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Membership Development/Retention
Professional and trade associations face ongoing challenges of enlisting and retaining members. While similar by nature, these two activities are quite different in their execution. Recruitment requires attracting new members by appealing to the prospect's desire for professional recognition in their field, having access to benefits and obtaining other association benefits through "strength in numbers." Retention requires reinforcing the value of benefits the member has received and reinforcing the positive experience. Membership development also encompasses a strategy to accomplish other goals such as marketing fee-for-services offerings and increasing participation in annual meetings.
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