In today’s constantly changinglandscape, associations are fighting for attention, engagement, and retention. With tightening budgets and shifting priorities, associations must prove their worth to their members every day. The good news? Those that take a proactive, strategic approach can retain and grow their membership — even in uncertain times. In our first ever podcast, Erin Roberts and Asif Ahmed offer eight (plus one bonus) principles for attracing and retaining members:
1. Nail Your Member Value Proposition
Your value proposition isn’t just a list of perks—it’s the reason someone joins and stays. Don’t just say, “We offer networking opportunities.” Say, “We connect you to the decision-makers who shape your industry.” If your members can’t clearly articulate why they belong, it’s time for a rewrite.
2. Keep Your Strategy Sharp
If your strategic plan is more than a year old, it’s already outdated. Industries evolve fast, and so do member expectations. Regularly assess your goals, especially around recruitment and retention, and make sure your plan reflects what members need now—not what they needed two years ago.
3. Communicate Like You Mean It
Members should never have to wonder, What’s the association doing for me? Regularly share success stories, industry insights, and advocacy wins. And don’t forget non-members—show them what they’re missing. Done right, communication turns skeptics into believers.
4. Turn Influencers into Advocates
Every association has power players—respected members who set trends and sway opinions. Identify them. Equip them. Encourage them to talk about the value of membership. A personal recommendation from a trusted peer beats any marketing campaign.
If you want to learn the other five techniques, be sure to watch the recording of our first podcast: https://www.youtube.com/watch?v=rlyKeAP0bto&!