Today directories are very different and far more useful, allowing organizations to network and build connections, legitimize their business, and grow their visibility. Unsurprisingly, many membership management platforms today include them as part of their platform.

Read on to learn more about the rise of online directory software, how it can benefit you, and the nine best online directory software providers you can use.

The rise of online directory software

Thanks to technology, directories look very different today. Where a physical directory was only as up-to-date as the day it was published, an online directory is:

• Easy to update
• Searchable
• Saveable
• Environmentally friendly

For membership-based organizations like chambers of commerce and associations, the versatility of an online directory and the many other benefits (discussed next) make directories an invaluable tool. 

That’s why many membership management software platforms have online digital directory systems built in.

Benefits of having an online directory

One of the main benefits of having an online directory is how versatile it is. No matter the structure of your organization, this tool has something to offer. Let’s explore the difference between how a chamber versus an association can use a directory.

A chamber of commerce can use a business directory to:

• Host advertising space for businesses 
• Help communities get to know local businesses
• Grow visibility for up-and-coming local businesses

A chamber’s directory is like one big meet-and-greet! Anyone who’s curious about a business can get information on it quickly and accessibly.

How Associations and Chambers Use Online Directory Software

An online directory does more than display names and contact information, it connects people and keeps your community active. When your directory integrates with your membership database, it becomes a powerful engagement and administrative tool for both your team and your members.

For associations, an online directory helps:

• Strengthen professional networks by connecting members with shared industries or goals
• Highlight credentials and certifications to improve member credibility
• Support job seekers and employers by listing career opportunities
• Encourage collaboration by showcasing committees, interest groups, or local chapters

(If you want to see how deeply your members are actually engaging with your organization, you might also benefit from a Customer Relationship Management system!)

For chambers of commerce, directories can:

• Spotlight local businesses to boost visibility and community trust
• Offer paid advertising or featured listings for additional non-dues revenue
• Create a go-to hub for residents to discover and support local companies

And for internal users, the benefits go even further:

• Reduce administrative time by automatically syncing member information with your AMS or CRM
• Keep member data accurate and searchable with real-time updates
• Provide valuable insights into member engagement and visibility metrics

With modern directory software, organizations can deliver networking and exposure opportunities around the clock—without the added time or cost of managing print publications or manual updates.

How to Choose the Right Online Directory Software

Choosing the best online directory software depends on your organization’s goals, size and tech ecosystem. Here are a few key factors to consider:

• Integration Capabilities: Ensure your directory connects seamlessly with your membership management system, CRM or AMS for real-time updates.
• Ease of Use: Look for tools with intuitive dashboards and self-service options for both admins and members.
• Customization: Your directory should reflect your organization’s brand and structure—look for flexible templates and listing layouts.
• Scalability: Choose software that can grow with you, whether you’re adding new member tiers or expanding your community reach.
• Pricing Model: Review pricing carefully. Some tools charge by listing volume or offer tiers based on features.
• Support and Training: Responsive customer support and strong onboarding resources are essential for smooth adoption.

Taking time to evaluate these factors will ensure your directory software enhances your membership experience.

The 9 best online directory software options

In order to choose your ideal online directory software, consider the needs of your organization. Here are 10 of the best options of software for building an online directory.

1. MemberClicks

The MemberClicks all-in-one solution helps your association or chamber engage your members and increase revenue. Use powerful features to save time, grow your membership, increase revenue, improve communication, build your community, and understand your members.

Both MC Professional and MC Trade let you set up business or individual member directories. There are also connection membership management and AMS tools, which help lighten your workload.

Best for: Associations and chambers of commerce looking for an all-in-one AMS with built-in directory features.

Pricing: Available upon request.

2. WildApricot: top online directory software for nonprofit memberships

WildApricot, trusted by more than 32,000 organizations, is an affordable cloud-based software for small associations, nonprofits, and state and local chapter organizations. Manage membership, website, events, and more all in one place.

Best for: Small nonprofits and community groups seeking affordable, cloud-based member management.

Pricing: 100 contacts paid plans start at $56/month. Free trial available.

3. Brilliant Directories

Brilliant Directories offers an affordable, all-in-one member management solution to streamline all aspects of your membership website or association. You can sync your data with more than 5,000 third-party apps online. 

Best for: Organizations that want advanced customization and monetization features.

Pricing: Plans start at $145/month.

4. Raklet

Raklet is an all-in-one membership software that allows you to engage with your community and grow and monetize your audience through memberships, newsletters and other digital tools. Raklet also integrates with more than 4,000 apps online. 

Best for: Communities looking for digital engagement tools beyond just directories.

Pricing: Free plan available; paid plans start at $49/month.

5. 360Directories

360Directories is an online visual directory software for media groups, civic organizations, and communities. The software provides administrative and marketing tools for business owners and a community portal for entrepreneurs, media companies and civic groups.

Best for: Media groups and civic organizations managing large community listings.

Pricing: Licenses start at $150/month plus a setup fee.

6. ListingProWP

ListingProWP is an end-to-end directory website builder & listing solution for WordPress with no extra paid plugins required. 

The plugin’s top features include: search and filter, form builder, multi-criteria ratings, inbox, ad management, appointment booking, events, coupons, and admin dashboards.

Best for: WordPress users building a fully branded directory site.

Pricing: One-time license fee of $69.

7. MarketGrabber

MarketGrabber is an online directory management system that helps users create business directories, generate SEO-friendly URLs, manage featured ads and more.

Best for: Businesses seeking SEO-friendly directory and ad management tools.

Pricing: Starts at $499 (one-time license).

8. IdealDirectories

IdealDirectories is a directory management solution that helps users launch business directories and coupon websites to promote local businesses.

Best for: Local organizations creating coupon or business directories.

Pricing: Starts at $159/month.

9. phpListings

phpListings.com is a complete business directory website solution. It includes all the tools to run a profitable directory:

• An intuitive and user-friendly search facility
• Administrator and member panels
• A monetization facility that supports automated invoicing

The directory software is suitable for business listings, events, places, classifieds, job postings, property listings, blogs, and offers.

Best for: Developers or organizations needing flexible, self-hosted directory control.

Pricing: Starts at $99 (one-time license).

Choosing the perfect online directory software for your Association, chamber, or nonprofit

You don’t need to feel overwhelmed when choosing a member directory software. After all, you know the needs of your organization. Simply go with the software that best matches those needs. Ideally, you’ll also want one that’s designed for your industry and can scale with you.

WildApricot and MemberClicks are two top choices:

• MemberClicks is ideal for professional and trade associations or chambers that need robust AMS features alongside their directory.
• WildApricot is great for smaller nonprofits and community groups looking for flexibility and simplicity.

Book a MemberClicks demo or start a free WildApricot trial to see how online directories can help your members connect and grow.

The post Online Directory Software: 9 Top Picks and Why You Need One appeared first on MemberClicks.

At its core, chamber of commerce marketing means promoting the organization itself, but also the businesses, professionals and communities it represents. For trade associations, this approach matters because it connects everyday promotion to bigger goals, like member growth, visibility and stronger engagement.

Done right, it builds trust and creates opportunities. It helps associations show leadership in their field while keeping members active and invested. And for organizations working with tight budgets, it offers a clear framework for growth without overspending.

The Role of Chamber of Commerce Marketing

Chamber of commerce marketing works a little differently from marketing in other types of associations. A chamber isn’t only trying to build its own brand. It’s also promoting the success of members, the strength of the local business community and the role the chamber plays in advocacy. That’s a broader mission than most associations carry.

This makes marketing both a challenge and an opportunity. Each campaign has to balance several goals at once: attracting new members, keeping current ones engaged and showing the wider community why the chamber matters. Good marketing highlights the chamber’s role as a connector, linking businesses to resources, policy makers and each other.

For trade associations, the lesson is clear. Yes, marketing is about visibility, but it’s also about building credibility, creating a sense of community and showing impact. When done well, it strengthens membership, supports advocacy and proves your organization’s value far beyond just its own circle.

Chamber marketing not only drives visibility but also supports long-term sustainability — a key part of any non-dues revenue strategy (explored further in our Ultimate Guide to Non-Dues Revenue).

4 Key Chamber of Commerce Marketing Strategies

Chamber of commerce marketing works best when it follows a clear plan. The right strategies help attract members, keep them engaged and show the community why the chamber matters. While every organization has its own priorities, a few approaches stand out as reliable. Below are four strategies that chambers and trade associations can use to build stronger connections and steady growth.

1. Building a Strong Digital Presence

For most chambers and trade associations, the website is the central hub. It’s where people first go to learn about membership, check event calendars and see what the organization stands for. If the site is hard to use or looks dated, it sends the wrong message. A clean design, clear navigation and up-to-date information make a big difference.

But a website alone isn’t enough. Search engines are where most potential members and community partners begin. That’s why SEO and content marketing play such an important role. Publishing useful resources, such as guides, local business spotlights or industry updates, helps the chamber show up in search results while proving value to current members.

Social media adds another layer. While large associations may focus on national reach, chambers serve local audiences. Regular posts that highlight member businesses, promote events or share community news remind people that the chamber is active and invested in the region. This boosts engagement and helps smaller organizations stretch their marketing budget by leaning on platforms where members already spend their time.

