Reasons Why Associations May Be Losing Members
For associations, membership is the backbone of their operations and sustainability. Yet, many associations today are facing a concerning trend: declining membership numbers. While some organizations continue to grow, others struggle to maintain their membership base, let alone attract new members. Understanding why members are leaving—and what associations can do to prevent it—has never been more important.
Lack of Engagement and Value
One of the primary reasons members leave associations is the perception that they’re not getting enough value in return for their membership. If members don’t feel engaged, valued, or like they’re receiving meaningful benefits, they’re less likely to renew their membership.
What Associations Can Do:
- Enhance Engagement: Use targeted communication, personalized experiences, and regular touchpoints to engage members. Ask for feedback on what they value and prioritize that in your offerings.
- Offer Tangible Benefits: Reevaluate your benefits package to ensure it provides real, tangible value. This could include discounts, exclusive content, networking opportunities, or access to specialized tools.
- Create a Sense of Community: Foster a strong sense of belonging by encouraging networking and collaboration among members, both online and in-person.
Outdated Member Engagement Strategies
Many associations still rely on outdated engagement strategies, such as generic email blasts or infrequent newsletters. Members today expect more personalized, dynamic interactions through digital channels, and if they don’t get that, they may lose interest.
What Associations Can Do:
- Leverage Technology: Use CRM and marketing automation tools like Salesforce Marketing Cloud to segment your members and deliver more personalized content and offers. Implement a dynamic, multi-channel communication strategy across email, social media, mobile apps, and member portals.
- Use Data Analytics: By leveraging member data, associations can understand engagement patterns and provide customized experiences that resonate with their members.
Failure to Adapt to Changing Member Needs
Associations that fail to evolve with changing member expectations are at risk of losing their relevance. In today’s fast-paced world, members expect associations to keep up with technological advancements, new trends in their industries, and the ever-evolving needs of the workforce.
What Associations Can Do:
- Stay Relevant: Continuously assess and update your offerings to reflect changing member needs and industry trends. For example, consider offering online learning opportunities or virtual events if in-person participation is no longer viable or necessary for members.
- Conduct Regular Surveys: Engage your members to understand their pain points and challenges, and adapt your programs and services to meet their current demands.
Ineffective Communication
If an association fails to communicate effectively with its members, it may unintentionally alienate them. Lack of clarity about the value of membership, upcoming events, and new offerings can leave members feeling disconnected and uninformed.
What Associations Can Do:
- Improve Communication Channels: Provide clear, consistent, and frequent communication about the benefits of membership, upcoming events, and available resources.
- Utilize Multi-Channel Outreach: Use a variety of channels (email, website, social media, apps, etc.) to reach members in the way they prefer to be contacted.
Membership Fees Are Too High
Another reason why members may be leaving is the cost of membership. If the value isn’t clear or doesn’t justify the price, members may feel that they’re spending too much for too little, especially if their personal or professional needs have changed.
What Associations Can Do:
- Reevaluate Pricing: Review your membership pricing structure and ensure it is competitive and aligned with the value your association provides. Consider offering tiered membership levels or discounts for long-term members.
- Offer Flexible Payment Options: Consider offering monthly or quarterly payment plans to make membership more accessible.
Lack of Networking and Professional Development Opportunities
Members often join associations for the opportunity to network with peers, share knowledge, and advance their professional development. If an association doesn’t provide these opportunities, members may feel that they’re missing out on the key benefits they sought in joining.
What Associations Can Do:
- Offer Networking Opportunities: Host virtual or in-person events, webinars, and discussion forums where members can meet, share ideas, and build relationships.
- Develop Professional Development Programs: Offer certifications, training, and career development resources that help members grow in their field and stay competitive.
Negative Member Experience or Poor Customer Service
If members encounter poor customer service or have negative experiences interacting with the association—whether it’s during the membership signup process, at an event, or when seeking assistance—they may decide not to renew.
What Associations Can Do:
- Improve Member Support: Invest in member support systems, whether it’s through a dedicated helpdesk, live chat, or an easy-to-navigate member portal. Ensure your team is responsive and solutions-oriented.
- Focus on Member Experience: From the moment a member joins to the interactions they have with your organization throughout the year, ensure that every touchpoint is positive and aligned with your association’s mission.
Too Much Focus on Existing Members, Not Enough Effort on Recruitment
While retaining existing members is crucial, many associations neglect the recruitment of new members, leading to stagnation and eventual decline. If an association isn’t actively seeking new members or engaging in outreach efforts, membership growth can plateau.
What Associations Can Do:
- Recruit New Members: Actively market the value of membership to potential new members by highlighting success stories, showcasing the benefits, and reaching out to target demographics.
- Create Referral Programs: Encourage current members to refer friends, colleagues, or industry peers by offering incentives such as discounts or access to exclusive content.
Competition from Other Associations or Digital Solutions
With the rise of online communities, industry-specific digital platforms, and alternative membership models, associations face fierce competition for attention and membership. Many members are turning to alternative sources for the benefits they previously got from associations, such as networking or professional development.
What Associations Can Do:
- Differentiate Your Value: Identify what makes your association unique and emphasize that in your marketing efforts. Whether it’s a niche focus or exceptional member benefits, highlight what sets you apart from the competition.
- Embrace Digital Solutions: Don’t shy away from incorporating online communities, webinars, and digital learning into your offerings. Use technology to enhance the membership experience rather than compete with it.
Rebuilding Membership and Creating Lasting Value
Losing members can feel like a setback, but it’s also an opportunity for reflection and growth. By identifying the root causes of membership attrition and taking proactive steps to address them, associations can rebuild and strengthen their member base. Offering value, engagement, and a personalized experience, while staying flexible and adapting to the changing needs of your members, is key to reversing the trend of declining membership.
If your association is struggling to maintain membership, take a close look at these areas, implement targeted strategies, and listen to the feedback from your members. With the right adjustments, you can foster long-lasting relationships that not only retain current members but also attract new ones for years to come.
About Systems Rewired
At Systems Rewired, we are a trusted Salesforce consulting company founded by a veteran AMS consultant with deep expertise in serving associations and nonprofits. Our mission is to help organizations maximize the potential of Salesforce, providing tailored solutions that drive operational efficiency, improve member engagement, and enhance overall performance. With a focus on Salesforce implementations, managed services, staff augmentation, and rescue projects, we specialize in delivering innovative, reliable solutions that align with the unique needs of the association and nonprofit sectors. Our commitment is to ensure that our clients thrive by leveraging the power of Salesforce to transform their operations and achieve their goals.