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RETAIN YOUR MEMBERS: COMMUNICATE YOUR ASSOCIATION’S VALUE

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USE CONTENT TO TELL YOUR ASSOCIATION’S STORY AND KEEP YOUR MEMBERS ENGAGED

As part of its 2017 Member Loyalty Study, Community Brands asked more than 1,000 members of professional membership organizations across the United States how they want their association to communicate with them, what content they want to see, and what messaging gets them to leave and never look back. It turns out that how you communicate with your members and show them the value you provide is the top factor members use to determine if they stay or if they go.  

Overall, only 55 percent of members feel they have a connection to their professional membership organization, which points to a larger issue: Membership organizations struggle to communicate value. So, let’s tackle that issue.  

In this guide, you will learn: 

  • How to use different messages to keep various generations engaged  
  • The best way to tell your association’s story and communicate its value 
  • Top content missteps to avoid 
  • 8 steps to develop a content strategy  
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