Rapid change is the new normal: is your member retention strategy keeping pace?
Economic uncertainty. Evolving expectations. Competing demands.
Renewing membership is no longer an automatic decision. Every year, members weigh up the value they get from your organisation against other priorities.
Want to keep them engaged? Membership organisations like yours need member retention strategies that are clear, adaptable, and centred on what members truly value.
Here are three proven ways to strengthen long-term member retention:
- Identify the risks to your member retention
- Speak to your members
- Define the relationship
Read on to explore these in more detail.
1. Identify the risks to your member retention
Retention starts with understanding where you’re most vulnerable. Ask:
- When do we expect to lose members?
- Which parts of our membership are most at risk?
- Who do we need to retain to survive and thrive?
- How has member behaviour changed in the last year?
- What areas of our organisation’s offering are members no longer using?
Keep these questions live. The answers will shift – and your strategy must shift with them.
We put this into practice with the CIPD, the world’s leading body for people professionals. Using the feedback loop, we aligned campaigns to the value members truly cared about, helping them reverse a four-year decline in renewals.