Why Are You Losing Prospective Members?

Tuesday, September 29, at 11:00 a.m. ET

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A Step-by-Step Member Journey Audit for Modern Associations

Uncover the hidden friction points in your path to membership that cause interested professionals to walk away and learn how to turn your member journey into a smooth, high-converting path to purchase.

Join us on Tuesday, September 29, at 11:00 a.m. ET for a focused webinar where we move past the theory and hand you practical workflows to diagnose your member pipeline, eliminate sign-up friction, and turn interested prospects into active, long-term members.

BY THE NUMBERS: THE STATE OF MEMBERSHIP GROWTH

The Data Is Clear: Traditional Membership Playbooks Are Stalling

According to recent benchmark research from Marketing General (MGI) and the American Society of Association Executives (ASAE) Foundation:

  • Only 38% of associations reported membership growth over the past year—one of the lowest levels ever recorded in industry history (MGI 2026 Benchmark Report).

  • 46% of prospective members don't join due to uncertainty around benefits and ROI, while 39% of associations admit they struggle to articulate their value proposition clearly (MGI 2026 Benchmark Report).

  • Nearly 70% of associations report that less than half of their total membership is actively engaged (MGI 2026 Benchmark Report).

  • Career stage outweighs age: ASAE research reveals that awareness of career-development needs is a far stronger driver of perceived value than "generational labels" alone (ASAE Foundation: 7 Drivers of Membership).

WHAT YOU WILL LEARN

Fix the Friction in Your Pipeline & Build a Frictionless Member Journey

Join Heather Hughes, PMP, for a practical, step-by-step diagnostic audit of the modern member journey. Drawing on a decade of deep involvement in the association space, Heather breaks down exactly where interest breaks down and how to fix it.

In this live session, you will learn to:

  • Identify modern member expectations across all career stages—from Gen Z and Millennials to Gen X (who make up 30% of association rosters).

  • Audit your member journey across five key stages using a simple, red-yellow-green touchpoint grading scale.

  • Articulate a compelling value proposition that balances individual career ROI with collective, mission-driven impact.

  • Eliminate purchase friction, hidden paywalls, and manual onboarding delays that drain member enthusiasm in the first 30 days.

  • Boost member advocacy and perceived value through low-barrier, ad hoc micro-engagement opportunities.

  • Execute a 30-day action plan to realign your tech stack, streamline messaging, and remove your top conversion bottlenecks.

Included Free: All attendees will receive a copy of the Member Journey Audit Toolkit, complete with technology checklists, diagnostic formulas, and a 30-day transformation plan.

Meet Your Host

Heather Hughes, Chief Marketing Strategist

With nearly 30 years of experience across marketing, communications, and strategy, and a decade of active involvement in the association community, Heather has helped non-profits and business networks turn disjointed touchpoints into streamlined growth engines.

As a Gen X small business owner, Heather views every membership through a real-world ROI lens: Does this save time, build meaningful connections, and deliver practical value?

By combining her industry expertise with a buyer’s perspective, she bridges the gap between leadership strategy and modern member expectations — giving you the exact frameworks and diagnostic tools during this webinar to eliminate operational friction, convert qualified prospects, and build a frictionless member journey.

Claim Your Seat Today