Establishing a robust PR and communications plan is important for membership organisations, having the potential to play a vital role in achieving core objectives. Whether these goals are around attracting new members, demonstrating value to existing members, supporting key strategic initiatives, or obtaining essential funding, a strong PR strategy can support.
However, with so much to tackle, it can be difficult to know where to direct your focus. In this article, we explore key ways PR can assist member organisations to grow and thrive.
PR strategies to draw new members
A core benefit of PR for membership organisations is in attracting new members, which in turn can enhance your long-term sustainability, improve your financial health, expand your resources, and support in fulfilling the organisation’s core mission.
One of the ways you can draw in new members is by highlighting the unique stories of current members, as they will humanise your organisation and demonstrate the value of membership through real-life examples.
An example of this type of campaign is to use a mix of engaging owned content and videos to highlight the diverse activities your organisation offers and the broad community support it offers to increase volunteer and member interest.
Another strategy would be to engage potential members through interactive and valuable initiatives such as virtual events, webinars and expert panels. These platforms offer first-hand experience of the insights and networking opportunities your organisation provides, making membership more appealing. This type of tactic is also great for collecting qualified data, as you’re able to follow up with people who signed up for the events and market to them further post-event.
Boosting campaign support
Membership organisations will be familiar with launching mission-led campaigns. These initiatives often aim to elevate awareness, meet member needs, drive engagement, advocate for policy changes, and provide resources.
When building a campaign, make sure to craft a compelling narrative that threads through all campaign materials. A strong, consistent story will enhance your identity and foster a stronger emotional bond with your audience. Embrace a multi-channel communication strategy and diverse content formats, such as videos, infographics and events, to help maintain variety by catering to your target audience’s different communication channels and preferences for consuming content.
To add more impact to your campaigns, consider involving ambassadors or champions. These could be current members, alumni, or even well-known personalities who support your cause. By featuring these individuals in your campaign content, you can leverage their credibility and reach to enhance your message. Ambassadors can share personal stories, participate in events, and create content that resonates with a wider audience, making your campaigns more relatable and compelling.
For example, a campaign advocating for policy changes could include testimonials from influential members or public figures who are passionate about the cause. Their endorsement can help to legitimise the campaign and draw in more support. Similarly, having alumni share their success stories can highlight the long-term benefits of being part of the organisation, encouraging more engagement and support from potential and current members.
Enhancing member engagement through PR
Many membership organisations charge an annual fee, and members naturally expect value for their money. PR is an effective toolfor demonstrating this value and enhancing member engagement.
Involving members directly in content creation is a powerful strategy to amplify their voices and stories. This not only enriches your content but also builds a community where members feel genuinely represented and involved. Encourage members to participate in case studies, videos and social media posts to create owned content. This approach allows them to share their experience, showcase their achievements, and highlight the benefits of being part of your organisation.
For example, you can create a series of member spotlight videos where individual members discuss how your organisation has positively impacted their professional or personal lives. These authentic testimonials can be shared across your digital platforms to engage both current and potential members.
Additionally, leverage earned content by securing media and commentary opportunities for your members. When members are featured in articles, interviews or industry panels, it not only elevates their profiles but also underscores the value and expertise within your organisation. This visibility can enhance member satisfaction and attract new members who see the tangible benefits of being associated with your organisation.
Attracting external funding
Another important function of PR is to help you attract external funding, including grants, online fundraising, corporate sponsorships, and philanthropic partnerships.
Effective PR strategies involve creating a strong brand presence, developing lead-generation campaigns focused on funding, and assisting with compelling grant applications. These tactics are essential for demonstrating the organisation’s capability to use funds effectively for substantial impact.
Maintaining regular communication with stakeholders through newsletters, annual reports and impact videos will help to highlight achievements and ongoing efforts. This will keep funders connected and engaged with your progress.
A strong, well-executed PR strategy will help to achieve your key strategic goals. By leveraging compelling narratives, engaging content and multi-channel approaches, you can attract new members, support mission-led campaigns, enhance member engagement, and secure essential funding. Every PR effort contributes to building a robust, dynamic and sustainable organisation. Embrace these strategies to amplify your impact and ensure your membership organisation thrives in a competitive landscape.
Refresh is dedicated to supporting membership organisations with their PR efforts. If you’re looking for a PR boost or want to stand out with well-crafted communications, contact us to learn more.
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