Is the Art of Membership Dead?

Do associations and non-profit organizations care about membership growth in the longer? I spend most of my time talking with association executives about their challenges and opportunities. There are many new communications plans, relaunched websites and enhanced grassroots operations and revitalize trade shows. These are all worthwhile endeavors and key to increasing association value. But what happened to membership development?

I know, you have a bright junior person that manages the program. Annually you lose about 3 to 4% of your members because of business failure or mergers. Possibly a few drop off because they've never really engaged with the association. This bright new membership person brings in 30 to 40 members a year through direct mail, meeting discounts and other programs. At the end of the year your membership is flat or a 1 to 2% increase exists and that's OK.

Wrong.

If you are not increasing market share or top line dues revenue get ready for rocky road ahead. Competition is coming and it will be smarter, faster and with a better business model than before. Networking sites on the web will continue to grow, trade publications will offer better content in real time and training firms will will provide distance learning and network opportunities. I know, I know you have seen this before. But this time the competition will be lean and mean. You, as an association leader need to be ready to leverage the strength of membership to grow.

Now is the time to get back to basics. Hire a dynamic professional to manage membership. Provide them the title and responsibility that will allow them access to the industry's top leaders. Develop a strategy and measurements for membership growth and increased investments from current members. Use the membership director two identify trends and potential problems within the membership ranks.

Double down on membership development today. Don't wait.