2. Your members are worried, and they’re looking to you for reas-
surance. They have problems, and your association is offering
solutions.
That’s the message your members should be hearing from
you. And it’s true. You offer them the continuing professional
education and information that has direct and important rele-
vance to their occupations. Your meetings and conferences give
them the opportunity to network. Your programming provides
opportunities to meet and develop relationships with the lead-
ers in their field. In everything you do, you enable them to be
the best professional they can be — in good times and in bad.
In these challenging economic times, you must therefore
position your association as the cutting-edge resource that your
members need to survive and thrive in the marketplace. You’re
their expert source. They need you.
To make sure they know it, consider these tips for recruiting
and retaining members in a down economy:
+Be your members’ first choice
Let your members and prospective members know why they
need your features, education and products in order to succeed.
Remind them that in uncertain times, their best investment is
in themselves. Now is the ideal time to sharpen their skills
and develop new ones. You can provide them with the resources
they need to do both. Nurture their involvement in your associ-
ation, too. Because an engaged member is more likely to renew
his or her membership, create opportunities for leadership,
advocacy and involvement.
+Know your members and what they need
Identify your best customers and determine what makes them so
valuable. Research your members — not your numbers — and
make it easy for them to reach you. Promote your toll-free num-
ber. Even if they never use it, your members will know it’s avail-
able. Speak to them and find out what their challenges are,
and what you can do to help. Develop the resources they need
to succeed, then reinforce them with great customer service.
+When members don’t renew, find out why
A member’s renewal date is his or her opportunity to “vote” on
the value of the products and services your association provides.
If they vote no, find out why. Review your member services
procedures, as your reps are often the first contact for members
and potential members. Make your members feel important.
Make sure you’re delivering on your promises and exceeding
expectations. What’s more, make sure you’re showing your
appreciation for members’ loyalty; you should be reaching out
to your dropped members and inviting them back, as current
conditions may have put them in the ‘time to rejoin’ mindset.
+Communicate clearly with your members
Information overload is becoming all too common. If you have
an upcoming deadline, make sure it appears clearly in the sub-
ject line of your e-mails and front and center on your Web site.
Tell members what’s new and what’s news. If your marketing
communications materials are too long or too busy, rewrite
them so they’re more exciting and more effective. Be consis-
tent and adhere to your brand; make sure all communication is
clear and concise, and that your members know it’s coming
from you and not from your competitor.
+Know what your competitors are doing
Find out what other associations are doing and offering in
order to make sure your products are competitive. Now is the
MAY 2009 FORUM 27
Recruit+Retain
Members
in a RecessionBy Marilyn Millas Rutkowski
Facing mass layoffs, budget cuts and perpetual
downsizing, professionals in nearly every industry these
days are asking themselves, “How can I prepare for
change, build my skills and position myself for success?”
The answer: associations.

3. 28 FORUM MAY 2009
perfect time for a product line review, as
an association that has not recently
reviewed its product offerings runs the
risk of extinction. Make sure you’re carry-
ing not only the right products, but also
the right number of products; too many
can be difficult to manage and too few
can be difficult when it comes to justify-
ing the cost of membership. Additionally,
you may find opportunities to alter rates,
fees and product features that can sub-
stantially enhance profitability and mem-
ber satisfaction.
+Give something extra
Members love free and surprise gifts. This
is one way you can show appreciation for
their loyalty. Gifts don’t have to be expensive. You can share
pearls of wisdom from your annual meeting as an online down-
load, for instance, or waive a small service fee. Even small incen-
tive items, such as “save the date” giveaways for your annual
meeting, can leave a big impression.
+Review benefits with fresh eyes
Just because you’ve always listed your annual meeting first
doesn’t mean it’s what your members see as your most outstand-
ing benefit. For that reason, it’s a good idea to survey your mem-
bers; ask them to rank your member benefits. While you may be
surprised at the results, it’s a clear indi-
cation of what they consider your best
offering. What’s more, because you want
to attract and keep more members, their
first choice should be your most publi-
cized benefit. By knowing what they want,
you can market more effectively to your
members.
+ Anticipate members’ needs
When you can anticipate members’ needs,
they’ll be so satisfied with their experi-
ence that they’ll market — for free —
on behalf of your association. That is the
ultimate member-get-a-member cam-
paign.
Marilyn Millas Rutkowski is a senior marketing manager with Association Management
Center. She may be reached at (847) 375-4830 or mrutkowski@connect2amc.com.
Join the conversation at www.theforumeffect.org.