For professional and membership-based associations, member retention is everything. Recruiting new members can be costly and time-consuming, so keeping existing members engaged and committed is a key driver of long-term sustainability. While digital communications have become more prominent in recent years, high-quality print materials continue to play a critical – and often underutilized – role in member engagement strategies.
From beautifully designed magazines to commemorative member books, printed materials give associations a powerful way to connect with their members on a deeper, more emotional level. The tactile nature of print can’t be replicated by digital experiences. And when done well, print becomes more than a communication tool – it becomes a valuable benefit of membership.
At Walsworth, we’ve partnered with professional organizations and membership associations of all sizes to help them create high-quality printed materials that strengthen loyalty, increase retention and drive meaningful engagement. Here’s how your association can do the same.
The Power of Print in the Membership Experience
In a crowded digital world, print cuts through the noise. An email can be deleted with a tap; a push notification ignored. But a well-designed magazine on a coffee table or a personalized postcard in the mailbox has staying power. Print engages the senses in a way digital simply can’t – members can hold it, flip through it, feel the texture and even notice the scent of the ink and paper.
This sensory experience makes print memorable and emotionally resonant. Studies have shown that people are more likely to recall information from print compared to digital media. For associations, that means your messages, stories and calls to action are more likely to stick when they’re delivered on paper.
But beyond delivering content, print conveys value. When members receive a high-quality publication or a keepsake member book, they feel recognized and valued. That feeling translates to increased loyalty and ultimately higher retention rates.
Print Strategies That Strengthen Member Engagement
To fully leverage the power of print, associations should be intentional in both what they produce and how they deliver it. Here are several effective print strategies to build stronger connections with members:
1. Invest in a High-Quality Member Magazine
A print magazine remains one of the most effective ways to keep members informed and engaged year-round. Unlike digital newsletters, which often get buried in inboxes, a print magazine commands attention. It’s a tangible reminder of membership and a symbol of the association’s professionalism and credibility.
To make the most of your member magazine:
- Tell stories that matter. Highlight member achievements, industry news, trends and success stories from your community.
- Use thoughtful design and photography. A visually stunning magazine is more likely to be read, shared and kept.
- Include personalized touches. Consider segmenting content for different member groups or using variable data printing to personalize magazines with members’ names.
A well-crafted magazine can be a centerpiece of your retention strategy – something members look forward to receiving and are proud to display.
2. Create Member History or Anniversary Books
Milestone years, such as a 25th or 50th anniversary, offer a perfect opportunity to celebrate your association’s story and honor the members who made it possible. Commemorative books are a meaningful way to mark these moments.
These books can feature historical timelines, profiles of long-time members, letters from past presidents and highlights of major milestones. When printed with high-quality materials (think foil stamping, rich imagery and perfect binding) they become treasured keepsakes that reinforce the value of being part of your organization.
3. Send Personalized Print Communications
Personalization is a proven engagement tactic, and print is no exception. Postcards, letters or self-mailers with the member’s name and tailored messages can remind them of upcoming events, offer special renewal incentives or simply say thank you.
The key is to make it feel special. Avoid generic templates and lean into messaging that acknowledges the member’s role, history and contributions. Handwritten notes or limited-edition prints can also go a long way in making members feel truly appreciated.
4. Incorporate Print Into Your Member Onboarding
First impressions matter. When someone joins your association, they should immediately feel like they’ve made a valuable decision. A welcome packet with high-quality printed materials, like a member handbook, branded notecard or association directory, can set a professional tone and build immediate trust.
Printed onboarding materials can include:
- A welcome letter from leadership
- An overview of member benefits
- A calendar of events
- A recent issue of your magazine
This tangible welcome reinforces your association’s credibility and helps new members feel grounded in your community.
5. Enhance Event Engagement with Print
If your association hosts conferences, summits or local chapter meetings, printed materials can elevate the entire experience. High-quality programs, brochures and takeaway materials contribute to a cohesive, professional environment.
You can also use post-event print communications, such as thank-you cards or recap booklets, to maintain the momentum and keep members engaged well after the event ends.
Why Print Quality Matters
Not all print is created equal. A flimsy postcard or poorly printed magazine can do more harm than good, making your association appear disorganized or outdated. On the other hand, investing in high-quality paper, finishes and design elevates your brand and reflects the value you place on your members.
Quality printing:
- Demonstrates professionalism. Members associate the look and feel of your materials with your organization’s standards.
- Supports your messaging. Premium materials and finishes create an emotional response that enhances the impact of your communication.
- Encourages retention. Beautiful printed pieces are more likely to be kept, displayed and shared, keeping your association top of mind.
When working with a printing partner, it’s important to choose one with experience, flexibility and a deep understanding of association needs. That’s where Walsworth comes in.
Partner with Walsworth for High-Quality Association Printing
Walsworth is a trusted print partner for professional and membership-based associations across the country. We specialize in creating high-impact print materials that help you engage, retain and inspire your members.
Our team understands the unique challenges associations face: tight budgets, evolving member expectations and the need to stand out in a crowded marketplace. Whether you need magazines, commemorative books or member directories, we’re here to help you bring your vision to life with care, precision and exceptional quality.
We offer:
- Expert guidance from concept to delivery
- In-house design services
- Offset and digital printing capabilities tailored to your brand
- In-house mailing and fulfillment services
- Sustainable printing practices and eco-friendly paper options
At Walsworth, we don’t just print – we partner with you to elevate your member experience.
Drive Member Engagement With Walsworth
When associations invest in high-quality print, they invest in stronger relationships with their members. From magazines and books to personalized mailings and event materials, print helps you build emotional connections that lead to lasting loyalty.
In a world filled with digital distractions, your members are craving something real – something they can hold, feel and connect with. Print delivers that experience.Ready to enhance your member engagement strategy through the power of print? Connect with Walsworth today to learn how we can help your association thrive.
* This article was developed with assistance from OpenAI’s GPT-4 large language AI model.
