Find new members and keep the ones you have happy and engaged!
However, figuring out how to grow your members – and then making this happen can sometimes be easier said than done.
Achieving Membership Growth
Membership growth is the result of strategic focus and careful attention to a whole range of things at your association. It is hard work, requiring consistent effort at every level of your association. Smaller associations often don’t have access to the expertise needed to put together a long-term, sustainable membership strategy – while larger associations can often benefit from a fresh, independent set of expert eyes to review and refresh their membership acquisition, membership renewal and membership engagement programs.
If you are struggling to attract new members despite your best efforts, if your members are leaving faster than you can replace them or if you want to supercharge your growth past anything you have managed to achieve before, then it might be time to get in some expert help.
Our approach to membership growth strategy
FineHaus has a practical, systematic and hands-on approach to collaboratively developing a comprehensive membership strategy and supporting its successful implementation.
Step 1: Membership Review
To get started, we conduct a comprehensive review of your current approach to membership acquisition, engagement and retention.
This includes reviewing your current membership profile, your membership types, criteria and pricing, your value proposition (or promise to members), how you currently go about finding new members, why members join (or leave), the quality of your prospect and member data, your association’s join and renewal processes and how your members are engaging with your services.
As part of this review, we also look at the environment in which your association operates to understand the total available market, challenges facing your members and their companies, the competitive landscape for your Association, industry trends and the impact of these on your Association.
Step 2: Membership Research
In parallel to this, we also recommend you conduct research with members and prospective members to provide quantitative, evidence-based data on member engagement and satisfaction at your association to inform the strategy. The Member Experience (MX) Research we conduct in partnership with widely-respected researchers, beaton, is very affordable, and provides invaluable insights. We can also undertake custom research into member and non-member satisfaction and engagement.
Step 3: Membership Strategy
We then collaboratively develop a comprehensive, three-year membership strategy, which includes:
- Key membership targets
- Membership acquisition initiatives
- Membership renewal initiatives
- Member engagement initiatives
The strategy may also include recommendations to revamp your membership model.
Step 4: Annual Implementation Plan
Having a sound membership strategy is essential – but any strategy is only as good as its implementation. We develop a step-by-step annual implementation plan that details exactly what you need to do, when to deliver on the strategy. We can also coach and guide your team as they implement this plan, and conduct quarterly reviews ensure you stay on track and maintain momentum.
Our proven, practical and effective approach is the reason why our clients choose us for this important work.
And we’d love to work with you!