For many industry associations, keeping members engaged and retaining them can be an ongoing struggle. While these organisations typically offer valuable resources, networking opportunities, and educational content, maintaining active member involvement and proving tangible value requires more than just a great offering—it calls for a strategic approach that aligns marketing efforts with members’ needs and expectations.

Marketing Eye, a leading marketing consultancy, has recently released an insightful white paper titled “How to Audit Marketing and Membership Experience for an Industry Association.” This guide provides industry associations with a strategic framework for refining their marketing strategies and boosting member satisfaction.

The white paper serves as a practical tool for identifying gaps in marketing tactics, member experiences, and engagement processes. Associations that have implemented its strategies have reported notable improvements in member retention, event participation, and overall engagement.

Mellissah Smith, CEO of Marketing Eye, explains, “Associations often struggle because they haven’t taken a step back to evaluate what’s truly working and what’s falling short. Our white paper provides more than just a performance assessment; it lays the groundwork for growth. By conducting a thorough audit, associations gain the insights needed to make strategic changes that drive member loyalty and boost engagement.”