When the association community was looking forward to this year, most of those we surveyed for our latest “2025 Association Outlook Report” saw a year of continued recovery and growth in both member counts and revenues. What a difference a few months make.
Most associations I know are still optimistic, but there’s a noticeable sense of caution. Market ups and downs, ongoing uncertainty for the federal workforce and their partners, and new challenges to nonprofit tax-exempt status based on mission or advocacy are all contributing to that mood.
Some associations on ASAE’s Collaborate, along with others our team has been talking to, are seeing softer first-quarter results–fewer new members, delayed renewals, and lower turnout at their conferences. While still early in the year, it is not too early to help ensure your association is ready with a "Plan B" if the lower trend continues or accelerates.
It is critical that you stay on course, keep calm, and keep marketing.
History shows that associations that stay in the marketplace in tough times and during economic turmoil are the first to emerge when the economy improves. And in most instances, they emerge with a stronger market presence and increased customer share over their competitors.
Now is not the time to slow or stop marketing efforts. Instead, it’s time to redouble your efforts. Here are just a few ideas MGI suggests for your consideration:
Be Media Neutral — Just because an all-email marketing program might have worked last year, be media neutral this year. MGI has found the use of multiple layers of marketing–email, online ads, telemarketing, and standard mail–will allow most marketing programs the best chance of success.
For example, last year we tested geofencing for a client to drive more attendee registrations. By targeting potential conference attendees using addressable geofencing, we generated $11,600 in registration revenue with $1,850 in online media spend–a 527% ROI! Geofencing is now a regular tactic for their conference marketing.
Telemarketing, Ringless Voice Mails, and Texting — These are a quick and inexpensive way to directly talk to your members and prospects. We suggest offering a small premium for them to use their credit card to respond immediately.
Conference registrations were slightly behind for a client in the financial space. We tested the addition of ringless voicemails to a targeted list of prospective attendees. Within 48 hours, 22 attendees had used the exclusive code to register, generating nearly $10,000 in sales!
Don’t be shy and coy in your messaging — Get to the point in all your marketing messaging. Know what prospects and members are most concerned about, and tell them how the association can help–what the association’s stand is on issues of the day affecting their profession.
We recently celebrated a 50% lower CPA and 7% increase in paid conversions by halving the copy on an online ad from "Register for the ABC Exam Today" to just "Register Now" for an upcoming certification exam.
Customize Benefits — Studies say, when times are tough, many people find comfort in their association memberships. Try stressing your ongoing educational and certification benefits, the vast peer network they will have access to, and services such as career centers and online communities.
MGIs’ most recent Membership Marketing Benchmarking Report cites the most sought-after benefits prospects look for include Peer Networking, Ongoing Education and Certification, and "members-only" access to specialized and current information on the profession.
Now may be the best time for your association to take advantage of your competition’s silence by gaining both share of mind and share of wallet.
Check out MGI’s free Knowledge Bank on our website for more research and helpful marketing tips.
Have questions or want to discuss or brainstorm your marketing challenges or opportunities over the next quarter? I encourage you to call me directly on 703-706-0350, or email me at rick@marketinggeneral.com.