growth efforts are tied directly to Association strategies and or strategic plans. This means board members and senior managers are committed and willing participants. Saying we need to grow membership is not powerful enough. What is? Have a well thought through strategy showing and how and why membership growth advances the mission of the Association.
3 Must Do’s that Drive Membership Growth
Despite challenging market conditions, Associations are growing and they consistently execute very well in each of the 3 Must Do’s:
1. Exceed your current membership’s expectations – Membership growth gets easier when the current membership boasts about value, service and high return on investment
2. Consistently Connect to Pain Points – Pain points reflect prospective company business and or professional needs. Direct your conversation, products and services to how membership immediately addresses and satisfies pain point needs
3. Recruit Top Flight Membership Executives – The best way to drive membership growth? Bring in A level Membership Executives who collaborate and integrate internally. These top performers effectively engage C Level executives. Membership Executives make an Association’s first impression on a prospect. Choose well and it will pay consistent dividends.
You Want to Grow Association Membership?
These strategies have driven remarkable results at several Associations. What is even more interesting is how some developed and applied each of the 3 Must Do’s differently. Although Growth results through varied from Association to Association their results were still impressive. Ranging from 233% revenue growth to 600% membership growth, each Association consistently exceeded member expectations, reflected and delivered value connected to pain points and recruit top flight membership executives.
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