Boost Member Retention: Engage, Connect, Renew!

Strategies for increasing member engagement are a frequent topic for the AMR Blog, for good reason. Engagement is a big factor in renewal, and retaining loyal members over the long term is among the most common challenges that associations and professional societies face. Clearly, it’s not just an issue in the nonprofit sector. Business publications abound with strategies for decreasing churn and increasing customer loyalty.

Loyalty is gained when members derive value from their association and feel they belong to a thriving, connected community. That’s why enhancing the experience of current members—not just telling our story to prospective members—is critical for retention. Here are some specific challenges within this broader issue:

Why do members choose not to renew?

Associations often spend a lot of time and resources motivating prospects to join; but what about retaining them as members? It is arguably an even bigger priority than new member acquisition. Frequent challenges that make members feel disinterest in renewing include:

• Value Perception: Members may struggle to see the tangible benefits of their membership, or feel they lack the time to effectively take advantage of their benefits, leading to lower renewal rates.
• Competition: With numerous associations and even for-profit entities vying for members’ time and attention, standing out can be challenging. A strong value proposition is the key. What is the one thing members can get from association that can’t be obtained elsewhere?
• Economic Factors: You can’t change economic downturns or budget cuts, which may lead to members not renewing their memberships. But you can create a strong return on investment, which can make it easier for members to justify renewing even when facing  financial constraints.

Why do members disengage?

Getting (and keeping) members engaged in the association is a top factor in retaining them. Motivating and measuring member engagement may be a struggle, but disengagement is probably the most critical performance indicator of your association’s programs and services. Roadblocks to success include:

• Ineffective Communication: Sharing the wrong messages, in the incorrect medium, or with the wrong frequency can leave members feeling uninformed or disconnected from the association’s activities and benefits. It isn’t about the volume of communication but in creating communication strategies that focus on being germane to member needs.
  
  
• Relevance: Keeping the association’s programs, services and educational offerings relevant to the evolving needs and interests of members can be difficult. Association leaders and staff must learn to be flexible and adaptive, willing to consider sunsetting programs that no longer resonate.
  
  
• Participation: Getting members engaged often means giving them something to do that feels like valuable use of their time. Encouraging members to actively participate in events, committees, and other activities requires consistent effort and innovative approaches.

Addressing the Problem

There is no one-size-fits-all answer for how you can create the connected network your association members desire. To help address the challenge, associations and professional societies can focus on the following strategies:

1. Enhanced Member Benefits: Continuously develop and promote valuable member benefits that address the specific needs and interests of members and fit with your association’s strategic plan. A good place to start is with a member survey aimed at determining what services are most (and least) satisfactory and valued by members and a second survey to assess member needs. Use the results to challenge your team to devise a portfolio of member benefits that creates unique value. Reissue the surveys at regular intervals to help determine trends and stay ahead on programs that are losing steam.

• Effective Communication: A recent Marketing General Inc. benchmarking report indicated that diverse and innovative communication tools can result in membership growth for associations (download the AGI report here). You can implement robust communication strategies to keep members informed and engaged, using a mix of digital and traditional channels. Data analytics is an important tool to help assess how and when your members prefer to receive communication and the topics that are trending highest in interest level.

• Personalization: Members are quickly turned off by generic messaging that doesn’t have any applicability in their world. Get off the “unsubscribe” train and leverage your data to offer personalized experiences to members based on their preferences, interests, and professional goals. There are so many software solutions and AI technologies that can assist.

• Engagement Opportunities: Create diverse opportunities for members to connect with one another and get involved in the association, such as online networking communities, special interest groups, volunteer roles, and professional development programs. The ticket to engagement is helping members feel they are contributing their time in meaningful ways. Avoid anything that might feel like rubber stamping or busy work; instead, meet members where they are. For example, bite-sized opportunities can fit the time members have available to volunteers.

• Feedback Mechanisms: Regularly seek and act on member feedback to improve services and address concerns promptly. No member wants to feel their voice is not heard, so remember the three-step process: Provide opportunities to give feedback, thank them for their perspectives, and report on how the collective feedback was used.

Conclusion

Associations must be proactive and adaptive to thrive in today’s competitive environment, and that includes the way we create connections with and among our members. To quote Brené Brown: “I define connection as the energy that exists between people when they feel seen, heard, and valued. . .”

By focusing on enhancing the value proposition, utilizing data-driven insights for personalized communication, and providing diverse engagement opportunities, associations can foster strong member loyalty, engagement, and retention. Moreover, continuous innovation in programs and services can help ensure an association remains relevant and valuable to its members.

Partnering with an experienced association management company like AMR Management Services can provide the expertise, resources, and strategic support needed to achieve these goals. AMR’s comprehensive services and proven track record in association management can help your organization navigate challenges and seize opportunities for growth. Please Contact AMR for more information.