Together, these tools, including website, search visibility and social engagement, form the backbone of chamber of commerce marketing. They provide a reliable way to attract attention, demonstrate value and keep both members and the public informed.

2. Member-Centered Chamber of Commerce Marketing Campaigns

A chamber exists to serve its members, so marketing should highlight them first. When businesses feel seen and supported, they are more likely to stay involved and recommend membership to others. One simple approach is to showcase your members’ success stories. Sharing how a company grew through networking or gained visibility at an event promotes the member and shows the chamber’s impact in action.

Networking and education are another strong angle. Chambers often host workshops, mentorship programs and peer-to-peer groups. Promoting these opportunities in marketing campaigns reminds current members of the benefits they have access to, while giving potential members a clear picture of what they’re missing.

Personalized communication adds more weight. Instead of sending generic emails, segmenting outreach by business size, industry or years in operation makes your messages more relevant. This kind of tailored approach helps members feel recognized as individuals, not just dues-payers.

For trade associations, the lesson is to focus on value through relationships rather than just promotion. Marketing that centers on members turns them into advocates, which is one of the most effective ways to attract new participants.

3. Chamber of Commerce Marketing Through Events and Partnerships

Events are one of the strongest tools a chamber has for visibility and engagement. Luncheons, trade shows, expos and community gatherings give members a chance to connect in person while showing the wider public that the chamber is active. Promoting these events through email, social media and the website builds anticipation and reminds members why they joined in the first place. Photos and short recaps after the event also extend the impact by reaching those who couldn’t attend.

Partnerships can take chamber of commerce marketing even further. Working with local media outlets increases coverage and helps spread the message to people outside the chamber’s immediate circle. Collaborating with civic organizations or nonprofits adds credibility and shows that the chamber is invested in the community as a whole. These connections make campaigns stronger and keep costs low.

The takeaway is that marketing doesn’t have to be done alone. Leveraging the networks of partners and the energy of live events creates a broader reach and reinforces your chamber’s role as a connector.

4. Data-Driven Chamber of Commerce Marketing Tactics

Strong marketing is about creativity, but it’s also key to track what works and what doesn’t. Chambers often have limited staff and budgets, so guessing isn’t an option. Data can guide smarter decisions.

The first step is to track campaign performance. Email platforms, social media dashboards and website analytics show who is engaging, what content gets attention and where potential members drop off. Simple metrics, like open rates, click-throughs or time spent on a page, can reveal a lot about what members value.

From there, you can adjust strategies. If event emails see low response, the message might need clearer subject lines or stronger calls to action. If certain blog posts bring steady traffic, creating more content in that style could bring in new members.

It also helps to connect marketing results with return on investment. Tying campaigns to outcomes, like event attendance, member sign-ups or sponsorship revenue, makes it easier to justify marketing spend to leadership.

By treating data as a guide, chambers can focus time and money on the tactics that deliver results instead of spreading efforts too thin.

Effective Tools for Chamber of Commerce Marketing

The right tools can make chamber marketing more efficient without having to hire extra staff. Email is still one of the most effective options. Regular newsletters, segmented updates and event reminders keep members in the loop. Clear subject lines and a mobile-friendly design help messages get opened and read.

Video is another great tool. You can share short clips of member testimonials, behind-the-scenes event footage or quick educational tips on social media and websites. Storytelling in video form feels personal and helps members connect with the chamber’s mission.

Directories and job boards also play a marketing role. A well-maintained member directory highlights businesses in the community, while a job board drives traffic from people who may not yet be members. Sponsorship opportunities tied to these platforms add another revenue stream and spotlight local businesses.

What ties all these tools together is strategic planning. Without a plan, even the best tools go unused. If your chamber sets clear goals, like boosting attendance, increasing renewals or attracting new sponsors, you can choose the tools that support those outcomes.

Common Chamber of Commerce Marketing Challenges

Most chambers and trade associations face similar hurdles when it comes to marketing. Limited staff and budgets are often the biggest obstacles. With only a small team, it’s hard to keep up with regular content, events and campaigns. That can make even simple tasks feel overwhelming, like updating the website or posting on social media.

There’s also the challenge of balance. Chambers must promote members and events while still speaking up on advocacy issues. Too much focus on one side can leave the other underserved, which risks losing credibility or engagement.

Finally, chambers compete for attention in crowded markets. Local businesses get bombarded with promotions from many directions. Standing out requires consistent messaging and creative approaches that highlight value without adding too much noise. To overcome these challenges, you need planning, patience and a clear sense of priorities.

Measuring Chamber of Commerce Marketing Success

For marketing to work, chambers need to know what success looks like. That starts with clear metrics. Membership growth is often the first measure. New sign-ups show that campaigns are reaching the right audience. Retention rates are just as important. If your current members stay year after year, it means the chamber is proving its value.

Event attendance is another strong indicator. Whether it’s a small networking lunch or a large expo, turnout reflects both interest and effective promotion. Engagement rates, such as email opens, social shares or survey responses, provide insight into how members interact with your content.

Tying these numbers back to return on investment makes the case stronger. Leadership and members alike want proof that marketing efforts deliver results.

Bringing It All Together

Chamber of commerce marketing gives trade associations a clear path to growth. By focusing on digital presence, member-centered campaigns, events, partnerships and data-driven tactics, chambers can reach new audiences and keep existing members engaged. Tools like email, video and directories help carry the message further, even with small teams and tight budgets.

Regularly reviewing results is just as important as running campaigns. Tracking growth, retention and engagement makes it easier to show value and refine strategy over time. Strong marketing is about choosing approaches that connect members, strengthen community ties and prove impact.

Want to learn more ways to expand revenue and support your chamber? Download the Ultimate Non-Dues Revenue Guide today

The post Chamber of Commerce Marketing Ideas To Boost Visibility and Engagement  appeared first on MemberClicks.

Use the tips below to attract top speakers in your industry and write an engaging invitation that helps bring the high-quality talent you want to your event.

Why a Strong Invitation Letter Matters

An invitation letter does more than share event details. It signals how your association approaches professionalism and relationships. A thoughtful message shows that your team is organized and intentional, giving the speaker confidence in your ability to host a meaningful program.

When you take time to connect their expertise to your event goals, the request feels genuine rather than generic. A personalized letter demonstrates that you understand the value they bring. This not only increases the likelihood of a positive response but also lays the foundation for a strong relationship that can extend to future events or collaborations.

Key Elements of an Invitation Letter for Guest Speaker

Several elements make an invitation letter stand out and attract the right speakers. Be sure to include the purpose of the event, a personalized message, event logistics, speaking role and compensation. Covering these essentials shows professionalism and respect for the speaker’s time, making them more likely to accept.

Clear Purpose of the Event

Your invitation should state the type of event, the date and the audience you expect. A speaker who understands the purpose of the event and their role in it is far more likely to say yes. Keep the explanation clear and concise while still giving enough context to show why their expertise is a strong match.

For example, rather than simply writing “We would like you to speak at our annual conference,” you could say, “Our annual conference brings together over 500 professionals in the hospitality field who are eager to learn about new industry trends. Your recent research on guest satisfaction would provide practical insights that our members can apply immediately.” This type of detail shows the speaker why they are being asked and what their impact will be.

Personalization

Generic invitations are easy to spot. Instead, personalize every message to show that you know the speaker’s background and accomplishments. Mention a recent article, book, award or project to demonstrate that you are familiar with their work. This shows respect for their expertise and makes the request feel authentic.

For instance, you might say, “Your presentation on leadership at the Midwest Leadership Summit last spring resonated with our team. We believe your insights would be equally valuable to our members.” Adding specific references like this creates a stronger connection and helps your letter stand out among the many requests top speakers receive.

Event Logistics at a Glance

Include all the important logistical details in your letter. Share the date, time and location, or provide clear instructions if the event is virtual. Indicate the expected audience size and profile so the speaker knows who they will be addressing.

With hybrid events becoming common, you may want to specify whether the program will be recorded, live-streamed or interactive. A speaker who understands the format and audience expectations will be more confident about participating. Presenting these details in a clear and organized way shows professionalism and allows the speaker to make an informed decision without needing to request additional information.

Speaking Role and Value Proposition

Clearly outline the role you are asking the speaker to take on. This could be keynote presenter, panel participant, workshop leader, moderator or fireside chat guest. Be specific so there is no confusion.

Explain why their expertise is the right fit for the role and how it will contribute to the success of the event. For example, “As a leader in nonprofit governance, your perspective on volunteer engagement would add depth to our opening panel on member retention.” By linking their experience directly to the event, you build credibility and show that the invitation is intentional.

Honorarium, Travel and Support

Transparency about compensation and support builds trust. If your organization is offering an honorarium, travel coverage or accommodations, include that information clearly in the letter. Addressing these details early avoids misunderstandings and demonstrates respect for the speaker’s commitment.

Not every invitation will include a large honorarium, but you can also highlight other benefits. This might include professional exposure, networking opportunities, book sales, media coverage or recorded sessions they can repurpose. When speakers see both the financial and non-financial value of participating, they are more likely to accept.

Call to Action and Next Steps

Always include a clear call to action. Ask the speaker to confirm their availability and provide a specific date for their response so you can finalize planning. Include your direct contact information for questions or clarifications.

