How Associations Can Boost Revenue and Member Engagement with Corporate Memberships

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How Associations Can Boost Revenue and Member Engagement with Corporate Memberships

Content Strategist
8 minutes read
Published:
Last updated: June 21, 2024

Associations are constantly under pressure to grow revenue and keep members engaged. Corporate memberships offer a strategic solution to this challenge. It allows organizations to join under a single umbrella membership and grant access to multiple employees, thus dramatically expanding your reach and membership base.

Also, these memberships provide significant value to member companies, fostering deeper engagement and boosting your bottom line.

Let's explore the concept of corporate memberships in more detail and how implementing this model can benefit your association's growth, engagement, and financial sustainability.

Key Takeaways

  • Corporate memberships allow a single entity (the primary member) to extend membership benefits to multiple employees (secondary members), expanding the association's reach and membership base.
  • Implementing corporate memberships can lead to increased revenue, enhanced member engagement, reduced administrative burden, stronger industry relationships, and potential sponsorship opportunities for the association.
  • Associations can maximize the benefits of corporate memberships by offering discounted rates, tiered membership levels, content sharing, employee recognition programs, mentorship opportunities, and advocacy efforts.
  • To set up corporate memberships, associations should evaluate membership needs, develop tiered offerings, update their technology platform, clearly define benefits and responsibilities, and promote the value proposition to potential member companies.
  • Glue Up is an AI-powered association management software that simplifies the process of setting up and managing corporate memberships, offering features such as customizable tiers, seamless onboarding, targeted communication, robust analytics, and automated renewals.

What are Corporate Memberships?

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corporate membership

 

Corporate memberships, also known as group memberships, enable a single entity (the primary member) to pay a membership fee and extend membership benefits to a specified number of secondary members.

In the context of associations, these secondary members are typically employees of the company holding the primary membership.

Here's a breakdown of the key players involved in a corporate membership:

Primary Member

The primary member is the business or organization that pays the membership fee and assumes responsibility for managing the secondary members. This entity acts as your main point of contact and ensures that all relevant employees receive important information and benefits.

Secondary Member

Secondary members are the individual employees who gain access to your membership benefits through the primary membership. These members can take advantage of your association's resources, events, and networking opportunities, ultimately fostering a more engaged and knowledgeable workforce within the member company.

Benefits of Corporate Memberships for Associations

Implementing corporate memberships offers numerous advantages for your association, benefiting both your organization and your business members.

Increased Revenue and Sustainability

One of the most significant benefits of corporate memberships is the potential for increased revenue.

Corporate memberships often come at a premium compared to individual memberships, allowing you to generate more income from a single entity while providing valuable benefits to multiple employees within the company.

Additionally, attracting businesses and providing value to a wider audience can substantially grow your membership base, resulting in a more sustainable organization.

Enhanced Member Engagement

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member engagement

 

Corporate memberships encourage their participation in your association's events, training programs, and networking opportunities.

With multiple employees accessing your resources, companies can benefit from a broader knowledge base and stay current on industry trends. This increased engagement fosters a stronger connection between your association and its member businesses, ultimately strengthening your value proposition.

Furthermore, the primary member serves as a central point of contact for your association, streamlining communication and ensuring that all relevant employees receive important updates and information.

Reduced Administrative Burden

Managing individual memberships can be administratively burdensome for your association. However, corporate memberships allow you to streamline member management by dealing with a single primary member for each company.

This reduces the administrative tasks associated with tracking and communicating with individual members, enabling you to focus on delivering value to your members.

Stronger Industry Relationships

Corporate memberships foster deeper connections between your association and your member businesses. Engaging with multiple employees within an organization will help you better understand the company's needs and challenges.

This knowledge allows you to tailor your offerings, events, and resources to better serve your members and strengthen your position as an industry leader.

Potential Sponsorships

Companies with engaged employees in your association are more likely to consider sponsorships or advertising opportunities.

Thus, corporate memberships can open doors to additional non-due revenue streams for your association, as member businesses recognize the value of increased visibility and support within the industry.

Examples of How Associations Can Utilize Corporate Memberships

To maximize the benefits of corporate memberships, you can implement various strategies to enhance the value proposition for both your organization and your business members.

Here are some creative ideas:

Discounted Rates

Offer reduced pricing on event registrations, training programs, and publications for secondary members. This incentivizes companies to enroll more employees and encourages participation in your association's activities.

