What You Will Learn
This Membership Growth Certificate Course explores interconnected strategies and tools to grow association membership, including developing relevant benefit offerings, establishing and enforcing positive member content gates, and evolving membership recruitment and retention campaigns.
1. Member Growth Introduction
Understand the evolution of membership in the association industry. Learn the membership function and how it is commonly allocated in associations.
2. Member Research and Profile Data
Understand the value of quantitative and qualitative research. Explore approaches to maintain member profiles, including third-party data sources.
3. Member Types and Personas
Define your member types and eligibility requirements. Establish board agreements that allow experimentation and evolution.
4. Member Benefits
Document your full suite of member benefits and which member types enjoy access. Clarify accountability for benefit marketing vs. benefit management.
5. Member Analytics and Insights
Understand the important membership metrics and how to build a department that uses data insights to drive change that improves performance.
6. Member Dues and Discounts
Establish dues rates for each member type. Create permanent public and closely-held discounts. Develop periodic special rates to encourage acquisition and renewal.
7. Member Dues Collection
Define a coordinated digital and paper renewal invoice campaign. Methods for winning-back lapsed members.
8. Member Campaigns
Build the five important core membership campaigns and learn the common structure for them.
9. Member Experience and Marketing Systems
Power your membership communications and member experience with modern marketing technologies. Reduce marketing workload and improve performance.
10. Membership Growth Recap
Review key elements from all classes. Understand how to access materials in the future.
Is This Course Right For You?
If your association produces and delivers original content and you are seeking ways to be more efficient, this course is for you. Lessons are designed for association professionals responsible for generating marketing collateral and thought leadership content.
Membership Staff
Membership staff tasked with delivering original content that meets member needs.
Education Staff
Education staff responsible for delivering content-rich webinars and other online learning.
Marketing Staff
Marketing staff that build multi-channel campaigns heavy with original copy and imagery.
About the Instructor
As the CMO for the American Bar Association, he was accountable for over $80 million in revenue and a 100-person marketing team that promoted membership, publication, and education products.
Chris led a marketing transformation that introduced new technologies, new processes, and a culture of experimentation. He continues pursuing these pillars of change in the Association Academy courses.
Enjoy now!
Spots are limited.
On demand soon
- On-demand course - available anytime, anywhere
- CAE credits
- Printable certificate suitable for framing
- Private peer LinkedIn Group