Unlike traditional marketing, which is all about the quick sale, membership marketing is a whole different ball game. It’s about building communities, fostering relationships, and driving ongoing engagement. And, let’s be real – it’s hard!
Association marketers juggle an endless list of things to promote: the association’s brand, member value proposition and benefits, events and training sessions, awards programs, mentoring, community initiatives, publications, advocacy… the list goes on! Our ‘product’ isn’t just one thing; it’s a whole world of interrelated offerings, constant upselling and cross selling.
Multiply this by tiny teams, limited budgets, and the realities of working in not-for-profit, and you start to see the challenge.
Introducing The Membership Marketing Circle
After working with a number of professional associations and industry bodies for more than a decade, at MemberBoat we’ve built a marketing framework for success to help associations reach their goals.
We know the formula works because we’ve been using it since 2016—and fine-tuning it along the way—to help membership organisations of all shapes and sizes transform, improve, and achieve the success they seek.
We call it the Membership Marketing Circle.
The Membership Marketing Circle features five key stages to provide a simple breakdown of marketing activities, real people and real outcomes that will help your association overcome these barriers on the journey to success.
If you plan your marketing activities around these key areas, your association will have the best chance of creating a strong community and reaching your long-term membership goals.
Step 1: Know Your Members Like the Back of Your Hand | Understand
Before you can grow your membership, you need to know who your members are, what they care about, and what’s making them stay (or leave). It’s all about understanding your community on a deeper level, beyond just the basic demographics.
Why it matters: If you don’t know what’s driving your members, you’re essentially throwing spaghetti at the wall to see what sticks. Some members may be passionate about professional development opportunities, while others might value networking or industry advocacy. Get a handle on what matters to them by gathering feedback through surveys, focus groups, or even casual conversations at events.
Pro Tip: Once you’ve got the feedback, segment your members. Group them based on common needs or interests so you can tailor your marketing and engagement strategies more effectively.
Step 2: Build and Communicate Real Value | Nurture
A strong member value proposition (MVP) is the heart of any successful association. This is where you really focus on why members should join and stay with you. Are you offering professional development, exclusive resources, networking opportunities, or advocacy for your industry? Make sure this value is clearly communicated at every touchpoint.
Why it matters: If your members don’t understand what they’re getting, they’re likely to overlook your offerings or forget to renew when the time comes. And let’s be honest, no one wants a “set it and forget it” membership.
Pro Tip: Don’t overwhelm members by listing every benefit upfront. Highlight key perks and then strategically introduce additional benefits throughout the year to keep things fresh and engaging.
Step 3: Grow Your Audience Through Smart Lead Generation | Grow
It’s inevitable—associations will lose members over time, whether due to career changes, budget cuts, or simply aging out of the industry. To offset this natural attrition, you need a solid plan for growing your membership base. This starts with smart lead generation.
Why it matters: You need to keep your membership funnel full to grow. Focus on generating new leads by offering valuable, free content like industry reports, webinars, or resources that appeal to your target audience.
Pro Tip: Don’t forget about partnerships! Collaborating with industry leaders or influencers can be a great way to extend your reach and bring new people into your association’s ecosystem.
Step 4: Keep Optimising—There’s Always Room to Improve | Optimise
Once your processes are in place, don’t fall into the trap of thinking the job is done. Continually optimise how you engage with members, grow your audience, and use your digital tools. Are your members engaging with your emails? Is your website user-friendly? Are your social media platforms driving traffic and generating leads? Keep reviewing and improving.
Why it matters: Associations need to evolve over time. By staying on top of member preferences and industry trends, you’ll ensure your association remains relevant and valuable.
Pro Tip: Conduct a “digital clean up” at least once a year to make sure your online presence—website, email campaigns, social profiles—is running smoothly and delivering value. You can join Membership Marketing School’s Digital Clean Up Challenge to guide you on how to clear the digital clutter for a member-friendly online presence!
Step 5: Thrive by Building a Diverse and Inclusive Community | Thrive
One of the most important steps for any association to truly thrive is to build a community that reflects diversity and inclusivity. This isn’t just about checking a box—it’s about creating a space where all your members feel represented, valued, and heard.
Why it matters: When your members see themselves represented—whether in leadership or community outreach—they are more likely to feel connected and engaged. A diverse community brings in a variety of perspectives, experiences, and ideas, making your association stronger, more innovative, and better equipped to solve industry challenges.
Pro Tip: Start by assessing your current membership. Are there any underrepresented groups in your association? Think beyond demographics like age or gender—consider different industries, job roles, geographic locations, and more. Create a plan to engage these groups through targeted events, personalised communications, or even specific membership tiers designed to address their unique needs. Listen to Association Hub Podcast episodes on Diversity, Inclusion, and Equity (DEI) to discover how to implement inclusive practices that will drive growth and foster a more welcoming environment for everyone.
Transform your Approach to Membership Marketing
If you’re looking to sharpen your association’s marketing strategy and tackle your goals with confidence, the Membership Marketing School is here to help. Our courses align with every key area of the Membership Marketing Circle, created specifically for association professionals, offering actionable steps, ready-to-use templates, and expert guidance to help you build effective marketing plans and strategies that drive membership growth, enhance recruitment efforts, and boost member engagement.
Membership Marketing School is here to make digital marketing accessible, affordable, and easy, empowering associations of any size to thrive and stay ahead with strategies that work. Explore our courses today >>
MemberBoat is a digital marketing agency dedicated to helping professional associations, industry bodies and other membership organisations embrace emerging digital marketing tools, create a more commercial mindset and simplify their journey to digital transformation.
