Association Marketing

For most associations, adopting a new technology—particularly omni-channel marketing automation platforms—is all about shepherding legacy mindsets out the door. The biggest challenge comes down to large-scale adoption of new methodologies and practices that organizations may have never used before. Or even worse, failed to successfully implement in the past. 

With any major adjustment, there are common pitfalls: expectations aren't accurately set; adaptation is rushed; or the organization isn't culturally and mutually owning their newly acquired technology. 

As you, your fellow executives and board members gaze into the future, you may be throwing around or even “test driving” ideas of new models to diversify your revenue streams and change how you monetize your content. This could be due to revenue declines, or just the need to adapt to new market drivers. 

Whatever the reason, you're not alone. Over the last few years, a majority of associations have reported difficulties in membership engagement and growth, and have turned to innovation before degradation. 

The beginning of a new year always brings an air of excitement, and we’re not sure there’s ever been a year we’re more anxious to welcome in than 2021. We’ve taken a look back at lessons learned from 2020 and compiled six hot takes for you to consider prioritizing in the new year so that you're making the most of new opportunities.

Here at HighRoad, our mission is not only to equip associations with the latest and greatest marketing technology solutions but to empower associations with the data and insights that will take their outreach efforts to the next level.

We continually strive to be the go-to source for all things trending in the association world: from marketing best practices to challenges unique to associations, we're here to help solve problems and innovate solutions.

It’s been a year of uncertainty and instability, and associations are starting to feel the impact. It’s hard to find leads, it’s hard to convert, and it’s hard to hit growth goals. This means that there’s more pressure than ever on the marketing team. You have to use all your ingenuity to find new ways to engage, recruit, and retain members.

Wouldn’t it be great if there were an easy way to drive growth? What if you could increase revenues by over 10% just by sending some automated emails, or dropping a cookie in the right place?

Everyone you meet is on some kind of journey. Each person has a goal or a destination, and the lucky ones know how to get there. They have obstacles to overcome, but they also have people who’ll help them succeed.

Ideally, your association should be one of those helpers. When they’re starting out, you offer guidance. When their career is growing, you help them make connections. When they reach the top, you help them become an industry voice.

But what about the member’s journey within your organization? How do they go from discovering the association, to becoming a member, to getting involved with programming?