For example, “Please let us know by September 15 if you are available to join us as a panelist. You can reach me directly at 555-555-5555 or events@association.org.” Setting clear expectations for follow-up helps the process move forward smoothly.

Common Mistakes to Avoid in Invitation Letters

Avoiding a few common pitfalls can make your letter far more effective:

• Being vague about event details. Specifics show your event is well planned.
• Using an overly stiff or generic tone. Professionalism matters but warmth and sincerity are important too.
• Forgetting to mention compensation or support. Transparency is essential for credibility.
• Overemphasizing your organization rather than the speaker’s role. The invitation should be centered on their value.
• Ignoring accessibility or technical needs. Clarifying these early demonstrates consideration.
• Typos or formatting errors. Mistakes make the invitation look rushed or careless.
• Failing to include a contact person. Make it clear who the speaker should reach out to with questions.

Avoiding these mistakes communicates professionalism and increases the likelihood of a positive response.

Sample Invitation Letter for Guest Speaker

This sample works because it introduces the speaker to the event, clarifies expectations and compensation and provides direct next steps for response.

Tip: This template can be adapted for panels, workshops or virtual presentations by adjusting the role, length and format of the session.

Dear [Guest Speaker Name],

We would like to invite you to be a guest speaker at our upcoming event, [Seminar Name], hosted by [Your Organization’s Name]. The event will take place on August 31, 2025, from 9:00 AM to 2:00 PM at the Grand Ballroom Hilton in Boston, MA. The program will focus on [Seminar Theme].

The event is designed to showcase leaders in the literary world and bring together professionals, students and teachers with a shared passion for reading and writing. As an author with extensive accomplishments, we would be honored to feature you as our keynote speaker.

For your participation, we are offering an honorarium of $5,000, along with full travel and accommodation support.

Please confirm your availability by July 15, 2025. If you have questions or would like to discuss this opportunity, you can contact us at 413-111-2222 or event@help.com.

Thank you for considering this opportunity. We look forward to the possibility of working with you.

Sincerely,
[Name]
[Title]
[Organization]

Tips to Make Your Invitation Stand Out

Highlight Mutual Benefits

Explain what the speaker will gain from the event. Share details about audience size, relevance and exposure. Mention networking opportunities, the chance to connect with other industry leaders or the possibility of showcasing recent work. Pair these benefits with appropriate compensation to create balance and credibility.

For more inspiration on how to boost audience connection, explore these event engagement ideas.

Keep It Concise and Readable

An invitation letter should usually stay under 400 words. Busy professionals are more likely to read and respond when details are presented clearly and efficiently. Short paragraphs and clear formatting make the message easy to scan.

Use Association Branding

Send the invitation on professional letterhead or through a branded email template. Consistent branding reinforces your association’s identity and credibility. It also assures the speaker that the invitation is official and well organized.

Follow Up Politely

Allow at least a week for a response. If you do not hear back, send a short and friendly reminder. Even if a speaker declines, thank them for their time. Courtesy leaves a positive impression that could open the door for collaboration in the future.

Conclusion

A strong invitation letter helps you secure the right guest speakers and set the tone for a successful event. By being clear about logistics, transparent about compensation and respectful in tone, you make it easier for speakers to say yes. Thoughtful invitations not only help you confirm high-quality talent but also strengthen your reputation as an organized and professional association.

When your invitations are professional and personal, you increase the chances of securing top speakers for this event and create connections that can benefit your organization in the long term.

Ready to maximize the impact of your events? Download The Ultimate Guide to Non-Dues Revenue for Associations for strategies that help you attract sponsors, increase revenue and deliver more value with every program you host.

The post Crafting the Perfect Guest Speaker Invitation Letter appeared first on MemberClicks.

Why You Should Promote Your Job Board

A job board builds on your association’s reputation by offering a service that directly benefits your members and industry. It connects employers with top talent while generating non-dues revenue through posting fees and related services. Employers are often willing to pay for the convenience, credibility and targeted reach your board provides.

The American Association of Hispanics in Higher Education (AAHHE) is a prime example. After strategically revamping and promoting their job board, they saw significant growth in employer participation, repeat postings and revenue — proving that visibility directly impacts results.

Promoting your job board also positions your association as a trusted hub for employment connections, much like the guild halls of the past. Over time, job seekers and employers will come to view your site as the go-to resource for industry-specific opportunities, driving both engagement and long-term revenue growth.

10 Proven Ways to Promote Your Association Job Board

1. Add It to Your Main Navigation

Include the job board link as part of your website’s main navigation menu. Job seekers and casual browsers alike are more inclined to click on the link when it’s prominently displayed. Alternatively, you can “punch” up your association job board by including it in a banner or button at the top of the home page. You want something that draws the user’s attention, and makes it easy for a job seeker to find the board.

2. Share It in Your Member Newsletter

Mentioning the job board in the member’s newsletter is an easy and effective method of promotion. You can put in a standard blurb every month, or block off a section to highlight and link to the board.

Make sure to include language that tells the reader that the board gets new job postings on a regular basis. Encourage employers to put up their openings with a simple note that reads “Post your job here!” This can be made more efficient with an anchor link that connects to the job board.

3. Announce It at Events and Meetings

Advertising the job board at an industry event or meeting is another way to attract the attention of potential users. The best time to make an announcement is before the start or after the start of the event. It’s a shift in tone and catches the ears of the attendees. They’re more likely to remember to ask for more information or take notes at these stages.

You don’t have to spend a lot of time on the announcement. However, you want to make your announcement a memorable one. The purpose of the board is for members to get hired, and for employers to get skilled labor. Talk about the success everyone has had by using your job board, and why it’s great for old and new members.

4. Leverage Social Media (and Industry Hashtags)

Use your association’s social media accounts to promote job board opportunities to employers. Take actions such as posting job listings and aim your call to actions at employers. Use hashtags for hiring managers in your industry. They’re effective at targeting specific people and getting their attention.

5. Create a Dedicated “Post a Job” Landing Page

Creating a landing page for employers makes it easier for them to put up their job listings. Design the page so that it answers as many questions as possible, and include a link for creating a job posting. Make sure to include the pricing for posting, packages, and why they should post on your job board. Success stories and statistics also help encourage an employer to post their jobs.

You can create a job posting template through a site like Canva, then put it on your association website. A posting template simplifies the input process, and you can tailor it to reflect the job positions that are in your industry.

6. Promote Through Targeted Emails

Direct contact with employers helps spread the word about your association job board. It’s something that’s doable on an occasional basis, and keeps your job board fresh in their minds.

The email should show why they should post on your job board. These include metrics such as how long it takes to find and hire a candidate, testimonials and success stories and average number of daily users. Essentially, you’re showing the employer that it’s worth advertising job listings with your association.

7. Network with Employers at Industry Events

Promoting your association at an industry event involves talking to many professionals who have the power to hire people. This is a great opportunity to bring up your association job board. The reason being is that the simple act of telling someone about your association job board creates interest in the listener. You never know who you’re talking to at an event, and you could find yourself talking to someone who’s looking to expand their job listings.

You can easily drive home your association job board with a simple flyer that’s focused on the job board. Include the URL, why it’s a great resource for people in the industry, and what it offers to the user. Make sure to talk about how it benefits people from an employer and job seeker’s point of view for more impact. Keep the flyers stacked on the table and in hand for easy distribution.

Consider offering employer sponsorship opportunities to increase your revenue and boost visibility. Employers are always looking for places to advertise, and an association job board offers them another place to put their name. Learn more about how to increase sponsorship revenue for ideas you can apply alongside your job board promotions.

8. Use LinkedIn Strategically

LinkedIn is an excellent resource in terms of spreading the word about the job board. It makes it easy to connect with headhunters, HR professionals, and hiring managers who work in the industry or complimentary fields. Let them know what your job board offers to its users and why they should post their openings on your board. These professionals understand the value of a job board and how it helps fulfill their needs.

9. Encourage Word-of-Mouth from Members

Ask association members to spread the word about the job board with others. Suggest they mention the board to co-workers and the HR department when they’re seeking a new employee with the right set of skills. If someone has success stories with hiring through your board, ask if they would share their experience with others in the industry. The best people to approach are ones with hiring power, but those who have influence are also worth asking.

10. Run Paid Ads for Broader Reach

Google Ads and LinkedIn marketing resources are both low-cost options for advertising your job board. Each of them lets you customize your advertising campaign so you can reach the demographic you’re seeking. You can create a budget-friendly ad campaign while reaching your desired audience.

For example, you want to find HR representatives in your industry niche and related industries. The ad campaign gives you the options for the type of demographics you’re targeting, and lets you fine-tune the details of how the ad is presented to them.

Common Mistakes to Avoid

A successful promotion campaign for your job board relies on avoiding these common mistakes:

• Limiting your audience.
• Only using social media.
• Not creating a dedicated landing page for your job board.
• Overlooking the creation of an email campaign.

Existing members are an excellent source of recurring revenue, but you need new members for growth. Make it a point to reach out to companies that may not be aware of your board.

Social media makes it easy to promote job board information. However, you can’t rely on it as your only source of information for new users. It’s better to use multiple channels to spread the word about the board.

Potential users need to be able to learn more about the job board in an efficient way. A dedicated landing page with a link to the board helps the user understand the purpose of the board, what it offers and how to post jobs.

