New member onboarding is an often overlooked but critical piece of your membership engagement and retention puzzle. According to Marketing General’s 2024 Membership Marketing Benchmarking Report, first year retention often lags behind overall retention rates. In fact, membership research shows engagement within the first 90 days is a critical indicator of first year renewal.

So, you know you need it. But how do you do it?

• Add value immediately.
• Find out their top priorities.
• Remove background noise.

Bringing in new members is only the beginning of the journey. A well-designed onboarding process sets the stage for long-term engagement and retention. Here are five effective strategies to ensure new members feel welcome, informed, and ready to engage from Day 1.

1. Personalize Early Communications

New members are looking for an experience tailored to their needs. However, research shows that only 18 percent of associations currently offer personalized onboarding. Associations that incorporate personalized welcome emails, tailored content recommendations, and direct outreach from leadership or member ambassadors see higher engagement from the start. Most associations gather data about prospects, but how often is that data being used after the prospect joins? If a new member told what their biggest challenge or top priority was during the prospect phase, you can still use that data during onboarding. This demonstrates that you know the new member individually and remember what matters to them.

2. Move Beyond Traditional Welcome Packets

The days of bulky welcome packets are fading. More associations are shifting toward digital onboarding, leveraging online communities, and virtual orientations. Digital resources provide instant access to important information and allow new members to start networking and engaging with content immediately. And remember, digital doesn’t just mean email! Your members are busy, so providing welcome materials in multiple formats improves your chances of getting key information to them. Some members will gladly read an email, but others would rather watch a video while cooking dinner or listen to an audio recording while commuting.

3. Deliver Immediate Value

Members need to see the value of their membership right away. Associations that focus on demonstrating value early in the onboarding process report increased retention rates. Providing members with quick access to exclusive content, networking opportunities, and key member benefits helps reinforce the decision to join. Remember, this is an opportunity to demonstrate value, not to upsell!

4. Leverage Online Communities

Online communities have become a crucial part of member onboarding, growing by 40 percent in adoption. Associations that actively welcome and engage new members within these communities create a sense of belonging and connection, making it easier for members to integrate into the larger organization.

5. Implement a Structured Email Drip Campaign

A strategic email onboarding campaign can make all the difference. The "3-3-6" approach — sending three emails in the first week, one per week for three weeks, and then one per month for six months — helps keep new members informed and engaged throughout their first year. Your early messages will likely deliver a lot of information but don’t be afraid to mix it up later in onboarding. A well-crafted onboarding campaign includes opportunities to ask questions, identify at-risk members, and intervene before renewal messaging begins.

Consider suppressing your new members from other association communications for the first 1-3 months of their membership. Onboarding is a critical period to build a relationship and show value. Marketing messages about other programs and services, however good intentioned, might negatively impact that early relationship. Imagine joining an association and then immediately got half a dozen messages about programs and services that require an additional transaction. This may leave a new member questioning the value of membership if they are immediately asked to open their wallets again! Focus on building the relationship and showing member value first. Associations that get this right will have plenty of time to upsell for years to come!

Onboarding is more than a one-time process; it’s an ongoing effort to nurture new members and integrate them into the association community. By personalizing communications, leveraging digital tools, and focusing on early engagement, associations can build stronger connections and enhance first-year member retention.