Association Membership Plan

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Sample Membership Plan Outline

There is no single right way to write a membership plan. The following outline lists the key elements that should be included. No section need be lengthy; a paragraph or two is usually sufficient; sometimes bullet points or charts may replace narrative.

The key elements are to set objectives for retention and recruitment, think through the strategies to be used, and develop a time line and budget for implementation. Strategy sections can be grids or tables indicating activity, target audience, materials needed, person responsible and deadlines.

Introduction


	Situation Analysis: Recap of past year's membership trends; brief analysis of historical trends; description of market potential; description of competition. Planning Assumptions: Brief statements regarding key assumptions that would affect the plan's success, such as the state of the economy, industry trends, availability of resources, etc. Objectives: Measurable goals for overall membership for the year, broken down by goals for recruitment (how many new members in each category or chapter) and retention (how many members will renew in each category or chapter).


	Retention

	Strategies: Description of the strategies to be employed, including those for new members (welcome calls, new member kits, special offers, new member survey), special communications to members (e.g., a special letter highlighting the association's accomplishments on their behalf, a company benefits statement), renewal mailings (schedule, themes for cover letters, any special inserts), telephone follow up to nonrenewers, lapsed member survey.

	Recruitment

	Strategies: Description of strategies to be employed in all three types of recruitment: responsive (responding and following up to inquiries), activity-based (opportunities related to program participation and product sales) and proactive(targeted visits, chapter activities, direct mail).

	Implementation

	Budget: Listing of the costs to implement the plan, including printing, postage, research or consulting fees. Master Schedule: Useful to compile all membership activities into one chronological activity calendar. Evaluation: Describe how results will be tracked and analyzed.

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