Social Media Strategies to Increase Professional Membership Association Dues Income

Abstract

Social media strategies can play an important and specific role in nonprofits by increasing membership dues income. However, insufficient data exists supporting effective strategies for social media in professional membership associations, potentially affecting both business managers within those associations and the stakeholders they represent. The purpose of this qualitative single case study was to explore social media strategies that nonprofit marketing professionals used to increase professional membership association dues income. The sample included 7 nonprofit marketing professionals in a New Jersey-based professional membership association. Social exchange theory and social influence theory formed the conceptual framework. Data collection occurred using semistructured interviews, a review of campaign data, review of social media, and directly observing a social media planning meeting. Yin\u27s 5 steps for qualitative data analysis formed a logical and sequential process for analysis. An overarching theme, actionable strategies to increase dues income in professional membership associations, emerged with 5 themes, including engagement with social media connections; a comprehensive, coordinated strategy; and establishing trust. The implications for positive social change include the potential to help professional membership associations to increase revenue and better support their social advocacy missions, which could include an improvement in community service activities, benefiting both association members and small and large communities across the United States