Don’t overlook an email campaign as a channel for attracting new users. It’s true that a lot of emails are deleted without being opened, but you never know when someone is looking for a new place to post jobs. Your email can find itself in the right place at the right time.

How to Turn Your Job Board Into a Long-Term Revenue Stream

Your job board can become a source of recurring revenue that’s stable and can grow over time. Upselling, being consistent in your promotional efforts, and showing employers the value of posting on the board all serve to generate non-dues revenue.

The value of non-dues revenue is that it builds upon the base income generated by dues-paying members. The income from dues is steady, but can be difficult to grow. Job board revenue overcomes this issue because it creates a new stream of income. Engaging in consistent promotion, such as through a newsletter, works by reinforcing awareness of the job board.

Include value-added services such as a featured listing that places the post at the top of the page. You can also create posting packages that are competitively priced. Create employer sponsorship bundles to offer the employer a low-cost advertising option on your association’s website and job board. These fees are in addition to job posting fees, which further increase your job board’s revenue.

Final Takeaway

There’s no time like the present to get started with implementing some of these strategies. You’ll start seeing results in less time, and you can begin growing your job board.

Download The Ultimate Guide to Non-Dues Revenue for Associations and keep it handy while you plan. This resource features proven strategies to strengthen your job board, make smart promotion decisions and turn it into an industry resource that drives lasting value.

The post 10 Proven Ways to Promote Your Association Job Board appeared first on MemberClicks.

What is Sponsorship Revenue?

Definition and Relevance for Associations

For associations, sponsorship revenue involves forming financial relationships with other companies. The sponsored association will offer the sponsor brand promotion, logo placement and similar types of perks in exchange for a financial or related contribution. The sponsor might offer money directly or access to particular goods and services to the association.

This type of financial arrangement differs from traditional fundraising or donations because it centers on the relationship between the two organizations. Rather than just collecting funds, the fundraising comes from offering the sponsor something in return for their contribution to the association.

Building sponsorship relationships empowers associations to diversify their funding sources, rather than relying solely on dues. By broadening the sources of income, associations improve stability in their financial base and strengthen their relationships with other organizations.

Common Types of Sponsorships

Now that you understand what sponsorship revenue is and why it matters, here are the most common ways associations generate it.

Event sponsorships

Events are one of the most effective ways to attract sponsors. Offering tiered packages gives sponsors flexibility and increases your revenue potential. In exchange for financial support or in-kind contributions like materials or venue space, sponsors gain brand visibility through event promotions and direct access to your audience.

When planning event sponsorships, creating a clear event brief can help align goals and attract the right sponsors. Check out how to create an event brief template to make this process simple and effective.

Program or initiative sponsorships

Sponsors can support specific programs your association runs. Their involvement may include financial contributions or expertise that helps launch and sustain the program while they benefit from being tied to a meaningful initiative.

Digital sponsorships

With so many online channels, digital sponsorships are increasingly valuable. Opportunities include sponsoring webinars, newsletters or podcasts in exchange for brand placement or featured mentions that reach your members directly.

Year-round or bundled packages

For sponsors seeking ongoing exposure, bundled packages offer a long-term partnership. These packages may include event sponsorships, digital promotions and other touchpoints throughout the year, strengthening the sponsor-association relationship.

Sponsorship Revenue vs. Other Funding Sources

Understanding how sponsorship revenue differs from other income sources will help you position it more effectively within your association’s strategy.

How it differs from membership dues

Membership dues provide predictable income since they are collected on a regular schedule. Sponsorship revenue, on the other hand, often fluctuates based on events or campaigns.

The nature of the relationship also differs. Membership dues are transactional and members pay for the benefits they receive. Sponsorships are strategic partnerships where both the sponsor and association benefit. Plus, a successful event not only supports your association but also boosts your sponsor’s brand visibility.

A great example of how associations diversify revenue beyond dues can be seen in this case study from Women in Development of Greater Boston, where strategic non-dues income helps them fund their AMS solution 16 times over.

Comparison with grants and donations

Grants and donations are typically short-term and come with restrictions on how funds can be used. Grants are usually tied to a specific project, while donations often depend on one-time appeals.

Sponsorship revenue is more flexible. Sponsors provide financial support or in-kind contributions in exchange for visibility and engagement, giving associations the freedom to allocate resources where they are most needed.

Understanding the Sponsorship Revenue Model

A sponsorship revenue model outlines how your association generates funds through sponsorships. Defining clear packages helps you attract the right partners, align expectations, and create sustainable, mutually beneficial relationships.

Flat fee

A flat fee model offers one set price for sponsorship. Sponsors receive a defined set of benefits, such as logo placement or brand mentions. This model is simple to manage but offers limited flexibility for sponsors with specific needs.

Tiered

A tiered model provides multiple levels of sponsorship, each with increasing costs and benefits. For example, higher tiers might include additional event visibility or exclusive opportunities. This approach attracts a range of sponsors but requires careful tracking.

Custom

Custom sponsorships allow you to tailor packages for individual sponsors. While these arrangements take more effort to manage, they appeal to sponsors who want unique opportunities and are often willing to invest more for a perfect fit.

Tracking ROI for Sponsors

Sponsors commit resources expecting measurable returns. Your association should provide clear deliverables and track the success of each sponsorship.

Set expectations

Define what sponsors will receive at each level, such as logo placement, event mentions, or digital exposure. Document these details upfront to avoid confusion and build trust.

Measure results

Track key metrics like impressions, clicks, and engagement from sponsorship activities. Share this data with sponsors to demonstrate value and encourage future partnerships.

Report back

Provide sponsors with detailed post-event or post-campaign reports. When sponsors see the impact of their investment, they are more likely to renew or increase their sponsorship.

How to Increase Sponsorship Revenue

Boosting sponsorship revenue requires strategy, data, and strong relationships with potential sponsors.

Know your audience and value

Use data to understand member demographics and identify industries most likely to sponsor. Tailor packages based on what appeals to sponsors, such as brand visibility or direct access to members.

Sponsors value opportunities to engage with your members in meaningful ways. These event engagement ideas can help you design experiences that benefit both attendees and your sponsors

Build sponsorship into your strategy

Integrate sponsorship planning into your annual calendar. Align sponsorship offers with major events, programs, or initiatives, and market them with the same focus you give other campaigns.

Don’t forget that sponsor relationships shouldn’t end when the event does. Use these post-event engagement strategies to continue delivering value and strengthen long-term partnerships.

Make it easy to say yes

Simplify the sponsorship process. Provide clear kits, straightforward registration, and flexible options. Allow customization so sponsors can align packages with their goals.

Tools and Resources That Can Help

Using the right tools makes it easier to manage sponsorships and grow your revenue.

Using your AMS or CRM

Your AMS or CRM can help track sponsor relationships, segment contacts, and log communication history. It also allows you to measure engagement and success for better decision-making.

Reporting and renewal tools

Automated reminders and email triggers help you re-engage past sponsors. Renewal tools can simplify the process and increase the chance of repeat sponsorships without adding extra manual work.

Sponsorship in MemberClicks

With MemberClicks, you can tag and segment sponsors, track their engagement, and automate communication. This makes it easy to nurture relationships and grow sponsorship revenue efficiently.

FAQs

What makes a sponsorship revenue model different?

A sponsorship revenue model generates income by building partnerships with sponsors. Unlike grants or membership dues, it’s a mutually beneficial relationship where the sponsor gains visibility while the association receives funding or resources.

How can you improve sponsorship packages?

You can improve packages by using data to understand your audience, setting tiered options, and offering flexible perks that align with sponsor goals.

How do you measure sponsorship revenue success?

Track metrics such as sponsor retention, package sales, event attendance, and engagement with sponsor promotions. Providing clear ROI reports helps secure repeat sponsorships.

Can small associations generate sponsorship revenue?

Yes. Even small associations can attract sponsors by offering niche audiences, targeted digital promotions, and affordable entry-level packages.

Final Tips and Takeaways

A strong sponsorship revenue strategy can transform how associations fund their programs and build lasting partnerships.

• Review your sponsorship packages each year to ensure they meet sponsor needs and reflect your association’s value.
• Use data to track performance and adjust pricing, benefits, and outreach strategies.
• Keep the process simple for sponsors while allowing room for customization.
• Focus on building long-term relationships that generate repeat sponsorship revenue.

By treating sponsorship as a core part of your growth strategy, you’ll strengthen your financial foundation and create lasting value for your members and partners.

See how your association can attract more sponsors and generate sustainable revenue. Get The Ultimate Guide to Non-dues Revenue guide now.

The post How to Increase Sponsorship Revenue at Your Association   appeared first on MemberClicks.

This guide walks through how to plan a legislative action day from start to finish. You’ll learn how to set goals, choose the right timing and organize a smooth experience for everyone involved. A well-run lobby day builds awareness, strengthens your relationships with legislators and helps your members feel heard. Let’s start with the planning basics.

Understanding the Purpose and Planning Basics

What Is a Lobby Day or Legislative Action Day?

A lobby day, also called a legislative action day, is an organized event where association members meet with lawmakers to share policy priorities. The terms are often used interchangeably, and both describe the same goal: a dedicated day of advocacy.

