Membership growth slows for some business networking organizations

As economic conditions put the squeeze on business transactions, some business people rein in the amount they spend on memberships. Others roll out the networking red carpet.

Nevada's Center for Entrepreneurship and Technology, for instance, has seen increased attendance at networking events, says Emily Somerville, senior marketing and events manager.

Wi-Fi Wednesday, a networking event aimed at the younger crowd, is proving particularly popular.

"One woman brought six people with her," says Somerville.

But at the Reno Tahoe Chapter of the American Marketing Association, people are cutting back on membership, says Bruce Knowlton, the group's past membership chair and incoming president.

During the past two years, says Knowlton, membership dropped from 160 to 140. In response, the group's leadership switched focus to a new tag line: "More than a membership, it's an education."

"My goal is to educate small to mid-sized businesses on marketing," Knowlton says. The organization also plans to add new positions to address non-profits and sponsorships.

Membership is also down at a2n2, an organization for advertising professionals, says Linda Ramos, membership chair.

"A lot of people are rethinking the option to pay extra to attend the monthly luncheons, rather than pay the $85 membership fee," says Ramos.

However, benefits like the jobs posting board are available to members only.

With a membership base in the ballpark of 150, recruitment will be a focus of an officers' retreat next month.

At Sierra Nevada Public Relations Society of America, "Our chapter has done a good job promoting networking possibilities," says Jill Stockton, vice president of membership.

The group's membership grew from 69 to 89 during the past two years, she says. It won a national PRSA award for achieving 10 percent growth.

"Our growth in membership demonstrates that, in the turbulent economy in which we practice public relations, local professionals are increasingly interested in continuing their professional development and adding value for their employers and clients," she says.