Five Simple Ways to Grow Your Association Membership Through Events

Whether due to economic trends, shifting preferences, or other factors, many associations are finding it challenging to increase their membership numbers. That’s why it’s even more important to turn to trusted strategies. Events remain the most effective way to find new members. 

Events appeal to all audiences of people who are looking to grow their networks and increase their job skills. By refining your event strategy and exploring new forms of engagement, you can boost membership. Here are some simple ways to leverage events for growth.

1. Implement a Referral Strategy. One of the best ways to attract new association members is to offer discounts to members who bring friends or co-workers. Group discounts and buddy passes are popular. Some associations also offer VIP experiences, exclusive swag, or designated charitable donations to those who bring additional attendees to your event.
2. Gamify Word-of-Mouth. Keep the incentives for referrals going before, during, and after the event with ongoing gamification. Award points or prizes to those who mention the event on social media or within their networks. These posts create a sense of FOMO, which can be enticing to potential new association members. You can also create a leaderboard to recognize people who bring in the most referrals.

3. Broaden Reach Through Different Types of Events. According to the 2024 Association Economic Outlook Report, most associations are exclusively planning in-person events. Though webinars and other virtual events are not as popular as they were a few years ago, they can still help new members learn about your cause. Webinars are ideal for recruitment because they are a much smaller commitment for potential members. Localized chapter meetings can serve a similar purpose. Targeting different geographies creates opportunities for those who might not have been able to attend an event otherwise.  

4. Offer Event Content On Demand. Events are the ideal platform for industry thought leadership, as they provide a dedicated opportunity for experts to share their knowledge with others. By also sharing event sessions on demand after the event, you can attract even more potential members who are seeking resources and information related to your industry or field. In addition, charging for access to select pieces of on-demand content can generate more revenue. 

5. Analyze Members’ Event Engagement to Identify Opportunities. With modern event technology, you can capture valuable engagement data from potential members. Events offer a wealth of attendee data that can be shared with marketing and sales to help with their efforts. Metrics such as session views, meetings held, and responses to surveys can help you identify selling points for potential members. This data is also helpful for planning future event content for alumni and new members, and making each subsequent event even more effective.  

Whether your events are virtual, in person, or both, RainFocus has everything you need to plan your events, gamify member experiences, manage content and sponsorships, analyze member engagement, and ultimately grow your membership numbers. Request a demo to learn how RainFocus can support your association’s growth goals.