Learning how to plan a legislative action day means organizing meetings, preparing briefings and guiding outreach efforts. Common goals include influencing policy, educating legislators about industry issues and making sure member voices are heard. Starting with a clear definition helps align your team and set the right tone for planning.

Legislative action days are especially valuable when your members are affected by new laws, regulations or licensing changes. Whether your goal is to raise awareness, push for funding or protect your members’ interests, a well-planned lobby day helps make those conversations happen face to face.

Set Clear Objectives Early

Before anything else, decide what you want to achieve. Your goal might be to inform lawmakers about a new licensure requirement, advocate for funding or raise your association’s visibility. Clear objectives help shape every part of the day, from who you invite to the talking points you share.

Define how you will measure success. That might include the number of meetings held, survey responses from members or follow-up from legislative staff. When everyone understands the goal, the rest of the planning process becomes much easier.

Build a Planning Timeline

Start planning three to six months in advance and break the process into clear phases:

• 3–6 months out:
  • Choose your date and format (in person, hybrid or virtual)
  • Scout and book your venue or virtual platform
  • Coordinate with your government affairs team or lobbyist
• 2–3 months out:
  • Begin outreach to members and lawmakers
  • Send save-the-date or invite communications
  • Start drafting your agenda and key materials
• 1 month out:
  • Finalize fact sheets, talking points and leave-behinds
  • Host a member training or prep session
  • Confirm meeting times and attendee assignments
• 1–2 weeks out:
  • Test tech tools and prepare printed or digital packets
  • Send event reminders and final logistics to attendees
• Post-event:
  • Send thank-you notes to lawmakers and attendees
  • Distribute a quick feedback survey
  • Track outcomes and log follow-up actions

A timeline like this helps keep your team aligned and prevents last-minute stress.

Logistics and Planning Steps

1. Secure Your Location and Date

Decide early whether your event will be in person, hybrid or virtual. For an in-person lobby day, book a venue near the statehouse or committee offices. If the event is hybrid or virtual, choose a reliable platform and test it well in advance. For associations that opt for a digital element, our guide on how to plan a virtual event offers best practices for choosing platforms and maximizing remote engagement.

Confirm that your selected date aligns with the legislative calendar. Hosting while lawmakers are out of session can derail your goals. Securing the right time and place is a key step in how to plan a legislative action day that works for both your members and your elected officials.

2. Coordinate Lawmaker Meetings

Once your date is set, begin reaching out to legislators’ offices with clear, timely meeting requests. Prioritize lawmakers who represent your members’ districts, serve on relevant committees or have supported your issues in the past.

Use a tracking system like a shared spreadsheet or your association’s CRM to monitor responses, confirm meeting times and assign attendees. Keep everything organized so your members feel prepared and confident. Coordinated outreach is a key part of how to plan a legislative action day that makes the most of everyone’s time.

3. Prepare Your Members to Advocate

Good advocacy starts with good preparation. Share clear, concise talking points that outline your key issues, what you are asking lawmakers to do and how the issue affects members locally. Give your attendees the context they need to feel confident walking into each meeting.

Host a short webinar or create a prep guide that covers what to expect. Include tips on how to introduce themselves, how to make their case and what to do after the meeting. If possible, pair first-time attendees with experienced advocates so no one feels overwhelmed. The more prepared your members are, the more professional and persuasive your lobby day will be.

4. Create and Distribute Materials

Give your members leave-behinds that make an impression. Create fact sheets, one-pagers and data summaries that clearly support each ask. Brand all materials with your logo and contact information so legislators remember who you are.

Decide whether to print materials or provide them digitally. For virtual events, send them in advance along with meeting links and reminders. Having polished, well-prepared materials shows professionalism and helps lawmakers follow up after the event. It is also a key step in how to plan a legislative action day that delivers lasting impact.

5. Offer On-Site or Virtual Training

Start the day with a brief kickoff session to get everyone aligned. Review the event goals, walk through the schedule and answer last-minute questions. Include a quick role-play or sample meeting to help attendees feel comfortable.

If your event includes virtual participants, double-check that tech is ready. Test headsets, video links and breakout rooms ahead of time. A short training session builds confidence, encourages teamwork and prepares your members to advocate effectively.

6. Promote the Day Internally and Externally

Start promoting your lobby day early. Use email campaigns, community posts and social media to encourage attendance. As the date approaches, send reminders with schedule details, prep materials and last-minute tips.

After the event, share highlights with your broader audience. Post photos and member quotes, tag lawmakers when appropriate and consider issuing a short press release if the topic has public interest. Consistent promotion boosts engagement, strengthens your brand and shows how your members take action.

For larger events like conferences or workshops, you may also want to use registration tools to streamline attendance and communication. Explore our breakdown of the best event registration apps in 2025 to find the right fit.

7. Keep the Day Organized and Member-Focused

Set up a check-in station or virtual welcome room to greet attendees and get everyone settled. Provide name badges or login details, answer questions and make sure the day starts smoothly. Assign a staff member or volunteer to be available throughout the event in case schedules change or someone needs help.

Make it easy for participants to follow the schedule. Print simple agendas or share a digital version that updates in real time. Encourage members to share their experience by taking photos or screenshots and posting them using your event hashtag. It shows your members are active and reminds lawmakers that your association shows up and speaks out.

To take event-day engagement further, see our list of 10 best event engagement ideas.

8. Send Thank-Yous and Recaps

Follow up within 48 hours of your event. Send personalized thank-you notes to every legislator’s office you met with. At the same time, share a brief recap with all participants. Highlight any key wins or meaningful conversations and include links to photos or quotes if available.

Timely follow-up reinforces your association’s professionalism and helps lawmakers remember your visit. It also shows members that their time made an impact and sets the tone for future engagement.

For more ideas on extending the event’s impact, check out our post on post-event engagement strategies.

9. Track Outcomes

Gather feedback from participants shortly after the event. Use a short survey or follow-up calls to understand what went well and what could improve. Track the number of meetings held, follow-up requests from legislators and any progress on key issues.

Also keep a record of press mentions and social engagement. Count how many posts used your event hashtag and how many members shared their experience. This data helps measure your event’s impact and gives you valuable insights to guide future advocacy efforts.

10. Keep the Momentum Going

Keep the conversation going after the event. Share follow-up templates that members can use to email or tag their lawmakers. Post quick recap content or downloadable resources in your member portal to reinforce your message.

Check in regularly with your members. Include advocacy updates in your newsletter or host a short follow-up webinar to revisit your policy goals. Small, steady touchpoints help strengthen your message and build lasting momentum.

Make Your Voice Heard

A well-organized legislative action day gives your association a powerful way to influence policy and build relationships with lawmakers. When you set clear goals, follow a strong planning timeline and keep members engaged throughout the process, your impact grows over time.

Use this guide to plan a legislative action day that runs smoothly and creates momentum. Ready to take the next step? Start mapping out your calendar or explore how MemberClicks tools to help streamline every phase of your advocacy work. Don’t hesitate to get in touch to see how we can support your legislative action day.

The post How To Plan a Legislative Action Day: A Guide for Trade and Professional Associations  appeared first on MemberClicks.

What is Event ROI?

Event ROI refers to the return on investment an association gains from hosting an event. It measures what is gained from the event, compared to what was spent to make it happen. While in many cases, this figure is used by determining how much revenue is derived as a result of an event, that is not the only measurement that is important to associations. After all, money in versus money out isn’t always the standard for associations when determining event ROI. For example, in terms of associations, an event ROI can also be measured in what is gained from hosting an event. The following are some additional values that can be derived in addition to the simple cost of registration fees and ticket sales which are the most basic forms of revenue for an event:

• Lead Generation: For associations and businesses alike, gaining new leads can be a big benefit of an event.
• Pipeline Value: This is the business deals that might come about due to the event or deals struck at the event.
• Partnership and Sponsors: It can help to offset the cost of an event to collaborate with other associations or businesses and can even help fortify those relationships by benefiting the sponsors as well.
• Social Media: Events make a great setting for social media posts and press mentions about your association, which can lead to even more memberships.
• Brand Recognition: Another benefit of an event and what can make it valuable outside ticket sales is greater brand recognition for your association.
• Marketing Content: Events create the ideal backdrop for marketing videos that you can then use within your marketing materials year round.

Event ROI Formula

Although the value of an event is subjective and can be based on more than mere ticket sales or registration fees, there is a way to quantify the event’s success in an event ROI formula. To put it most simply, this looks like the following:

Event ROI= [(Event Gains-Event Costs) / Event Costs] x 100

Event gains, as we have already discussed, can involve, and often does include, more than mere ticket sales to attend the event. For associations, you can also benefit by increasing member engagement, promoting sponsorshipsv and more, in addition to ticket sales.

The cost of an event is the expense spent on planning and putting on the vents. This can include paying staff for planning time as well as paying them to work the event. It can also include the cost of the venue rental or item rentals, the marketing costs related to the event, the tech required to put on an event, along with the materials or swag given out at the event. These are all part of the costs of any event and have to be considered in the event ROI.

