Everyone is busy and most of us have at least a handful of trade organizations vying for our attention and dollars. Members will stick with you IF they are engaged – if they feel they are receiving value from the relationship. The challenge is – different types of members will value different things.
Segment Your Audience
You likely already divide membership by type – it may be producers, suppliers, associate members, or something similar. But you can often better serve members by exploring different member segments. Larger corporate members may be more interested in industry standards and advocacy work, while smaller companies may join mainly for business development and industry best practices. Younger managers may benefit from educational programs, whereas senior executives seek opportunities to network and collaborate with their colleagues. Of course, if you offer continuing education and certification, you have clear milestones to help identify what types of programs and support will benefit members at different levels.
Ask Your Members
You have to find ways to connect with members, new and old, on a regular basis. If they aren’t raising their hand and asking for support, you need to find them. If you are too large for staff to take this on, then start an ambassador program. Focus on those who have not engaged with you. Test approaches to figure out their preferred method of communication – email, phone, social media – and find out what matters to them. Survey if you must but try to have one-on-one interactions if possible. Figure out not just what they want, but how they want it – social media, forums, webinars, live events, publications?
What Have you Done for Them Lately?
Take a fresh look at your renewal process. Are you reminding them of accomplishments and all that you offer? Can you better tailor these messages to their “segment”? Do you have multiple meaningful touches before renewal and after it has expired?
While a few approaches may be unique to your world, several tactics work across most industries:
Leadership Programs – Engage younger executives with training programs and events geared to them. Corporate members will likely be big supporters of this workforce development initiative.
Mentor Program – Matching new member companies or younger professionals with experienced counterparts can be a great way to build relationships, deliver value, and quickly introduce someone to the nuances of your offerings.
Robust Member Database – Make it easy for members to find people and companies that match their needs. This is a great way to facilitate networking and collaboration.
New Member Activities – Cater to newer members by holding webinars or a reception at your conference. Staff and longer-term members can join to share their experience and welcome newbies into the fold.
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