1. Leverage Paid Advertising.
The landscape for engaging with and recruiting members is evolving rapidly. According to the 2024 Membership Marketing Benchmark Report, 49% of individual membership organizations use paid digital advertising, with 21% considering it highly effective for recruitment.
According to that same report, associations commonly pay to advertise on Facebook, LinkedIn, and search engines. Search engine ads have advanced targeting capabilities, making them particularly powerful for reaching your target audience. Plus, eligible organizations can receive free search engine advertising credits through the Google Ad Grant program, making it an incredibly powerful membership marketing idea. You can promote plenty of great opportunities like your programs and events, too.
501(c)(3) organizations awarded with the $10,000 monthly grant can promote their web content on search engine results pages for mission-related keywords. With a thoughtful strategy, you can reach your audience without incurring significant advertising costs. Here’s how to maximize this opportunity:
- Leverage targeting features. Create ad groups for different member personas (e.g., students, professionals, retirees) and tailor your ads to each segment. Within your campaigns, use demographic targeting to reach specific age groups or income levels and geotargeting to promote in-person events and regional activities.
- Craft compelling ads. Choose keywords aligned with your association’s mission and its activities to attract users searching for related topics. Then, write ad copy highlighting membership benefits, like exclusive resources and networking opportunities.
- Put thought into your landing pages. Direct your ads to high-value content like your membership information page or upcoming events to capture interest and demonstrate the value of a membership with your association. Design these pages to include clear calls-to-action, engaging visuals, and easy-to-use forms.
To qualify for the Ad Grant, your association needs to meet certain requirements. For instance, your organization must hold valid nonprofit status and have a high-quality, secure website. However, many eligible associations shy away from paid advertising due to insufficient knowledge or staff bandwidth to actively manage ads. If that applies to your organization, consider turning to a Google Ads expert for help.
2. Optimize Your Association’s Website.
Your association’s website is its most important digital marketing asset. A strong website prioritizes the user experience and protects user information, ensuring that visitors can easily and securely access it. Plus, an optimized website will improve search engine visibility, increasing organic traffic.
Here are a few ways to enhance your website:
- Feature streamlined forms. Ensure that forms for member registration, event registration, and donations are simple, intuitive, secure, and quick to complete.
- Improve site speed. A slow-loading website frustrates users and increases your bounce rate. Use tools like Google PageSpeed Insights to identify issues and find solutions like compressing images, minimizing unnecessary plugins, and leveraging browser caching.
- Optimize for mobile devices. Ensure your website is mobile-friendly to accommodate smartphone and tablet users. Responsive design provides a seamless experience across devices.
- Prioritize accessible design. Accommodate all site visitors, including those with disabilities, by following the WCAG (Web Content Accessibility Guidelines). For example, use alt text for images, closed captions for videos, readable fonts, and sufficient color contrast between text and backgrounds.
- Use clear CTAs. Straightforward CTAs guide visitors toward taking desired actions, such as joining your association, registering for events, donating, or accessing resources.
Your online marketing strategy will drive traffic to your website, so make sure it’s prepared to convert interest into action.
3. Market Your Association on Social Media.
Build a thoughtful social media strategy and grow your following by experimenting with these strategies:
- Choose platforms wisely. Instead of creating accounts on every platform, focus on the ones where your target audience is active. Then, consider how you’ll use those platforms’ unique tools to engage your audience. For instance, Getting Attention’s guide to Facebook for nonprofits suggests establishing your organization’s legitimacy by creating an official Facebook page, experimenting with ads, and featuring engaging visuals in your posts.
- Engage with followers. Interact with followers by responding to comments, liking posts about your association, and sharing involvement opportunities. Encourage direct messages to engage with some members one-on-one.
- Post regularly. Maintain a consistent posting schedule to keep your audience engaged. Share a diverse range of content, such as member testimonials, industry news, upcoming events, and interactive elements like polls and Q&A sessions to keep your audience informed.
Beyond marketing, take advantage of other tools available on different platforms. For instance, Facebook provides registered nonprofits with donate buttons, peer-to-peer fundraisers, fundraiser challenges, and more, making it easy for associations to fundraise. You can also leverage Pages and Groups to strengthen your community by encouraging members to interact with one another.
4. Offer Valuable Online Content.
Providing compelling online content is a powerful member acquisition and retention strategy. According to marketing statistics, 92% of nonprofit marketers use some form of content marketing to connect with their audience.
To join the trend, consider these content marketing strategies:
- Member-Only Resources: Offer your members exclusive access to valuable content such as e-books, detailed reports, and webinars. These exclusive resources make your memberships more valuable and incentivize sign-ups by offering content that non-members can’t access.
- Online Communities: Create forums or social media groups where members can network, share ideas, and engage in discussions. These online communities foster a sense of belonging and facilitate peer-to-peer learning and support.
- Regular Updates: Keep your content fresh by regularly updating it. Consistently adding new materials like the latest industry reports, upcoming event details, or updated e-books ensures that members continue to value their memberships and remain engaged with your association.
To maximize engagement, incorporate graphics and videos into content you share online. According to the same marketing research resource from earlier, posts with images have a 650% higher engagement rate, while viewers retain 95% of a message when they watch it in a video format.
Not only will strong content strengthen member engagement, but it also positions your association as a trustworthy resource in its industry.
5. Get Creative With Member Appreciation.
Expressing appreciation to members fosters loyalty and strengthens your association’s relationship with them. One unique and cost-efficient way to show your gratitude is through eCards. Also known as digital greeting cards, eCards add a personalized touch to the member experience. They can be sent instantly or even scheduled, ensuring that no important dates or milestones are missed.
eCardWidget’s member appreciation ideas list explains that eCards are ideal for a variety of occasions, including:
- Welcoming new members
- Thanking event, conference, and webinar attendees
- Congratulating individual members for their achievements
- Celebrating member milestones, such as five years with your association
- Saying thanks for a member’s donation
- Sending holiday or birthday greetings
You can customize each eCard with the recipient’s name and a custom message based on the occasion. These gestures not only acknowledge member contributions but also reinforce their importance within your association’s community, promoting long-term loyalty.
Final Thoughts
With countless organizations vying for attention, an innovative digital strategy is key to attracting and keeping members engaged. Get creative with your strategy by advertising content on Google or expressing gratitude to members through virtual greeting cards. Stay updated with the latest digital trends and continuously adapt your approach based on which strategies drive member acquisition and engagement.
