Background
SBI Association Management has been at the forefront of providing innovative solutions to associations seeking to grow and retain their memberships. Following the pandemic, many associations faced a significant decline in memberships, presenting a critical need for effective strategies to avoid or reverse this trend.
The Problem
The pandemic brought about numerous challenges for associations, including a noticeable drop in memberships due to economic uncertainties and shifting priorities among members. This decline threatened the sustainability and growth of these organizations, necessitating immediate and impactful solutions.
The Solution
To address this issue and develop systems to prevent membership drop, SBI Association Management proposed several solutions for our clients, including the introduction of group memberships. This strategy involved offering larger discounts for associations that signed up multiple members at once. The aim was to make membership more attractive and affordable, encouraging larger organizations and groups to join collectively.
In effort to attract new members, SBI also:
- Operationalized the renewal process for new clients
- Enhanced and streamlined communications to members and non-members
- Bundled continuing education opportunities with memberships
- Expanded virtual education options for members
Results
These changes have yielded remarkable results across several clients, leading to substantial increases in membership numbers. Here are some notable examples:
Association of Advancement Services Professionals (aasp)
The data show a consistent increase in aasp membership over the years, with a notable spike between 2022 and July 2024, coinciding with teaming up with SBI and automating membership processes and renewals. By July 2024, membership had nearly tripled from 2015.
Association of Donor Relations Professionals (ADRP)
ADRP’s membership saw a dramatic turnaround after the launch of group memberships in 2022, effectively doubling their numbers and continuing to grow through July 2024. Within two years, ADRP saw a 140% growth in membership with this as an option. Now larger organizations can save on membership dues with tiered group membership rates and manage them with one main contact.
International Ombuds Association (IOA)
The data show a steady increase in membership over the years. Since partnering with SBI, IOA has implemented an online learning center and online community and bundled educational opportunities with dues, making resources more accessible to broader audiences. They also expanded the number of virtual education and connection opportunities to reach a wider audience. In 2023, IOA began offering a group membership option, which has resulted in the highest increase in membership in the past five years. These factors and more have contributed to a 40% growth since teaming up with SBI in 2019.
Conclusion
SBI Association Management’s innovative approach to addressing membership decline through group memberships has proven highly effective. By making memberships more accessible and attractive, associations have experienced substantial growth in their membership numbers. This highlights the importance of adaptive strategies in ensuring the sustainability and growth of associations in a post-pandemic world.
How can SBI help you reach your association’s goals? Contact us today to see if a relationship with us is the next right step for your organization.
By Michelle Moser, Director of Marketing and Communications
