15+ Bright New Membership Ideas

The following is a list of potential ideas you may want to try for your organization as it relates to your:

- Recruitment;
- Retention; or
- Engagement campaigns.

The second set of ideas were collected in small groups representing professional societies and trade associations.

The following were identified strategies that they they were employing or planned to employ in membership.

Recruitment

  • Membership is everybody’s business (staff and volunteers).
  • Create a fact sheet.
  • Know why people join: Advocacy, publications, affinity programs, recognition, training & development, etc.
  • Fine-tune your message (you don’t have time to tell all).
  • Sell your brand.

Retention

  • Communicate (not just at renewal time).
  • Show dollar value of each service for membership.
  • Show the value (Benefits – Costs = Value).
  • Mini surveys to monitor satisfaction.
  • Office visits.

Engagement

  • Orientation programs (in person, virtual).
  • Reference guide.
  • Volunteer opportunities.
  • Personal contact.
  • Rewards programs.

Professional Society Ideas

Recruitment

  • Go directly to the college or university.
  • Work closely with graduates or soon to be graduated students.
  • Get member volunteer to work with each campus.
  • Conduct some events for non-members (non-student members and non-society members).
  • Use these public events as a “look” at what the society can do for you.
  • For non-member conference attendees, offer 30-day window to join at special conference attendee rates.
  • Follow up with mailing and phone contacts.
  • New member discount on first event attended.
  • Obtain letterhead and envelopes from members and send “invitation letter” to join to prospects as a personal endorsement over member signature.
  • Use “endorsement partners” to assist with or sponsor membership marketing program.

Retention

  • Ask lapsed members why they have not continued.
  • Get local members more involved in retention work.
  • Offer deferred dues for displaced members (hardship) category.
  • Job board for free to keep members involved (retains members if it is free to them.)
  • Have volunteers make calls to non-renewals - there is usually a higher response rate because their peers are asking.

Engagement

  • Conduct regular “Needs Assessment Survey’s.”
  • Ask them to be on a committee.
  • Ask for expressions of interest.
  • Add new volunteer positions (in each committee).
  • Show appreciation for membership and volunteering.

Trade Association Ideas

Recruitment

  • Personal visits.
  • Business/members to bring in a new member.
  • Use phone-a-thon, with a runner to deliver membership packet.
  • Changes in staff offer opportunities to meet again with prospects.
  • Ask board members to write why they are a member and use these statements as testimonials.
  • Focus on core group.
  • Work on strategic relationships and alliances with allied associations so that there are opportunities to share information.
  • Membership and involvement in umbrella organizations to add credibility and to foster relationships and raise industry profile.
  • Make sure that the Web site draws prospective members to the “How to Join” site easily and logically.

Retention

  • Calling program—list those not on ‘involved’ status.
  • Mentor/ambassador program to adopt new members.
  • Reenergize membership committee: 1) give them high visibility at convention and other events; 2) provide distinctive polo shirts, ask them to greet members at trade show, convention; and ask membership committee members to make follow-up calls, visit after staff contact.
  • Press releases to industry of association developments, and copies sent to members to show what the association is doing to raise visibility, credibility of industry.
  • Press releases to announce member accomplishments.

Engagement

  • Use mentors or hosts for each new member.
  • Organize a mentoring program.
  • Some groups are offering a “tour’ of membership programs.