Can I Use Social Media Platforms to Attract New Members to My Association? Here’s How:

Strategies That Work:

Many association leaders ask: Can I use social media platforms to attract new members to my association? How? The answer is yes, and it requires a strategic approach tailored to your audience.

Our team has helped over 100 trade and professional associations use social media to share their stories, grow their membership, and change perceptions. In this post, we will show you what works, what does not, and how your association can leverage social media to attract the members who matter most.

Understand Your Audience First

The first step to attracting new members with social media is understanding your potential members. Who are they? What matters to them? What challenges are they facing in their professional or personal lives?

For example:

• Younger members respond better to video content and dynamic posts on Instagram.

  
  

• Female members engage more on Facebook, especially with community-focused campaigns.

  
  

• Senior or professional members are often most active on LinkedIn, where testimonials and career-focused content resonate.

  
  

It is less about the type of content and more about what the content communicates. Content must clearly demonstrate the value of membership, whether that is career growth, networking opportunities, or access to industry insights.

Choosing the Right Social Media Platforms to Attract New Members to My Association?

Different social media platforms work better for different audiences:

• Instagram is ideal for younger members through videos, reels, and visual storytelling.

  
  

• Facebook works well for niche communities and events. Female-focused campaigns often perform best here.

  
  

• LinkedIn is perfect for professional associations and senior members. Testimonial-driven content and thought leadership posts are effective.

  
  

Recent Results:

• Global Association for Professional Genealogists grew membership by offering professional-quality self-marketing social media materials to new members.

  
  

• Moms Got Game on Facebook attracted mothers to join sports programs.

  
  

• Ran an Instagram campaign that successfully attracted new nursing student members.

  
  

• LinkedIn campaigns for various associations consistently attracted senior members using testimonials and professional insights.

  
  

Real Results: Case Studies Across Sectors

Here are just a few examples of past clients we have helped use strategic association marketing and social media to engage members and grow their associations:

• Dairy Farmers of Canada told the story of how milk gets from cow to grocery store.

  
  

• Canada’s First Nations communicated details of the world’s largest-ever compensation agreement to their communities.

  
  

• Canadian Blood Services educated expecting parents on stem-cell rich cord blood and collected consent for donation.

  
  

• National Forest Products Sector attracted young workers and new Canadians to remote forest communities.

  
  

• Canadian Dental Association and regional partners launched Dental Career Options, encouraging students to pursue dental careers.

  
  

• CCTX grew from start-up to a fully operational organization, including logo, branding, and web development.

  
  

• Canadian Wood Council promoted wood use in multi-level construction by developing online tools to follow building codes nationwide.

  
  

• Colleges and Institutes Canada highlighted the impact of colleges and institutes on individuals, communities, and the economy.

  
  

• Canadian Fuels Association raised awareness of the economic impact of petrochemical refineries.

  
  

• CAA showcased rewards available to club members.

  
  

• Egg and Chicken Farmers, Canadian Hatching Egg Producers, and Turkey Farmers explained Supply Management and how Canadian farmers deliver top-quality poultry and eggs.

  
  

• Cancer Care Ontario announced a new cancer care plan with an animated video series for patients and families.

  
  

• Ten PEI sector councils promoted their sectors globally to attract funding and skilled workers.

  
  

• Bowls Canada recruited younger participants and promoted diversity in lawn bowling clubs.

  
  

• Canadian Council on Africa promoted involvement at the Mining Indaba Conference through creative campaigns, event websites, brochures, social media, and more.

  
  

• Ontario Registered Nurses transformed long-term care communications worldwide.

  
  

Across sectors, understanding your audience, tailoring messaging, and strategically using the right channels, including social media, drives measurable results.

Creating Content That Converts

Content is important, but relevance and context matter even more. Here is what works:

• Highlight real value by showing how membership benefits members directly.

  
  

• Use videos for younger audiences and testimonials for senior members.

  
  

• Avoid generic content. Focus on what members care about most, such as career growth, networking, professional development, or community impact.

  
  

Paid and Organic Strategies

Paid campaigns allow precise targeting and broader reach, especially on LinkedIn and Facebook. They are excellent for reaching specific member categories quickly.

Organic campaigns build trust and engagement over time, especially for thought leadership, industry insights, and community-focused initiatives.

The best approach is to combine both. Use paid campaigns to attract new leads and organic content to nurture them into members.

Measuring Success

Tracking the right metrics is crucial:

• Views, especially for video content

  
  

• Engagement, including likes, shares, and comments

  
  

• Clicks and downloads for lead magnets or resources

  
  

• Membership sign-ups directly linked to campaigns

  
  

Tailor your key performance indicators based on the target member segment to understand which strategies are most effective.

Common Pitfalls

Associations often struggle with social media because they:

• Post generic content that does not resonate with members

  
  

• Treat all platforms the same, ignoring audience differences

  
  

• Fail to communicate the real value of membership

  
  

Avoid these mistakes by starting with your members’ priorities and crafting messages that speak directly to their needs.

Why Expertise Matters

With decades of experience working with over 100 associations, our team has learned that every campaign must be unique. There is no one-size-fits-all approach. Each association’s audience, goals, and opportunities are different, and our strategies are tailored accordingly.

Take Action Today

To help you get started immediately, we have poured our decades of experience and insights into developing a comprehensive suite of resources for association marketing, including easy-to-follow checklists and guides that address common marketing challenges and opportunities.

These resources provide practical, actionable strategies that your association can implement right away to attract new members through social media.

Access our Association Marketing Resources Now:

https://www.thewaysandmeans.ca/resources

Connect with our Team: https://www.thewaysandmeans.ca/contact