Skip to content

5 Ways to Increase Professional Association and Nonprofit Membership

5 Ways to Increase Professional Association and Nonprofit Membership

Are you ready to skyrocket the membership of your professional association or nonprofit organization?

Following a difficult few years after the COVID-19 pandemic, where 47 percent of associations reported declines in their overall membership, membership numbers are bouncing back. 

In fact, the 2022 Association Industry Survey from GrowthZone found that 43 percent of associations anticipated membership at year-end 2021 will show a net increase over 2020. This was significantly higher than the 19 percent of respondents that said membership would increase in 2020. 

Are you ready to make the most of this growth opportunity? If you're looking to unlock the secrets of attracting a thriving membership community, you've come to the right place. In this blog, we will explore five effective strategies to increase professional association and nonprofit membership.

1 - Nail Down Your Value Proposition

To attract new members, it's crucial to clearly define your value proposition, yet many associations are struggling to do so successfully. In fact, according to Halmyre’s 2022 Non-Profit Value Proposition Survey, only 54 percent of associations can confidently promise their customers value. The remaining 46 percent of associations do not have a “unique or relevant” value proposition. 

It's important that your organization stands out from the crowd and understands the benefits and opportunities your professional association or nonprofit offers. Start by analyzing your organization's strengths, and then develop a concise and compelling elevator pitch that clearly communicates your value proposition to your staff and members alike. 

2 - Use Customer Insights to Deliver True Value to Your Prospective Members

Understanding your target audience is key to delivering genuine value. That’s why it’s important to conduct market research to gain insights into your prospective members’ needs, challenges, and preferences. Utilize surveys, focus groups, and interviews to collect valuable data. Analyze the findings to identify opportunities that will empower you to enhance your offerings and better address your audience's needs.



DOWNLOAD - Leverage Association Data to Drive Membership Growth

3 - Successfully Communicate That Value Through Your Brand Strategy and Communications

To effectively communicate your value proposition, it’s important to maintain a consistent brand message across all communication channels. This includes your website, social media profiles, email newsletters, and any printed materials. Consistency builds trust and reinforces your organization's identity, making it easier for potential members to understand what you stand for.

Halmyre Diagram Building Trust

But more importantly, it’s important to build a marketing strategy that is able to effectively communicate value, and engage prospective members. A great way to do this is by leveraging storytelling techniques (such as testimonials and case studies) that showcase the value of your brand - after all, humans are wired to connect with good stories. 

4 - Remove Friction From Your Customer Experience 

Your professional association or nonprofit’s customer experience is critical to both gaining new members and retaining existing ones. That’s why it’s critical to simplify the membership registration and renewal process to minimize friction and make it as effortless as possible for prospective members. Use intuitive online forms, provide clear instructions, and offer multiple payment options. By removing barriers and streamlining the process, you'll encourage more individuals to complete their membership journey.

5 - Use Data to Drive Continuous Improvements That Make Your Marketing Strategy a Profit Centre 

There’s only one way to truly enhance your association or nonprofit’s strategy, and that’s to implement robust tracking systems that monitor member engagement and interactions. Using data analytics to gain insights into members' behavior, preferences, and patterns can help you identify which benefits and initiatives are most popular and actively utilized by your members.

With that data, you can segment your membership base (and prospective members) and personalize your communication accordingly. Leverage the data you have collected to send targeted messages and tailored content to different groups - increasing the likelihood of engagement and fostering a sense of personalization. 

Don’t have time to manage your association's data? Check out Halmyres new Marketing ROI Audit Packages, where we will measure your organization’s growth so that your resources can focus on maximizing it. 

If you are interested in learning more about how you can increase professional association or nonprofit membership, get in touch with Halmyre today. Our expert marketing consultants can spark growth for your organization. 

Talk to Us

Christine Saunders, CM
About Christine Saunders, CM
Halmyre President Christine Saunders is a marketing consultant to service-based organizations, a strategic advisor to marketing executives and leaders, an entrepreneur and a hobby farmer. Prior to founding Halmyre in 2014, Christine owned a traditional integrated marketing and communications agency specializing in financial services, public services and not-for-profits. Her education is in politics, ethics and philosophy, and she is a proud Maritimer despite living in Upper Canada today.