Membership Growth Strategies Every Nonprofit Should Use

Membership growth is a top priority for non-profits. However, many non-profits focus on a long list of services rather than highlighting the benefits of membership. To reboot membership efforts, organizations should mine current information to position themselves as a resource for solutions. Here’s how to get started:

1. Analyze existing data to understand trends. Every organization has data that can be used to create member personas, identify service gaps, and highlight trends. When small declines in renewal rates do not seem urgent, a graphic illustrating projections over 5, 10, or 20 years can prompt a timeline for action.
2. Consider external forces influencing membership decisions. Brainstorm with volunteers to learn how technology is changing your profession, the long-term effects of geo-political impacts, and how workforce changes might affect critical roles.  Assess whether employers will continue to value and invest in memberships and certifications and adjust your messaging accordingly.
3. Understand your organization's unique value proposition. This is crucial, especially if other associations or for-profit ventures compete for the same members. Your distinct offerings are your competitive advantage. Need to work on your associations value proposition? Check out our recent blog post with a free worksheet to develop yours.
4. Create member personas to identify marketing opportunities for different groups. AI can be a valuable tool for developing multiple member profiles and identifying marketing strategies for specific audiences. Membership marketing will not succeed with a “one size fits all” approach.

Build your Association’s Member Personas with this AI Prompt:

"Develop detailed member personas for our association that capture the motivations, needs, and challenges of our members. Include demographic and professional information (e.g., age, career stage, job role), as well as psychographic details such as goals, pain points, and what they value most from association membership. Each persona should include:

• A descriptive name and snapshot (e.g., “Early-Career Advocate”)
• Demographics: age range, career level, industry segment
• Key goals and motivators: Why they join and stay engaged
• Pain points: Challenges they face professionally and with associations
• Preferred communication styles and channels
• Opportunities for engagement: programs, services, or benefits that would provide the most value

The goal is to create 3–5 distinct personas that help us better understand our current and potential members, align programming and marketing with their needs, and identify opportunities to increase recruitment, engagement, and retention.”

Take time to incorporate future thinking into your current membership campaign development. Gathering input from professionals at all career stages will inform a strategic, proactive approach with long-term benefits.

Ready to Grow Your Membership with a Future-Focused Strategy?

If your membership growth has stalled or your marketing efforts aren’t connecting, it’s time to rethink your approach. Association Headquarters can help you analyze data, define your value proposition, and develop member personas that drive engagement and retention. Email us at inquire@ahint.com to schedule a customized membership growth workshop with our expert MarCom team, and start building a strategy that positions your association for the future.

- Beth Mauro, Chair of the AH Foresight Council