Association Based Example

While the exact numbers spent on any event will be unique to your association. The following offers a simplified example of the type of event ROI for an association. This can be used to exemplify what real-world numbers might look like for your association:

• Revenue Total for Event: $50,000 (this amount is earned from booth rentals, ticket sales, sponsorships and more.)
• Expenses Total for Event: $30,000 (this number would include catering costs, marketing, staff costs, venue rental and more.)

ROI= (Revenue for Event – Expenses Total)/ Event Expenses

ROI=($50,000- $30,000)/ $30,000

ROI= $20,000/ $30,000

ROI= 0.67 or 67%

This is just a general look with some non-specific numbers that showcases how an ROI is measured in real life.

What a Good ROI Looks Like

Obviously, the success of your event will be based on various factors. Success metrics should be based on your overall goal or point of the event. In other words, an event might not be a revenue success but could be considered valuable by your members and lead to other benefits like member loyalty and additional growth. Of course, this will eventually lead to increased revenue as well, but it might not be as obvious as money spent versus money earned in all cases. In its most basic format, generally, a good ROI for any event is defined as a ROI between 50 and 100%.

Best Practices to Improve Your Event ROI

Now that we have considered the ways in which an event ROI is determined and how to quantify the success of an event in more than simple money earned, it’s now time to look at how to improve your event ROI, no matter your event goal. The following are some practical tips you can put into practice at your next event to improve your overall event ROI:

1. Set Clear Goals from the Start

First up on the list, choose your objectives or goals from the beginning. Do you want the event’s success to be primarily tied to revenue or instead be more related to engagement or member enjoyment? Setting this at the beginning of the process will help you meet your association’s idea of success.

2. Know Your Audience and Personalize the Experience

To get the most out of any event and have it considered a success, tailor your sessions and formats to your member’s needs. This will help you get the most bang for your buck in terms of putting on an event your members will benefit from and enjoy.

3. Streamline Event Tech to Reduce Costs

Avoid the over-proliferation of tech, also known as tech sprawl, at your event. This essentially means you are using too many types of technology, and it is not streamlined or user-friendly. Instead, choose platforms that scale and integrate to your members more efficiently.

4. Maximize Sponsorship Opportunities

Since sponsorships are key to having a successful event, it’s important to build value-driven packages that deliver good ROI to sponsors too, to entice more collaboration. This will entice more sponsors and reduce your cost, improving your ROI.

5. Engage Attendees Before, During and After

It’s important to the success of an event to engage attendees throughout the entire event process. This means that your association should engage them before, during, and then after the event. This can be accomplished in a few key ways. This can include check-ins, polls and then follow-ups after the fact to keep members connected. Surveys are another way to gauge event engagement and even predict repeat event attendance in some instances.

6. Track the Right Metrics

Another important way to improve your event ROI is to track the right metrics. This ensures that you are considering success in the right capacity. The metrics that are key to track include lead conversions, no-shows of members for events, member registration, membership renewals and other key metrics. Knowing this will help you more accurately ascertain the true success an event has had in terms of ROI. Each of these aspects will highlight key information that is important to track when evaluating any event’s overall success, especially as it relates to ROI.

7. Repurpose Event Content

Last but not least, in terms of improving your ROI on any event, don’t underestimate the ongoing value that events provide. For example, as mentioned above, an event ROI can also include the ongoing benefit of having marketing material that can then be used for videos, resources, blogs and more to further promote your association. The more use you can get out of each event in terms of promotional or even educational materials for the future, the more successful the event will ultimately be, long-term. Don’t ever think of an event as a one-and-done happening, but a key investment in your association’s ongoing success.

Make Event ROI Work For You

Events require a significant investment and are often one of the largest expenses in an association’s budget. That’s why it’s important to maximize their impact and improve your event ROI. The strategies above offer a strong foundation but using the right tools can take your results even further.

One simple way to boost your association’s event ROI is by using a solution like MemberClicks. With features that support event planning, registration and reporting, MemberClicks helps you get more out of every event. Try a free demo to see how it can work for your team. Remember that ROI is something you can track, improve and build on. Even if past events have fallen short, the right steps now can lead to stronger results next time.

The post How to Calculate and Improve Event ROI: A Guide for Associations   appeared first on MemberClicks.

What is Member Lifetime Value?

To put it simply, member lifetime value is the monetary value or measurement that is placed on each member based on their projected membership behavior (or past as outlined more below). Other businesses might label this measurement differently and instead call it customer lifetime value or CLV. Either way, it is basically the value each member or customer brings to your organization over the course of their continued membership. It is an important metric to track and understand as this provides key insight into maximizing membership engagement strategies.

Why Member Lifetime Value Matters for Associations

Member lifetime value matters for many reasons. It can help forecast revenue, which is immensely helpful when planning for the future as an association. It also helps identify stronger retention strategies that enable your association to maintain memberships and continue on an upward growth trajectory. Finally, it can help guide your resource and engagement planning towards more effective strategies.

How to Calculate Member Lifetime Value

The easiest way to calculate the member lifetime value is the basic formula below:

MLV (Member Lifetime Value) = Average Annual Revenue per Member x Average Membership Lifespan

For an association, the revenue aspect of a membership can be made up of event costs, dues paid, and educational program charges paid for by the member. Of course, this would also include the basic fees paid by a member to remain part of an association or their dues.

The equation listed above gives you a general idea of how to best calculate your MLV rate for any individual customer. However, knowing this number becomes more helpful when it’s put to use in real world scenarios. One example can be found in the airline industry. When trying to enhance their loyalty or customer service programs, this airline used their customer lifetime value (or member lifetime value in the case of an association) to determine which passengers should be offered additional perks or upgrades to enhance their loyalty and overall experience.

Another example can be found in a membership-based organization that uses MLV numbers to identify which of their members are most likely to renew their memberships and are more likely to engage. This allows the organization to focus its resources on high-value members who are more likely to maintain their memberships long-term. In essence, this gives an association a more focused target to aim at and keeps them from wasting resources on members who are not good candidates for lifetime or continued commitments.

Types of Member Lifetime Values

The following are the two basic types of customer lifetime values or member lifetime values. They look at two different measurements relating to membership data, and they are each important for various reasons. The types of member lifetime value are outlined as follows:

• Historic Membership Value: Historic value of a membership is what they have spent over their lifetime as a member of your association. A good example of this is if a customer pays for a membership each year, then the historic value would be the amount of money they have spent on the dues or other membership-related expenses.

• Predictive Membership Value: Another type of customer or member lifetime value is predictive customer or membership lifetime value. This makes note of the historical data and then considers smart predictions about how long a relationship is likely to last and what that value will be over time. It can even consider the general cost of membership acquisition and more. It can be a bit more complex to calculate. However, it can also help you get a more accurate picture of customer loyalty going forward.

How to Increase Member Lifetime Value

Now that you understand the importance of measuring MLV for your association and how it can effectively help your organization grow overtime, and understand there is a historic and predictive way to look at this metric, it’s helpful to know practical ways to improve your existing numbers. The following are some actionable ways any association, including your own, can increase your current members’ lifetime value and enjoy more robust membership growth, increase engagement, and promote greater loyalty overall:

Improve Retention and Renewal Rates

The first way to boost your MLV rate for any individual member is through improving retention and renewal rates. It’s important to remember that your member’s experience begins the moment they encounter your association. So, your first impression is in fact the most important. Therefore, from the very beginning, you should offer a seamless onboarding process. It’s also wise to make sure that this process is optimized for each member and is simple and as easy as possible. If a member gets frustrated simply trying to sign up or to understand how to utilize a membership, this is bad for retention and renewals. Instead, you should aim for an onboarding process that showcases all the benefits of being part of your association, succinctly.

Another important way to improve retention and increase renewal rates is by checking in with members on a regular basis and offering open lines of communication. Ideally, you will check in on your members through multiple channels several times throughout the year, not merely during renewal time. As a picture of this, think about onboarding or orientation when a member has first come on board, and then communication (emails, calls, etc.) in the future, to address any concerns or get feedback. Communication should also include invites to events and more.

Offer Tiered Membership or Add-On Options

Another way to improve MLV overall is by offering tiered membership or add-on options within your membership system. This can include job boards, event bundles, additional education access and other add-on options. Everyone wants to feel special, and your members are no exception. When offering add-ons for loyal members or tiered memberships that can either be achieved through an increased cost or earned through loyalty, this gives members a way to set themselves apart from the crowd. This effort in creating perks and tiers will go a long way in increasing MLV in many loyal members and even entice new members to come on board to earn or pay for these add-ons.

Boost Event or Continuing Education Participation

Make sure that your members are given opportunities for continuing education. Also, make sure your events are promoted and highlighted. This includes promoting or boosting not only in-person events but also offering webinars and educational certifications. After all, many times, members initially join an association for the benefits they can derive from the membership, such as continued education and event invitations. Therefore, it’s important to not only offer these types of programs regularly but to also promote them well among your members.

Identify and Reward Loyal or High-Value Members

Last but not least, when it comes to improving your MLV, it’s important to offer recognition programs and even leadership or volunteer opportunities. This will encourage members to remain active and engaged as they are able to earn higher levels of rewards or even recognition for their loyalty. This is especially important to high value members, which are those you identified with the MLV metric. Those, of course, are the members who are most likely to remain loyal, as well as participate in events and in continuing education when offered.

