5 proven strategies associations, unions, and non-profits can use to successfully acquire new members.
According to the 2025 Membership Performance Benchmark Report, 48% of membership organizations increased their membership. Another 26% kept their member levels steady. What are their top strategies?
Page 11 of the 2025 Membership Performance Benchmark Report by iMIS
Events are something that your community can look forward to throughout the year. They provide networking opportunities, education, and, hopefully, are overall enjoyable experiences! Consider hosting events with a wide range of types and formats, so you're more likely to draw in new members.
Some of the most popular events include:
Include a mix of virtual, hybrid, and in-person events so people can participate regardless of location and schedule.
Idea: If your annual conference is essential, set non-member registration higher than membership fees to encourage member acquisition.
Helpful article from the iMIS Blog: How to Maximise the Success of Your Member Events
With a referral program, you engage association members by having them recommend your organization to others in their network. In exchange, they receive some sort of reward. For example, you might offer one of these incentives for each successfully-recruited member:
Make sure to explain the referral program details on your website, email newsletter, and member portal to get the word out. By promoting your organization, your existing members will feel more invested in your organization’s success, and referred members will automatically have someone they can connect with in your community.
Email remains one of the most effective and cost-efficient tools for reaching prospective members. And it's most effective when it's personalized and strategically timed.
Start by segmenting your email lists to tailor your member acquisition outreach. A one-size-fits-all approach won’t resonate with everyone. Craft a message that speaks to a specific job title, career stage, interest, or challenge to make a lasting impression.
Highlight your member value proposition early. Instead of listing features, show how your community will support their goals. That may be advancing their career, connecting them with peers, or amplifying their cause.
Hopefully, your email platform is either integrated with, or is a native part of your membership management system. That will make it easier for you to personalize emails because you can pull from that contact's record. But try to think bigger than just throwing their first name in the subject line. As Higher Logic's 2024 Association Email Benchmark Report suggests, you can incorporate the contact's job title, company name, or industry to grab attention.
It'll be a huge help to your team if you automate these emails in a drip campaign. Start small with marketing automation. As Higher Logic suggests, "Instead of thinking about your biggest project, get started with a single email and an automated follow-up, and see how that goes. Move from that into a bigger campaign. You don’t need to have a 'go big or go home' mentality to do well with marketing automation."
Social media is a powerful way to boost visibility and build trust. You can:
Don't worry, you don't need to jump onto every platform. Poll current members to see what platforms they already use. You're more likely to find potential members on those platforms.
Here are some helpful articles from the digital marketing experts at Feathr:
Your website is often the first place prospective members go to learn about you. Make sure it’s doing the heavy lifting for you. A cluttered or confusing site can deter interest. But a clear, welcoming experience can convert curious visitors into committed members.
Emphasize your value proposition. This is where you show in black and white exactly what you bring to the table, and the value you bring to your membership base. Not sure how to write a compelling statement? Start with our article, How To Craft Your Association's Value Proposition.
Tip: If non-members can find a way to access your key benefits, you take away the incentive to join. Create a members-only section on your website and control access to your mobile app to protect your assets.
Get more tips in our article, Best Practices for Association Websites.
Your member management system can help you understand why your members left and what you can do to win them back. Our 6-point plan shows you how.
Follow our 6 steps to craft a compelling value proposition that showcases your association's unique benefits that members can’t live without.
Uncover key trends from the Membership Performance Benchmark Report and explore member retention strategies for your association, union, or...