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How to Better Communicate Value and Increase Association Membership

How to Better Communicate Value and Increase Association Membership

Associations exist in a variety of forms, from professional societies to community organizations. Regardless of their nature, all associations share a common goal - to grow their membership

As the saying goes, there's strength in numbers, and a robust membership is often an indicator of an association's influence and relevance within their respective field. 

Yet many associations are struggling to increase their membership, and this often circles back to one key challenge - the ability to effectively communicate your association’s value to both current and potential members.

In fact, according to the latest Halmyre Non-Profit Value Proposition Survey, associations with a relevant, approved and aligned value proposition are able to drive sustainable growth. Here are a few highlights reported by leading association with successful value propositions:

  • 50% increase in net promoter score (NPS).
  • 49% more reported successful revenue generation.
  • 69% strengthened their value to members.
  • 91% of non-profits with a solid value proposition expect to increase customer engagement over the next year.

Yet despite this, a staggering 46% of association leaders report that they don’t have unique and relevant value propositions, and as a result are struggling. 

There’s no doubt about it, effectively communicating value and increasing membership has long been one of the most difficult challenges associated with managing an association. That’s why, in this blog, we look at some tips that will help you succeed.

The Importance and Value of Communication in Association Membership Growth 

The association membership landscape has undergone significant changes in recent years. Today, potential members of your association have a multitude of options, and they’re more discerning about where they spend their time and resources. 

This means that, today, members want personalized experiences. They no longer want a one-size-fits-all approach. They crave customized experiences that align with their individual needs and interests.

This shift means communicating value is more critical to association success than ever before. It’s no longer enough to merely offer benefits. Associations need to articulate these benefits in a way that resonates with potential members. They need to demonstrate how membership can meet specific needs, solve problems, or enhance personal or professional development.


Defining and Communicating Your Association’s Value Proposition

Identifying Your Unique Value Proposition

A value proposition is a promise of value to be delivered. It's what makes your association unique and worth joining. Identifying your unique value proposition involves an introspective look at your association. It entails pinpointing the wants and needs of your members and ensuring your products and services fulfill those in a way that is unique, and better than your competitors. 

Remember, your value proposition should resonate with potential members. It should highlight the unique ways in which your association can meet their needs or help them achieve their goals.

Growing Value: Findings of Halmyre’s 2022 Non-Profit Value Proposition Survey  toEngage Members

How to Communicate Your Value Proposition Effectively

Once you've identified your value proposition, the next step is to communicate it effectively. Here are a few strategies:

Craft compelling messaging: Your messaging should be clear, concise, and engaging. It should capture the essence of your value proposition and compel potential members to take action.

Use storytelling: Stories can be powerful tools for value communication. They can bring your value proposition to life, making it more relatable and memorable.

Leverage testimonials: Testimonials can serve as powerful social proof. They can provide tangible evidence of your association's value, making your value proposition more credible.

Utilize multiple channels: Different members have different communication preferences. By utilizing multiple channels - such as emails, newsletters, social media, and webinars - you can ensure that your value proposition reaches as many potential members as possible.

Value-driven member acquisition involves attracting new members by communicating and delivering value. It's about showing potential members how your association can meet their needs, solve their problems, or help them achieve their goals.

Are you interested in how data can help your association better communicate value and, as a result, increase membership? Contact Halmyre today. Our team of experts would love to help your association spark growth. 

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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.