Are you struggling with member recruitment? 2017-10-30T15:49:42+00:00

Are you struggling with member recruitment?

By its very definition a Membership Organisation needs members to exist and fulfil its core function.

How it acquires these members and equally important – how it retains them – is critical to the organisation’s success and growth.

Acquisition

The key to acquisition can be seen as the successful identification of and communication with, prospects that can benefit from joining an organisation that understands the sector they work in.

Depending on the sector and the opportunities within it, the membership organisation may fulfil a single role for its members, or perhaps multiple roles with a wider offering that benefits those that operate within it.

Once the core audiences are identified the creation of targeted messages released through the most relevant channels is vital to ensure that marketing budgets are both measurable and wisely spent.

Despite increasing resources being funnelled towards online channels, print media still has a place for many organisations and many successful acquisition campaigns are based around a combination of both physical and digital marketing.

Retention

Once members are on board the real work of a membership organisation begins – retention.

Many organisations focus predominantly on acquisition with the majority of resources – both budget and time – being directed towards this goal. However, without suitable engagement and communication from the membership organisation it is very easy for these expectant new members to quickly become disillusioned before turning into lapsed members.

New members that have paid a fee and and/or gone through checking procedures to join an organisation are very easy to ‘lose’, not just at renewal time but often within weeks or even days of becoming members. Having made the choice to join an organisation, there is an understandable expectation with many members that benefits will occur immediately. A successful membership association therefore needs to have in place a scheduled and scalable process to avoid this happening.

Marketing Channels

Aquisition

  • Direct Mail
  • Advertising
  • Website
  • Social Media
  • Events
  • Promotional Literature

Retention

  • Email Newsletters
  • Supplier Updates
  • Discounts
  • Magazines
  • Telesales
  • App

Engagement

  • Annual Reports
  • Research
  • Presentations
  • PR
  • Valuable Content
  • Referral Schemes

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