5
Ways to Keep and Build Membership
For associations and other member organizations, growing your member
base is important; keeping your member base is essential. The cost
for you to keep a member versus the cost to gain a new one is minimal.
In uncertain economic times, every dollar spent must help position
your organization as an indispensable resource to your members.
Here are a few tips to do just that:
1. Talk.
The only way to know what members really want is to ask them.
A large association we work with calls each member at least
once a year. A big job? Yes. But the rewards include high member
retention and sustained growth.
2. Send them things.
Don't overdo it. Less is more. But make sure whatever a member gets
is something they will value and, more importantly, will remember
that it came from you. Any opportunity to provide a tool that will
make their jobs easier is a good time to contact your members.
 3. Build recognition.
Everything your members see should look like it came from the same
place. Your in-house team may get bored with what they see daily,
but it's important to remember that members only see it occasionally.
Your goal is to associate what members see with the value you offer.
4. Promote benefits throughout the year.
This is best done over time by "spoon feeding" information
on specific benefits on a regular basis. A combination of multiple
media including advertising, direct mail and the web will introduce
current members and potential members to benefits they never knew existed.
5. Tease them.
Displaying "members only" content on your website is a
great indirect promotion. Not only are existing members reminded
of the value of their membership, but it also gives potential members
a taste of what they’re missing.
Call us to discuss ways you can supercharge
your member marketing.
703.739.0088
* * *
w•inktips is published by Bremmer & Goris
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