Membership organizations face the critical challenge of retaining existing members while attracting new ones. Achieving sustainable growth requires strategic marketing initiatives that resonate with both current and prospective members. Understanding and implementing effective marketing strategies specifically focusing on membership growth is essential for associations to expand reach and enhance member engagement.
This Talk explores the successful marketing campaign executed by the Society of Trust and Estate Practitioners (STEP), which addressed a stagnant membership base and achieved a remarkable 14% growth in new members. Kelly Farrell, Head of Marketing at STEP shares the association's learnings and the key actions for this recruitment campaign. She highlights both the effective strategies and the action that not deliver to offer valuable insights into effective marketing strategies tailored to drive membership growth and engagement.
Key topics to be covered:
- The importance of research in marketing campaign development
- Aligning your marketing campaign strategy with your key member offerings
- Leveraging member advocates to bring the member offer to life
- Evaluating and redesigning the membership "join journey"
- Practical tactics for to maximise the campaign's impact
- Importance of continously measuring success and adapting the campaign
