It is the age-old challenge for all associations – how do I successfully recruit new members and keep the ones I have? Value and relevance lead to recruitment and retention. That seems to be the equation we are working from today. However, generational changes are requiring organizations to reexamine how they accomplish these tasks.
Special campaigns and marketing gimmicks may not be getting you the results you are expecting, or needing. Maybe the pathway to become a member of your association is dated and no longer appealing to the very people you are trying to reach.
The old model of “you pay me dues and I will provide you value” is no longer resonating with many people. The changes technology has brought to the table have everyone not just looking for, but also wanting to sample “the goods” before they commit their time and money. Freemiums are very much a part of the landscape.
I realize the thought of this makes many association leaders uncomfortable, to say the least. But there is hope. There are fairly painless ways to engage prospects, provide them value, and lock them in as members.
I recently spoke with Willis Turner, CAE, CME, CSE, the President and CEO of Sales and Marketing Executives International while he was speaking at Xperience2014, YourMembership’s Annual Customer Conference.
In our latest episode of Ask the Thought Leader, Willis shares the strategy and tactics SMEI is using to recruit and retain members through multi-layered membership offers. I think you will find what SMEI is doing extremely interesting.