Members of trade associations should stay engaged with regular communications. This ensures that regular updates and vital information keep members informed and engaged about their industry.
1. Information Sharing – Whether it’s industry best practices, trends, education, pending regulation, or the evolving needs of customers or suppliers, members should be kept informed about the latest news impacting their business. Members of a trade association expect to be informed, and the association to serve as an authoritative source delivering relevant industry information.
2. Member Engagement – Routine touchpoints and communication from an association keep members engaged and the association’s brand top of mind. Engaged members see the value of their membership and are more likely to attend events, support the association’s initiatives, and be more active within the association.
3. Advocacy and Policy Updates – In a constantly changing regulatory environment, members must stay informed about new laws impacting their business and how their association is advocating for their interests. When an association garners news coverage for its advocacy, members should know so they can see how the association is advocating on their behalf.
4. Event Promotion – Engaging with members about upcoming association events, on a regular basis, shows the value of membership and encourages attendance. These events serve as opportunities for member networking and garner a sense of community.
5. Member Retention and Growth – Current members should receive routine touchpoints and reminders of the value of their membership. A regular eNewsletter serves as a medium for engaging members, informing them of the latest news and trends impacting the industry, and encourages participation in the association’s events and initiatives. Engaged and involved members are more likely to renew. Additionally, non-members that sign up to receive an association eNewsletter will see the value of association membership and be encouraged to join.
Bonus Benefit (#6) – eNewsletters can serve as a source of non-dues advertising revenue to support the association’s staffing and core initiatives. Members tend to be highly engaged with content sent by the association to their inbox, and expect your association to cultivate relationships between the industry and suppliers.
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