Membership and Marketing - Attracting and Keeping Your Members

By Eileen Arnold posted 12 days ago

Members are the lifeblood of any association. Whether the organization is focused on health care, the arts, business or, in the case of NYSAE, an association for association leaders, we all need happy, fulfilled members to succeed, grow and thrive. As vice-chair of NYSAE’s Membership Committee, I can tell you that there are two primary questions we ask ourselves on a regular basis, questions I’m sure you ask as well:

  • How do we draw members in?
  • Once we get them, how do we keep them?
Multiple generations are in or entering the workforce – Baby Boomers reaching the twilight of their careers; Generation X at the midpoint; Millennials establishing their places and trying to move up in the world; and Generation Z graduating school and deciding what’s next. Each generation has different values, different strengths, different needs. If we’re going to continue to attract new members and grow our associations, we need to find unique ways to market to the diverse needs of each generation.

To keep members, we need to give them something they feel is valuable. We need to engage them in our association activities so they feel a compelling need to participate. There’s a lot of competition in the association business, and if a member doesn’t think they benefit from belonging to one association, they will easily move on to a different one.

NYSAE’s upcoming Membership and Marketing Summit, taking place on Wednesday, Oct. 18 at the Wyndham New Yorker Hotel, offers you the opportunity to hear ideas from non-profit experts on how to answer these two primary membership questions. You’ll walk away from the summit with tools and strategies you can apply to your own association to help you tackle your biggest challenges.

Robert Spangler, NYSAE Board member and Associate Executive Director of the New Jersey State Bar Association, will provide insight into the latest tech trends impacting nonprofit and membership marketing.

Grant Ellis, from Classroom 24-7 and a producer for Animal Planet and Discovery, will provide a comprehensive review of influencer marketing, a hot trend.


Beth Brodovsky, President of Iris Creative Group Inc., will provide her ideas about the critical difference between participation and engagement and how to attract and keep the right people.

Finally, our Keynote speaker, Rick Whelan, the president of Marketing General Incorporated, will provide a 2017 Membership Marketing Benchmark Report.

Whether you are an experienced membership or marketing professional or new to the nonprofit marketing game, The Membership and Marketing Summit is a “must-attend” event. You will walk away with profitable advice for your association. You will also have the opportunity to network with fellow association leaders and gain valuable industry contacts.

For additional information and to register, visit:


We look forward to seeing you there!