How Marketing Has Changed And Needs To Change For all Associations
Marketing in the association world is in the midst of a transformation, but many associations have yet to fully embrace these changes. While there’s plenty of room for growth and improvement, the shift toward digital engagement, personalized messaging, and data-driven strategies is gradually reshaping how associations interact with their members. For many organizations, the path to modernizing marketing efforts may seem daunting, but it’s also an exciting opportunity to increase relevance, drive engagement, and better serve the community.
Here’s a look at how marketing is evolving in the association space and why more organizations need to embrace these changes to thrive in the future.
The Slow Move Toward Digital Transformation
While digital marketing is now the norm in many industries, many associations still rely heavily on traditional methods such as direct mail and phone calls. Although these methods still have their place, the majority of association members expect more dynamic, digital experiences. From email campaigns to social media engagement, associations are slowly making the shift to digital, but many haven’t yet fully embraced online tools that can streamline communication and engagement.
The truth is, implementing digital tools—such as marketing automation, social media, and webinars—doesn’t need to be overwhelming. Small steps, like setting up a social media calendar or using email marketing tools, like Pardot, can yield great results. Associations that take a more proactive approach to digital transformation can better engage their members and attract new ones by meeting them where they spend the most time: online.
Harnessing the Power of Data
Associations are sitting on a goldmine of data that, if used effectively, could drive smarter marketing decisions. However, many still operate without fully understanding or utilizing the data they collect. Whether it’s tracking member engagement, analyzing event attendance, or measuring website traffic, data provides invaluable insights into what works and what doesn’t. Yet, many associations still rely on guesswork or anecdotal evidence when planning marketing campaigns.
By integrating basic data tools, associations can start making more informed decisions. For example, even simple website analytics can show which pages drive the most traffic, helping marketing teams tailor content to what members are actually interested in. Associations that embrace data-driven marketing, even at a basic level, can improve member engagement and retention by delivering more relevant, timely content.
Personalization: More Than Just a Buzzword
Personalization is one of the most talked-about trends in marketing today, but for many associations, it’s still a challenge to implement effectively. While large organizations can invest in sophisticated CRM tools to personalize communication, smaller associations may feel it’s too complex or expensive. However, even basic personalization—such as using a member’s first name in an email or segmenting emails based on membership level or interests—can make a huge difference in engagement.
Associations don’t need to reinvent the wheel; they just need to start small. By leveraging the data they already have—such as member preferences, past event attendance, or industry involvement—they can create more tailored marketing campaigns that speak directly to their members’ interests and needs. This small step toward personalization can increase open rates, drive participation in events, and improve overall member satisfaction.
Content Marketing: Establishing Thought Leadership
Content marketing is an incredibly effective way to engage members and position an association as an authority in its field. Unfortunately, many associations still don’t fully take advantage of content marketing. Too often, the focus is on promoting events or membership, rather than providing valuable, educational content that can help members grow personally and professionally.
By creating blog posts, webinars, infographics, or even simple email newsletters that offer insightful content relevant to their members, associations can engage their audience in a more meaningful way. Providing free, useful information not only builds trust but also helps the association establish itself as a thought leader in its space. Even simple content efforts can build credibility and strengthen member relationships, making it easier to attract new members and keep existing ones engaged.
Integrated Marketing: Connecting the Dots
In today’s marketing landscape, it’s not enough to rely on one channel to reach your audience. Successful associations are beginning to realize the power of integrated marketing campaigns, where messaging flows seamlessly across different touchpoints, from email to social media to website content.
However, for many associations, marketing still operates in silos, with different teams or departments handling different channels without much coordination. To make the most of marketing efforts, associations should start integrating their campaigns through tools like Marketing Cloud. For example, a social media post can drive traffic to a webinar, which can be followed up by a targeted email inviting attendees to become members. Even small integrations like this can ensure that messages are consistent and reinforce the association’s value at every member touchpoint.
Virtual and Hybrid Events: Still a Growing Trend
While in-person events remain a key part of many associations’ strategies, the shift toward virtual and hybrid events has opened new doors for marketing. Yet, for many associations, the transition to virtual events has been challenging. The resources required to host virtual or hybrid events—whether through webinars, live streams, or digital conferences—can feel overwhelming, especially for smaller associations with limited budgets.
Despite these challenges, the benefits of virtual and hybrid events cannot be ignored. They provide associations with the ability to reach a global audience, reduce logistical costs, and increase accessibility for members who may not be able to attend in person. As more associations experiment with these formats, they are finding that hybrid events allow for broader participation and richer engagement with members who may not have otherwise been able to attend.
Member Advocacy and Social Proof: Building Trust
Word-of-mouth is one of the most effective forms of marketing, and associations are beginning to realize the importance of member advocacy and social proof in their marketing strategies. However, many associations are still hesitant to ask their members for testimonials or share success stories publicly.
By leveraging the stories of their members—whether through testimonials, social media shout-outs, or case studies—associations can build trust and credibility, especially among potential new members. Social proof is powerful because it shows real-world impact, which can help sway potential members who are on the fence about joining.
Marketing in the association space is changing, but many organizations still have a long way to go. While embracing digital tools, data-driven strategies, and personalization may feel like a daunting task, the good news is that associations can start small and grow from there. By taking incremental steps—whether through digital transformation, better use of data, or more personalized communication—associations can significantly enhance their marketing efforts, better engage their members, and ultimately strengthen their communities.
For associations willing to invest the time and effort, the future of marketing presents an exciting opportunity to foster deeper connections, drive membership growth, and remain relevant. The key is to embrace change, take action, and start with small steps that lead to big wins.
About Systems Rewired
At Systems Rewired, we are a Salesforce consulting company dedicated to helping associations and nonprofits leverage the full potential of the Salesforce platform to streamline operations, enhance member engagement, and drive organizational success. With deep expertise in Salesforce solutions, we offer a range of services designed to meet the unique needs of our clients, whether it’s implementing Salesforce for the first time, optimizing existing systems, or providing ongoing support through managed services and staff augmentation.