Associations Next: Remember Your Members
In this episode, we are joined by Ewald Account Executive Veronica Crosier, Ewald Membership Strategy Manager Whitney Murray, and Portable Sanitation Association International (PSAI) board member Wendy Cross. In this discussion, you will hear about gaining and retaining members of your association.
- Place value on networking. Wendy described how challenging it was to network during the pandemic, but PSAI found ways for members to continue connecting in a new space. Veronica shared that she saw a member save thousands of dollars on a part for a truck after talking with other members. Giving examples like this can show your members the value of community within those associations.
- Cater to the generations. Associations need to stay up to date on trends and needs of current members, as well as the younger generations that will one day lead the industry. Meeting younger professionals where they are will ensure that you meet their needs and thus keep your association strong. Wendy encourages associations to let members know all the avenues they can use to gain value from belonging.
- Engagement, engagement, engagement. Whitney explained that a great deal of effort is focused on membership renewal — but engaging regularly will reaffirm the value of the association. That way members will be more likely to renew.
- Value members’ and former members’ input. Put out regular surveys to get information on what value they are getting from the organization and if they have lapsed, ask why. Veronica explained that some members simply forgot to renew but another did not have the budget and the organization was able to accommodate. Your organization is a community, and it’s important to listen to what your members need.
- Retention begins on day 1. Have a plan to communicate with new members throughout the year to keep them informed and help them make use of benefits.