Whether you're struggling to attract new members or the "big fish" are slipping through your fingers, there are always new strategies you can adopt to grow your membership. While it may sometimes feel like your association has reached saturation point with as many members as you’re going to get, or you fear upsetting the delicate balance of decision-making, it’s essential to remember that membership growth is critical for a number of reasons.

Expanding your membership base is not just about increasing revenue—it’s about boosting your association's credibility and authority in your sector. Growth allows you to innovate, do more for your members, and ensure your organisation remains at the cutting edge of representing your industry. Gaining new members often leads to increased buy-in and critical mass, which in turn can open up new funding opportunities to push boundaries and achieve greater success.

Do You Market Your Organisation Effectively?

One key question to ask is whether you're proactively marketing your association to prospective members. In many cases, associations assume that because they are well-known within their field, they don't need to market themselves. But if potential members are aware of who you are, they still need to be convinced of the value of joining your organisation.

So, what might be holding back your growth or slowing the pace of scaling up your membership?

Perceived Value for Money

Are your membership fees set at an appropriate level? It’s essential to benchmark your fees against similar organisations in your sector to ensure you're providing competitive value. Members want to feel that they are getting a good return on their investment. Clearly communicate the benefits, services, and opportunities that membership offers so prospective members can see the tangible value they’ll receive.

Reputation and Credibility

Does your organisation have a strong brand and communications strategy? If not, it could be affecting your growth. A professional and authoritative image is vital for attracting new members, especially in a competitive environment. A robust digital presence, backed by clear messaging about your mission and impact, can help establish credibility and trust.

Member Impact Perception

Do your members feel like they have a voice in your association? If members believe they won’t have their say or that their membership doesn’t deliver sufficient value, they may hesitate to renew—or join in the first place. Foster an inclusive, transparent culture where members feel valued and empowered to make a difference.

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If these challenges resonate with you, here are some strategies to accelerate your membership growth:

Lean into Outbound Marketing

Take a leaf from sales-driven, profit-making businesses. Invest in outbound marketing strategies and develop a proactive sales pipeline. These methods can help you engage with prospects who might not be aware of the full scope of your association or the unique benefits you offer.

Nurture Individual Relationships

Are there a few big potential members who are considering going it alone? Rather than letting them drift away, invest time in building personalised relationships. Show them how your association can provide the support, connections, and resources they need to succeed.

Offer Associate Memberships

Consider introducing an associate membership tier. This can attract individuals or businesses aligned with your mission but who may not need or want full membership privileges. Associate members may have reduced access, rights, or visibility, but they can still bring in revenue and lend credibility to your association through their affiliation.

Most importantly: Don’t Be Afraid to Pitch!

Sometimes, all it takes to secure new members is a direct pitch. Reach out to prospective members and clearly communicate the benefits of joining. Don’t shy away from selling your services—let potential members know how you can make a difference for them.

Growing your membership requires ongoing effort and the willingness to try new approaches. Whether through improving your value proposition, boosting your reputation, or embracing new marketing strategies, you can overcome the barriers holding back your association's growth.