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Groups seeking boost in membership lean on ambassadors

Existing members can be great salespeople, but groups must coordinate messaging and provide volunteers a framework for outreach

Sept. 28, 2020
By Walt Williams

Just as brand ambassadors have long helped companies sell products, they can also help associations bring in new members. Groups with ambassador programs caution, however, that you can’t just slap the label on an existing member and expect results.

Many associations have ambassador programs, but they take different forms depending on what a group is hoping to achieve. A few focus solely on outreach to the media and the greater community, with ambassadors becoming a public face for the industries or professions their groups represent. But associations with more inward-focused programs seek to convert enthusiastic members into salespeople for the organization.