You've done the hard work of recruiting members, and now it's time to focus on keeping them happy. One key way to do that is by effectively communicating the value of membership and all the great benefits that come along with it. Here are seven tips to help you do just that.
1. Keep benefits front and center on your website.
As a potential member of your organization, anyone would want to know, “what's in it for me?”. What are the benefits of joining? Why should I invest my time and money in your organization? Keep benefits front and center on your website, so I can easily find the answers to these important questions. Prominently placing a "Benefits" tab or link on your homepage lets me know that you're focused on what's important to me. Listing all the benefits in clear, concise language makes it easy for me to quickly scan and see what's available to me as a member. Bullet points or numbered lists are especially helpful. When membership benefits are clearly communicated, it makes it that much easier to decide whether joining is the right choice for me.
2. Identify what members value.
One of the most important things you can do as an association is to keep your finger on the pulse of what your members value. What do they see as the benefits of belonging? What kind of positive impact has your association had on their lives? When you know what's important to them, you can ensure that your communications reflect those values. Whether you're sending out a newsletter, updating your website, or planning an event, it's essential to remember what matters most to your members. When you make them feel seen and heard, you create a stronger connection that will last for years to come.
3. Get personal in your emails.
Always tailor your messages to the individual when it comes to member communications. This means sending emails that address the specific benefits they are most interested in or that pertain to their membership level. Generic, one-size-fits-all messages should be avoided whenever possible. By personalizing your communication, you'll not only improve the chances of getting your message read and understood, but you'll also show your members that you value them as individuals. And that's a powerful way to build loyalty and keep people coming back for more.
4. Create benefit-focused content.
When generating content for your website, social media channels, or email newsletters, focus on how your members can take advantage of their benefits. For example, if you offer discounts to members for purchasing certain products or services, write a blog post about how to get the most out of those discounts. Or, if you have a member perk like early access to tickets for an upcoming event, write a post about how members can purchase tickets before they go on sale to the general public. It’s also a good idea to have photos or generate content where members are actually using their membership benefits.
5. Utilize social proof.
At its heart, an association is about bringing people together for a common cause. When you bring people together, amazing things can happen—both for the individuals involved and for the greater good. That's why, if you want potential members to see the value in joining your association, you should point them toward existing members who are already getting value out of their membership. Share member stories on your website or social media channels, or even create video testimonials from satisfied members talking about how their lives have been improved by being part of your association. When potential members see that your association is making a real difference in people's lives, they'll be more likely to want to be a part of it.
6. Share where members can get involved, advocate and stay engaged with efforts.
Being an engaged member of your community should be an important and valuable aspect of being involved with your organization. It should be seamless and easy for members to learn where they can get involved. It's not only essential for organizations to advocate for members to become a part of their efforts, but they should be actively engaged in what their members are doing and highlight those actions constantly.
7. Make it easy for members to renew.
Your renewal communications should highlight all the great benefits members receive by being part of your association. Be sure to include information on how to renew (online, by mail, etc.), as well as any relevant deadlines or late fees associated with renewal. You might also want to include a special offer for renewing members as an incentive to renew before their membership expires.
By following these seven tips, you can more effectively communicate the value of membership in your association and keep your current members happy while attracting new ones. You know why being a part of your association is so vital and worthwhile. Now, make them believe it and witness this shared understanding bring everyone a win!