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4 ways associations can attract members to their sites

Posted By Melinda Starkweather, Monday, October 12, 2015

4 ways associations can attract members to their sites


John Steinbeck said: “If the story is not about the hearer, he will not listen.” Tell a good story about your members and they’ll want to listen. This is no small task in an age when people have become professional scanners, pausing only for a few key words that make their brain pop.


Tell a short story about your members. Give them strong visuals. Post photos. Share their successes and connect those to your value proposition.


1.Feature a member who had a great experience with your service. “After signing up for the Association’s online certification package, all of my employees are ahead of schedule for their continuing education. Your service saved me time, frustration and worry.” Tell a short and compelling story with the testimonial, along with a call to action.





2.  Create a desire for members to identify with your association. Do you have a review or ranking that will get some attention? Do you have a famous member? Post photos and short descriptions of members doing something worthwhile, whether it’s volunteering or accepting an award. If none exist, create an award for excellence and promote it along with the story of the winner.



                             3.  Turn your association’s value proposition into a compelling story. If you describe your value proposition as “We promote restaurants for our state” go get a new job. Your answer is “We help restaurateurs make their dreams come true.”  Post member photos and a story that reinforces this. If you take the pain and confusion out of tracking continuing education, show them


         4.  Give readers a hook to reel them in. “How Your Business Can Thrive with the New State Regulations”.  Ask a great question that is an issue for your members, then answer it: “Confused about the new state regulation? We’ll show you how profit from it.” Give them a limit to how much the article will cost them in time: 5 Ways our Association can save you money this year. (Reading 5 things is quick.)



Great books are hard to put down. Strong narrative is a magnet pulling your members in. Once there, you can drive action. By connecting ethos, pathos and logos (ethics, emotion and logic) to your brand, you’ll create a value-added story that members will want to revisit.


If you’re interested in more association best-practices, or need help with, contact us at Call 608-338-5032 or get to know us better at


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