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Get 'Em & Keep 'Em:
15 Surefire Strategies to Build Membership
Ginger Nichols, CAE
GinCommGroup
The following broad strategies are applicable to most any association; you just need to adapt them to your culture and resources.
If you want more to explore these strategies in more depth, call Ginger Nichols about presenting a training session for your staff, chapters or volunteers.
Strategy #1: Understand Change
Look at the macro changes in the environmental, but also consider how the expectations of your members are increasing, where your future competition may be emerging and the impact of generational issues.
Strategy #2: Build Value
To build value you must increase the benefit to the member or decrease the cost (which includes time and travel).
Strategy #3: Learn Why They Join
Ask your new members about the most important reasons behind their decision to join and find out what motivated them to join when they did.
Strategy #4: Start Them Off Right
Give them to tools and information they need to take full advantage of their membership, help them get involved in activities that interest them and don’t forget to make them feel special.
Strategy #5: Change Your View
Review your internal procedures from the member’s perspective.
Strategy #6: Listen to Members
Use both regular formal research and ongoing informal information gathering to understand your members’ needs and priorities.
Strategy #7: Anticipate Their Needs
Associations have a responsibility to lead their members, not just provide for today’s needs. This means you have to
stay ahead of the curve, understand the industry or profession intimately and constantly scan the external environment
Strategy #8: Use Segmentation
Different members have different needs. Use your database to help you target your services and programs most productively.
Next: Strategy #9: Plan for Success
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