Blog: Tips & Insights

By Tony Rossell, Senior Vice President

Year after year, association leaders face consistent pressure to expand membership, increase meeting attendance, and grow product sales. Without growth, their association may face stagnation and decline.

Having consulted with organizations on growth strategies, I have relied on the insights of several outstanding writers and thinkers to guide me. Here are some of the strategies I find most helpful in establishing and maintaining association resiliency.

Remove Growth Barriers with Systems Thinking

I have encountered associations over the years where warning signs are evident. Perhaps new member input is decreasing, or attendance at meetings is dropping.…

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By Jana Darling, President

As we close out another year of membership marketing insights, one thing is clear: What’s old is new again. Direct mail and telemarketing, once brushed off as outdated, are not only proving their staying power but are becoming increasingly effective. At the same time, email and paid digital continue to be essential channels. Success now hinges on smart targeting, strategic channel orchestration, and messages that feel personal and relevant.

Smart Direct Mail

Direct mail is back, but it’s not about sending more mail; it’s about sending smarter mail. The organizations seeing the strongest ROI are pairing direct mail with data analytics and modeling to ensure every…

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By Rick Whelan, Senior Relationship Manager

Effective Approaches to Acquire, Engage, and Retain Members

It’s time for associations to begin planning their membership marketing strategies for 2026 or reconsider their approach during the first six months of their plan year.

Any strong plan must focus on creating real member value, fostering engagement, and building long-term relationships with individuals who share common interests or professional goals. All associations face evolving expectations, technological advancements, and increased competition for members or share of wallet from both other associations and from for-profits.

Membership marketing involves strategic planning and…

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By Charity Westfall, Manager, Telemarketing Services

Membership renewal rates dropping? Members not responding to email or mail? First-year members not sticking around? Let’s have a conversation!

Many people feel that live outbound telemarketing doesn’t work any longer due to all the “spam” calls out there, but that is just not true. We still see strong contact rates, and when a personalized call is made at the appropriate time, members appreciate the reminder and renew.

Here are a few strategies and insights that might help:

1. Timing is Key: As with any outreach, it is important to know when to reach out to your members by phone. This is different for every organization, but it is always best to…

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By Brittney Durbin, Senior Account Executive

The marketing world is constantly evolving, and staying ahead of consumer expectations is key. Consumers want relevance—communications that speak directly to their needs, preferences, and behaviors. Personalization is becoming the standard for brands that want to build real, lasting connections through meaningful engagement with their consumers.

Thanks to smarter data and more advanced technology, brands are finally able to deliver experiences that feel personal and not pushy. These experiences include customized product recommendations, tailored landing pages, and emails that feel relevant and not spammy.

With the decline of third-party cookies and…

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