What attracts new members?

By Edward P. Salek, CAE, Outgoing Executive Director | TLT Headquarters Report November 2023

Experts cite three factors, starting with a compelling value proposition.
Through the first nine months of 2023, STLE welcomed more than 400 new individual members. That’s a solid increase from the recent past. They represent a variety of job titles and are located across North America and in countries around the world. 

STLE’s experience is consistent with what association marketing experts are finding as organizations recover from the pandemic years of 2020 and 2021. Marketing General Inc. (MGI),1 a research firm that compiles an annual Membership Marketing Benchmarking Report, has called it, “A remarkable rebound.” 

The MGI study, which surveyed 800 participating associations, found that 49% of associations reported an increase in membership this year, while 22% shared that membership declined. This is one of the lowest decline percentages in the 15-year history of MGI’s study. 

STLE and other organizations that are on the plus side of membership growth have three things in common, the report explains. Topping the list is a compelling value proposition. In STLE’s case, the value proposition is direct and simple: Connect. Learn. Achieve. It reflects the fact that programs are designed to attract members who are interested in staying current on the latest technologies, advancing their careers and making new professional connections from around the world.  

The second factor that grows membership, notes the MGI study, is an emphasis on innovation. This includes things such as new member benefits or expanding membership focus beyond traditional core members. 

Some of STLE’s most innovative programming is happening this month at the STLE 2023 Tribology Frontiers Conference (TFC) and Tribology & Lubrication for E-Mobility Conference (www.stle.org/joint). This co-branded event is Nov. 12-15 at the Cleveland Marriott Downtown at Key Tower in Cleveland, Ohio (U.S.). 

Both conferences emphasize cutting- edge research presentations and keynote sessions that explore the technical, environmental and social issues that will impact tribology research in the 21st Century. 

The third factor, focus on recruitment, has been a heightened STLE priority. We are using traditional methods to recruit, but also deploying techniques like search engine marketing, online ads and referral programs working with a team of STLE Member Ambassadors. 

It’s likely that membership will continue to grow as STLE approaches its 80th anniversary in 2024. The factors already cited will be bolstered by the transition to new staff leadership. Rebecca Lintow became STLE executive director on Oct. 1 and is well-prepared for the role at a time of recognition that proper tribology practice not only leads to energy savings but also will lead to emissions reduction. 

More to come from both Rebecca and me in the December TLT.

REFERENCE
1. www.marketinggeneral.com
 
 You can reach Certified Association Executive Ed Salek at esalek@stle.org.