Tiered Membership Levels

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tiered memberships

 

Develop different corporate membership tiers with varying benefits, such as access to exclusive content, webinars, or networking events for higher-tier members. This allows you to cater to the diverse needs of companies of different sizes and budgets.

Content Sharing

Provide access to online resources, industry reports, and whitepapers for all secondary members within a company. This ensures that valuable information reaches a wider audience and enhances the perceived value of the corporate membership.

Employee Recognition Programs

Partner with member companies to offer recognition programs that highlight employee achievements within your association's publications or website. This boosts employee morale and strengthens the bond between your association and its member businesses.

Mentorship Opportunities

Connect experienced members with secondary members seeking career guidance within their field. This fosters knowledge sharing and professional development, making your association an integral part of employee growth.

Advocacy and Lobbying

Leverage the larger membership base gained through corporate memberships to give a stronger voice to industry concerns. Encourage members to actively participate in advocacy efforts, amplifying your association's influence and impact.

Setting Up Corporate Memberships for Your Association

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technology

 

If you are considering implementing corporate memberships, follow these key steps to ensure a smooth and successful transition:

  • Evaluate Membership Needs: Assess the needs of your current members and potential corporate members to determine the most valuable benefits to include in your corporate membership package. Conduct surveys, focus groups, or one-on-one conversations to gather insights and tailor your offerings accordingly.
  • Develop Membership Tiers: Create different membership tiers with varying benefits and pricing structures to cater to companies of different sizes and needs. Consider factors such as the number of secondary members allowed, access to exclusive events or content, and discounts on products or services.
  • Update Your Technology Platform: Ensure that your membership management system can handle the complexities of group memberships. Look for features that allow you to easily track primary and secondary members, control access to resources, and facilitate communication with both groups.
  • Clearly Define Benefits and Responsibilities: Clearly outline the benefits and responsibilities for both primary and secondary members in your membership materials. Include information on fee structures, access control, communication protocols, and renewal processes to ensure transparency and set expectations from the outset.
  • Promote the Value Proposition: Develop compelling marketing materials that highlight the advantages of corporate memberships for businesses. Emphasize the benefits for both the company and its employees, such as access to industry expertise, networking opportunities, and professional development resources. Use case studies and testimonials to demonstrate the tangible impact of corporate memberships on member companies.

Setting Up Corporate Memberships with Glue Up

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Glue Up corporate membership

If you're looking for a comprehensive solution to manage your corporate memberships, you can consider Glue Up.

Glue Up is the first AI-powered association management software that simplifies the process of setting up and managing corporate memberships.

With Glue Up, you can:

  • Easily create and manage corporate membership tiers with customizable benefits and pricing.
  • Seamlessly onboard primary and secondary members, granting them access to relevant resources and benefits.
  • Streamline communication with targeted email campaigns and personalized member portals.
  • Track member engagement and participation through robust analytics and reporting features.
  • Simplify event registration and attendance tracking for corporate members and their employees.
  • Manage all corporate memberships from a single, user-friendly interface.
  • Automate membership renewals, reminders, and payment processing, reducing manual workload.
  • Ensure members can access their benefits and manage their memberships on the go through mobile devices.


By leveraging Glue Up's powerful features, you can efficiently manage your corporate memberships, enhance member engagement, and drive revenue growth for your association.

To learn more about how Glue Up can benefit your organization and to see the platform in action, schedule a demo today. Our team will be happy to provide you with a personalized walkthrough and answer any questions you may have.

Important Considerations

When implementing corporate memberships, keep the following considerations in mind to ensure a smooth and effective experience for all parties involved:

Communication Strategy

Establish clear communication channels with both primary and secondary members. This may involve creating separate email lists or targeted newsletters for each group to ensure that relevant information reaches the right audience.

Regularly engage with primary members to gather feedback and address any concerns or questions that arise.

Data Security

Prioritize data security when managing corporate memberships. Ensure that your membership management system adheres to industry best practices for protecting member information, including secure data storage, access controls, and regular backups.

Communicate your data security measures to members to build trust and confidence in your association's handling of their information.

Member Management

Develop a system for managing changes within member companies, such as employee departures or new hires.

Work with primary members to establish protocols for updating secondary member information and ensuring a smooth transition when changes occur. Consider implementing automated processes or self-service portals to streamline member management and reduce administrative burden.

By offering corporate memberships, your association can unlock new opportunities for growth, engagement, and sustainability. Thus, your association can play a crucial role in driving industry success by providing value both to companies and their employees.

Embrace the power of corporate memberships and watch your association thrive!

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