Here are 7 Association Marketing Strategies to Attract and Retain Members

Many associations face the same challenge: attracting new members while keeping current ones engaged and loyal. 

Maybe you’ve tried running promotions, hosting events, or launching new programs, only to see interest fade over time. The truth is, without a clear, consistent marketing strategy tailored to your members’ needs, even the most well-intentioned efforts can fall flat.

Growing your association’s membership – and keeping it strong – requires more than occasional promotions or once-a-year events. It takes a sustained, strategic marketing effort designed specifically for the needs of your current and future members.

In this EventsAir guide, we’ll walk through seven actionable strategies that associations of all sizes can use to boost awareness, engage new audiences, and deepen loyalty. These approaches are scalable, practical, and easy to implement, especially when supported by the right event tech.

What is association marketing?

Association marketing is the strategic promotion of your organization’s mission, benefits, and programs to both current and potential members. It goes beyond selling memberships, it’s about clearly communicating the ongoing value you deliver and building a sense of belonging.

Unlike traditional marketing, association marketing prioritizes community-building, long-term engagement, and demonstrating relevance across every interaction, from content and events to emails and social media.

Why marketing matters for associations

Marketing is the lifeblood of any association. Without it, even your most valuable programs and events can go unnoticed. Here are five reasons it’s essential for growth and sustainability:

• Attracts new members: Effective marketing helps bring in new members by highlighting your association’s mission, benefits, and success stories.
• Retains existing members: Marketing also keeps current members engaged by offering regular updates, personalized communications, and ongoing value reminders.
• Drives event participation and engagement: Events are one of the most powerful tools for both recruitment and retention. Platforms like EventsAir make it easier to market your events and deliver engaging in-person, virtual, or hybrid experiences.
• Strengthens your member community: Fosters meaningful connections and a sense of belonging, turning members into an engaged, supportive network that actively contributes to your association’s success.
• Building Long-Term Brand Authority: Strategic marketing positions your association as a trusted leader in your field. By consistently providing valuable insights, industry updates, and thought leadership, you create credibility that attracts members and sponsors alike.

7 Proven marketing strategies to grow and retain association members

1. Leverage content creation and thought leadership

For associations, creating valuable content is one of the best ways to showcase your expertise and earn trust. You already have access to deep industry knowledge, research, and real-world experience; share it.

Publish research reports, whitepapers, case studies, articles, and blogs that address your members’ most pressing challenges and highlight emerging trends. This positions your association as a go-to source for trusted insights.

Strong content can:

• Attract new members by drawing in people who want to stay informed and connected to your industry.
• Engage existing members with relevant, timely updates that speak to their needs.
• Showcase thought leadership by offering practical solutions and expert perspectives.
• Amplify your reach when shared via social media, newsletters, or partner platforms.
• Foster community by sparking discussion and inviting feedback.

For added impact, weave in testimonials and case studies to show the real-world results your association delivers. This builds authenticity and strengthens the connection between your organization and its audience.

2. Host events for engagement and growth

Hosting events is one of the most effective ways to boost your association’s visibility, engage your members, and offer valuable experiences. Whether in-person, virtual, or hybrid, events create opportunities for networking, learning, and community building. 

Some high-impact event formats to consider:

• Webinars: Share industry insights and education to attract leads and position your association as an expert.
• Conferences: Showcase thought leadership, build credibility, and deepen member engagement.
• Workshops: Deliver hands-on skill-building that improves retention and demonstrates expertise.
• Networking Events: Encourage peer-to-peer interaction to strengthen your community.
• Trade Shows/Expos: Highlight products, services, and partnerships while attracting sponsors and prospects.
• Annual Galas or Celebrations: Recognize achievements and enhance brand image.
• Roundtables/Panel Discussions: Discuss trends and engage members with interactive conversations.

To get the most out of your event marketing efforts:

• Promote across multiple channels, including email marketing, social media, and your website. Engaging content like event teasers, speaker announcements, and countdowns can help build anticipation.
• Leverage technology: Platforms like EventsAir simplify every stage of your events, from registration and automated reminders to real-time engagement tracking and post-event analytics. This ensures a smoother experience for attendees and gives you valuable data to refine future campaigns.

Check out our guide on how to measure association event success.

3. Build and nurture a strong online community

A strong online community can be one of your association’s biggest assets. It creates a space where members connect, share ideas, and learn from each other outside of scheduled events. Done well, it strengthens engagement, boosts retention, and turns passive members into active advocates.

Here are some practical ways to build and grow your online community:

• Member portals or forums: Create a dedicated online hub where members can ask questions, exchange resources, and network year-round. If you don’t have a dedicated portal, setting up a Slack community is a great alternative.
• Interest-based groups: Segment communities around topics, industries, or career stages to make conversations more relevant and engaging.
• Interactive Content: Use polls, Q&As, and discussion threads to spark dialogue and keep the community active. During events, platforms like EventsAir make it easy to integrate these features seamlessly.

• Peer recognition programs: Highlight member achievements and contributions to encourage participation and strengthen connections.
• Consistent moderation and engagement: Appoint community managers or volunteers to welcome new members, keep discussions on track, and ensure an inclusive space.