Common Pitfalls to Avoid

While unlocking member lifetime value is a great way to track and grow engagement overall for all the reasons outlined above, it does come with some pitfalls that can make it less effective as an overall growth strategy. The following are some of the most common drawbacks associated with using MLV. Knowing these will help you identify them and avoid them:

• Using only membership dues to calculate member value. While the dues a member pays is one aspect of their value, it’s not comprehensive. It doesn’t include the event fees they might pay or the continuing education costs. It also doesn’t cover any additional costs that might come with membership add-ons or even merchandise.

• Not segmenting member types. Some algorithms for ascertaining MLV look at memberships overall. However, that does not give an accurate picture. A more accurate algorithm, which is more helpful in terms of actually highlighting the segment of membership you want to focus on, is found when you segment those member types into high-value memberships, and then put your marketing efforts toward those members.

• Ignoring engagement metrics. The last most common pitfall related to tracking member lifetime value is ignoring engagement metrics. Factors like member acquisition cost, average membership duration, member churn rates, member retention rates, member satisfaction, and more should be considered as part of MLV, as leaving them out of the process will not create an accurate picture of true MLV.

Takeaway: Understanding and Growing Member Lifetime Value

MLV matters because it is a helpful way to track growth and overall membership engagement. There are many ways that it can be improved upon or enhanced, such as boosting retention and renewal rates, offering tiered membership levels and add-ons, promoting continuing education and rewarding loyal and high-value membership. At MemberClicks, we offer many tools and resources to help you grow and measure your MLV. Contact us to book a demo and learn more about our services, as they are key to growing and maintaining engaged members within your association.

The post Unlocking Member Lifetime Value (MLV): A Smarter Way to Track and Grow Engagement appeared first on MemberClicks.

What is a Member Satisfaction Score?

In its simplest form, a member satisfaction score is a measurement of the satisfaction level of your members. This score can be adapted through similar principles used as part of obtaining and quantifying CSAT metrics. In other words, ideally, you can use CSAT standards and measuring options as your overall framework, but not the core focus on your studies. Customer satisfaction score considers the contentment a buyer has with a business’s services or products.

This is similar to member satisfaction, but not exactly the same measurement as member satisfaction. This more specific measurement considers factors that impact members of member-based organizations instead of the opinion on a product or service from a traditional business. Keep in mind, just as wanting a high CSAT score should be a goal of any customer-focused business, having a good member satisfaction score should be your goal as a member-based organization, as this means your members are better engaged, more likely to renew and your organization will tend to enjoy more long-term growth.

Why Member Satisfaction Scores Matter

Member satisfaction scores positively enhance the following elements that are key towards maintaining success as a member-based organization:

• Member renewals and retention rates.
• Member engagement and participation.
• Event attendance.
• Volunteer involvement.
• Non-dues revenue opportunities.

Since member satisfaction scores are immensely important and directly correlate with your success as a member-based organization, it’s vital to track this metric consistently and accurately. This is key information, giving you valuable guidance that will allow you to make needed changes or continue to invest in successful strategies. It helps guide your organization towards success and continued membership growth.

How to Measure Member Satisfaction

Now that we have considered the importance of a good member satisfaction score, it’s helpful to consider how to measure this metric in the first place. Again, as mentioned above, you can alter standard CSAT stats or metrics. However, having an accurate member satisfaction score can be successfully obtained by the following:

Post-Event Surveys

After events, like training, webinars and conferences that are attended by members, offer a post-event survey. Ask key questions about the experience of members throughout these events.

Membership Renewal Surveys

Another great way to measure member satisfaction is during the membership renewal process. Make an effort during this time to get feedback as part of the renewal procedure. This marks a clear time to gain feedback and many members are more than willing to offer their opinions or offer suggestions at this time.

NPS Adaptations Net Promoter Score

Adapt Net Promoter Score (NPS) style questions to your member-based organization. Generally, NPS questions are single questions that measure the loyalty and willingness of customers to recommend a service or product to others on a scale. In terms of member-based satisfaction questions, they can be adapted to properly reflect how likely a member is to recommend the organization or membership service provided to others. An example of this type of question could include:

How likely are you to recommend membership in our organization to others?

This would then be answered by members responding on a scale from 0 to 10, or 0 to 5, with 0 very unlikely and the highest numbers being more likely to occur. Obviously, the higher scores you get here, the more loyal this indicates your members are to your organization.

Regular Poll Surveys

While having surveys or polls at specific times, like yearly or bi-yearly renewal is wise, you can also poll your members at various points throughout the year. Just keep the surveys short and sweet and consider offering benefits for feedback. This can give you a better idea of how your members are feeling throughout their entire membership, not just at specific times in the calendar year, like renewal times.

Direct Feedback Channels

In order to make it as easy as possible for your members to give feedback, opt for direct feedback channels. For example, you can have surveys posted on member portals, or on community platforms. You can also have it be part of your customer service interactions when members call in with concerns or questions.

When Should You Measure Member Satisfaction?

As outlined above, there are various points in time applicable to measuring member satisfaction. To get the most return on that information, though, aim for these key times to measure feedback and overall member satisfaction:

• During renewal cycles: This is prime time to get feedback, especially if members don’t want to renew their membership. You need to know why, so you can address their concerns and make the membership more valuable to them.

• After major events: If your organization hosts a major event, such as a conference, this is another key point in time to gauge member satisfaction. For many members, these events can be the pay-off of having their membership in the first place. Now is the time to find out if the payoff is considered worthwhile.

• Post-program or service delivery: Another important time to measure member satisfaction is after a service or program delivery. You want to know if your members feel what they got in return was valuable enough to merit ongoing membership.

• Quarterly or bi-annually for ongoing feedback: If you want general feedback and not the type necessarily tied to just one specific program, service or an event, then having regular quarterly or bi-annual member surveys can be a good idea. This gives you general and ongoing feedback that can be immensely valuable to your group.

• After key support or onboarding interactions: Last but certainly not least, another vital time to check member feedback is immediately after a member has been given support, went through an onboarding or had another type of interaction with your organization. This will highlight areas you might need to address to make these processes better or showcase what you are doing right.

How to Improve Member Satisfaction

Now that we have considered what a member satisfaction score is and looked at when it’s best to measure it, it’s helpful to consider some actionable ways your member-based organization can improve this all-important member satisfaction score. The following are some key ways to improve your overall member satisfaction:

Strengthen Your Onboarding Process

To ensure that members feel valued from their very earliest interaction with your organization, pay special attention to your onboarding process. Make sure your new members feel welcome and understand how to access and utilize all available resources. While simply giving them information is part of it, proper onboarding involves more than information overload. It is a step-by-step, intuitive process that helps your members instantly become experts about your organization.

Personalize Member Experiences

We all want to feel unique and special. This is no less true for the valued members of your group. Therefore, it’s important to pay attention to personalization. This means segmenting content to appeal to specific members based on their engagement history, proven interests and type of membership.

Increase Member Engagement Opportunities

Provide ways for members to engage as much as possible. This includes peer networking, volunteer roles and committees. Open these up for members to enjoy and participate in for them to offer not only their opinions but actual solutions to issues they might have noticed.

Close the Feedback Loop

Feedback is important, but getting feedback merely for the sake of feedback alone doesn’t do anything. Therefore, it’s helpful to show members how their feedback has led to improvement. Communicate with your members when you have made changes based primarily on their survey answers or other poll results. This will show members that the surveys you send out aren’t just busy work. They really do matter. This knowledge will increase the chance they will make surveys a priority going forward.

Simplify Member Support

When members need help, answers to questions or require assistance, make sure this process is as simple as possible. The process of getting help or guidance should not require an advanced degree or deep understanding of how your organization works from the inside out. Make all member support easy-to-access and user-friendly.

Why You Need to Measure Member Satisfaction Scores

Measuring member satisfaction is a key component of continued success as a member-based organization or association. You simply cannot enjoy continued success without a focus on this metric and an understanding of why it matters. Keep in mind that continuous measurement plus consequential action will equal stronger member loyalty and greater membership retention overall.

Member Satisfaction FAQ

What is a good member satisfaction score? Generally, you will want to receive more positive feedback or survey results. This means that the bulk of member answers will sway towards being either satisfied or very satisfied. If you notice many responses that aren’t positive, this is an indicator that you might need to work on some key areas of your membership service.

How do you calculate member satisfaction? You will average the member satisfaction results to get an overall view of how pleased your members are with your membership-based organization or service. Generally, these are tabulated on a percentage scale, taking into account a broader look at your membership instead of considering each one as an individual.

How often should you measure member satisfaction? This depends on your own membership-based organization. Times of membership renewal are great natural opportunities to prompt members for feedback. However, this is far from the only time you can seek feedback from members. Just don’t overwhelm members by asking for feedback constantly as this can cause them to ignore such requests.

Start Listening to Your Members

Want to know about the best way to improve member satisfaction? Start by asking your members what matters most to them. It seems simple enough, and thankfully, with MemberClicks your organization can effortlessly gather feedback, track satisfaction, and keep your members engaged. See how our AMS can help and book a demo to learn more!

The post Member Satisfaction Score: What It Is, How to Measure It and Improve Results appeared first on MemberClicks.

These days, it’s not enough to have a website and a business card; you need a plan that will take your potential members from A to B to C … C being a long and happy life as part of your organization. If you’re ready to find out what a membership funnel is, why it matters, and how to do it, you’ve come to the right place.

