Association Academy

Association Membership Growth

Certificate Course

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What You Will Learn

This live Membership Growth Certificate Course explores the interconnected strategies and tools to grow association membership, including developing relevant benefit offerings, establishing and enforcing positive member content gates, and evolving membership recruitment and retention campaigns.  Classes include practical evaluation of typical membership collateral.

The live classes encourage live discussion and debate among the teacher and students. Some classes will feature an association industry guest lecturer.  Students earn 1 CAE credit for each live class they attend.

1. Member Growth Introduction
1. Member Growth Introduction
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Understand the evolution of membership in the association industry. Learn the membership function and how it is commonly allocated in associations.
2. Member Research and Profile Data
2. Member Research and Profile Data
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Understand the value of quantitative and qualitative research. Explore approaches to maintain member profiles, including third-party data sources.
3. Member Types and Personas
3. Member Types and Personas
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Define your member types and eligibility requirements. Establish board agreements that allow experimentation and evolution.
4. Member Benefits
4. Member Benefits
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Document your full suite of member benefits and which member types enjoy access. Clarify accountability for benefit marketing vs. benefit management.
5. Member Analytics and Insights
5. Member Analytics and Insights
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Understand the important membership metrics and how to build a department that uses data insights to drive change that improves performance.
6. Member Dues and Discounts
6. Member Dues and Discounts
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Establish dues rates for each member type. Create permanent public and closely-held discounts. Develop periodic special rates to encourage acquisition and renewal.
7. Member Invoicing
7. Member Invoicing
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Define a coordinated digital and paper renewal invoice campaign. Methods for winning-back lapsed members.
8. Member Campaigns
8. Member Campaigns
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Build the five important core membership campaigns and learn the common structure for them.
9. Member Experience and Marketing Systems
9. Member Experience and Marketing Systems
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Power your membership communications and member experience with modern marketing technologies. Reduce marketing workload and improve performance.
10. Membership Growth Recap
10. Membership Growth Recap
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Review key elements from all classes. Understand how to access materials in the future.

Is This Course
Right For You?

If your association membership growth is in decline, if your members are not regularly renewing membership, or if you want to grow membership by attracting a new segment, this course is right for you. Lessons are designed for association professionals responsible for serving their member needs.

Membership Leaders

Membership staff tasked with maintaining a fundamentally-strong membership strategy.

Marketing Leaders

Marketing staff that builds campaigns with relevant benefits to attract and retain members.

IT Leaders

Technology staff that must align the tech stack and future roadmap against membership strategies.

About the Instructor

Chris Gloede is the Chief Consultant for Ricochet and past Chief Marketing Officer of the American Bar Association.

As the CMO for the American Bar Association, he was accountable for over $80 million in revenue and a 100-person marketing team that promoted membership, publication, and education products.

Chris led a digital transformation that introduced marketing automation, business intelligence, paid media, and marketing skill development initiatives–the very strategies that he teaches in this course.

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Only $549

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2023 01 - Membership Growth Associations
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