Every association needs members. Otherwise, it’ll just be a one-person show. If you’re running any organization, you understand that some members may leave for other opportunities. When that happens, you’ll keep your association as is or recruit new members.
But the more your numbers are low, the more likely your organization will dissolve. So, how do you grow your trade association membership naturally? This guide is for you, laying out some practical strategies to attract and retain more members.
Make Your Website Easy to Navigate
To attract more millennial or Gen Z members to your association, you should start by improving your official website. An attractive website entices more people to browse. When paired with accessibility, it makes it easier for them to join.
Here are some improvements you can apply to your association’s website:
- Impressive visuals: Use images and a design that fits your organization’s brand.
- Definite calls-to-action: Position the ‘Join’ button somewhere noticeable. It’s better than having visitors scroll down or click different pages.
- Events calendar: Displaying upcoming events on your website shows people how active your community is.
Don’t have an expert team of UI/UX designers? Consider partnering with a trade association management company. They’re connected with website and database providers who can create effective web pages. A trusted management company could also help you with membership recruitment and retention.
Highlight Membership Benefits Clearly
Most prospective members will join a trade association when the benefits are clearly stated. The benefits should show how it values the members and the organization mutually. Consider offering perks like educational resources, member-only discounts, networking opportunities, or industry certifications.
Include membership tiers. Tiers cater to people or teams at various levels. For example, you can provide basic benefits to startups or exclusive perks to established companies.
Use Social Media to Increase Your Reach
To boost your trade association membership, you need to expand your reach. One of the best ways is to use social media. Any organization not using social media to the fullest is missing out or being left behind.
Hop on any popular platform like X, Instagram, or TikTok and connect with potential members. Use apps to share high-impact content about success stories, event highlights, and industry news.
If anyone has relevant questions, answer them right away. Engaging with your followers builds a sense of community, attracting more curious people who may want to join.
Get to Know Your Current Association Members
Your existing members can be an excellent help when growing your trade association membership. Analyze member data to identify the demographics of those likely to join you. You can also gather data through comprehensive surveys, which provide valuable insight. Find out what’s working, what isn’t, and potential areas for improvement.
With that data, you can make promotional campaigns and exclusive content to attract new members to your organization. Methods like targeted emails and blog posts work best. The information will also help you retain your current membership base and keep everyone happy as part of your association.
Test and Optimize Your Strategy
Not every strategy works for every organization. So, to check the effectiveness of your approach. Trade association membership strategies work best with some thorough testing and optimizing.
You can do this by tracking your metrics and analyzing your gathered data. Tools like Google Analytics, customer feedback, and social media analytics can help here. You’ll be able to identify conversion, retention, and engagement rates. Then, adjust your strategy as needed.
As time passes, continue to refine it. You’ll not only have a growing membership but also a growing association. Changes will require you to update your existing strategy to keep up with the times. Refining your membership strategy makes your organization more sustainable, delivering long-term value to new and old members.
Implement an Onboarding Program
First impressions matter, especially when you’ve attracted interested people to your association. One hurdle that could deter them from joining is a complicated onboarding program.
Welcome your new members with onboarding best practices. Include engaging emails and highlight all the benefits of membership to entice them further. The more information new members receive, the more likely they’ll join and stay with your association.
Put Members in the Center
Regardless of your members’ tenure, you must show them that they’re the heart of the association. Without them, your organization won’t have any success stories or significant marks in your field.
Start with an all-inclusive member directory showing the internal strength of your trade association. It provides new or potential members with networking opportunities and fosters better connections.
Next, allow members to vote. Enabling the power to make or influence decisions in the association gives your team a sense of ownership. When your members have a voice in issues and contribute to solutions, it shows that you see their value in the group.
To Conclude
Growing your trade association membership is easy when you have a guide of proven strategies. Focus on what members are seeking from associations. Often, it’s an accessible website with detailed benefits and a structured onboarding program. Giving your members a say in the organization’s decisions also puts value on them.
Feel free to partner with a management company if you need assistance handling membership. Using the right tools can help captivate potential members into joining your association and making a difference.
