How to Attract New Members to an Association: A Practical Guide

Members are the heart of any association. You need a steady stream of new people joining to grow and stay strong. But, growth does not happen on its own. It takes focus and a clear plan.

The associations that do this well shape their message, tools, and outreach around what their audience actually wants. They test what works, make changes, and put time and resources into what brings real results.

In this EventsAir article, we walk through simple, proven ways to bring in new members using modern, practical approaches. If your goal is growth and lasting involvement, this guide shows you how to make it happen.

What does it mean to attract new members to an association? 

Attracting new members means getting the attention of people or organizations who see value in joining your association and want to get involved. 

It’s a focused effort to connect what you offer with what potential members are looking for. This often includes propositioning, outreach, events, and online engagement, all supported by the right tools. 

While the method varies slightly across different associations, the goal is always to turn interest into action with clear messaging, an easy sign-up process, and value people can see right away.

What are the benefits of attracting new members? 

• Brings in more revenue: New members contribute through dues and event participation, helping fund programs, resources, and future initiatives.
• Adds fresh ideas and perspectives: A growing membership brings in different viewpoints and experiences. This keeps the association creative, flexible, and in touch with what members really want.
• Replaces members who leave: People move on for various reasons, including retirement, career shifts, or changing interests. Bringing in new members helps keep your numbers strong and your community active. 
• Strengthens your influence: The more members you have, the louder your voice. A larger base means more impact when advocating for your industry or shaping standards.
• Builds a better network: New members add value to the community by creating more chances to connect, learn, and grow together.

How to attract new members to your association in 5 steps

Step 1: Define and segment your audience

Bringing in new members starts with knowing exactly who you want to reach. If your outreach is too general, it’s likely to miss the mark.

Start by looking at your current members. What do they have in common? Pay attention to things like job titles, experience levels, and how involved they are. Your most active members can help shape a clear picture of who you should be targeting.

Then, break your audience into groups based on things like:

• Career stage: early, mid, or senior-level professionals
• Engagement: highly involved, somewhat involved, or inactive
• Location: local, national, or international
• Industry focus: key fields or specializations relevant to your mission

Tailoring your messaging and programs to each group makes it easier to connect and also ensures you’re providing the most value.

For example, early-career professionals might seek mentorship and networking, while senior members might be more interested in leadership opportunities.

Keep your segments updated as your membership evolves. That way, your strategy stays current and continues to bring in the right people.

Step 2: Sharpen and communicate your value proposition

Your value proposition is what sets your association apart. It’s a clear message about the real benefits people get when they join, beyond the usual offerings.

Here’s how to go about this stage: 

• Start by talking to current and potential members. Use surveys, interviews, or informal feedback to learn what matters most to them.
• Turn those insights into simple, benefit-focused statements. Focus on results your audience cares about, like:
  • Career growth: learning opportunities, certifications, or mentorship
  • Connections: access to peers, experts, and industry leaders
  • Member-only perks: special content, tools, or events they can’t get elsewhere
• Keep the language simple and direct. Avoid internal terms or buzzwords. Speak the way your members do; it makes your message easier to trust and understand.

TIP: Revisit your value proposition often. Watch how people respond, track engagement, and adjust your message as members’ needs shift.

Step 3: Actively reach potential members

Attracting new members takes more than just waiting for them to find you. A strong outreach strategy combines marketing, member referrals, partnerships, and events that make people want to get involved.

Use digital marketing to meet people where they are

Run targeted campaigns across social media, email, and search. Focus on content that speaks to each group’s needs, whether it’s career tips, industry insights, or upcoming events. Keep the message simple, direct, and relevant.

Turn current members into advocates

Encourage your members to share what they love about being part of your association. Referral programs, testimonials, and social shares are powerful ways to build trust with potential members.

Build strategic partnerships

Work with organizations that serve similar audiences. Co-branded events, shared content, and cross-promotion can introduce your association to entirely new networks.

Host events that welcome everyone

Offer events that include both members and non-members. These can be:

• Industry workshops or panels
• Casual networking meetups
• Webinars with expert speakers
• Info sessions or open houses

These events allow potential members to experience what you offer before they commit.

