With hundreds of thousands of associations in the United States alone, there aren’t many common threads linking them all together. But here’s one: ALL associations worry about member retention.
If you find yourself among that mix, let us help. Below are three simple strategies for solid member retention:
1. Target the right audience
Part of retaining a solid membership involves choosing the right members to begin with. Your ideal members are the ones that identify with your association’s mission and, more importantly, see value in your organization’s offerings.
If you’re unsure about who your ideal members are, try creating member personas for your organization. Member personas are semi-fictional representations of your ideal members based on market research and real data about your existing members. By focusing your efforts on these key individuals, you’re more likely to have better member retention from the start.
2. Emphasize value
Members renew based on the perceived value of your organization. Keep in mind, however, that value isn’t a “one size fits all” type of offering. What one member finds valuable might be meaningless to another.
If you’re at a loss for ideas, consider offering members-only content on your association’s website. It’s a great way to encourage prospective members to sign up, and more importantly, convince current members to renew. You can also provide value by offering exclusive networking opportunities or tackling legislative issues that are important to your members.
3. Segment your membership
Tailoring your association’s offerings to match your members’ needs is a no-brainer, but what about appealing to even smaller groups within your organization? For example, if you happen to notice a lot of recent grads in your association, why not offer a young professionals workshop or mixer? Or if you start noticing different special interest groups, why not organize segmented meetings? You could even create specialized email lists and social communities for those smaller groups using an association management system.
Remember, the point here is not just to segment your membership, but to make your members feel like their experience within your organization is tailored to their needs and preferences.
Want more tips for improving your organization’s retention rates? Download our free member retention guide below!