As financial instability challenges organizations, managing association membership requires a return to the basics. Focusing on core values like clear communication, consistent value, and member engagement becomes essential. By simplifying strategies and re-establishing authentic connections, organizations can not only weather the storm but also build a more resilient and loyal membership for the future.
Here are five essential actions your association can take to maintain strong member relationships:
- Check (and Re-Check) Your Data – People frequently change roles or leave organizations, making it essential to maintain accurate contact information. Regularly review and update your association’s contact lists to ensure you have the right details for key stakeholders. Consider running an annual data update campaign to guarantee that your resources, publications, legislative alerts, and dues notices reach the appropriate people.
- Continually Educate Your Members About Their Benefits – Membership isn’t just about recruitment and retention. Ongoing engagement is equally critical. Host quarterly webinars just to highlight how members can fully utilize their benefits. Remind them of the value they receive, such as member-only resources, discounts, and networking opportunities. Keeping benefits top-of-mind increases engagement and ultimately supports renewals.
- Consistently Communicate Your Value – It’s not enough to offer strong programs or effective advocacy. Celebrate your wins. Highlight how your work makes a tangible impact to reinforce your value to both current and prospective members. Share successes and outcomes through all your communication channels and do it consistently. Repetition matters. Don’t assume members saw it the first time.
- Keep Recruiting – In difficult economic times, it may feel uncomfortable to promote membership. But this is often when associations are most needed. Community, advocacy, and shared resources are especially valuable during uncertainty. Stay active (and possibly increase) in your recruitment efforts. You may be surprised by how many organizations are seeking the support your association offers.
- Be Flexible – Flexibility builds loyalty. If a committed member is facing financial hardship, consider offering alternative payment options such as extended grace periods, installment plans, or temporary discounts. By supporting them through challenging times, you reinforce their connection to the organization and foster lasting goodwill.
In times of uncertainty, returning to foundational principles can be the key to sustaining and strengthening membership. By staying focused on accurate data, clear communication, and meaningful engagement, organizations can connect to their members in ways that matter most. This back-to-basics approach not only supports stability today but also creates a stronger foundation for growth in the years ahead.
Contributor: Jane Zaretskie
Jane Zaretskie, CAE is an Account Executive with Association Management Strategies (An Etherio Company). She is a dedicated nonprofit professional with a passion for supporting association partners and the members they serve.