Building a Membership Development Strategy


 

Client
Professional Association in Utility Sector
Overview
In 2015, the Gavilan team worked with a large professional association to create a comprehensive Membership Development Plan, which addressed the need for the organization to recruit a younger, more diverse range of members and to retain their current members.

The Membership Development Plan provided recommendations for proving the value of membership to current and future members; encouraging membership amongst new, targeted populations; and building awareness of the organization and its positive influence for the profession and those who work in it.

Research
Before writing the plan, the Gavilan team thoroughly reviewed and audited the association’s:

+ Membership recruitment campaigns over three years.

+ Member needs survey data over three years.

+ Member profiles including who joins and why.

+ Strategic plan.

+ Membership recruitment and retention messages used in various mediums.

Strategy
The association was provided with a long-term plan which outlined:

+ Specific goals and objectives.

+ Audiences, including personas for five specific categories.

+ Messages for specific audiences that addressed: What value do professionals gain by joining? How do we make an emotional connection to them? How do we convey the pride and prestige of membership?

+ Tactics per audience, ranging from traditional direct mail to content marketing and social media.

+ Methods for Evaluation.

+ Timeline for implementation.

Result
After four week of meetings, research and writing, the Gavilan team delivered the plan to the association for implementation. Currently, the association is testing the marketing tools and messages recommended in the plan.
Client

Professional Association in Utility Sector

Overview

In 2015, the Gavilan team worked with a large professional association to create a comprehensive Membership Development Plan, which addressed the need for the organization to recruit a younger, more diverse range of members and to retain their current members.

The Membership Development Plan provided recommendations for proving the value of membership to current and future members; encouraging membership amongst new, targeted populations; and building awareness of the organization and its positive influence for the profession and those who work in it.

Research

Before writing the plan, the Gavilan team thoroughly reviewed and audited the association’s:

+ Membership recruitment campaigns over three years.

+ Member needs survey data over three years.

+ Member profiles including who joins and why.

+ Strategic plan.

+ Membership recruitment and retention messages used in various mediums.

Strategy

The association was provided with a long-term plan which outlined:

+ Specific goals and objectives.

+ Audiences, including personas for five specific categories.

+ Messages for specific audiences that addressed: What value do professionals gain by joining? How do we make an emotional connection to them? How do we convey the pride and prestige of membership?

+ Tactics per audience, ranging from traditional direct mail to content marketing and social media.

+ Methods for Evaluation.

+ Timeline for implementation.

Result

After four week of meetings, research and writing, the Gavilan team delivered the plan to the association for implementation. Currently, the association is testing the marketing tools and messages recommended in the plan.