Use your communications to reinforce the value of membership
Recognise members
Conduct reward programs to recognise member achievements – both in their industry or field and also for the association. Your membership base is a community of people brought together for a common interest. Find ways to enhance and build that sense of community.
Use your annual report
Your annual report can be so much more than just a set of financials. Take advantage of the retention opportunity that it presents. In 20 years time, often it is annual reports that are the record of your achievements so highlight members and their achievements during the year. Consider a more interactive version on your website.
Reflect your identity
Your association should reflect its mission in all aspects. It can look odd if you start to act like another type of association. For example, if you are a professional body then a certificate of membership being issued when someone joins or renew is generally appropriate. On the certificate include a “member from XX/XX/20XX” – to encourage members to continue to renew. If you are an industry body then membership stickers that can be displayed in workplaces may be more appropriate. Be careful not to cause confusion. For example, when professional bodies produce window decals it can cause confusion over who you represent – especially if you are targeting more than one person in the organisation for membership. Seeing a sticker on the front door may lead non-members working in that organisation to believe they are covered for membership.
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