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The MemberClicks Blog

Membership Monday Post 1 (Final)

Membership Monday: Attracting Young Professional Members to Your Association

It’s the question that gets asked over and over and over again:

How can we attract young professional members to our association?

And hey, it’s a valid question! As more and more Baby Boomers enter retirement, and more and more Millennials and Gen Z-ers enter and move up in the workforce, in order for associations to remain relevant (and in existence), they have to start appealing to those younger generations.

And we’re not just talking about “getting on their radar,” but actually getting those young professionals to JOIN associations. (Not the easiest task ever, we’ll admit.)

But good news! In the first installment of our new Membership Monday series, we’re addressing how to attract young professional members to your association. Read on for a few tactics worth trying!

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Association Basics: How to Write a “Year in Review” Newsletter

Posted by Krissy Conant

Year in Review.jpg

With 2018 around the corner, it’s important for your association to show what was accomplished in 2017. One of the easiest ways to do that is to write a newsletter to recap your association’s year. This newsletter should cover the big highlights of 2017 as well as include your association’s updates for 2018.

You might be asking yourself “But with such little time left in the year, what’s the point?” We think that this little newsletter can have a big impact. Take a look at the four categories you should include to knock your “Year in Review” newsletter out of the park!

1. Highlights from 2017 Events

We hope you saved your association’s photo collection from 2017 as it’s going to come in real handy! Your members are going to want to know that their dues are going toward something of benefit to them. What better way than to feature your association's events to provide visual feedback of real time value.

People, no matter their industry, enjoy seeing photos from events they’ve attended or heard of. Use this interest from members to your advantage by highlighting events that had great engagement accompanied by some basic stats, such as funds raised, highest number of attendees, etc.

2. Endorsing 2018 Events a.k.a. “Save the Dates”

Whenever it comes to member communication, one of your main concerns should be about how to create impactful engagement with your members. By reminding your members about upcoming events for the 2018 year (such as trade shows, annual conferences, webinars, luncheons, etc), you should be warming them up early to get those engagement levels up!

Make sure that you include the essential details to make it as easy as possible for your members. We recommend listing dates, locations, a basic summary of purpose, and (if possible) early bird specials for signing up early. Maybe even consider using the new year as a price change date to create a stronger sense of urgency.  

3. Member Spotlights / New Members

When it comes down to it, your members want to know that you see them as people, not cash flow. By including a couple of member spotlights as well as a list of new 2017 members, you’ll be enforcing that one of your association’s main purposes is to celebrate both new and veteran members that comprise your organization.

And don’t forget: This section won’t only help with engaging existing members but could boost interest from potential members who are curious to learn about your association’s roster. This “Year in Review” newsletter should be your association’s love letter to your industry about your members AND your benefits, so you might as well hit two birds with one stone.

4. Sign-Up Reminders

Last, but not least, this newsletter is one of your big chances to remind your members about why they joined your association (and why they should renew!). Translation? Make sure to provide clear links to your member renewal page, volunteer opportunity pages, and event registration pages.

You want to make it feel seamless for your members to renew or engage in additional activities for your association. Make sure your links vary in color from your regular text and that you include them throughout your newsletter as opposed to clumped together in one section.

Final tip: We recommend promoting this newsletter via email AND by posting it on your website to get the best traffic. Remember that potential members might not be signed up for your newsletter and will probably be researching by going to your home page directly.

Looking for other ways to increase the likelihood that your members will rejoin? Take a look at our guide, Don’t Let Them Get Away: Best Practices for Membership Renewals, to find out how you can do more for your renewal process than just sending the same ole’ emails.

Best Practices for Membership Renewals  How to increase the likelihood that your members will renew Download this guide

Topics: association management, member engagement, member retention, Small Staff Chatter

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