In a world where inboxes are full and attention spans are short, capturing interest and converting it into commitment is no small task. This is especially the case for associations that rely on building long-term, meaningful member relationships. But the digital transformation of the last few years (accelerated by necessity) has revealed a new secret weapon for association membership growth: virtual events.
No longer just a backup plan, virtual events have become a powerful engine for engagement, brand visibility, and, most importantly, membership growth. In fact, according to the 2023 MGI Membership Marketing Benchmarking Report, 58% of associations said virtual events helped grow their membership, with some calling it their most effective acquisition channel.
Here’s how virtual events are quickly becoming the #1 route for association membership growth.
- They create a low-barrier entry point
For those exploring an association for the first time, a full membership can feel like a big commitment. However virtual events can offer something rare: a low-commitment, high-value glimpse into the value of an association’s membership offering.
For prospective members, attending an Associations event can serve as a try-before-you-buy experience and should be approached by organisers as a live showcase of an associations membership value. Whether it’s expert-led panels, dynamic discussions, or interactive breakout sessions, attendees get a front-row seat to the association via:
- engaging with top-tier speakers
- accessing valuable knowledge, content and support
- opportunity to connect with an associations vibrant, welcoming network
Once someone has a meaningful interaction with an association via a virtual event they’re far more likely to take the next step. Sometimes, one virtual event is all it takes to turn a maybe into a member.
Tip: Offer a limited-time new membership promo for prospective members. People are most likely to convert when their interest is fresh.
2. They expand the prospective membership pool
Traditional in-person events come with built-in limitations such as logistical and financial costs of hotels and flights. As a result, attendance often skews toward those who are already engaged or geographically nearby.
Virtual events flip that equation. A small non-profit based in one city can now attract professionals from around the globe to a lunchtime leadership talk. A national industry association can bring together students, mid-career professionals, and executives in the same chat window – without worrying about venue sizes or travel budgets.
In other words, virtual events eliminate borders. In fact, research conducted in 2022 found that 74% of event organizers say they’ve reached new audiences through virtual formats – representing people who may never have considered joining, if the first interaction required purchasing a plane ticket.
And that expanded reach isn’t just about volume. It’s about diversity. Younger professionals, those in underrepresented regions, and people exploring a new field can now engage meaningfully and see at first hand what an association has to offer.
3. They deliver qualified, insight-driven leads
While virtual events are excellent for widening the top of the funnel, they also excel at something equally important: generating high-quality leads backed by real data.
Unlike traditional events, where attendee insights can be limited to sign-in sheets and business cards, virtual platforms capture a rich layer of behavioural data. Every registration, interaction, and engagement point becomes a window into potential member interest.
This kind of intelligence turns passive attendees into qualified, trackable prospects. And with these insights, associations can tailor follow-up efforts – offering relevant resources, extending personalized invitations, or continuing the conversation based on actual interests.
In short, virtual events don’t just attract leads – they reveal who’s ready to engage, making association membership growth more achievable throgh focused, more personal, and far more effective outreach.
Association membership growth through valuable virtual events
In a time where competition for engagement is fierce, virtual events offer something powerful to membership associations: the chance to connect, impress, and convert.
For associations ready to grow, it’s not just about being visible. It’s about being valuable – and virtual events are proving to be the ideal platform to demonstrate that value to prospective members
Ready to make virtual events work harder for your association? Let’s talk about how you can turn your next online experience into a magnet for new members.