When members feel heard and connected, they’re more likely to stay active and loyal. A thriving community not only supports retention but also amplifies your association’s credibility as the go-to hub for industry connection and knowledge.

4. Drive social media engagement with purpose

For associations, social media isn’t just about posting updates; it’s about building trust, sparking conversations, and creating connections that drive both member retention and recruitment. When used strategically, platforms like LinkedIn, Facebook, Instagram, and TikTok become powerful tools to amplify your mission and keep your community engaged year-round.

The key is to create content that feels relevant, valuable, and authentic to your audience. Here are some examples of content types, who they’re best for, and the benefits they bring:

Content type	Best for	Marketing benefits	Right platforms
Industry news/insights	Professional associations, trade groups	Positions your association as a thought leader	LinkedIn, X (Twitter), Facebook
Member spotlights	Membership-based organizations	Builds community, celebrates achievements, fosters loyalty	Facebook, Instagram, LinkedIn
Success stories	Nonprofits, educational associations	Demonstrates impact, builds credibility with prospects	Facebook, LinkedIn, Instagram
Educational resources	Professional development associations	Provides ongoing value, boosts engagement and retention	LinkedIn, YouTube, Facebook
Event updates	Any association	Increases attendance, sustains excitement	Instagram, Facebook, LinkedIn

To get the most out of your social media presence:

• Tailor content to audience segments: Younger professionals may respond better to short-form video (TikTok, Reels), while senior members may prefer detailed LinkedIn posts or case studies.
• Engage in two-way conversations: Ask questions, run polls, and respond to comments to build stronger relationships.
• Use analytics to refine your strategy: Track reach, engagement, and conversions to understand what resonates and continuously improve.

5. Partnerships and sponsorship marketing

Partnerships and sponsorships can take your association’s reach and impact to the next level. By collaborating with sponsors, corporate partners, or like-minded organizations, you not only create new revenue streams but also deliver added value to your members.

Some practical ways to leverage partnerships include:

• Co-branded campaigns: Share resources, insights, or initiatives that enhance credibility and extend visibility.
• Joint events: Invite sponsors or partners to co-host webinars, panels, or conferences that bring fresh perspectives to your members.
• Sponsored content: Offer industry partners a platform to share thought leadership while providing members access to exclusive expertise or opportunities.

Events in particular are one of the strongest touchpoints for sponsors and partners. With dedicated tools like EventsAir, associations can streamline sponsorship and exhibitor management, from selling packages and tracking deliverables to providing sponsor portals and interactive floor plans. 

6. Member referral and advocacy programs

Your current members can be your most powerful growth engine. People trust recommendations from peers far more than traditional marketing, which makes referral and advocacy programs an invaluable strategy for associations looking to grow and retain their community.

Here are two proven approaches:

Referral programs

Incentivize members to bring in colleagues or peers. This could be discounts on renewals, free event passes, exclusive perks, or public recognition for each referral. Beyond growth, referral programs strengthen loyalty because members feel rewarded and recognized for contributing to the association’s success.

Advocacy campaigns

Position your most engaged members as ambassadors. Spotlight their stories in newsletters, on social media, or during events. Recognizing members as champions not only boosts credibility but also reinforces a culture of pride and belonging within your community.

When you transform members into advocates, you create a powerful cycle of trust and engagement. Referrals attract new members through authentic, word-of-mouth influence, while advocacy fosters retention by making existing members feel valued and connected. 

7. Personalized email marketing campaigns

Email remains one of the most cost-effective and impactful marketing channels for associations. Unlike social media, it gives you a direct, owned line of communication with members and prospects,  perfect for nurturing relationships, driving engagement, and boosting retention.

The key to making email truly effective is personalization. Generic blasts get ignored; personalized, segmented campaigns make members feel valued and understood. Here are three proven tactics:

• Segment your list: Divide your audience by membership status, interests, demographics, or engagement history. For example, new members could receive a welcome series, while long-term members get exclusive updates or leadership opportunities.
• Deliver relevant content: Share resources that resonate: event invitations, professional development opportunities, industry insights, and member success stories. Content tailored to your members’ needs increases open and click-through rates.
• Use clear calls-to-action (CTAs): Every email should serve a purpose, whether it’s driving event registrations, encouraging renewals, or highlighting a member benefit. Make CTAs simple, specific, and compelling.

Connecting your Association Management System (AMS) or even your CRM to EventsAir means you can even tap into event history, attendance status, and more, to further personalize your campaign messaging and ensure you’re delivering the right communications at the right time. 

Streamline Your Association Marketing and Member Growth with EventsAir

Associations can no longer rely on passive member recruitment. You need a proactive strategy, one that blends content, events, community, and technology to build trust, drive engagement, and create lasting value for your members.

That’s where EventsAir comes in. From managing personalized event email campaigns to powering seamless virtual, hybrid, and in-person events, EventsAir helps associations deliver experiences that attract new members while keeping existing ones engaged. With built-in tools for automation, analytics, and community engagement, you can transform your marketing from guesswork into measurable results.

Ready to take the next step? Book a demo with EventsAir today!