Recruiting new members: 8 proven strategies for your association

1. Make sign-ups as easy as possible

The barrier to joining should be as low as possible. Does your association have an online registration form on the website? Can someone sign up in two minutes? Every extra step—downloading a form, printing it, and sending it back—puts potential members off. Ensure a digital registration form that goes straight into your membership management system.

2. Turn existing members into ambassadors

Satisfied members are your best recruitment tool. Actively ask them to bring friends, colleagues, or neighbours to an event. Consider a "referral discount" or a small reward for members who refer a new member. Word-of-mouth has the highest level of trust of all recruitment channels.

3. Organise open days and trial periods

People want to feel what it's like to be part of your club before joining. Organise an open day, a free trial workshop, or an introductory day. Once someone has stepped inside and felt welcome, the step to membership is much quicker. Also offer a trial month for new members: no risk, an easy 'yes' to join.

4. Be visible in the neighbourhood

Local visibility is worth its weight in gold. Consider: a poster at the supermarket or library, a listing in the neighbourhood newspaper, a stall at the annual town fair or funfair, collaborations with the primary school. People living nearby feel less of a barrier to joining a local club.

5. Use targeted social media

An active page on Facebook or Instagram shows that the association is vibrant. Share photos of activities, member stories, and announcements of events. Potential members who follow your page will find the step to membership easier. Also run targeted local ads: for a modest amount you can reach people in your municipality who are interested in your activities.

6. Work with audience-focused activities

If you want to attract more young families, organise something for children. If you want to reach more seniors, plan daytime activities and ensure an accessible venue. By developing activities that align with a specific audience, you lower the hurdle for that group to come along, and then to become members.

7. Lower the financial hurdle

A high membership fee can be a barrier. Offer flexible membership options: monthly payments, a family discount, a youth rate. Or let people choose between different membership levels. That way, anyone who wants to can actually become a member.

8. Ask former members why they stopped

You can also grow by preventing churn. Send a short evaluation form to members who cancel: what was the reason? Was it the price, the offering, the atmosphere? Use that feedback to implement improvements. Sometimes a good conversation can even persuade an ex-member to stay as a member.

Follow-up makes all the difference

Someone who shows interest but does not sign up right away can slip from memory. Set up a straightforward follow-up process: send a personal email after an open day, call someone who has filled out an information form. A warm, personal follow-up converts much better than no contact.