Association membership growth is at risk. According to a mid-year report from Marketing General Inc., 36% of associations report that their membership size has declined, and the number of associations seeing higher renewal rates has fallen from 25% in January to just 14%.
The reality is clear: strategic association marketing is no longer optional. It is the lever that brings more attendees to your events, strengthens loyalty among current members, and attracts new ones. All of that translates into additional revenue and a bigger impact in your vertical.
At Showcare, we have implemented proven strategies for clients that consistently boost membership, grow event attendance, and increase non-dues revenue. In this article, we will walk through five of those strategies. You can take these and run with them yourself or rely on us to bring the expertise and execution that will save your team time and amplify your results.
1. Focus on Omnichannel Marketing
Relying on a single channel, such as email or social media, is no longer enough. Your members and prospects live across multiple platforms, and they expect consistent, connected experiences. What used to take five touchpoints to convert can now take fifteen or more in the information age. That means an omnichannel approach to association marketing is not a nice-to-have; it’s critical.
By combining coordinated campaigns across retargeting ads, email, phone calls, SMS, and event platforms, associations can increase attendance, improve member retention, and unlock new revenue opportunities.
Here are a few ways omnichannel marketing works in practice:
- A prospect abandons event registration. They receive an automated email reminder followed by a retargeting ad that nudges them back.
- A member receives a personalized SMS update about a new certification program after engaging with related content in an email.
- A phone call from your membership team reinforces a message they have already seen on LinkedIn, making the outreach feel relevant and timely.
This is not about being everywhere. It is about orchestrating touchpoints that reinforce each other, so your small team doesn’t get buried in complexity.
At Showcare, we help associations achieve this by using a Customer Data Platform (CDP) that tracks every individual’s journey across various channels. This allows your team to see the full picture: who engaged with your email, clicked an ad, answered a phone call, or started registering on mobile but dropped off. When all of that data is connected, your campaigns are smarter, more efficient, and more impactful.
2. Optimize Your Event Registration Journey
Event marketing is only as strong as the registration process that follows it. You can run the best campaign in the world, but if your sign-up flow creates friction, you’ll lose potential attendees.
We’ve helped associations transform their event outcomes by rethinking registration as a strategic part of association marketing. The goal is simple: make it fast, easy, and motivating for members and prospects to say yes.
Here are a few ways to optimize the journey:
- Shorten the forms. Long, tedious fields create drop-offs. Collect only the essentials upfront and gather the rest later if needed.
- Design for mobile first. Many attendees are registering on the go. A form that isn’t mobile-friendly will cost you conversions.
- Strengthen your CTAs. Instead of “Click here,” use confident, action-driven prompts like:
- Join your peers
- Register now to reserve your spot
- Save your seat today
- Claim your early-bird discount
- Recover abandoned sign-ups. Focus on high-intent groups by re-engaging them with clear, timely reminders that make it easy to pick up where they left off.
The difference between hesitation and action often comes down to details like these. In fact, we’ve seen associations boost event attendance significantly simply by refining their registration process.
At Showcare, we go one step further. Our registration platform is designed specifically for associations. It works like an extension of your team, removing friction at every stage and making it easier to capture, convert, and engage attendees.
3. Apply Membership Growth Strategies
Membership is the heartbeat of every association. Growth is not just about adding new names to the list. Retaining and reengaging members is what creates lasting momentum. Associations that deliver year-round value see stronger renewals and more loyal communities.
At Showcare, we help associations focus on both sides of the equation: bringing in new members while keeping existing ones engaged and active. The key is to create ongoing value that extends beyond the annual conference or a single newsletter.
Proven approaches include:
- Hosting virtual networking sessions
- Offering micro-learning opportunities
- Delivering tailored webinars
- Providing exclusive research or reports
- Planning member meetups to connect IRL
These touchpoints demonstrate to members that your association is committed to their growth, not just their dues.
We have seen associations re-engage lapsed members with personalized outreach that highlights relevant events or programs. Instead of generic “come back” campaigns, the focus is on showing how membership connects directly to their goals.
4. Drive Non-Dues Revenue
Non-dues revenue is essential for growth and long-term sustainability. It is also the best way to amplify your impact, giving you resources to reinvest in events, member programs, and new initiatives.
Proven non-dues revenue streams include:
- Sponsorships that align brands with your audience
- Online courses or certifications
- Exhibitor packages at events
- Career services or job boards
The same way you would use an omnichannel approach for event attendance, you can apply it to sponsorship and exhibitor retention and acquisition. Coordinated outreach across various channels helps you reach the right partners with the right message at the right time.
At Showcare, our services streamline sponsorship sales, exhibitor coordination, and targeted promotions. This not only unlocks new revenue streams but also gives your team the bandwidth to invest in what matters most: creating meaningful member experiences that drive your mission forward.
5. Know the Value of Data and Iteration
Data gives associations the power to make smarter marketing decisions. By tracking performance and making small adjustments over time, you can steadily improve outcomes without overhauling your entire approach.
Examples we’ve seen include:
- Short-form emails outperforming lengthy text
- Event reminders aligned with key milestones, driving more sign-ups
- Calls to action refined based on click-through trends
Ask yourself: When was the last time you reviewed your marketing data? Waiting until the end of the campaign is too late. A better approach is to review weekly and then transition to daily as you near critical milestones such as early-bird cutoffs or major event announcements. This gives you time to spot issues early and apply tactics that close gaps or accelerate momentum.
This process of continuous optimization ensures that your efforts evolve with your audience’s needs and deliver stronger results over time.
At Showcare, our services provide clear insights tailored to your association, enabling you to refine campaigns with confidence and invest in resources that have the greatest impact.
Simplify Association Marketing with Showcare
Effective association marketing involves understanding what works for your audience, focusing on the right touchpoints, and applying strategies that deliver measurable growth.
The most successful associations simplify their efforts by:
- Engaging audiences with consistent, relevant touchpoints
- Making it easy for people to convert
- Using data to continuously refine campaigns
At Showcare, we believe marketing should empower associations without sacrificing impact. Our people-first approach combines proven strategies with services that act as an extension of your staff.
For example, TESOL worked with Showcare to retarget abandoned registrations via email, SMS, ads, and outbound calls, resulting in a 15.3% increase in registrations.
The result is less stress for your team and more growth for your organization.
Ready to put these strategies into action? Connect with our team and discover practical ways to grow membership, increase event attendance, and amplify your impact.
