By Nick Koerbin
Do you need to grow your membership –it may have declined for some time.
You need to have a membership drive.
So, where do we start?
First, these membership drives should always be part of a strategic direction from the Board delegated to the CEO and staff. I have
witnessed many a membership drive that ends up as a failure because the project is not aligned with the strategic goals and objectives of
the organisation.
Here are my six tips to consider before you commit any resources to your next membership growth project:
😎 Ensure your Association's strategic plan has a defined goal or objective for membership growth. Make the strategies supporting member
growth clear and well communicated to the rest of the organisation and what resources are available and allocated in the budget.
😎 Included membership as part of your Board meeting agenda; ensure enough time to receive regular reports on recruiting new members and
what initiatives are working. Reports should detail the performance of the membership growth program based on key performance indicators,
trends and challenges.
😎 Create a dedicated Board Committee member with overall responsibility for membership growth. Make sure there is a Board Job description
for the membership portfolio with the tasks and responsibilities for this role.
😎 Bring together a membership committee, a great idea is to get volunteers recruited from the membership base keen to be involved in the
Association's activities. This could be part of your succession planning
😎 Ensure the Board member responsible for members clearly understands their membership portfolio and how they can mentor and guide the
membership committee to achieve their goals.
😎 Make sure to celebrate when the membership targets have been achieved. Ensure the organisation celebrates the success and recognises
everyone involved, including the Board Director and all staff involved in this project.
For over seven years during the 1990s, I was involved with the Total Quality Management Institute, formed by leaders of some of Australia's major corporations.
There are many challenges that associations face when generating membership growth, particularly when competing with organisations providing services similar to your potential membership base. Here are some tips worth considering that have worked for our clients.
Most Associations and NFP organisations rely on their members to govern their organisation. Many appointed to the Board have limited knowledge or training, so high-performing associations ensure their new Board members are fully inducted before attending their first Board meeting.
