Looking for new ways to attract and engage members? Consider hosting an open house.
Hosting an open house for your association is a great way to showcase all that your organization offers prospective and current members. One of the best benefits that an open house can provide for your association is to help you recruit and build your membership.
Let’s explore five steps for planning your association open house.
1. Choose the right format and timing.
When planning your event, the first thing to decide is if it should be in-person, virtual, or hybrid. The best option depends on your association and your membership base. Consider where your members live and how far they might need to travel for an in-person event. Keep in mind that there are many great software products that can help your organization to deliver a successful virtual or hybrid event.
When deciding on the best date for your open house, be sure to think about your association’s event calendar and timing of events in your industry before picking the date. You might also consider sending a survey to some or all of your members to find out what timing works best for them.
2. Make registration a breeze.
Once you have the plan in place for how and when you’re going to host your open house event, the next big step is setting up an easy registration process. If your registration and technology is not clear and easy for attendees, some may not continue through the registration process and might give up in frustration. Having the right technology in place is key to making sure the registration process is simple and streamlined. The right association management software can help you set up a great online experience for your members.
When you are setting up registration questions, be sure to ask questions that will help with your membership prospecting efforts. Don’t make the questions too lengthy; just ask for just enough information to help you understand your membership base a bit better.
3. Choose the right content and speakers.
The next step in planning the event is to line up the right content and speakers. Keep in mind that your open house is a great opportunity to showcase the benefits and opportunities your association offers so that members and potential members can learn how to make the most of membership with your organization.
Here are some ideas:
- Schedule your association’s president and CEO to speak at the event and/or do a Q/A session with attendees. This is a great opportunity to share what’s new with the organization and to present future goals
- Offer a few educational breakout sessions presented by industry experts that will provide insight and understanding of your industry and those you serve.
- Set up a table where current members can go to easily sign up for things like future professional education sessions, career fairs, volunteer opportunities, and committees.
- Set aside an area where members can join on site. They just might walk in as a prospect and leave as a member!
4. Offer sponsorship opportunities.
Your association’s sponsors are important to your organization, and your open house is a powerful opportunity to offer them another chance to spotlight their organization’s products, services, and job opportunities with your members. You can set up booths where sponsors can exhibit during the event, which can work whether you choose an in-person or virtual format. It’s an ideal way for members and potential members to connect with vendors in a relaxed setting.
5. Say thank you.
It’s easy to forget this ever-important step and best practice. Thank everyone who attended your event. Send them a survey so that you can understand what went well and what you can improve on in the future.
Also, send an email thanking registrants that were unable to attend for their interest in the event. Let them know you missed them. Provide them with updates from the sessions and send out a list of sponsors that attended. And be sure to remind them that they can join your association anytime.
Remember that an open house is a great way to engage members and remind them of their membership benefits. It’s also an excellent way to recruit new members and help your organization grow.
