As crucial as recruiting new members is, the importance of retaining existing ones cannot be overstated.
Here’s a common scenario:
You’ve revamped your membership structure, introduced a comprehensive calendar of professional development events, and dedicated a year to meticulously organising the annual conference – all aimed at recruiting new members. Despite these efforts, envision the disappointment if those hard-earned new members decide to disengage from your organisation after just 12 months.
Associations are all too familiar with this scenario during renewal times.
The ongoing effort required to fill the “leaky bucket” becomes both a financial and operational strain, emphasising the need for robust retention strategies. To help tackle this challenge, we have put together five simple and practical things you can do right away to improve your retention rate.
- TALK TO YOUR FANS
Identify your life members, the VIPs and the engaged. Members who renew each year without hesitation, and those who happily and actively contribute to your association in one way or another. Engage them in meaningful conversations to understand:
-
Why they appreciate your association
-
What is it about your association that draws them back each year
-
What factors influenced their initial decision to join
-
What they think your association can do better to help people like them.
Use these insights to inform your membership model, benefits (more on this next) and messaging.
- Share membership benefits, not just features
The Association Membership and Services Survey 2024 revealed ‘lack of perceived value’ as one of the most common reasons given as to why members do not renew their membership. So, what can associations do about it? There are numerous substantial actions you can take, but let’s focus on some quick, impactful steps you can take.
Start by revisiting your messaging on membership benefits. Instead of simply listing what members receive, such as newsletters, discounted conference registrations, or journals, emphasise what these benefits mean for their profession or studies. For instance:
Instead of: Access newsletters
Try: Stay updated on industry trends, follow member research journeys and breakthroughs, and enjoy exclusive, member-first offers to professional development events through our monthly newsletter. We recognise and celebrate the dedicated efforts of our members, whether you are a student, mid-career professional, or established in your field.
Instead of: Access to journal
Try: Enhance your career and credibility by staying abreast of the latest research, insights and reviews. Receive x new journal editions, and gain access to our complete catalogue of peer-reviewed journals.
- Ask the right questions
Review your membership application and ask yourself: Are we providing potential members the opportunity to tell us what they aim to gain from their membership? We suggest incorporating these questions into your membership application to gather crucial insights that will shape your communication strategy:
-
What are the key benefits you would like to gain from your membership?
-
Among these benefits, how would you prioritise them? Which one holds the most significance for you?
-
How would receiving these benefits impact you?
- Acknowledge and celebrate your members
If you have been running the same renewal notices for the past 12 months, it might be time for a review to identify opportunities for personalisation. Here are some suggested touchpoints to enhance your member communications:
-
Acknowledge membership anniversaries: Recognise the duration of their membership, and invite feedback on their experience so far. Consider inviting them to share their experiences on social media. You can facilitate the process by providing ready-to-use LinkedIn posts or image tiles for an easy share.
-
Welcome back lapsed members – When lapsed members renew, differentiate their welcome email from the general welcome message, ensuring that you acknowledge their renewed support.
-
Chase abandoned renewals – If your AMS tracks abandoned renewals, follow up on these opportunities. Highlight member benefits and offer your direct contact details for questions about their membership.
-
Identify disengaged members – Monitor your email campaign and website activity to identify individuals who haven’t opened your newsletters or visited your website. Reconnect with these members throughout the membership year to reinforce the value of their membership. By taking care of their needs upfront, you can make sure they don’t drift away, saving you from last-minute outreach at the end of the membership year. This would be a good opportunity to check that their contact information is up to date (review auto-replies for indications of job changes) as many members are lost simply because data is not current.
- Use social proof
Embed feedback requests into your member communications, such as the 12-month member anniversary email and annual member survey. Clearly communicate that responses (positive or negative) may prompt a follow-up via email for more information, offering recipients the choice to opt in or out.
Approach your engaged members across all career stages (referenced in point one of this article) and request brief interviews. The goal is to create compelling member case studies for use in both your social media and member communications.
Taking proactive steps in these areas empower associations to build a more robust membership model. The true measure of success lies not only in recruiting new members but also in fostering a community that remains vibrant and connected for the long term.