Member retention, engagement, and delivering value to existing members are essential aspects of a thriving association. However, a key opportunity for membership growth lies in attracting new members. This involves building a database of non-member individuals and organisations that can benefit from the association’s offerings—what’s known in sales terms as lead generation —and engaging them in meaningful ways that lead to membership.
By embracing innovative outreach strategies and harnessing the power of marketing automation, associations can enhance their efforts to grow a sustainable membership base. In this article, we’ll explore practical examples and strategies for expanding your reach and welcoming new members into your community.
What exactly is lead generation and why is it essential for associations?
Lead generation is like opening the door to new possibilities. It’s about attracting and capturing the interest of potential members who could really benefit from what your association offers. Think of it as the start of a relationship where you’re getting to know people who might just be the perfect fit for your community. This might not be at the top of your mind but lead generation can really make a difference in growing your membership when done right.
Here are some benefits associations gain from having a lead generation strategy:
Lead generation helps you keep that membership growth steady. Instead of just waiting for referrals or hoping people stumble across your association, you’re actively bringing in new prospects who are genuinely interested.
Not all leads are created equal, right? Lead generation lets you focus on finding people who are truly a good match for your association. Imagine being able to attract members who are already excited about what you offer—those are the people who will engage, participate, and stick around.
Let’s talk about budget! Lead generation is the most cost-effective way of membership recruitment. In the next article, we’ll discuss great ways to attract leads without breaking the bank. Plus, with marketing automation, you can streamline the whole process, so you’re spending less time and effort while getting better results.
Lead generation is also a goldmine of information. By tracking what content your leads engage with, which emails they open, and what they’re interested in, you identify potential members and get a better understanding of what your audience really wants. These insights help you fine-tune your marketing strategies, so you’re always improving and getting better results. Plus, it can guide other areas of your work, like planning events or developing new member benefits.
Now that we’ve listed the benefits of having a lead generation plan, where do you even start? It doesn’t have to be complex, so here are three easy steps to help you get started.
Step 1: Generate Leads
The foundation of any membership growth strategy starts with lead generation. The goal here is to attract individuals who may be interested in what your association offers and capture their information so you can nurture them into loyal members.
To do this, you’ll need a compelling lead magnet—something that captures the attention of potential members. This could be an insightful piece of content, an interactive online tool, or even a chance to win a prize at your exhibition stand. Essentially, a lead magnet is anything of value that encourages someone to share their contact details with you.
Once you’ve captured their interest, you need a system for collecting and managing their information. Whether you use a traditional approach, like a bowl at your exhibition booth for business cards, or a modern method, such as a landing page with a contact form, it’s essential to store these leads’ contact details in your database efficiently.
Here are some ideas on how to generate leads popular among associations:
Webinars are a great way to engage your audience and provide valuable information. But why stop there? Offer recordings of your popular webinar as on-demand on your website in exchange for contact information. This way, you keep generating new leads long after the live event is over. It’s like giving your content a second life!
These resources attract individuals who are actively seeking information in your field. Make sure these are easy to find on your website and promote them through your email campaigns, social media, and newsletters.
Expression of Interest (EOI) forms can be powerful tools for lead generation. Often, visitors may find your website when a program isn’t active or they might have just missed your big conference. Whether you’re running an awards or mentoring program, or annual conference, creating an EOI form is an excellent way to generate leads for next year’s program. It’s a straightforward method to capture contact details from visitors interested in your initiatives, ensuring you can keep them informed about future opportunities. By collecting EOIs, you can build a database of engaged individuals who are eager to participate in upcoming events.
People love quizzes! They’re not just fun; they’re also a powerful lead-generation tool. Take, for instance, the quiz we’ve developed that lets associations know how personalised their member engagement efforts are. Once they’re done with the quiz, we offer tailored recommendations based on their answers. It’s been a hit for capturing leads while keeping them engaged. Plus, the data you collect from these quizzes can help you better understand and segment your audience, making your marketing even more effective.
Some people just need a little taste of what they’re curious about before they’re ready to dive in. Offering a basic, free level of membership or a trial is a great way to capture leads. It lets potential members experience the benefits your association offers without the pressure of committing to a paid membership right away. It’s a win-win!
Step 2: Promote your lead magnet
Now that you’ve identified your lead magnets, it’s time to make sure people actually see it! You’d be surprised how often associations miss out on easy wins when it comes to promotion.
For example, some associations overlook something as simple as placing a newsletter subscription form in a visible spot on their website. Make sure your “Subscribe to our newsletter” button is front and center on your homepage, as well as in other key areas like your blog or resources page. It’s one of the easiest ways to keep the conversation going with potential members.
Get even more targeted by adding specific sign-up forms on relevant pages of your site. For example, if you’ve got an event page, include a form where visitors can subscribe to updates about upcoming events. This way, you’re not just collecting emails—you’re making sure your communications are spot-on with what your leads are actually interested in.
And of course, you’ve got to get the word out far and wide. Share your lead magnets on all your digital channels—post them on social media, promote with digital advertising or include QR codes during your events. The more places your lead magnets show up, the more leads you’re going to pull in. It’s all about making sure that the great content you’ve created gets the attention it deserves!
Step 3: Nurture your leads through Marketing Automation
Imagine your lead generation strategy worked and now you have a hundred new leads. What are you going to do next? Of course, you need to introduce yourself and build relationships with these leads, in sales terms, to nurture them! Think of this as building a relationship, one that will hopefully lead to membership. It’s not just about collecting names and emails; it’s about guiding them towards becoming active, engaged members of your association.
Not all leads are equal. For example, a school student might download your report for an assignment, while others are genuinely interested and eager to join your association. Qualifying your leads means identifying those who show the most interest and focusing your efforts on them. Not every lead is ready to become a member immediately, so it’s crucial to prioritise those who are most engaged and likely to convert with just a little follow-up, such as a friendly phone call.
Lead scoring is like giving each of your prospects a score that tells you how valuable they might be to your association. Most marketing automation platforms allow you to assign numeric values to different actions your leads take.
Also read: Implementing Marketing Automation for Associations – Where to Begin
For example, someone who spends time browsing key pages on your website, downloads a resource, or interacts with your social media posts might earn points for those actions. The more engaged they are, the higher their score. Leads with higher scores might be ready for direct follow-up from your membership team—these are your hot leads. On the other hand, leads with lower scores might need a bit more nurturing before they’re ready to make a commitment.
One of the best ways to nurture your leads is through an automated email sequence. Start off with a warm welcome email that thanks them for their interest and delivers the lead magnet they requested. This is your chance to make a great first impression! Next, send a series of emails that gradually introduce your association and ask more questions about the lead to learn more about them.
For example, you can ask to update their subscription preferences. You might want to share success stories, highlight the value your association offers, and give them a peek into the community they could be a part of. Another thing is to incorporate a personalised touch to your emails based on their persona. Think of it like telling a story—each email is a new chapter that pulls them in a little deeper.
Also read: Case Study on IAP2 Australasia Member Renewal and Engagement Email Campaign
Onboarding and Beyond
Once someone decides to join your association, your job is far from done. The onboarding process, a part of your overall digital touchpoints, is important because it sets the tone for their entire experience with you. A well-thought-out onboarding sequence will help new members feel welcomed, informed, and excited about what’s to come.
And don’t forget to keep engaging with your members over time. Regular communication, meaningful interactions, and a seamless member experience (MX) will help them see the ongoing value of their membership and keep them connected to your association. After all, the goal isn’t just to get new members—it’s to keep them for the long haul.
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.
