Creating winning association membership materials is essential to recruit new members and keep existing ones engaged. However, it’s very rare, if ever, that a prospect says, “Hey, send me your membership information,” and then they sign up on the spot. Even so, collateral information can be an essential part of the customer journey. Physical or digital materials can promote and support a membership program with the intention of increasing sales and brand awareness among target customers and clients. These materials can be distributed across channels to reach the customer at different key moments in the sales funnel and beyond. Our team recently discussed the criteria to create the most successful collateral:
Define your target audience and ensure the materials are customized
The first step in creating winning membership materials is to define your target audience. Who are the people you want to attract to your membership program? What are their needs, interests, and motivations? By understanding your target audience, you can tailor your materials to their specific needs and goals. Use the 80/20 rule- which states about 80% of the information can be boilerplate, but tailor 20%- based on the company demographics- to what each audience is interested in.
For example, if you are targeting young professionals, you may want to create digital collateral materials that are visually appealing and easy to read on mobile devices. If you are targeting seniors, you may want to create printed collateral materials with larger fonts and simpler designs.
Communicate the value proposition
Your collateral materials should communicate the value proposition of your membership program. What are the benefits of joining your program? What sets your program apart from other similar programs?
For example, you may want to highlight the exclusive discounts, access to special events, and networking opportunities that come with the membership. You may also want to emphasize the community and support that members receive.
Use compelling visuals and develop comprehensive materials
Visuals can make a big difference in the effectiveness of your member materials. Use high-quality images and graphics that are relevant to your target audience and convey the key messages of your membership program. While many prospects are interested in some of the more visible parts of association membership, many are pleasantly surprised to learn about aspects of the association they are unfamiliar with. Create a comprehensive piece featuring options for customization, and make sure the visuals are consistent with your branding and messaging.
For example, you may want to use images of people enjoying the benefits of membership, such as networking events or educational workshops. You may also want to use icons or infographics to highlight the key features and benefits of your program.
Provide social proof
Social proof is a powerful tool for attracting new members. Use testimonials and success stories from existing members to demonstrate the value of your membership program. Make sure the social proof is authentic and relevant to your target audience.
For example, you may want to include quotes from members who have benefited from the networking opportunities or professional development resources provided by the program. You could also showcase the success stories of members who have achieved their goals through the program.
Make it easy to join
Finally, make it easy for people to join your membership program. Provide clear instructions on how to sign up and include a call-to-action in your materials. Make sure the process is simple and user-friendly. You don’t have to spend a lot of money printing out that information. A digital approach can allow for easier customization.
For example, you may want to provide a link to an online registration form or include a phone number or email address for inquiries. You may also want to offer a special promotion or incentive for new members who join within a certain timeframe.
Creating winning membership materials is a crucial part of successful member engagement. By following the tips and strategies outlined in this blog, you can create engaging and effective materials that will assist with membership recruitment and retention. Remember to focus on your target audience, highlight the benefits of membership, and use high-quality design and a user-friendly process for joining. With these strategies in hand, you’ll be well on your way to creating winning collateral materials that will help your membership program thrive. So go forth, create with confidence, and watch your membership grow!
(Original Author: JP Moery)
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