Public Relations Tactics

Growing Season: Tips for Boosting Your Association Recruitment Efforts This Year

January 4, 2016

[ikon images/corbis]
[ikon images/corbis]

Associations have seen a steady decline in their membership numbers for several years. Research has documented that technology advances and the use of social media by younger audiences have created skeptical attitudes toward associations and whether or not their benefits can be attained through other venues.

As a result, it may be time to reconsider your association’s approach to how you recruit new members and retain existing ones. Whether you’re concerned with engaging millennials or reaching out to baby boomers and Generation X-ers, it can be helpful to think about their relationship with your association using the life cycle of the purchasing decision. We don’t often think of association membership as a sales process, but that’s exactly what it is.

There are things that you should do before trying to seal the deal with potential new members. First, you need to be sure that your information is actually getting to them and that they easily comprehend it in order to create awareness about your organization. Understanding your members’ purchasing phases and your methods for bringing them in (creating awareness, recruiting, engaging, renewing) is all part of membership recruitment.

Membership recruitment is about creating long-lasting relationships, engaging your prospects and proving to them why they would benefit from your association. Here are four tips that every association should focus on prior to starting the membership drive:

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