5 Proven Strategies to Grow Your Association's Membership

5 Proven Strategies to Grow Your Association's Membership

Many associations have either cancelled annual conferences or trimmed educational activities to bare necessities as a result of the current recession. Recruiting new members and retaining veteran members has not been easy. Registration for conferences has declined significantly (as much as 25-50%) as organizations have reduced or eliminated training and travel expenses.

Phillip Van Hooser, the 2009-2010 president of the National Speakers Association (NSA), shared a basic but profound perspective during our leadership meeting. He said that there are two elements members need-Education and Community. Phil mentioned that NSA educational opportunities are first class (Amen to that!) but, "What we can control" is the second aspect-Community.

This is true for every organization. Creating a magnetic, dynamic community need not be costly but is critical to organizational health and growth. In fact, retired and veteran professionals maintain their membership for nothing else but the community. After attending numerous scientific conventions in the 80s and early 90s, I was astonished by the sense of community I experienced at my first Toastmasters District Conference. I felt welcome and members expressed genuine appreciation for my presence.

What makes an association's community vibrant and members want to belong, talk about their association's values and invite their colleagues?

1. Welcome-The welcome they receive (or don't) helps prospective members make the decision to become members or not. Some organizations, especially mega churches, have welcoming committees responsible for making guests feel welcome in their first visit. We go back to places where our presence was appreciated. Does your association have a Welcoming Committee?

1. Caring-George Morrisey, CSP, CPAE, author and strategic planning guru knows how to demonstrate caring. I met George during my first NSA Convention in 1997. George invited me to accompany him as he was training leaders in Boise, Idaho, and join him for dinner. We became friends and he still emails me from time to time. One of my highpoints in life was creating a business opportunity for John Alston, CSP, CPAE, an African American international speaker, to come to Idaho. I then took him to the town where his mother was born in the 1920s. We saw the spot where his grandfather had a shoe polish business and met with his grandfather's best friend from World War II days.  Nothing can substitute for members caring for each other beyond professional goals.

1. Involvement-When people are involved in the general welfare of their association, their involvement is what keeps them renewing their membership and talking about their organization to others. It's not a secret that uninvolved members are the most likely to leave--and not before they criticize something or somebody. Are your members participants or spectators? Many spectators leave.

1. Relationships-Does your association provide opportunities for members to develop lifelong relationships? I have been amazed by the Colorado Chapter of NSA. Its members talk about how someone was instrumental in their decision to stay and for their professional growth. Are veteran members of your association helping new members?

1. Responsibility-Phillip challenged us (those in 2009-2010 NSA Leadership) to greet at least five first time attendees each day of the convention. I became consciously aware of that responsibility and made efforts to seek out and welcome and share the benefits of our association with those who were at the conference for the first time. I gave them my contact information and offered to help, if needed, in their professional endeavors. People act on specific responsibilities.

These essential elements create the sense of belonging needed to keep members enthusiastic about their association, its values and opportunities. In many cases, education can be provided without a community setting. You have no control where members get their education, but you can control the dynamics of the community they belong to.