How EventsAir helps

As a leading event management platform, EventsAir gives you all the tools to run successful in-person, virtual, and hybrid association events. Our association event management tools streamline experiences for both members and non-members.

With our platform, you can:

• Customize registration for different audiences – especially if you’re looking to target both members and non-members
• Create built-in networking spaces (Tip: Connect advocates with non-members to add even more valuable to their experience) 
• Use interactive tools like gamification, live polls, chat, and Q&A to improve engagement
• Set up self-service portals for presenters, speakers, exhibitors, and sponsors
• Integrate your Association Management System (AMS) with our open API or via our pre-built Smart Connectors

For example, the International Congress and Convention Association (ICCA) used EventsAir to deliver a successful annual congress in Kraków, Poland. The congress engaged 1,200 attendees with custom registrations, in-person sessions, plenaries, and engaging breakout formats.  

Planning to host an association event soon? Check out our Top 10 Insights for Association Event Planners in 2025. 

Step 4: Make joining easy

Even the most interested prospects may walk away if joining feels confusing or time-consuming. A smooth, simple process makes a big difference in turning interest into action.

Optimize your website for conversions

Make sure your website clearly explains the value of membership. Use clear headlines, strong calls to action, and easy navigation. Highlight key benefits and make the join button easy to find. We find adding in testimonials from current members beneficial for strengthening this and proving out your credibility as an association. 

Streamline registration forms

Ask only for what you truly need. Long forms can overwhelm people. Use progress bars so applicants know where they are in the process and are less likely to drop off. Once they convert, you can start the process of gaining additional information to further tailor and personalize their member experience. 

Offer support during onboarding

Provide new members with live chat, FAQs, or quick email support to make them feel welcome right away. A personalized welcome email should confirm their membership and show them how to start.

Implement a structured onboarding plan

Help new members settle in with a simple plan that might include:

• A series of welcome emails over the first few weeks
• Access to a portal with tutorials and resources
• Invitations to webinars or local meetups
• Opportunities to connect with mentors or peers

A straightforward, welcoming process increases the chances that new members stay involved and engaged for the long haul.

Step 5: Recognize and engage every member

Attracting members isn’t enough; you also need to keep them. When members feel seen and appreciated, they’re more likely to stay involved. Recognition builds a stronger sense of community and encourages people to keep contributing.

Celebrate member achievements

Create a simple recognition program that highlights wins, big or small. This could be awards, shout-outs in newsletters, or spotlight features on your website.  

Encourage peer-to-peer appreciation

Give members a space to recognize each other. Whether it’s through online forums, event shout-outs, or community boards, peer recognition helps build connections and appreciation across your network.

Keep communication personal

Reach out with messages that reflect each member’s interests and activity. Regular check-ins, surveys, or even a simple “how’s it going?” can go a long way in making members feel heard and valued.

Invite members to contribute

People want to do more than just pay dues. Offer ways for them to get involved, such as:

• Mentoring newer members
• Volunteering for events or committees
• Joining focus groups or advisory panels
• Writing for newsletters or blogs
• Submitting abstracts or presentations for events

Recognizing and involving your members creates a stronger, more connected community where people want to stay and grow.

Best practices to effectively attract new members to an association 

• Implement a data-driven feedback loop: Gather feedback from members at key points in their journey. Use those insights to refine messaging, onboarding, and engagement strategies in real time.
• Develop tiered membership options: Offer membership levels that align with different career stages or levels of involvement. This makes it easier to join and encourages long-term growth.
• Take advantage of behavioral analytics: Track activity like event attendance, downloads, and email engagement. Use this data to trigger timely, personalized outreach.
• Create exclusive content for prospects: Offer gated resources like webinars, toolkits, or reports. This gives non-members a real taste of the value your association provides.
• Optimize onboarding with automation: Use automated workflows to guide new members, introduce key tools, and prompt early participation.

Conclusion

Attracting new members requires focus, strategy, and the right tools. This guide outlined how to identify your audience, sharpen your message, create meaningful outreach, simplify joining, and keep members engaged, steps that can be amplified with EventsAir.

EventsAir gives associations the tools to run impactful events to attract and retain new prospects. We help you streamline audience registration, networking, and engagement, all from the same platform. 

Request a demo today to explore how EventsAir can help you grow your membership easily.