Your membership isn’t growing as you had expected, and despite trying various strategies, something always seems to go wrong. This challenge isn’t unique; many organizations, even large ones, face similar hurdles. 

Membership growth can be complex, with factors like engagement, value delivery, outreach, and retaining existing members all playing a role.

The good news? There’s a solution. You don’t have to face these challenges alone, and the right approach can help your membership soar higher than ever before. 

Stay tuned as we share actionable insights and proven strategies to achieve your organization’s growth potential.

Key Takeaways 

• Understanding what’s preventing membership growth, such as lack of visibility, complex processes, or outdated operations, is the first step to implementing effective solutions.
• Simplify registration and onboarding processes, address delays, and ensure member interactions are smooth and hassle-free to attract and retain members effectively.
• Promote a sense of belonging by creating networking opportunities, virtual events, and forums where members can connect, share insights, and grow together.
• Regularly update member benefits, track metrics, and adjust strategies to meet evolving member needs and stay competitive in a dynamic environment.
• Platforms like Glue Up can transform your operations with features like digital member applications, advanced search, automated renewals, and AI-powered tools, helping your organization grow and retain members with ease.

Identify the Barriers Holding Back Your Membership Growth

Image

To solve any problem, the first and most essential step is identifying it. Without understanding what’s holding you back, it’s impossible to implement the right solutions. 

The same applies to membership growth. You must pinpoint the barriers preventing you from reaching the right individuals and expanding your base.

Once you identify these obstacles, you can take targeted actions to overcome them and set your membership growth on the right path. The potential barriers can include:

Lack of Visibility

You may be putting in significant effort, but poor marketing campaigns, ineffective SEO, a weak website, or a limited social media presence could be making you hard to find.

Complex Processes

Interested individuals might lose interest if the processes for becoming a member are overly complicated or confusing.

Delays in Membership Processing

Taking too long to process membership requests can frustrate potential members and push them toward alternatives.

Weak Onboarding Experience

New members may feel disconnected if the onboarding process doesn’t welcome them warmly or provide clear guidance on how to engage with your organization.

Skill Gaps in Your Team

A team lacking the necessary skills or efficiency to onboard new members can create bottlenecks in your growth.

Outdated Manual Operations

Relying on outdated, manual methods might slow down operations and decrease the overall experience for potential members.

High Fees with Minimal Benefits

Membership fees that don’t align with the value provided can deter people from joining or renewing.

Unclear Value Proposition

If potential members don’t immediately understand what sets your organization apart or why they should join, it can reduce interest and lower growth opportunities.

Lack of Positive Word-of-Mouth

A lack of positive reviews, testimonials, and referrals may reduce trust and credibility, discouraging others from joining.

Misaligned Member Benefits

Offering perks or benefits that don’t resonate with your target audience can result in low engagement and interest.

How to Tackle Membership Growth Obstacles Effectively

If the issues your organization faces align with the barriers mentioned earlier, here’s how you can address and resolve them effectively:

Enhancing Visibility

• Optimize Marketing Campaigns: Confirm that your marketing team is targeting the right audience with the correct message. Surprisingly, only 42% of marketers know the basic demographic information of their target audience. Avoid falling into this trap by understanding who you’re speaking to. A nurses’ association, for instance, should craft ads and messaging that directly appeal to nurses, emphasizing career growth and community support rather than generic healthcare benefits.
• SEO Improvements: Work with SEO professionals to audit your website. Tools like SEMrush or Google Analytics can identify gaps, such as missing keywords or slow loading times. Address these and focus on terms like "best association for nurses" to attract your ideal audience.
• Social Media Presence: Build a consistent presence on platforms by sharing weekly tips or engaging in real-time conversations. If members ask about membership benefits, proactive and personalized responses can make all the difference.

Simplifying Complex Processes

• Streamline Registration: Simplify the process so that potential members can register in minutes. Research shows that reducing a form from 4 fields to 3 can increase conversion rates by almost 50%, so an easy-to-complete form with just fields for name, email, and payment details can make onboarding effortless.
• Step-by-Step Onboarding: Break the onboarding process into smaller, digestible steps. A welcome email introducing your organization, followed by periodic updates on available benefits, helps new members feel engaged without being overwhelmed.

Reducing Delays in Membership Processing

• Quick Turnaround Times: Respond promptly to queries and applications. A member who applies should hear back within hours, and the entire process should be completed in just a few days to maintain their enthusiasm.
• Efficient Communication: Automated updates keep members informed about their application status, building trust and reducing frustration.

Improving Onboarding Experience

• Warm Welcome: A personalized welcome email from your leadership team can set a positive tone and make new members feel valued right away.
• Clear Communication: Provide clear instructions through a checklist or guide to help new members navigate your offerings, from accessing benefits to attending events.

Addressing Skill Gaps in Your Team

• Team Training: Invest in skill-building programs to help your team engage with members effectively. Regular workshops on customer service can make a big difference in handling inquiries with professionalism and care.
• Equip with Tools and Knowledge: Provide your team with systems like a CRM to help them stay organized and informed, making it easier to deliver consistent support to members.

