Membership Recruitment: How to Grow Recurring Revenue, Reach New Markets, and Advance Your Mission

An effective membership recruitment program is the road to growth, financial health, and mission success for an association. In Membership Recruitment, Tony Rossell shows how you can grow your membership year after year. You will find the book filled with his practical guidance based on Rossell’s thirty years of consulting with hundreds of membership groups and a decade of benchmarking research with thousands of associations. By reading Membership Recruitment, you’ll learn: •How to make a case for supporting membership growth in your association •The compelling economics of membership compared to any other product offering •The five stages of a member’s relationship journey with an association •How to define your target markets and reach top prospects •Techniques to build a compelling value proposition and marketing message •How to test, track, and analyze membership campaigns for optimal results •The top innovations that support continued membership growth and resiliency. Providing numerous real-world examples along with practical insights, you’ll discover what works and what doesn’t from the experiences of many associations that have both succeeded and made mistakes as they have pursued membership growth. You can build a membership growth engine for your association. This book shows you how