Associations with a high churn rate burn through their potential members in a few years and are left with few prospects. For associations that want to thrive long-term, members must renew their memberships. Recruiting new members can be costly. Instead, it’s affordable and recommended to keep existing members.
If your association isn’t retaining members, there is almost no reason to exist. Here are the best practices for keeping association members that any organization can practice immediately.
Keep Them Hooked from Day 1
Don’t wait for a member to grow disinterested. An association should engage members from the first day with an onboarding routine. The most crucial part is to refrain from playing catch-up with a member who is now disengaged and unlikely to be retained. Keep them from reaching that point. Keep your communication channels with them open, strong, and active from the get-go.
Have Membership Engagement Resources
Many organizations focus on member acquisition, not realizing it takes five times the cost to gain another member than retain a current member. For financial stability, have a committee, a manager, or resources and plans dedicated to keeping members engaged past the initial excitement of onboarding. The best practice for retaining members is an ongoing effort to keep them active and excited.
Make Membership Benefits Clear
Think about what a membership comes with. Remind your members of the benefits they can access. All perks and incentives should be clearly stated in your association software. If your membership benefits are stale, it’s time for a change. You may occasionally do a benefits audit to determine what benefits are used and which aren’t. Make alterations accordingly.
Launch Member Surveys to Collect Data
At the halfway point of your membership, consider sending out a survey. Ask members for feedback. If there are things your association could do better, here’s a chance to listen and make those changes. In the same survey, you can collect numerous data, such as what benefits members want to see, demographic info, and more. Any data you receive is valuable information you can use to build better programs and initiatives to retain more members.
Be Responsive to Messages
You may receive emails, written queries, social media messages, and phone calls. Any messages should be responded to promptly. A member shouldn’t have to wait days for an answer to something or support when they need it most. Assign a point person to answer queries and direct messages to the proper parties. Ensure members’ words, thoughts, and emotions are treated with respect.
Provide Value to Every Member
For some members, the benefits will be enough to renew. For others, they will need more incentives. Reach out to members and ask how it’s coming along or if there’s anything you can offer. A member may have concerns or questions they haven’t asked. They may need an advocate, support, or special resources. If you provide value, a member will feel more connected. They will want to give back to the association or stay immersed in it somehow.
Have a Regular Email Newsletter
Provide members with regular updates on what’s happening with your association. Have an email newsletter sent out monthly, bi-monthly, or quarterly advising of the latest. Redirect your audience to a simple, member-friendly website. Keep the lines of communication open and active, even if it’s only coming from one side.
Provide Networking Events and Opportunities
A member’s longevity increases when they are introduced to other members and form meaningful bonds. Associations can do this in many ways, such as mentorships, volunteering, and networking events. Facilitate environments where members can meet, talk, and build friendships while serving your association’s common goal. The stronger these member-to-member ties are, the more likely a member will renew to return to these events and opportunities.
Ensure Your Association Is Representative
Your association should represent its members. Events should be in line with members’ preferences. Leadership, ideally, is reflective of the body they represent. Constructive feedback can be considered as different association policies and programs are built. Members who feel disconnected from an association are more likely to terminate their membership at renewal time. Make members feel welcome.
Offer Discounted Membership Tiers
If it’s a question of finances, you may create multiple membership tiers, such as basic, standard, and premium memberships. If a member cannot afford an expensive membership, they may be able to opt into a more basic membership that only carries the essentials. Consequently, a multi-tier membership can help retain members and upsell them later. Tier pricing’s effectiveness depends on the benefits and personalized services offered.
