How To Promote Membership Benefits and Attract Supporters

Membership directors and association marketers face a common challenge: getting members to see the full value of what they’re paying for. The benefits might be there, but if they’re not communicated well, your association could struggle with stagnant growth and declining engagement.

Promoting your benefits and creating a positive experience is key to attracting new members and keeping the ones you already have. To help, we’ll look at practical membership marketing ideas to make benefits a bigger part of your communication strategy. And remember, promoting them isn’t something you can check off your to-do list—it’s an ongoing process.

Create your membership value proposition.

Your membership value proposition essentially answers the question: “Why should someone join your organization?” It’s a clear and compelling statement that outlines the unique benefits members get by joining.

In simpler terms, think of it as your sales pitch for membership. It highlights what makes a membership special, useful, or better than other options. For example:

What benefits do members get? (e.g., discounts, exclusive content, networking opportunities)
What problems does the membership solve? (e.g., access to expertise, educational resources, or a supportive community)
What unique experiences do members gain when compared to similar associations? (e.g., early access to events, VIP treatment, or a sense of belonging to a cause)

A good membership value proposition is easy to understand, resonates with your target audience, and differentiates your association from other organizations with similar offerings. It makes them think, “Wow! This is worth my time and money!”

To create one, consider your audience and how you can offer benefits they can’t get anywhere else. Conduct member research by sending surveys or forming focus groups, so you can better understand people’s motivations behind joining your program. Use this feedback as a foundation for your marketing strategy, focusing your outreach on the most important benefits.

Advertise your events and membership page on Google.

As the world’s most popular search engine, Google empowers associations to reach more potential members. Thanks to advanced audience targeting capabilities, you can reach a highly targeted audience actively searching for events and programs like yours. Google Ads appear above the organic (AKA unpaid) search results for relevant keywords.

Well-written ads targeting keywords related to your association can attract potential members who would be great additions to your community. Plus, registered 501(c)(3) organizations are eligible for $10,000 worth of free ad credits to spend on Google Ads.

Getting Attention’s Google Ad Grant requirements page explains that to qualify for this program, you need a strong website, too. You should own the domain it’s hosted on, protect user data with secure sockets layers (SSL) certification, offer a positive user experience, and create valuable and mission-related content.

Getting started with Google Ads

To drive results with your Google Ads, use these strategies:

Optimize your landing pages. Each ad will drive users to a specific page, such as your membership or event registration page. Prepare these pages to convert visitors into members by making them mobile-friendly, load quickly, and have clear calls to action (e.g., “Join Today”). Ensure each landing page highlights benefits like discounts, exclusive resources, and networking opportunities.
Craft compelling ad copy. Highlight the most enticing benefits of joining your organization in your ad text, such as exclusive resources, networking opportunities, or special events. Use action-oriented language like “Unlock Your Benefits” or “Connect with [Industry Experts]” to make it clear what the user will gain by clicking on your ad.
Choose relevant keywords. Use tools like Google Keyword Planner to research terms that align with your organization’s mission, audience interests, and membership goals. For example, if you’re a professional or trade association, target keywords like “Join [Professional Association]” or “[Profession/Interest] networking opportunities” to attract users searching for organizations like yours.
Retarget visitors. While the Google Ad Grant doesn’t cover retargeting, you can still use paid ads to retarget users who visited your membership or event page but didn’t convert. For example, you can create ads that remind visitors of exclusive member benefits, upcoming events, or a limited-time incentive to join, encouraging them to take the next step.

If eligible, apply for the Google Ad Grant. Nonprofits Source explains that you’ll need to register for Google for Nonprofits first and then complete the Google Ad Grant application, which can take anywhere from a few weeks to a few months. In the meantime, develop strong web pages that emphasize the value of joining your association to get started immediately once you’re accepted into the program.

While an effective marketing strategy, advertising on Google can be time-intensive. You’ll need to conduct plenty of research on keywords and spend time crafting well-written ads that encourage clicks. That’s why many organizations outsource the work to a professional agency.

Create a referral program.

Empower your current members to share their positive experiences and promote your organization by creating a referral program. Offer tangible rewards to members who successfully refer others, such as:

Discounts on membership dues
Free or extended membership terms (e.g., one free month for every successful referral)
Branded products (e.g., t-shirts, mugs, notebooks)
Early or exclusive access to premium events or webinars
Discounts or perks from partner organizations or businesses

Simplify the referral process by providing a dedicated referral link members can send to their networks. To inspire others to get involved, publicly celebrate top referrers in your newsletters or on social media.

Be active on social media.

Social media is a powerful tool for showcasing benefits to both current and prospective members. Focus your efforts on the platforms where your target audience is most active—for instance, LinkedIn for professionals or Instagram for younger demographics.

To keep your audience informed and engaged, consistently post about member benefits, success stories, and upcoming events. Build an active community by responding to comments, answering questions, and using polls to spark conversations.

To amplify your reach, consider investing in targeted ads to push posts about the value of joining to non-members. You might also partner with industry influencers or encourage active members to post about their experiences to recruit new members from their networks. However you improve your social media presence, being active will help build a loyal community.

Consistently communicate with current members.

Once you’ve recruited members, you want them to stick around. Regular updates, personalized messages, and benefit reminders help build loyalty and ensure members remain actively involved.

Consider sending a monthly email newsletter to spotlight new or existing benefits and upcoming events. You might even have a member spotlight section where you showcase members making the most of their benefits. Leverage your association’s email software to segment supporters and tailor emails based on interests and past involvement. For instance, someone who attended your last networking event may be interested in your next one.

After events, create blog posts highlighting key content such as takeaways, speaker insights, or attendee feedback. Sharing this content not only adds value for members who missed the event but also reminds them of the benefits of staying involved.

Membership growth begins with action. Start by focusing on just one strategy from this guide—whether it’s optimizing your Google Ads, creating a referral program, or sharing member testimonials on social media.

Small, consistent efforts can lead to significant results. Show your members the value of your association today, and watch your community thrive tomorrow.

Author Bio – Jessica King

Jessica King is the business lead at Getting Attention, where she helps nonprofits get the Google Ad Grant and manage it effectively to get the most from it.

Prior to her work at Getting Attention, Jessica worked at nonprofits and in higher ed, where she focused on communication and digital marketing. Most recently, she worked in search engine optimization in the mission-driven sector.

Jessica holds a master’s degree in communication from Virginia Tech. In her free time, she reads, cooks a new recipe, or hangs out with her cats, Benny and Olive.