1. Identify Membership Trends
Start by reviewing your data in the Division Leadership Portal. Compare new member counts year-over-year and examine renewal rates. Here are a few things to consider:
- Are the number of new members enough to offset natural attrition?
- Look at membership numbers by membership type. Where are the gains and losses?
- Do you see any changes in the last 3-5 years?
2. Keep Planning Simple and Actionable
Once you’ve identified your target audience, develop a straightforward plan. Avoid getting stuck in endless planning cycles — try a few new approaches and assess their impact at year’s end. Small, strategic changes can lead to meaningful results.
3. Diversify Your Outreach Channels
Reach potential members through multiple platforms: email, phone, social media, mailings, and even paid digital ads. A multi-channel approach increases visibility and engagement.
4. Speak to Member Needs
Put yourself in the shoes of a potential member. Ask, “What’s in it for me?” and make your messaging specific.
- Instead of: “Members have access to webinars”
- Try: “Enjoy on-demand access to high-quality webinars designed to energize your practice.”
5. Include a Clear Call to Action
Make it easy for potential members to take the next step. Whether it’s joining or renewing, provide direct links and clear instructions.
6. Membership Requires Active Promotion
Membership doesn’t sell itself. Regular reminders and incentives can drive action. Repetition matters — the more touchpoints, the better the results.
7. Make Membership a Shared Responsibility
Membership growth isn’t just one person’s job. Encourage current members to invite colleagues to join. Include recruitment messages in newsletters, webinars, and events. Consider partnerships with universities or professional networks to expand your reach.
