Membership Recruitment: How to Grow Recurring Revenue, Reach New Markets, and Advance Your Mission

In praise of Membership Recruitment 
"Tony Rossell is the Master of Membership Marketing. This book is not a theoretical treatise; it reflects Tony's work over many years, during which he has executed these principles over and over again to the great benefit of many membership associations. As the terrain shifts under the feet of non-profit associations, and for-profit corporations capitalize on the membership model, Tony's expertise on member acquisition and retention is to be treasured by anybody serious about membership growth."
 
Ron Mattocks
Chief Operating Officer
Council for Advancement and Support of Education (CASE)
 
"Tony Rossell has spent considerable time observing associations committed to growth and identified the strategies needed to make it happen. This book provides a deep dive into the membership recruitment process and will be a great tool for any association that seeks a guide to expanding market share and membership."
 
Sarah L. Sladek
Founder and CEO
XYZ University
 
"Tony Rossell is a leading expert on all aspects of membership from recruitment through retention. As it is stated in the book, 'Members can and should be the driving power for association success.' This book should be required reading for all who work in a membership association. The book contains practical, research-based advice and guidance that will assist associations in the development of strategies both to increase membership and retention."
 
Neil Reichenberg
Former Executive Director
International Public Management Association for Human Resources
 
"Membership Recruitment is a thoughtfully written guided tour of today's membership marketing universe, complete with how-to advice for the uninitiated, updates for the experienced, and fresh insights for everyone."
 
Joy Davis, CAE
Managing Director, Member Products
American Association of Pharmaceutical Scientists
 
"I have worked with Tony for many years. He has a relentless dedication to the achievement of an organization's growth goals through his ability to implement targeted messaging that offers a strong and compelling reason to take action and his use of data to measure success."
 
Roger C. Myers, Jr., CPA, MBA
Chief Financial Officer
Certified Financial Planner Board of Standards, Inc.
 
"If you are in the membership business, do yourself and your organization a favor by buying and reading this book. Tony Rossell understands the membership business better than anyone. Save yourself years of trial and error by discovering what he has learned during a long and successful career in membership marketing. Tony knows what works today and where the trends are leading us tomorrow."
 
Frank Kenny
Founder
Chamber Pros Community
 
"Great associations have great membership programs, period.  If I were going to read only one book on how to develop, nurture, and grow your business, particularly during these challenging times, it would be this one. Tony has been the industry expert for the past thirty years and his knowledge is invaluable."
 
Chris Strong
Senior Vice President, Conventions and Membership
National Business Aviation Association
 
"I have had the good fortune to partner with Tony Rossell for the last decade to double my association's membership, and am always impressed by his ability to leverage his deep marketing expertise to generate new ideas and strategies to grow acquisition and retention.  You might never be lucky enough to work with Tony, but if you have the good sense to purchase his book, you will benefit from his lifetime of experience to gain practical, powerful insights and frameworks that drive membership growth."
 
Stephen Fox
Vice President, Membership and Constituent Relations
American Nurses Association

An effective membership recruitment program is the road to growth, financial health, and mission success for an association. In Membership Recruitment, Tony Rossell shows how you can grow your membership year after year. You will find the book filled with his practical guidance based on Rossell’s thirty years of consulting with hundreds of membership groups and a decade of benchmarking research with thousands of associations. By reading Membership Recruitment, you’ll learn:

•How to make a case for supporting membership growth in your association
•The compelling economics of membership compared to any other product offering
•The five stages of a member’s relationship journey with an association
•How to define your target markets and reach top prospects
•Techniques to build a compelling value proposition and marketing message
•How to test, track, and analyze membership campaigns for optimal results
•The top innovations that support continued membership growth and resiliency.

Providing numerous real-world examples along with practical insights, you’ll discover what works and what doesn’t from the experiences of many associations that have both succeeded and made mistakes as they have pursued membership growth.

You can build a membership growth engine for your association. This book shows you how.