Membership turnover is inevitable, especially as Boomers retire. You can never stop recruiting, which means you’re constantly trying to attract membership prospects and nurture them along your recruitment pipeline.
But today’s members don’t always join for the same reasons Boomers did back in the day. While their logical mind compels them to seek and verify value, their emotional mind just wants a place to belong.
Membership prospects can find information and education from many sources elsewhere. They know your association lobbies for them whether they’re a member or not. They’re looking for something different: value and experiences they can’t easily find elsewhere. Your membership recruitment efforts must convince them they’ll find what they’re looking for—and maybe even what they didn’t expect—at your association.
Keep this marketing principle in mind when developing member recruitment strategies: to persuade a potential member to join, you must appeal to both their emotional and logical minds.
Learn how Impexium can help you and your colleagues eliminate guesswork about prospects and help you deliver personalized experiences that drive membership conversions.