What Is a Membership Funnel?

If you want to build an online community and create an award-winning member experience from start to finish, you first have to understand what a membership funnel is.

Simply put, it is not one thing but rather a series of steps that a prospect will take on their journey from first learning about your organization to becoming a dedicated member, for years or hopefully life.

Funnels include multiple touchpoints that can take many forms, from web copy and blog posts to multimedia to in-person elbow-rubbing. It’s no easy task to convert a stranger into someone who’s willing to support your organization and pay for your services, which is why you need a clearly laid-out plan of action.

How A Funnel Works for Associations

It’s called a ‘funnel’ because it starts wide and gradually narrows. As prospects move from first discovering your organization to committing as paying members, the number of people gets smaller at each stage.

Your job, as the association, is to move as many people from the top to the bottom of the funnel as you can. The more people you can get to the spot, the bigger your organization will grow.

Membership Funnel vs. Sales Funnel

A sales funnel is essentially the same thing as a membership funnel. However, the former is dedicated to closing a sale — a goal that may or may not involve an ongoing relationship — while a membership funnel specifically seeks to turn a prospect into a long-term, dues-paying affiliate of your organization.

Why Your Association Needs a Membership Funnel

If the above definitions have not made the membership funnel’s usefulness clear enough, there are several other reasons to get on board with a membership funnel today.

Better Member Acquisition

Increasing membership is the first step to building a successful organization, and your membership funnel is geared toward doing just that. When you build a funnel, you take your various touchpoints (website, physical collateral, events) and transform them into something that is greater than the sum of its parts.

Specifically, the funnel allows you to transform these disparate marketing efforts into a systematic journey where, at every level, you ask for a little bit more from the prospect.

For example: First, you ask for their email in exchange for a free download. Once you have it, you ask for their attendance at a free virtual event. Once they do that, you send them off with a list of your membership benefits to consider, then email them at intervals.

A certain portion of people will drop off at every stage. But if you craft your funnel right, many won’t.

Stronger Engagement and Retention

Two of the most important key performance indicators, aka KPIs for membership associations, are engagement and retention among your members. A membership funnel helps you boost both.

Why? Because your funnel doesn’t just include touchpoints for prospects; it also takes care of those who’ve already signed up. Some call this the “membership bowtie,” where the funnel’s tip is the narrow part, but the longer your members stay, the more they get out of and do for your organization, thus widening the other end of the bowtie.

Smarter Decision-Making with Clean Data

Lastly, a good funnel helps you keep track of your members and their preferences. With good data, collected through digital marketing tools, you can learn important facts, such as:

• Which types of content convert prospects most effectively
• Which benefits members respond to most enthusiastically
• What types of members are most likely to share your organization with others

Over time, such information will help you refine your funnel and continue to grow.

The 4 Stages of a Membership Funnel

So what exactly does the membership funnel look like? As it happens, it takes a very specific four-stage form.

Stage 1 – Awareness

The first stage of your membership funnel is awareness. Building awareness is, if not the most important stage, then certainly the foundational one. After all, if no one knows you exist, how can you expect to draw new members?

That doesn’t just mean putting events on, either. No matter how excellent your most recent Chamber of Commerce networking event was, you’ve got to let people know how to get on board. That means:

• Creating collateral you can hand out at events or leave behind at other businesses
• Maintaining an excellent online space with lots of written and multimedia content
• Sending out surveys to current members to find out what worked for them and replicating it

It also means getting clear on your mission, vision, and values so that you can weave them through every aspect of your content and attract the right people.

Stage 2 – Interest & Consideration

Next up, interest and consideration. It’s not enough for people to know about you; they have to like and know you. At this stage, you’ll focus on deepening their engagement with your mission and thinking about whether it’s for them.

A job fair, for example, is a great place to bring in prospects whose names you’ve gathered and gauge their interest. A landing page is the perfect place to explain an event or membership benefit in-depth, to help convince them that you will solve their needs/pain points.

Email marketing is an often-used tool for interest and consideration, because you can repeatedly interact with people about a specific benefit.

Stage 3 – Conversion

Next up, you convert. If you’ve done your research and you’re ready to start signing people up, make sure you do so thoughtfully. Your membership funnel will leak too many prospects if you’re aggressive or scattered about this phase.

Instead, nurture your leads. Explain to them that only by joining and paying dues will they get X, Y, and Z … all benefits they desire. Instead of being pushy and risking unsubscribes, continue to offer prospects value.

For instance, consider a membership drive. Send out a truncated version of your newsletter or ebook; tell that that if they sign on, they can read the whole thing (and every one you put out after).

Stage 4 – Engagement & Retention

Unlike the membership bowtie, which sees a widening on the other side of the spout, the membership funnel stays narrow. The idea is that those at the very bottom—the members who stick around for the long haul—represent a small but powerfully dedicated core.

So don’t dust off your hands and call it good as soon as you get a new member; this is the most critical time to make them feel welcome and ensure a long-lasting and productive relationship. Instead of moving on and trying to get new prospects in the door, make sure you take a moment to send out a welcome email to those who’ve just arrived.

If you don’t have time, that’s fine. You can delegate this task to another staff member, or you can use automation to welcome new members as soon as you get their signup information. Just make sure you tailor it enough so that it doesn’t feel canned. Proper segmentation can really help here.

You must also make sure that you offer great membership benefits, from continuing education to networking to events. That way, they’ve got a reason to stick around and you’ll face fewer wandering eyes.

Key Elements of a High-Converting Membership Funnel

Let’s take a quick look at which elements you must include in your membership funnel.

Lead Magnets That Attract the Right People

Lead magnets are pieces of content that offer value, which you give away in exchange for email addresses that let you communicate with people later.

Landing Pages That Convert

A landing page is a long-form web page that explains exactly why your organization will meet the prospect’s needs. It usually includes text, video, images, and testimonials and is separate from the main architecture of your site.

Email Workflows That Nurture

Email workflows are a key part of the membership funnel. They create specific touchpoints between you and your prospects at automated intervals, which makes the interaction look organic and non-spammy without you having to do any work.

Thank You and Onboarding Touchpoints

Once you sign someone up to your membership list, you must make sure to send out a thank you email and onboard them carefully. That way, they’ll understand how to use your product and engage with your community.

Data Tools to Track and Improve Funnel Performance

It’s not enough to put out good content. If you want to know what’s working and what’s not, you need data and analytics at every stage. Make sure you’re using software that offers just that.

How to Build a Membership Funnel for Your Association

Next, let’s take a quick step-by-step look at what’s involved in building a membership funnel.

1. Know Your Ideal Member

You don’t want just anyone to join your organization. People who don’t align with your mission or need your benefits will just bounce away later. Make sure your membership funnel is geared toward the right folks.

2. Map Out the Funnel Stages

No guesswork. Map out your membership funnel’s approach and content at each stage, then slot new content in where it will do the most good.

3. Create the Right Content at Each Stage

A funnel thrives on lots of content. Even an event like a job fair can count as content, because it gives prospective members something to sink their teeth into. Just make sure you craft a good event brief upfront so that prospects know why they should come to the event and, once there, they feel like it delivered on your promises.

4. Automate Where It Matters

A good membership funnel is a pretty hands-off affair. Once you create content and insert it into the correct stage of the funnel, put it on auto and let it go.

5. Review, Refine, Repeat

Use data at every stage to see what works. Remove anything that falls flat and add more of what sells, then keep going. It’s a numbers game, so don’t get discouraged if you’re slow to start … you’ll get there!

Common Pitfalls (and How to Avoid Them)

Too many organizations focus on member or donor acquisition. While “acquire, acquire, acquire” isn’t the worst motto, and it certainly is a good starting point, it’s not the end of the road.

Here are a few of the most common pitfalls and how to avoid them.

Focusing Only on Acquisition

Acquisition is important, as mentioned but it’s not everything. Your membership funnel also needs to take care of the people who’ve already signed up. Ideas include:

• Member incentive programs that clarify what you do for them
• Benefit-driven activities for members that make membership fun and meaningful
• Survey questions that help you determine what works best

Neglecting Onboarding and Retention

Yes, you have great benefits, and yes, people are going to love being part of your organization … as long as they can figure out how to do it.

However, many nonprofits and membership bodies make the mistake of assuming that people will intuitively figure out how to download resources, sign up for events, or use their portals, and that’s not necessarily true. The tech-savvy might, but there are still plenty of tech-challenged folks out there.

Thus, your membership funnel must include onboarding and retention facets. Make sure people know how to use your site and access their benefits, and make sure you’re always offering something new to keep them engaged.

Skipping Data Review and Funnel Updates

Software requires updates, and skipping it means your site will become glitchy and less fulfilling for your members. Don’t do that.

Similarly, data requires review and analysis. It’s not enough merely to collect it; if you leave it at that, you may miss valuable insights that could help you avoid member churn.

Final Thoughts

Ready to build a membership funnel that drives real growth for your organization? The right tools can make all the difference.

MemberClicks helps you turn interest into action—with clean data, smarter automation and a better member experience from start to finish. Book a demo today.

The post How to Build a Membership Funnel for Your Association  appeared first on MemberClicks.