Connect to Grow: Three Keys to Retaining Association Members

Much has been said about how to get people to join associations, but not nearly enough has been said about how to keep them. After all, what’s the point of spending all that time and energy recruiting new members if they’re just going to leave a few months or years later?

The simple answer? – Engagement.

Here are some essential ways to connect that can help keep your association members happy and engaged.

1. Invite them to events.

This may seem like a no-brainer, but you’d be surprised how many association members feel left out of the loop when it comes to events – whether virtual or in-person. Make sure you keep them in the loop by inviting them to everything – from general meetings to social gatherings. You must understand that event attendance should be more purposeful than a mere opportunity to socialize. 

For one thing, members can make use of events to be more familiar with the larger professional community, its challenges, and the nuances of work realities. Personally inviting members to events is a way of orienting them to the association’s initiatives and priorities, and letting them know that their involvement is important. Furthermore, it gives them opportunities to meet other like-minded individuals who can help further the cause.

2. Ask them to volunteer on committees.

Another great way to keep your members engaged is to ask them to volunteer on committees. This fosters a personal connection among members to grow more meaningful relationships based on a common area of interest, and it also allows them to participate in decision-making, exchanging ideas, and developing initiatives that they can truly claim real ownership for.

Committee involvement also requires members to do their part on a task, which can serve as a very effective feedback mechanism for board insights and engagement with various interest groups.

3. Give them opportunities to be heard.

Make sure you give your members plenty of opportunities to be heard. This can be in the form of surveys, focus groups, or even one-on-one interviews.

If you want to level up in your approach, encourage them to write for the newsletter. This doesn’t just give them a platform to share their thoughts – it also helps improve the newsletter’s content, making it more relevant and engaging for everyone. Best of all, that byline would surely make them look credible to the community and their employer. 

You can also provide opportunities for members to improve their public speaking skills as a panelist, presenter, or guest speaker whether in face-to-face events or webinars.

The important thing is that you let them know that their voice matters and that you’re always open to hearing what they have to say.

Association membership can become a lot more meaningful if there are opportunities for engagement beyond submitting your membership dues or renewal payment. The key is to be proactive and make the effort to reach out early and often. After all, it’s the association’s goal to keep all of its members active and involved in the community.