Our minds naturally construct and remember stories, so no other strategy is as powerful — or as relevant — as telling your story often, consistently, and in as many ways as you can to the right people.
Statistics have shown that consistent, high-quality communication is the key to retaining current members, recruiting new members and renewing members who have either temporarily fallen off membership rosters or who require a visual reminder of the benefits of membership.
The benefit of providing members with resources they value is critical since that positions the association to more easily attract new members and retain the existing ones. It is (or should be) a virtuous cycle. The association is seen as an organization that has the insights necessary to help its members become more successful. It becomes a thought leader.