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

Strategies That Work: Understanding Your Audience First

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.

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 most active on LinkedIn, where professional insights, testimonials and career-focused content resonate.

  
  

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

Different platforms serve different strategic functions within your recruitment funnel:

• Instagram: Ideal for visual storytelling and attracting nursing students or younger tradespeople.

  
  

• Facebook: Best for niche communities, such as "Moms Got Game," and female-focused initiatives.

  
  

• LinkedIn: The premier choice for professional associations targeting senior-level members through thought leadership.

  
  
  
  

Real Results: Association Social Media Case Studies Across Sectors

Understanding your audience and tailoring your messaging drives measurable results. Here is a look at the diverse impact of strategic social media marketing for associations:

• 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.

  
  

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

  
  

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

  
  

• 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.

  
  

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

  
  

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

  
  

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

  
  

• CAA showcased rewards available to club members.

  
  

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

  
  

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

  
  

• Ten sector councils worked together promoting their sectors globally to attract funding and skilled workers.

  
  

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

  
  

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

  
  

• 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: Paid and Organic Strategies

Relevance and context are more important than the volume of content. To convert followers into members, focus on these core principles:

• Highlight Value: Show how membership benefits the individual's career or business directly.

  
  

• Combine Paid and Organic: Use paid campaigns for precise targeting of new leads and organic content to nurture trust over time.

  
  

• Measure What Matters: Track clicks, resource downloads, and membership sign-ups rather than just "likes".

  
  

Why Specialized Expertise Matters

There is no "one-size-fits-all" approach to association social media. Because every association’s audience and goals are unique, your strategy must be tailored to fit your specific market position.

About Us: The Ways and Means is a marketing agency focused exclusively on helping associations and foundations attain their strategic objectives. Our team has worked with over 100 associations across Canada, the USA, and globally, and delivers measurable success through a blend of insightful strategy and compelling creative. We balance the "big idea" with the operational reality of stretching resources to advance your mission effectively.

Want to Know What’s Limiting Your Membership Growth?

The Membership Growth Assessment 10 Questions. 10 Minutes. Stop guessing what’s blocking your numbers. Complete our custom diagnostic and receive a personalized Growth Readiness Report, hand-prepared by our expert team and delivered within one business day.

You’ll receive:

• Your custom Growth Readiness Score.

• 2–3 immediate actions to implement this week.

• A clear picture of the gaps in your current strategy.

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