How to start an influencer program for your association

Influencers are more than social media stars—they’re experts with the power to inspire and guide their audiences toward action. For associations, influencers can serve as ambassadors who help recruit members, promote programs, and further your mission. 

Even if your association has a small staff, launching an influencer program is achievable and highly effective. Read our blog for strategies on how to start an influencer program at your association.

5 steps to creating your association’s influencer program

Here are five tips to help you get started with an influencer or ambassador initiative for your organization:

1. Identify your ideal influencers

Start by creating a shortlist of three to five potential influencers who align with your association’s goals. Look for individuals who are highly respected in your industry and active within your organization. Your member base is a great place to begin. 

Ideal candidates might include the following:

• Engaged participants in your online member community.
• Long-standing members who consistently volunteer.
• Speakers or presenters from popular sessions at past events.

These individuals are already familiar with your brand and mission, making them natural ambassadors. 

2. Offer a mutually beneficial partnership

For the partnership to thrive, both parties need to see value in the arrangement. Be clear about what your association hopes to achieve, such as attracting new members and encouraging deeper involvement from current members. 

In return, highlight what influencers will gain. Consider offering perks like free registration to your annual conference, exclusive access to resources, or enhanced visibility within the industry.

3. Establish a written agreement

A written agreement ensures everyone is on the same page about expectations and responsibilities. Even a simple document can clarify the partnership and help avoid misunderstandings. Try including these key points:

• The purpose of the partnership.
• Expectations (e.g., one blog post or two videos per month).
• Guidelines for branding, messaging, and ethical standards when representing your organization. 
• Details of compensation (e.g., free event registration).

4. Keep influencers informed

To represent your association effectively, influencers need access to the latest information about your programs, resources, and initiatives. Provide regular updates about the following:

• New member benefits.
• Industry research or trends.
• Upcoming events and opportunities.

Establish a clear line of communication so influencers can easily reach out with questions or to discuss relevant industry topics.

5. Provide constructive feedback

Ongoing feedback is crucial for maintaining a productive partnership. Share insights into how their efforts are impacting your association’s goals and discuss areas for improvement.

Similarly, invite your influencers’ input on how the relationship can be enhanced. A collaborative approach helps ensure the partnership remains beneficial for both sides.

Learn more strategies to build your influencer program

There’s no single blueprint for what an influencer program should look like. The key is to work systematically with individuals who can influence your target audience, extending your association’s reach and impact. 

By following these tips, your association can build a successful influencer program that drives membership growth and strengthens your community.