Growing membership in a nonprofit or association organization takes intentional effort, creativity, and a deep understanding of your audience’s needs. By demonstrating clear value, building relationships, and delivering exceptional experiences, you’ll not only attract new members but also retain and inspire your existing ones.
However, in today’s fast-paced world, attracting and retaining members demands more than just traditional recruitment methods. Here are five strategies that may be new to your organization:
1. Re-Define and Communicate Clear Value
People join organizations because they see benefits such as networking, education, advocacy, or professional development. It’s important to clearly define the value your organization offers and communicate it consistently across all platforms. Be specific about how joining will improve a member's life or career. Your value to members may have changed over the past years, so re-evaluate and update as your industry changes.
Pro Tip: Use testimonials and success stories from current members to showcase real-world value.
2. Leverage Digital Marketing
Your website, email newsletters, and social media channels are essential tools for reaching potential members. Ensure that your website is easy to navigate, mobile-friendly, and optimized for search engines (SEO). Regularly post engaging content—such as articles, videos, and webinars—that showcases your expertise and highlights the benefits of your offerings.
Pro Tip: Run targeted social media campaigns highlighting special membership offers or success stories.
3. Offer Tiered Membership Options
Not every prospective member is ready for a full membership. Offering tiered options (student, young professional, basic, premium) makes joining more accessible to a broader audience. This flexibility can help meet people where they are in their career or interest level.
Tip: Add limited-time trial memberships to reduce barriers to entry.
4. Create an Ambassador Program
Your current members are your best advocates. Establish a formal ambassador or referral program that rewards members for bringing in new recruits. Recommendations from trusted colleagues can be powerful tools for growth. Never forget the power of “word of mouth” referrals!
Pro Tip: Provide ambassadors with easy-to-share digital materials and messaging to promote membership.
5. Ask for Feedback—and Act on It
Yes, taking feedback can be scary. But members want to know that their voices matter. Conduct regular surveys to gather feedback on what’s working and where you can improve. Acting on feedback not only improves your offerings but also increases member satisfaction and loyalty.
Pro Tip: Create a "You Spoke, We Listened" series highlighting changes made based on member input.
