Trade federations are relying on a sound membership base for both their advocacy work and for the budget needed to run the organization. Retaining existing members and – ideally -  attracting new ones is thus an absolute priority for a healthy association.

This session will help trade federation staff to better understand the risks and “whys” of losing members and developing practical strategies to delight members in order to secure a stable (and happy) membership base, as well as examinging our challenges and strategies to attract new members.

During this session, we will address:

• Why do members quit? What has triggered their decision?
• Taking stock: what are the tangible benefits your membership currently receives? Why are they crucial for them? (What they would miss out of not being a member?)
• How to go the extra mile: What does it take to make our members delighted about the services you provide? What works and what doesn’t?
• What kind of members do you / could you target - the ideal client/target group?
• How to be an ambassador of your association - how to best reach out and “pitch” to potential members

 Session format:

• Introduction
• Delegates introduce themselves to their table (not to the room)
• Challenges faced by delegates in the room in terms of retaining and recruiting members, presented by the Session Leader
• 2 case studies (on retainment)
• Critical issues, facilitated discussion on retainment
• Break
• Case studies by 2 delegates on membership recruitments
• Break into groups to discuss the cases and own solutions
• Facilitated discussion on recruitment / how to be an ambassador
• Conclusions

The format and content may be adapted to more closely match the requirements of delegates as provided in the input form.