Membership Articles Show Need for Vigilance
Many associations are past their mid-way point of their membership years. It is a good time to review any trends showing up. Here are a couple of articles looking at headwinds affecting associations.
Growing headwinds & the need for vigilance
- A survey shows that membership growth (both total membership and new acquisition) is slowing or reversing for many associations.
- Renewal rates are weakening.
Retention / renewal as a strategic priority
- Especially in uncertain times, retaining members becomes more important (and more cost-effective) than solely focusing on acquisition.
- Recognising renewal as a systematic process: knowing your numbers, diagnosing why members leave, designing early and multi-channel campaigns, offering payment flexibility, testing, etc.
- The renewal checklist gives a pragmatic “to-do list” of what to ensure is in place.
Data & analytics underpinning strategy
- The articles emphasise the importance of good data: tracking renewal rates carefully; surveying lapsed members to understand churn reasons; having good contact/transaction/demographic data.
- In the “three buckets” article: you can’t just collect data for the sake of it — you need to know how you’ll use it and maintain it. Ageing/out-of-date demographic data is a risk.
Member-centred listening and adaptation
- In the first article: the call to “research and listen closely to members and prospects to better understand their concerns and evolving needs.
- In the renewal checklist: talk to lapsed members to understand why they left.
From Growth to Caution: Mid-Year Membership Trends
Mid-year data shows associations shifting from growth to caution: membership growth slowed as more organizations reported declines, renewal rates dropped with more losses than gains, and new member acquisition weakened. Seasonal factors and smaller survey size may play a role, but the trends raise concerns about sustainability. Associations are encouraged to adapt by refreshing recruitment messaging, re-engaging lapsed members, and offering new content to meet evolving needs. Most importantly, listening to members and prospects closely will help associations navigate this uncertain environment.
Traditionally, association membership totals and renewals are a lagging indicator of economic and social shifts. Members join for a full year, so reporting changes typically are delayed from more real-time indicators. However, this year could be different. In response to questions from association executives shared on social media and discussions with membership staff, we heard concerns about their membership numbers. To gain more clarity, we conducted a mid-year survey based on our regular questions from the annual Membership Marketing Benchmarking Report. We wanted to see if these anecdotal experiences were becoming a trend.
The Membership Renewal Checklist for Uncertain Times
In uncertain times, associations must strengthen renewal strategies to protect membership. Key steps include accurately tracking renewal rates, talking with lapsed members to understand drop-offs, and starting outreach earlier to align with tighter budgets. Offering flexible payment options and using multiple communication channels reduces friction and forgetfulness. Finally, testing messages, timing, and offers ensures continuous improvement—critical since retaining members is far more cost-effective than recruiting new ones.
Reports from clients and our recent Membership Marketing Benchmarking Report check-in survey point to a growing concern—renewal rates are showing signs of softening for many professional and trade associations. While you can’t control economic shifts or budget tightening among employers and individuals, you can control how prepared your renewal program is to retain as many members as possible. Here’s a renewal readiness checklist to help you safeguard membership against the headwinds of change.
