Attracting members to your organization - marketing or communications?

Associations seem to be having a rough time in recent years. According to the American Society of Association Executives?, "in 2022, 47% of associations reported a decline in total membership. Recruitment results have been trying at best, with membership retention an even tougher sell for many leading professional associations. In some industries, conference and event attendance have not fully recovered from pandemic-level lows."

Leadership in all types of organizations are trying to crack the code on reaching new generations, who may seem to be wide apart in the channels they use to communicate, or even the words they use, but they are still human beings who crave belonging.

Remember: human nature is constant.

Before you fret over how to communicate with "young people" let's define terms and explore how to tackle them tactically.

In the dynamic landscape of any business or professional organization, an understanding of marketing and communication strategies is paramount to driving engagement and growth.

Membership associations, hubs of community and shared interest, face the challenge of not only attracting members but also ensuring that they remain actively involved and dedicated to the association's mission. Here, we will explore the differences between marketing and communications and how mastering these two pillars can fortify an association's reach.

At its core, marketing is the strategic methodology of promoting and selling products or services, including market research and advertising. When it comes to membership associations, this definition expands to encompass the promotion of community, resources, and shared values.

The goal is to attract prospective members while simultaneously fostering a sense of loyalty and camaraderie among current members.

Initiatives That Fall Under Marketing

For membership organizations, marketing initiatives can include:

• Crafting compelling membership packages that highlight the value of joining
• Identifying and targeting niche audiences with tailored messages
• Utilizing data-driven insights to personalize member experiences and outreach
• Employing content marketing to share industry insights and association accomplishments
• Leveraging social media and email campaigns to reach a wider audience
• Organizing events and webinars that address the professional and personal needs of the members

Digital Marketing Tools to Consider for Membership Associations

Digital marketing tools offer unparalleled benefits, such as vast reach and detailed analytics. Some top tools well-suited for membership associations include:

• Intent-Based Search Data: partnering with an agency who has access to search-based data can be a game changer. The data can be leveraged to make cold calls, send cold emails or (most recommended) run ads to people actively searching for groups to join.
• Customer Relationship Management (CRM) Systems: to manage member interactions and data effectively.
• Email Marketing Platforms: for targeted member communications and newsletter distribution (ideally integrated into the CRM).
• Social Media Management Tools: to schedule posts and analyze engagement.
• Content Management Systems (CMS): such as WordPress, for maintaining a dynamic and user-friendly website with member-only portals.
• Analytics Software: For insight into website and campaign performance, Google Analytics and Looker Studio are staples.
• Membership Management Software: to streamline the entire membership experience, from sign-up to event registration.

By integrating these tools into a cohesive digital marketing strategy, membership associations can enhance member satisfaction and retention.

The Strategic Communications Approach

Communication is the broader process of creating and exchanging information between two or more parties. In the context of membership associations, strategic communication serves to inform, educate, and build relationships with stakeholders, including members, partners, donors, and the public.

Effective communication is the lifeblood of associations, enhancing their reputation, trustworthiness, and impact.

How Associations Can Leverage Communication Strategies

Communication strategies for associations may involve the following:

• Building a robust brand message that resonates with the association's mission and values
• Employing multichannel communication approaches to ensure messages reach different audience segments
• Developing crisis communication plans for unforeseen events that may affect the association's standing
• Providing clear, consistent, and compelling content through various mediums, such as written, visual, and digital
• Engaging with members through surveys, feedback mechanisms, and regular updates to understand their needs
• Establishing thought leadership through expert commentary, research, and media relations

Tools and Tactics for Association Communication

To execute these strategies, associations can utilize various tools and tactics:

• Public Relations Software: for media monitoring, press release distribution, and influencer outreach.
• Electronic Newsletters: easy-to-distribute for email newsletters can keep members informed and engaged.
• Social Listening Tools: to allow associations to monitor social media for mentions and conversations about their brand and industry.
• Content Marketing Platforms: to help associations track their content performance and optimize their communication strategies.
• Internal Communication Tools: like Slack or Microsoft Teams for streamlined conversations and collaboration within the association.

By strategically employing such tools and tactics, membership associations can craft messaging that is not only impactful but also resonates with their audiences.

The Convergence of Marketing and Communications

While marketing and communications are distinct disciplines, they are undeniably interconnected. The success of one is often dependent on the other. Marketing can fuel the communication strategy by providing rich content and insights about members, while communication can support marketing by amplifying messages and building the association's community.

To ensure synergy between marketing and communication, it is advised to:

• Foster a culture where all departments collaborate and inform each other's strategies
• Integrate technology that allows for the sharing of data and insights across marketing and communication teams, and ensure that all vendors providing outside services are also included
• Develop joint campaigns that leverage the strengths of both disciplines to achieve common association goals
• Regularly review and analyze the performance of marketing and communication efforts in tandem, looking for areas of improvement and alignment
• Share successes and learnings across teams, encouraging cross-pollination of best practices

Through a coordinated approach, membership associations can leverage the combined power of marketing and communication to achieve sustainable growth and impact.

Marketing and communications can be likened to the rails upon which the locomotive of a membership association runs. Both serve as the guiding tracks that propel the association forward, helping it to meet its objectives and serve its members effectively. By giving due importance to each discipline and ensuring they work in unison, organizations stand to communicate their message with clarity, attract a wider audience, and foster an enduring community.

For membership association leaders, understanding the nuanced roles and interplay of marketing and communications is crucial for crafting a sustainable and successful strategy. This dynamic interplay is not just about broadcasting messages but about building relationships and creating spaces where members feel valued, heard, and motivated to engage. It’s not a choice between marketing and communications; it’s about the art of harmonizing them to achieve a collective vision.

Need help? Email [email protected] to work with our team.