You’ve noticed it — attendance at events is dwindling, member feedback is scarce, and the once-vibrant conversations in your community are fading. What if we told you the problem isn’t your members but the way you engage with them?

According to a 2025 benchmark report, the top goal among membership organizations this year is to increase engagement. Accomplishing this goal, however, is easier said than done.

Building a membership funnel may sound complex, but it’s one of the most effective strategies for growing your association. It helps attract, convert and retain members by guiding them through a structured journey—from first learning about your organization to becoming loyal supporters.

While some organizations write off direct mail as a thing of the past, smart marketers still leverage this channel to unlock better results. In fact, 70% of marketers reported improvements in direct mail performance in the last 12 months. And when combining direct mail with digital marketing, 60% of marketers reported increased return on investment (ROI).

There are a lot of factors to consider when choosing a location for your meeting, so to make your job a little easier, we've rounded up five things to consider when deciding on the location of your next meeting. From easy access to industry experts in the local community to the welcoming and vibrant atmosphere, the location of your meeting directly impacts the satisfaction of your attendees. With many factors to contemplate, utilizing a Convention and Visitors Bureau (CVB) can save you a lot of time (and money)!

Whether you are looking to plan your next annual conference, educational seminar, or member networking event, every association finds themselves looking for a reliable venue at some point. When communicating with possible venue options whether they are convention centers, hotels, or resorts, it’s important to think about all aspects of your event from room capacities and staffing to audio-visual and catering options. We have compiled a few questions for your planners and committees to ask potential venues that can help you ensure that your event needs will be met and your planning experience will run as smoothly as possible.  

The ability to adapt to an evolving professional landscape is crucial for associations. If you’re struggling to grow your association or even seeing a decrease in membership retention, it may be worth reevaluating your toolkit. Ask whether your current software effectively supports your marketing efforts, facilitates benefits, and contributes to your organization’s growth. 

Event sponsorships can be a game-changer for your association, providing the resources you need to host exceptional events while giving sponsors valuable visibility and engagement opportunities. However, securing sponsorships isn't just about asking for money—it’s about creating unique, win-win opportunities that make your events unforgettable.

The Events page on your association’s website is a critical action page. This is where your members see what’s coming up on your calendar and register to attend an event, whether that’s a networking event, conference, or informal get-together.

Recent reports show that member retention concerns persist for associations, and they are perceived as one of the biggest impediments to organizational growth. However, there are myriad reasons for membership loss, and associations must address their unique challenges to boost retention.

Losing members is a sign to reassess your membership program. Is your communication strategy lacking? Is your marketing strategy falling short? Or maybe members are joining other associations to get more value. If you suspect this is the case, it’s time to start brainstorming how to upgrade your program’s benefits and strategies to keep members engaged.

Modern associations and their communities thrive online. Online events, webinars, forums, blogs, and other digital engagement tools allow members to expand their knowledge and form beneficial relationships with fellow members. A flourishing online community and optimized association website ultimately promote member engagement, retention, and recruitment. 

Imagine this: you’ve just hosted a successful auction, bringing in tons of non-dues revenue and providing an engaging experience for your members. Through this event, you’ve built relationships with new members and strengthened connections with existing ones.

Associations are always searching for ways to improve member and staff experiences. Many are looking to online learning to help them do that, but launching or scaling up initiatives can seem daunting. Will the experiences resonate with members? Will the technology create work for staff? In short, are the results going to be worth the effort?

Acquiring employees with the right skills, experiences, and traits to join your association is a crucial part of the hiring process, but it’s only the first step. Once you’ve built a pool of interested candidates, you need to maintain their interest in your organization. Otherwise, they might take their talent elsewhere, making the process feel more frantic for your team.

Imagine you’re trying to promote an upcoming conference to your association members. You start by filming a video that highlights your past events and creating ads with details about your conference’s location, agenda, and registration instructions.

Studies show that association membership is on the rise, a welcome change after rates fell dramatically during the pandemic. Thanks to positive market changes, members’ finances seem to be in a better place, which allows them to continue paying dues. However, there are a few factors that could be harming member engagement, retention, and overall growth.

Membership incentives are the rewards or benefits that your organization’s members receive for being part of the program. While most of these incentive programs give members exclusive discounts at certain retailers, they can also offer more tailored perks. To create an effective program that encourages them to renew their memberships, donate to fundraisers, and remain active in your organization, it’s essential to connect with members regularly and craft a program that appeals to them.

Legacy giving offers a valuable opportunity for all fundraising organizations that leave lasting impacts on people’s lives—associations included. But its benefits can only be sustained with effective donor stewardship and relationship-building along the way, especially after a member works with you to create such a meaningful gift.

Since members are your association’s bottom line and main revenue source, it’s crucial to keep them continually engaged in your activities and offerings. However, with their busy personal and professional lives, it can be challenging to find the right ways to maintain their interest in your association outside of meetings.