From Uncertainty to Growth: Why Associations Must Keep Marketing

By Jana Darling - MGI President

Market disruptions, economic shifts, and policy changes can create uncertainty, but one thing remains clear: Associations must continue marketing to engage, recruit, and retain members. Consistently reaching your audience across all phases of the membership lifecycle–awareness, recruitment, engagement, renewal, and reinstatement–ensures long-term stability and growth.

I previously discussed the vital role associations can play in navigating uncertainty. And now I’d like to focus on a few key strategies to ensure your marketing remains effective, relevant, and impactful during this time.

1. Awareness Building: Be a Trusted Industry Leader

Your association’s ability to educate, inform, and provide value directly impacts its credibility and visibility. Position your organization as the go-to resource by ensuring members and prospects can easily find timely, trusted information when they need it most.

Leverage digital advertising to reach new audiences–use search and display ads to highlight timely industry topics and solutions.
Use retargeting campaigns to stay in front of potential members who visit your website but don’t convert immediately.
Offer high-value content such as white papers, reports, and toolkits that directly address the challenges your audience faces.
Strengthen SEO efforts by optimizing content around industry-specific keywords and frequently asked questions.

Pro Tip: Agility is key! Your messaging must reflect the current reality of your industry. Stay informed about emerging trends and update campaigns accordingly.

2. Evaluating, Modifying & Relaunching Marketing Campaigns

Marketing strategies that worked six months ago may no longer be relevant. Now is the time to reassess and adjust.

Audit all active marketing campaigns for relevance, sensitivity, and effectiveness.
Adapt messaging to focus on support, gratitude, and solutions instead of purely promotional tones.
A/B test variations to identify what resonates most with your audience.

Messaging Adjustments to Consider:

“We’re here for you” → Reinforce your association’s role as a support system.
Advocacy and resource updates → Keep members informed on policies, industry trends, and opportunities.
Show appreciation → Acknowledge the contributions of professionals in your industry.

Pro Tip: Timing matters. If your audience is facing significant disruptions, ensure your messaging acknowledges their reality while offering solutions.

3. Optimizing the Channel Mix: Reach Members Where They Are

With information overload at an all-time high, strategic channel selection is essential. Associations must meet their audience where they are, using a balanced mix of digital and traditional marketing methods.

Diversify your outreach–combine paid digital advertising, social media, email, direct mail, and phone calls for maximum impact.
Leverage automation–use CRM and email automation tools to personalize communications at scale.
Prioritize mobile-friendly content–ensure emails, landing pages, and ads are easily accessible on all devices.

Pro Tip: Repetition matters. With competing priorities, members and prospects may need to hear your message multiple times before they take action. Retargeting campaigns help reinforce your message.

4. Content & Benefit Promotion: Provide Tangible Value

During uncertainty, members look to associations for guidance, education, and support. Prioritize content that demonstrates the benefits of membership while providing actionable insights.

Develop timely educational resources–webinars, research reports, and industry guides can establish your association as a trusted authority.
Create content for both members and prospects–ensuring nonmembers see the value in joining.

Pro Tip: Member testimonials and success stories add credibility to content marketing efforts, showcasing real-world impact builds trust.

5. Long-Term Growth & Engagement: Strengthen Member Loyalty

Marketing during uncertain times isn’t just about acquiring new members, it’s about deepening engagement with current members to build long-term loyalty.

Create personalized member journeys–use data to segment members by interests, tenure, and engagement history.
Launch interactive experiences–virtual events, online forums, and live Q&As foster community.
Regularly communicate member benefits–remind members of the exclusive resources available to them.

Pro Tip: Lapsed member campaigns can be highly effective–remind former members what they’re missing and offer incentives for reinstatement. This is a great opportunity to test out a personal phone call to reinstate those lapsed members.

The Associations That Market, Thrive

Associations that maintain visibility, adapt their messaging, and prioritize value-driven content are the ones that emerge stronger from uncertain times. Marketing is not an expense–it’s an investment in your association’s long-term success.

Now is the time to double down on digital strategies for expanded reach, refine messaging to reflect member needs and industry shifts, and ensure your marketing approach remains flexible for future challenges.

How is your association adapting its marketing strategy? If you have any additional ideas to share on what’s working for you or would like to discuss how we could further support your marketing efforts, please feel free to reach out to me at jdarling@marketinggeneral.com. I’m always here to help and look forward to connecting with you.