Top 10 Tips to Consider for Your Membership Acquisition Strategy

Effective acquisition strategies are the backbone of sustainable growth and financial stability for membership organisations. A growing member base provides a reliable revenue stream to cover operational costs and budget initiatives that boost KPIs like engagement and retention.

New members bring diverse expertise, perspectives, and connections that bolster an organisation’s influence, credibility, and ability to innovate within its community.

A larger membership also expands the pool of advocates. Generating referrals, positive feedback, and flexibility to adapt to changes, while fulfilling the organisation’s mission. Attracting and onboarding new members is therefore crucial for membership organisations to thrive.

Here are our top 10 tips to consider for your membership acquisition strategy

1. Compelling Value Proposition

Focus your targeted marketing messaging on your organisation’s value proposition. Answering the “why” behind your mission and emphasising unique benefits attracts potential members. Use persuasive language and a clear call to action to enhance engagement early in the lead nurturing sequence.

2. Member Referral Programmes

Tap into the trust and loyalty of existing members with referral programmes. Satisfied members can eventually become brand advocates and promote your organisation to friends and family. Incentivise referrals with discounts. Use the power of recognition to strengthen the relationship between member retention and acquisition.

3. Collaborations and Partnerships

Expand your reach through collaborations with other organisations and businesses. Combine services and products to create a compelling selling point. Partnering with complementary entities also expands your organisation’s audience and enhances credibility through association.

4. Data-Driven Decision Making

Leverage data analysis to make informed decisions about your members and shape effective acquisition initiatives. Utilise software solutions to manage and assess member data to optimise acquisition strategies. Overcome challenges with legacy tech by understanding your target audience through collected data.

5. Social Media Engagement

Connect with current and potential members on social media platforms. Share valuable content showcasing your organisation’s mission milestones, industry news and celebrating your members’ achievements. Directly engage with members and leads. Remember, the average person spends two hours plus on social media. Leverage this for wider demographic reach.

6. Content Marketing and Thought Leadership

Position your organisation as a thought leader through content marketing. Distribute valuable content like articles, blogs, white papers, and webinars. Thought leadership builds trust, credibility and positions your organisation as a reliable source in the industry.

7. Rewards Programmes

Customer reward programmes incentivise new members to join by offering exclusive perks, discounts, and benefits. These programmes create a sense of value and belonging, making potential members feel appreciated and motivated to become paying participants of your organisation.

Providing rewards also fosters loyalty, increasing the likelihood of positive word-of-mouth referrals that attracts even more customers to the organisation.

8. Targeted Marketing Campaigns

Leverage the power of email marketing as a cost-effective acquisition channel. According to Oberlo, 81% of SMBs rely on email as their main tool. Personalised email campaigns outshine PPC, offering better ROI without print or delivery costs. In addition, create lead generation tools, like landing pages, and utilise segmentation to deliver tailored content that resonates with potential leads.

9. Online Presence and SEO

Establish a strong online presence with SEO techniques and an optimised website. SEO, combined with compelling value propositions and targeted marketing, positions your organisation as an authority in its niche. A well-executed SEO strategy ensures a cost-effective acquisition channel with a 5:1 return on investment.

10. Continuous Evaluation and Optimisation

Ensure long-term success with continuous evaluation and optimisation of acquisition strategies. At the very least, you should:

Regularly assess key performance indicators.
Track membership numbers.
Implement strategies to retain members effectively.
Maintain a strong online presence.
Refine strategies based on feedback to keep pace with evolving industry changes.
Stay dynamic and evergreen in your approach for sustained growth.

Boost acquisition year on year

The growing acquisition success within the industry demonstrates a shift in approach. More organisations realise innovative measures are required for sustainable acquisition, essential for long term success.