It’s a new year, and a great time to assess your membership recruitment strategies, and the role of your marketing function in growing AND retaining your members. It is crucial for association leaders to be proactive in understanding and harnessing emerging and strengthening trends to effectively recruit and engage with a shifting membership base. Here are key marketing trends to look out for and strategies to navigate this year:
Keep it Personal (even when you need to be professional)
In 2024, personalisation will continue to be a driving force in marketing. Tailoring your communication and offerings to the unique needs and preferences of your members is key. Leverage data analytics and member insights to deliver personalised experiences that resonate with diverse segments within your association.
Content Marketing that Adds True Value
Content remains king, but the emphasis is shifting towards content that adds tangible value. Create educational, informative, and engaging content that addresses the unique challenges and interests of your members. Consider interactive formats, such as webinars and podcasts, to foster community engagement, and prioritise building meaningful relationships with key publications (on and offline) and journalists to help amplify your efforts.
Inclusivity and Diversity
A changing market demands a commitment to inclusivity and diversity. Ensure that your marketing materials, events, and communications reflect the diversity within your membership. Embrace inclusivity as a core value, not just in words but in actions and representation.
Community Building Beyond Events
The concept of community is expanding beyond traditional events. Leverage online platforms and social media to foster year-round engagement. Encourage members to share their experiences, insights, and challenges, creating a sense of belonging that extends beyond physical gatherings.
Sustainability and the Environment
It is becoming increasingly prevalent to consider the wider impact that your association has on the environment, and how membership to your association demonstrates a wider corporate social responsibility (CSR) on behalf of your members. How does your association promote sustainability? Are you a driving force or supportive of environmentally friendly initiatives that will not only help your members derive more value, but also demonstrate your longer term plan to be a sustainable business?
Strategies for Recruiting a Changing Market
Data, Data, Data
Invest in robust data analytics to understand your current and potential members better. Use this data to identify trends, preferences, and areas for improvement. Informed decision-making is pivotal in recruiting and retaining a diverse membership. Ensure your tech stack is well connected. From your website to CRM through to any other analytics platforms that you may be using, and use the data derived from these to create a strong benchmark of knowledge and understanding from which to build. Where are you losing members? Which communications have resonated in 2023 and how can you build on these in 2024?
Targeted Communication
Craft targeted messaging that speaks directly to the aspirations and concerns of your evolving audience. Whether through email campaigns, social media, or personalised outreach, effective communication is the bridge to connecting with new members.
Flexible Membership Models
Recognise that the traditional one-size-fits-all membership model may not resonate with a changing market. Explore flexible membership structures, offering options that cater to various needs, career stages, and budget constraints.
Showcase Member Stories
Highlight success stories within your association. Authentic narratives resonate with potential members, showcasing the tangible benefits of being part of your community. Testimonials and case studies can be powerful recruitment tools.
Continuous Learning Opportunities
Appeal to the need and drive for continuous learning by providing diverse educational opportunities. Offer webinars, workshops, and certification programs that align with the evolving skills and knowledge needs of your target audience.
In 2024, associations that proactively embrace these marketing trends and implement strategies tailored to a changing market will position themselves for sustained growth and relevance. Most importantly, be authentic, and ensure that your messaging still represents your core mission and market position. Simply saying you’re environmentally friendly, or that you embrace equality and diversity is not enough, you’ll need to demonstrate it, communicate it and work with new initiatives in a meaningful and sustained manner.
CJ Association Management is an established, specialist association management company providing support services tailored for the membership sector.
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