One of the most effective ways to gain and retain members is to showcase and reinforce the value the association provides to them. This blog will explore how a combination of highlighting exclusive membership benefits, sharing success stories, providing access to resources, and leveraging member expertise will showcase the value the association gives to its members.
Highlight Exclusive Benefits
A key tactic to illuminate the association’s value is to highlight the exclusive benefits members get from being a part of it. Two great benefits are exclusive networking and professional development opportunities
Networking opportunities can include events, meetings, online forums, and gatherings that help members connect with other members and those in the same industry. When highlighting member benefits, it’s important to distribute recap emails after events to showcase the opportunities and the members enjoying them.
Professional development programs can consist of workshops, webinars, certifications, and training programs offered exclusively to members. These opportunities enable members to elevate their professional game and gain competitive advantages business-wise, helping them thrive and continue to grow their businesses successfully.
To learn more, check out my colleague, Geoff Powell’s article on Communicating the Value Proposition of Association Membership.
Member Success Stories
Part of a successful association is the ability to build a community. One tactic to assist with this is the sharing of member stories and milestones. What better way to inform and inspire then share the success of others within the association. This can be done through the newsletter, social media, and other member communications such as email marketing.
Access to Resources
Being a member of an association will come with access to resources members may not have been able to acquire if they were not a part of the association including a membership directory with contact and website information. Providing members with member directories, industry reports and research and necessary tools will help members advance in their fields and provide a competitive advantage over non-members.
Leveraging Member’s Expertise
Through a combination of knowledge sharing and recognition programs, you can further highlight the benefits the association provides to its members.
For knowledge sharing to take place among members, necessary platforms need to be in place. Through the creation of webinars, speaking opportunities and social media pages, you can create platforms for members to not only interact, but share expertise in their fields.
This helps to provide professional development opportunities for all members while allowing other members to showcase their breadth of experience and talent.
Recognition Programs
Finding a way to frequently showcase member achievements to members can also foster a strong sense of community and belonging to members. This sense of community and belonging may be the most valuable part of being in an association.
Therefore, a combination of these four methods will showcase the benefits members receive from being a part of the association and help to not only retain but attract new members as well.
It’s also important to stay on top of member satisfaction to ensure the association is evolving with the members’ needs. A great way to do this is through member satisfaction surveys as outlined by a previous Strauss article, titled, Adding Value to Association Membership by Jonathan N. Strauss.