Here’s a stat that should make every membership professional sit up: 52% of you cite events as your top-performing recruitment method. Brilliant, right?
Wrong.
Well, not entirely wrong. Events are fantastic. But here’s the problem: you’re spending thousands on conferences, webinars, and networking sessions, collecting hundreds of email addresses… and then what?
According to MemberWise’s latest Digital Excellence Report, new member acquisition has shot to the top priority for membership organisations in 2025 (overtaking retention for the first time since 2016). Yet most of you are watching potential members wither away through what we call the “neglected plant” problem.
You’ve invested all this effort growing something—event attendees, website visitors, content downloaders. But without proper nurturing, they die on the vine.
The nurture nobody’s providing
Think about your last big event. You probably collected 200+ email addresses. Maybe sent a “thanks for attending” email. Possibly a newsletter a month later.
But did you have a systematic plan to nurture those warm leads into paying members? A structured journey that moves them from “interested” to “this is exactly what I need”?
If you’re like 60% of membership bodies (according to the report), you’re measuring online engagement. But measurement without nurturing is like checking on a plant once and never watering it.
Why email still wins
Yes, everyone bangs on about LinkedIn, podcasts, online communities, and every other shiny channel. And they all have their place. But here’s why email remains your secret weapon for member recruitment:
It’s permission-based. When someone gives you their email at an event or downloads your content, they’re raising their hand. They want to hear from you.
It’s personal. You can segment by interest, career stage, sector – whatever matters to your members – and speak directly to their needs.
It’s measurable. Open rates, click-throughs, conversions. You know what’s working and what isn’t.
It scales. Whether you’re nurturing 50 prospects or 5,000, the effort’s the same.
Most importantly? It works. When done properly.
The 5-stage email nurture programme every membership organisation needs
We’ve built email nurture programmes that follow a proven pattern:
Stage 1: Awareness – “Thanks for downloading our guide. Here’s what we’re about.” Set expectations. Show you understand their world.
Stage 2: Consideration – “Here’s how we help people like you.” Share member stories, highlight specific benefits, address common objections.
Stage 3: Trial – “Try before you buy.” Offer a webinar, a members-only resource, or a virtual event. Let them experience member value firsthand.
Stage 4: Conversion – “Ready to join?” Make it easy. Clear call to action. Remove friction. Maybe a limited-time incentive.
Stage 5: Onboarding – “Welcome! Here’s how to get the most from membership.” This stage is criminally overlooked but crucial for retention.
Each stage should have 2-3 emails, spaced strategically. The whole sequence runs over 60-90 days. And it should be automated so it works while you sleep.
From wilting prospects to thriving members
The membership organisations crushing recruitment right now aren’t the ones with the biggest event budgets or the flashiest websites. They’re the ones who’ve built systematic nurture programmes that turn interest into commitment.
Your event might plant the seed. Your content might show the potential. But it’s your email nurture programme that’ll actually help it grow into membership.
The toolkit’s already in your hands – your AMS, your email platform, your member data. You just need to connect them properly and build journeys that actually work.
We’re LEAP Create, an award-winning communications agency specialising in employer brand, internal communications, and B2B marketing campaigns. We help organisations attract and engage their audiences through insight-led content that drives real action. Ready to revive your member recruitment strategy? Get in touch to chat about how we can help.
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