From Membership to Movement: 5 Ways Associations Can Stay Relevant in a Changing World
As a member-based organization, keeping your base engaged and proving relevance within your industry can quickly stretch your communications team to the limit – that is, if you have more than one person dedicated to this outreach. Maximize the work and energy you’re putting into your PR and communications efforts and prioritize five core strategies to impact change.
1. Make Headlines: Turn Media Relations into Member Momentum
Do you have the tools and bandwidth to get your members the coverage they deserve? The only thing constant about newsrooms is their continuous evolution. That means securing media hits for your association and its members looks different every day. A comprehensive earned media strategy is instrumental to ensuring members are celebrated, and experts are leveraged for their knowledge and success.
You likely already focus on pitching timely content to traditional media, establishing your leaders as experts through strategic thought leadership pieces, both on LinkedIn and in op-eds, and by sharing notable efforts and achievements with relevant trade publications. Consider including podcasts, Substacks or working with influencers to share the work of your members and to broaden the reach of your work.
2. Be Social and Stay Relevant: Spark Real Connections Online
Social media has changed how we do almost everything and remains a primary source of information for younger members of our workforce. If you’re not properly engaging with relevant social media channels (and no, that doesn’t necessarily mean you need to get on TikTok), you may be missing out.
Maintaining a consistent cadence of high-quality posts is critical. But are you having conversations online? Interact with your members while demonstrating innovation, creativity and, when relevant, the personality of your association and profession. Comment on and celebrate members’ posts, re-share content when appropriate and connect with relevant journalists covering topics your association could comment on in the future.
3. Talk the Talk: Energize Internal Communications
An association’s daily communications outreach may include sharing trends and data points with media and outreach about key activities, events and news. But does your key audience – your dues-paying members – understand the strategy? Are they seeing breaking news from your leadership on a public platform, along with everyone else, rather than first via internal channels?
Share your comprehensive communications and marketing strategy with your board members, key leadership or the full membership base and prioritize them when sharing new or vital industry or association updates. Involve them in the process in a way that encourages buy-in, support and an ROI that is hopefully reflected in consistent membership renewals.
4. Level Up: Fuel Member Growth with Trainings that Matter
As leaders and innovators in your industry, professional development and internal growth must remain in constant motion. Support the career evolution of members through training that enhances their learning, keeps their skills sharp and ensures they’re at the top of their game. Whether it’s crisis preparedness, AI in the workplace or how to give a compelling PowerPoint presentation, providing the opportunity for your members to learn from experts will be a valuable addition to their membership, whether or not it directly ties to your industry.
5. Reveal Impact with a Digital Audit
Has your profession lost its public luster? Are the faces representing your industry or organization current, or are they from previous generations? Consider conducting a digital and social media audit. An outside expert will review your association’s online persona and provide specific ways to enhance SEO, make your work relevant to the moment or encourage more visibility. Strategies that worked a decade ago may no longer be effective – partnering with a communications pro who understands current trends and best practices will keep your association relevant and forward-thinking.
Whether your communications department is fully staffed or is a team of one, ensuring that strategy aligns with organizational goals and objectives is crucial to maintaining relevance, establishing expertise and ensuring a strong and vibrant membership base.