Wishing Won’t Make It So

By Rich 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 implementation of tactics designed to attract new members, retain existing ones, and encourage deeper involvement. It should be “media neutral” and leverage both traditional and digital channels, as well as combine persuasive messaging with a compelling value proposition, and use data-driven insights to continually refine outreach efforts.

At a minimum, your plan—which should be written—must include these key strategies for success. Wishing for growth and revenues won’t necessarily make it so.

1. Define and Communicate Value – Associations must clearly articulate the unique benefits and value they offer. This includes professional development opportunities, networking events, access to exclusive resources, advocacy, and community engagement. Marketing messages should highlight real-world outcomes, member testimonials, and the association’s impact on members’ careers or personal interests.
2. Segment and Personalize Outreach – Not all members have the same motivations or needs. Associations should segment their audience by demographics, professional roles, interests, or engagement history. Personalized communication, whether through targeted emails, social media, telemarketing, or direct mail, will resonate more deeply and increase the likelihood of conversion.
3. Be Media Neutral – Use the media that works, not what you think works the best or is the easiest to use, and test new strategies. Test and retest every channel to see which best resonates with your audiences.
4. Leverage Digital Channels – A robust online presence is vital. Associations should utilize websites, social media platforms, webinars, and virtual events to reach prospective members. Search engine optimization (SEO), content marketing, online advertising, and connected TV can further expand visibility and attract new audiences, and help retain current members.
5. Referral and Ambassador Programs – Current happy members can be powerful advocates. Associations should encourage referrals by offering incentives for bringing in new members.
6. Streamlined Onboarding and Engagement – First impressions matter. A seamless onboarding experience with welcome messages, new member orientations, and easy access to resources sets the tone for ongoing engagement.

While acquiring new members is important, retaining existing ones is always more cost-effective and valuable. Associations should prioritize consistent communication, deliver ongoing value, and actively seek member input.

Ongoing membership marketing’s effectiveness should be measured through key performance indicators (KPIs) such as membership growth rates, retention percentages, event attendance, and engagement metrics.

Successful membership marketing is not a one-time effort but an ongoing commitment to understanding and meeting the needs of current and future members. It’s a multifaceted process that requires a strategic, member-centric approach. By effectively communicating value, leveraging digital tools, personalizing outreach, and fostering ongoing engagement, associations can grow both member counts and member revenues in 2026, and for years to come.

Have questions? Reach out to the experts at MGI! Contact Jana Darling, President, Marketing General Incorporated at jdarling@marketinggeneral.com or 703-706-0346.