If you’re an association leader or staff member wearing multiple hats, you might already know that marketing is important—but when you don’t have a dedicated marketing team (or even a freelancer to help), it can feel overwhelming.
How do you attract new members? Keep existing ones engaged? Promote your events, fundraisers, and programs?
The good news: you don’t need a full-time marketer to make a big impact.
With a few simple strategies, free or low-cost tools, and a focus on the right areas, your association can create a strong, consistent marketing presence that supports growth and engagement—without adding more to your plate.
Let’s dive in.
Step 1: Start with What Matters Most – Your Audience
Before creating marketing materials, focus on understanding who you’re trying to reach and what they care about. A generic message won’t resonate, but a well-targeted one will drive engagement and action.
Here’s where to start:
- Identify your key audiences. Most associations have three core groups:
- Potential members (new audiences who might join)
- Current members (people who need value to stay engaged)
- Past members (people who haven’t renewed but could come back)
- Clarify your value proposition. If you’re not sure what makes your association stand out, now’s the time to define it. A clear value proposition helps you communicate why someone should join and stay engaged. This guide on crafting a compelling value proposition walks you through the process.
- Tailor your messaging. Once you know your value proposition, craft communications that directly address your key audiences.
- ❌ "Join our association!"
- 🎯 "Looking to expand your professional network? Our association connects you with industry leaders and exclusive events. Join today!"
- 🔥 "Advance your career with exclusive training and certification programs. Enroll now!"
With just a little effort, your marketing will feel more personal, relevant, and engaging—leading to stronger member participation and retention.
Step 2: Use Simple, Affordable Tools to Make Marketing Easy
Marketing is much easier (and faster) when you have the right tools. Here are some free or low-cost options to help you get started.
To get started, pick one tool that fits your biggest need. If graphic design feels like a major gap, try using Canva templates. If social media feels overwhelming, use Buffer to schedule posts in advance. Spend just 30 minutes setting it up—most of these tools have step-by-step tutorials, so no technical skills are required. Keep it simple by starting with one or two tools rather than trying to use everything at once. As you get comfortable, you can expand your toolkit as needed.
With the right tools in place, you’ll spend less time on marketing while making your association look more professional and organized.
Step 3: Focus on High-Impact, Low-Effort Strategies
Not all marketing tasks are created equal. Some take a ton of time with little return, while others give you big results with minimal effort. Focus on the latter!
Email Newsletters
Your members already check their email, so this is one of the best ways to stay top-of-mind without extra effort.
A simple, well-timed email can drive event attendance, increase renewals, and keep members engaged. Aim to send one monthly or bi-weekly update featuring upcoming events, resources, and member highlights. Use a simple template (most platforms provide free ones) and keep the message clear. Every email should end with one call to action—register, read more, renew.
Social Media Highlights
Social media helps you reach new audiences organically without paying for ads. Plus, it’s a great way to keep members engaged between events.
Posting multiple times a week might seem daunting, but it doesn’t have to be complicated. Start with just one post per week featuring an event reminder, a member spotlight, or an industry insight. If you’re already sending emails, repurpose content—pull a key point from your newsletter and turn it into a post.
Member Spotlights
People trust personal stories more than generic marketing. Featuring a member’s experience—why they joined, what they’ve gained—adds authenticity and encourages others to engage. A simple post or short video can be shared across emails and social media, increasing reach with minimal effort.
These three strategies alone can boost event attendance, improve member retention, and attract new members—without overwhelming your team.
Step 4: Keep Learning (Without Spending a Dime)
Marketing may not be your primary job, but with the right resources, it doesn’t have to feel like a mystery. Free training courses can provide just enough knowledge to help you feel confident and get better results.
A few great places to start:
- HubSpot Academy – Free courses on email marketing, social media, and content strategy.
- Canva Design School – Live and on-demand courses on design, video editing, and Canva tutorials.
- Google Digital Garage – Learn SEO, analytics, and digital marketing basics.
- YouTube – Search for “beginner email marketing” or “how to grow an audience” for step-by-step tutorials.
Dedicating just 30 minutes a week to learning will improve your marketing efforts over time. Even small improvements can lead to more engaged members, better event turnout, and stronger retention.
Final Thoughts: Small Steps = Big Impact
Marketing isn’t about doing more—it’s about doing the right things with the time and resources you have. By simplifying your approach and focusing on high-impact strategies, your association can reach new audiences, strengthen engagement, and create a lasting connection with your members.
The first step? Just start.
Whether it’s sending a thoughtful email, highlighting a member's success story, or scheduling your next post, every effort builds momentum.
