Long gone are the days of being able to reach your members strictly through what feels like a network of directionally challenged carrier pigeons. Today, associations have virtually unlimited methods of targeted communication vehicles at their disposal. And, according to Naylor’s 2025 Benchmarking Report, associations engage with members an average of more than 30 times per month across […]
When it comes to member retention, creativity and consistency are often the difference between a reminder email and a true movement. The International Interior Design Association (IIDA) proved this with its award-winning “I Am IIDA” campaign, which not only celebrated the organization’s 30th anniversary but also energized members across every segment of its community. The […]
The ability to communicate effectively is crucial to making sure the members of your association understand all that you offer. In the latest episode of Association Adviser TV, we spoke with Carl Good, vice president of membership, marketing and business development at the National Roofing Contractors Association (NRCA).
Associations spend a great deal of time building programs, events, communications, resources, and member communities. That work matters. But members often judge the experience through a simpler question: Does the association seem to understand what they need? That is why feedback matters to retention. Not because it is a best practice to check off, but […]
Membership is the foundation of every successful association. To thrive, associations must focus on attracting new members while keeping existing ones engaged and invested. This requires a thoughtful approach that combines delivering clear value, leveraging technology, and building meaningful connections. Here’s how associations can take actionable steps to strengthen their membership strategy. Understand Your Members’ […]
Membership retention is the cornerstone of any successful organization, whether it’s a gym, a professional association, or a subscription-based service. Building a loyal base of members not only ensures a steady revenue stream but also fosters a sense of community and belonging. However, retaining members requires more than just signing them up; it demands ongoing […]
Are associations staying relevant in these challenging times? Last month’s Association Adviser reader poll indicated yes, as nearly half (42.2 percent) of respondents told us that they’ve been surprised by their ability to grow, or at least maintain, their membership bases through the economic downturn.
By Association Adviser staff
From the day I started working closely with trade associations—approximately a month after the first iPhone was unveiled—I’ve heard the cry of the canary in the coalmine: Association membership is declining. Regardless of industry or location, association executives have been sounding alarms to indicate a frightening number of current and potential members were opting out. […]
Associations invest a tremendous amount of energy into delivering value. They advocate for their industries, connect professionals, build communities of practice, and equip members to succeed. Yet many still hear a familiar and frustrating comment from members: “I know the association is helpful, but I’m not sure how to explain it to someone else.” That […]
Membership growth depends on momentum. Associations thrive when they find effective ways to connect with members, communicate value clearly, and turn engagement into long-term loyalty. The 2025 Association Benchmarking Report shows that many organizations are making progress, with engagement steadily rising. However, it also highlights the ongoing challenges that continue to shape the association landscape: cutting through noise, clearly demonstrating value, and identifying sustainable sources of revenue. During […]
I had the pleasure of speaking at the 2025 ASAE Annual Meeting about a challenge nearly every association faces: how to introduce new member benefits in a way that truly drives value. I’ve seen many well-intentioned rollouts fall short, not because the ideas were bad, but because they weren’t grounded in member needs, lacked early […]
The goal of member communications isn’t just outreach—it’s to build trust, deliver insights, and strengthen member engagement over time. According to the latest Association Benchmarking Report, associations engage with their members an average of 28 times per month across print, digital, social media, and video platforms. That’s 28 opportunities to inform, educate, and connect. But […]
Associations thrive on connection, engagement, and value, yet many struggle to communicate their impact effectively. If members don’t clearly see the value, retention drops, engagement stalls, and revenue opportunities go untapped. A Gap Analysis identifies where messaging falls short and provides a roadmap to strengthen member engagement, retention, and non-dues revenue (NDR). By addressing these gaps, […]
For many associations, a career center is viewed simply as a job board. In reality, it can be one of your most powerful tools for member engagement, employer relationships, and sustainable non-dues revenue growth. Our new cheat sheet, “Beyond Member Engagement: Drive Revenue Through Your Career Center,” highlights proven strategies to transform your job board […]
Associations today are serving a membership base that spans multiple generations—each with its own communication styles, career priorities, and event preferences. While this diversity presents challenges, it also creates opportunities for associations to build stronger, more dynamic communities. To truly engage members of all ages, associations must be intentional about their communications, events, and career […]