By Ralph Gaillard, M.Ed.
Become a Superhero with
Association Forum’s New Content Strategy
However, this content strategy is different, because
with it you could end up becoming a superhero with
your CEO and the board of directors. How? If, applied correctly, this strategy can help you…
…Attract new members…
…Retain existing ones…
…And, if you play your cards right, generate a new
pot of non-dues revenue.
Interested? I thought so.
Association Forum’s content strategy has five
areas of focus and can be applied to any channel
used to communicate with members. In this article,
I will share with you the individual content areas,
why they matter and how you can bring them to life.
Content Focus #1: Meet the
Needs of the Newer
Why it Matters:
This is where the new member revenue opportunity
exists for associations. Don’t expect to send out a
membership brochure with a bunch of millennials
on the cover and hope that they become new members. That won’t work.
To attract the next generation of members, you
need to meet their needs. The next generation,
regardless of sector, has two common professional
needs. They want their roles, in some way, to make
the world a better place, and they want to participate in meaningful activities—solving problems,
creating new initiatives, etc.
How to Bring it to Life:
• Invite younger members to a networking and
fundraising event that supports a cause tied
your association’s mission or core values.
• Educate your members on how to design in-house projects that show their younger employees how the organization is contributing to the
greater good or something more important than
I call this the “falling in love with the profession” project. That’s what we need to do to attract
younger members. We need to show them why and
how our association or sector is worth staying with
for the long term, through thick and thin.
Content Focus #2: Meet the
Demands of Changing
Why it Matters:
Embracing technology is the space where we can
become more relevant than ever to our members.
ssociation Forum has a new Content Strategy.
At this point, you’re probably asking, “So what?”
“Why should I care?” “What’s in it for me?”
Who blames for you for asking?! We’ve all suffered through
our share of new content initiatives that end up collecting
more dust bunnies than the Geometry textbook on my teen-