Automating Outdated Manual Processes

• Leverage Technology: Automate processes like membership renewals to save time and improve the member experience. Glue Up, for instance, allows recurring payments and sends automated reminders so members never miss a renewal deadline.
• Focus on Growth: With manual tasks out of the way, your team can dedicate more time to planning impactful events and strategies.

Addressing High Fees with Minimal Benefits

• Review and Adjust Fees: If your fees seem high, consider offering early renewal discounts or trial memberships at reduced rates to attract new members.
• Add Value: Introduce benefits like exclusive networking opportunities or professional certifications to make membership more appealing and worth the cost. With more than 80% of professionals stating that networking is essential to their career success, offering such opportunities can significantly enhance the value of your membership.

Clarifying Value Proposition

• Be Vocal About Your Purpose: Share success stories or testimonials that highlight how your organization supports members' growth. A strong, clear message about your impact inspires trust and attracts interest.

Building Positive Word-of-Mouth

• Engage Existing Members: Regularly survey members and act on their feedback to improve their experience. This will motivate them to share positive experiences with others.
• Reward Referrals: Create a referral program that offers benefits like discounts or exclusive access to events for members who bring in recruits.

Aligning Member Benefits

• Research and Revise: Use surveys to identify which benefits members value most and adjust accordingly. If virtual events are in high demand, prioritize adding them to your calendar.
• Stay Relevant: Regularly update benefits to reflect the evolving needs of your members, keeping your offerings competitive.

Membership Challenges Resolved: What’s Next for Growth and Retention

Image

You’ve tackled the barriers that were keeping you from attracting new members and retaining existing ones. 

Now, it’s time to evaluate the effectiveness of your strategies. Are your membership growth efforts consistently bringing in new members? Have the issues you resolved been permanently addressed, or are they resurfacing? 

Here are a few steps you can take to maintain continued growth and retention: 

Monitor Performance Regularly

Track metrics like new member sign-ups, renewal rates, and member satisfaction. Tools like CRM dashboards and analytics platforms can provide a clear picture of what’s working and where improvements are needed. 

For instance, if analytics show a significant drop in renewal rates after the first year of membership, it could indicate a need to improve onboarding processes or member engagement during that critical period.

Refine Your Strategies

Based on the data collected, identify areas where your growth strategies can be fine-tuned. For example, if referral rates are lower than expected, consider boosting incentives or promoting your referral program more effectively.

Keep Member Benefits Relevant

Continuously evaluate the perks and services you offer to confirm they align with members' evolving needs. Survey members periodically to understand what they value most and adjust your offerings accordingly.

Strengthen Engagement Through Community Building  

Create opportunities for members to interact with your organization and each other. Virtual events, discussion forums, and exclusive networking sessions can help build a stronger sense of belonging, i.e., you can host a monthly online meetup where members can share insights or network with peers, creating a more connected and engaged community.

Utilize Technology for Long-Term Success

Image

A membership management solution can transform your organization’s operations. Platforms like Glue Up streamline processes, allowing you to allocate resources toward strategic initiatives. Important features include:

• Digital Member Applications: This feature empowers seamless onboarding, simplifies the application process, and creates a positive first impression for prospective members.
• Member Lists & Advanced Search: You can easily access and filter member data for better organization, identify trends, and follow up on specific engagement activities.
• Multiple Membership Types: Cater to the diverse needs of your members and customize membership plans to suit the unique requirements of different member segments.
• Membership Status and Renewals tracking: Get your hands on proactive management and stay ahead of lapses by monitoring statuses and automating reminders for upcoming renewals.
• Opportunities Management and Deal Stages: Enhance member engagement and effectively manage leads and conversion opportunities to turn prospects into lifelong members.
• AI Copilot: A writing assistant to help you craft content that attracts more members and saves your time, creating personalized emails, event descriptions, and marketing campaigns that resonate.

Many organizations are already managing and growing their membership base with Glue Up. Explore how a membership management solution can streamline your processes and support seamless growth by requesting a demo today.

Celebrate Successes and Milestones

Recognize and celebrate member loyalty, achievements, or milestones. This not only promotes goodwill but also motivates other members to remain actively engaged. 

Highlighting a long-term member’s 5-year anniversary with a personalized thank-you message and featuring them in your newsletter can inspire others to stay committed and feel valued.

Stay Proactive Against Emerging Challenges  

Regularly assess your internal processes and external trends to anticipate potential issues before they escalate. A proactive approach promotes long-term stability and growth.

For instance, if you notice declining event attendance, consider surveying members to understand their preferences and adapting your event formats to better align with their expectations.

Bottom Line

Membership growth can feel challenging, but with the right approach, it’s entirely achievable. From identifying barriers and simplifying processes to building community and staying adaptable, all the strategies shared in this blog are designed to help your organization attract and retain members more effectively.

If you implement these steps and commit to continuous improvement, your membership base will not only grow but also stay engaged and loyal over time. Combine these efforts with a robust membership management solution, and you’ll be well-equipped to achieve sustainable growth and long-term success.