With EOFY renewals wrapped up and calendar-year renewals approaching, now is the time for associations to take a fresh look at their membership strategy. Falling memberships are a concern across the sector, and the latest data confirms it.
According to the 2025 Associations Forum Membership and Services Survey, 69.1% of respondents cited budget restraints as the primary reason members didn’t renew – a 10% increase from 2024. This financial pressure is real, and associations must respond with empathy, flexibility, and strategic clarity . At TAS, we aim to allocate 85% of our time to our clients.
Communicating Value Is Key
The perceived value of membership is one of the strongest drivers of renewal and engagement. Yet articulating that value remains one of the biggest challenges associations face. The Zadro white paper, Communicating Your Value to Members Year-On-Year, highlights that value is subjective and fluid, shaped by each member’s journey and context.
Associations must understand what members are comparing their membership to – and tailor messaging accordingly. Whether it’s a student, early-career professional, or someone nearing retirement, each stage comes with different expectations and perceptions of value. Three key areas to improve your messaging based on the membership journey are:
- Tone: More aspirational for early stages, more strategic and legacy-focused for senior stages.
- Content: Tailor benefits to what matters most at each stage.
- Call to Action: Align with their goals, for instance “Grow your career,” “Shape the industry,” “Give back”, “Learn from your peers”, “Build your brand.”
Strategic Storytelling: A Fresh Lens
To reframe the conversation around membership, associations can lean into strategic storytelling:
- Shift from features to benefits: Don’t just list what members get, instead show how it improves their careers or lives. (Use testimonials, case studies, and real-world outcomes to show impact.)
- Lead with purpose: Highlight the difference your association is making in the industry or community. Associations are seen as a credible source.
- Segment your messaging: Tailor communications to different member types and stages.
- Create ‘money can’t buy’ experiences: Offer exclusive access, leadership pathways, or recognition.
- Launch something new: Innovation signals relevance and responsiveness.
- Strengthen your brand: Ensure every touchpoint reflects a cohesive, credible identity.
Listening Is Not Optional
Real-time feedback is essential. Associations should regularly engage members, current and lapsed, through surveys, conversations, and networking events. This insight helps shape a member-first approach and ensures your value proposition remains relevant and compelling.
Why Promote Memberships Around Events
Associations need to capitalise on conference, state meetings and other networking opportunities. These opportunities attract the most active and interested audiences, making it a prime opportunity to showcase what membership offers in real time.
- Use Member Stories in Segmented Pre-Event Messaging
- Offer On-Site Incentives
- Dedicated Members Booth or Lounge
- Visual Storytelling (infographics, posters, or digital screens to show member benefits and impact)
- Real-Time Engagement (live polls such as “What do you value most about your membership?”)
Capture your warm leads post event as you already know that these are people invested in your industry!
Financial Flexibility Matters
Associations can consider extending membership periods, offering alternative payment plans, or incentivising member referrals. Importantly, there should be pathways for members experiencing financial hardship to engage in open dialogue about options. These decisions must be underpinned by sound governance – financially modelled, risk assessed and aligned with the association’s duty of care to its members.
If you’re considering a member survey or want expert input on shaping your value proposition, get in touch with our team at TAS. We can help you design meaningful feedback tools and tailor your communications to better engage and reshaping your value proposition.