Walsworth Blog

Announcing an exciting new ebook for associations!

Associations face many challenges, and in this day and age it can be a struggle to survive. Walsworth wants to help, and we’ve done so by creating a new eBook to assist associations with membership growth and retention called Making it Easier.

Cornerstones
This eBook builds upon four cornerstones: engage, retain, balance and sustain. It covers how to engage with association members, how to retain those members, how to balance the mix of print and digital, and how to sustain your association by appealing to young people.

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Managing the Mix of Print and Digital Communications

More than 40 percent of association members consider industry information a top benefit of belonging, according to a 2016 study conducted by Abila. This ranks ahead of every other benefit except providing a code of ethics.

Associations have long been the purveyors of authoritative content about the professions and industries they serve, but the ways in which this information is distributed to members has changed dramatically in the past 20 years.

Digital Presence Assessment Info RequestAccording to the same study by Abila, millennials, who are now the largest generation in the workforce, want the most communication out of four generations surveyed. They want every piece of information available! Gen Xers and baby boomers prefer regular updates, but mature workers (those born before 1945) only want to know the big news. These different demands require multiple mediums.

In this installment of the Making it Easier series, we spoke to Kim Howard of Write Communications, LLC, an experienced and award-winning association magazine publisher, about the transformation of association communications from print to digital.

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How to Improve Association Member Retention to Increase Revenue

“Duct tape,” said Sandra Giarde, CAE, executive director of the California Landscape Contractors Association (CLCA), when asked about the secret of her organization’s successful member retention program.

All kidding aside, CLCA must be doing something right, given their 87% retention rate. How do they do it?

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How To Engage Millennials and Boost Association Membership

In their book, “When Millennials Take Over: Preparing for the Ridiculously Optimistic Future of Business,” authors Jamie Notter and Maddie Grant enlighten their readers with four hallmarks of office cultures that are well-positioned to attract and retain millennial employees.

Increasingly, the authors found that these four hallmarks can also apply to millennials as association members — or prospective members. As part of our Making it Easier series for associations, we’ll home in on two of the four hallmarks that are most important for attracting and retaining millennial members to boost association membership, and to provide you with practical tips that help you engage this generation that has been the source of concern and confusion for many associations.

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Member Engagement Scoring Made Easy

When it comes to retention, you know member engagement is the name of the game. Industry research proves — unequivocally — that engaged members are more likely to renew. Several AMS database companies include engagement scoring modules in their software, but configuring those modules (determining which actions to score, how many points to assign to each action, and where to draw the line for highly engaged versus less active members) can be overwhelming.

But scoring, measuring and leveraging member engagement doesn't have to be difficult. As part of our Making it Easier series for associations, read this Q&A describing how Tom Morrison, CEO of the Metal Treating Institute, is making it easy to move the needle on member engagement:

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