How Associations Can Use Social Media to Grow Membership and Engagement
- The Ways and Means
- Dec 1
- 4 min read
Updated: 4 days ago
How Associations Can Use Social Media to Grow Membership
Social media is no longer just for brands or influencers. For associations, societies, councils, and foundations, it is a powerful tool for attracting new members, engaging current members, and building long-term loyalty.
At The Ways and Means, we have spent over 20 years helping associations across Canada and the USA use strategic marketing to increase membership, strengthen relevance, and enhance their reputations. In this post, we share actionable strategies, practical examples, and real-world case studies to help your association leverage social media effectively.
Why Social Media Is Critical for Associations
Social media provides daily touchpoints with members and prospects, offering real-time communication that traditional newsletters or annual events cannot match.
Social media helps build trust, community, and a sense of belonging, which is critical for associations where members identify strongly with a profession, region, or cause.
Social media also boosts visibility and awareness to attract new members, especially younger or geographically dispersed audiences.
An example of this is Canadian Blood Services. We developed a bilingual animated video series educating expecting parents about cord blood donation. This content engaged current stakeholders and attracted new participants through social sharing.
Understand Your Audience Before Posting
Segment Members by Demographics and Interests
Every successful social media strategy begins with understanding who your members are and what matters to them. Segment your audience by age, profession, geographic location, and interests. Younger members respond best to video content and Instagram campaigns. Female members often engage more on Facebook, especially with community-driven campaigns. Senior or professional members prefer LinkedIn, where testimonials and career-focused messaging resonate.
For example, we ran an Instagram campaign for a Bar Association targeting law students. The content highlighted how membership could help their career advance while visually connecting with the younger demographic, leading to measurable engagement and new sign-ups.
Identify Member Needs and Motivations
How associations can use social media to grow membership? Understanding what motivates your members is key. This could include career growth, networking opportunities, or community involvement. Tailoring your messaging to these motivations by highlighting what they get, not what you do, ensures that your social media content speaks directly to what your audience values most.
Selecting the Right Platforms for Maximum Impact
Instagram for Younger Members
Instagram is highly effective for younger members due to its visual storytelling and video capabilities. Posts, stories, and reels allow associations to showcase programs, member success stories, and behind-the-scenes content.
Facebook for Community and Engagement
Facebook is ideal for creating communities and promoting events. It works particularly well for engaging female members and building conversation around shared interests. Our campaign Moms Got Game successfully recruited mothers to join a sports council program using targeted Facebook content.
LinkedIn for Professionals and Senior Members
LinkedIn allows associations to engage professionals and senior members through thought leadership, testimonials, and career-focused content. This platform is particularly effective for professional associations that need to demonstrate credibility and highlight member benefits.
Creating a Sustainable Social Media Strategy
Define Clear Goals and KPIs
Random posting will not attract new members. Set specific goals such as membership growth, event registrations, awareness, or engagement. Identify key performance indicators to track results, including website clicks, social engagement, and conversion to membership.
Develop a Content Calendar and Themes
Plan posts using consistent themes or content pillars, including member spotlights, industry news, resources, and events. A content calendar ensures you post consistently and strategically.
Assign Responsibilities and Workflows
Determine who creates content, posts, moderates comments, and monitors metrics. Having clear responsibilities ensures that your social media strategy runs smoothly and maintains engagement over time.
Types of Content That Convert Members
Member Spotlights and Testimonials
Real stories from current members build credibility and emotional connection. Our CVMA campaign featured videos highlighting veterinarians’ experiences. This approach strengthened the perceived value of membership and drove engagement.
Educational and Industry Content
Sharing how-tos, tips, and resources demonstrates the tangible benefits of membership and positions the association as a trusted source of knowledge.
Interactive Content and Events
Polls, Q&A sessions, discussion threads, and live events foster engagement and community participation. Encouraging interaction increases the likelihood that potential members will take action.
Paid and Organic Social Media Using Both Strategically
Organic social media builds trust and long-term engagement while paid campaigns help reach new audiences quickly. A combination of both ensures associations can attract and nurture members efficiently.
For example, our work with the QCH Foundation used a mix of video content and paid social to promote fundraising campaigns, resulting in broader reach and increased engagement.
Measure, Learn, and Iterate for Long-Term Success
Track metrics beyond likes and shares. Focus on website clicks, membership inquiries, event registrations, and conversions to membership. Use these insights to refine your content strategy and optimize campaigns. Consistency over time ensures that your social media efforts produce measurable results.
Common Mistakes to Avoid
Avoid posting without a plan or clear goals. Do not spread your content too thin across multiple platforms. Focus on creating value-driven, engaging content rather than generic broadcasts. Finally, do not ignore analytics, using insights to adapt your strategy is essential for long-term success.
Why The Ways and Means Can Help Associations Succeed
The Ways and Means has helped over 100 associations, societies, and councils across Canada achieve measurable results through strategic marketing. Our services include strategy development, content creation, paid campaigns, analytics, and full campaign management.
Examples of how our team has helped associations:
Blood Services, where we produced bilingual animated videos to inform expecting parents about cord blood donation.
CVMA, where digital campaigns reinforced membership value during critical policy discussions, achieving over 34,800 views across multiple platforms.
Bowls Canada, where we developed a diversity-focused campaign, brand strategy, and website to highlight inclusivity in sports.
Bar Association, where we ran Instagram campaigns targeting law students and video marketing to educate the public on judicial independence.
Take Action Today
Social media is a strategic tool that can attract new members, engage your audience, and strengthen your association’s reputation. To help you get started immediately, we have poured our decades of experience into a comprehensive suite of resources for association marketing, including easy-to-follow checklists and guides that address common marketing challenges and opportunities.
