How Do Associations / Conferences Grow Their Membership and Sponsorship Base?

After 14 years of working closely with associations and holding positions in associations, this is my observation and I wonder if my experience is different from others.

1. Maintaining and updating their database of members and also not forgetting potential members. So much effort goes into organising events and attendee, speaker and yes sponsor data is collected. However, not many associations use these data wisely for their membership drive, events and conferences.

2. Conferences that grow fast start planning for their next conference while the current conference is being executed. Bigger and more profitable conferences start planning their conferences 2 years ahead of time. This allows time for the conference to gestate and grow and catches the target sponsors internal marketing cycles. National associations and conferences who are not doing this yet can try this same strategy.

3. Successful associations understand that building and maintaining attendee and sponsor relationships takes time and effort. They can choose to outsource this to a trusted organiser while they focus on work which members place importance on such as addressing issues like fees schedule, provide certified training for their industry, liaise with government agencies and private sectors; and build their position and reputation on a global level.

4. Maintain an in-house Association Manager who focuses on assisting the President and his Exco in executing item 3. Let the conference partner focus on organising the big annual meet-up which requires a team effort.

5. Spend time on social media to keep the association visible to members and potential members throughout the year.

Stepping up to hold positions in any association requires a lot of time and extra personal commitment.

The President’s role is akin to the CEO of a company and is a chance to leave a legacy behind and this measurement is often measured by the increase in membership numbers and leaving behind a financially stable association.