3 Reasons Why You May Be Losing Your Association Members and What You Can Do About It

April 6, 2022

Every year, members leave your organization – they change jobs or professions, go out of business, retire, or just leave because they found a better alternative. That makes adding and retaining members to your association a top priority and a never-ending project. Let’s look at some reasons why your members might be going out the back door, and how you must keep new ones coming in the front.

Your association benefits are unclear

While obvious to you, oftentimes, the benefits your organization offers aren’t clear to your potential and current members. Prospects need the benefits delivered in every interaction with your association, and members can easily forget why they joined, becoming despondent over time as well. Keeping your benefits front and center should be your rule of thumb.

What can you do? 

Convey the benefits of being a part of your association clearly. Leave no chance for your audience to second-guess their decision of joining. Here’s what you can do:

  • Make membership renewal and joining process simple and hassle-free.
  • Invite prospects to take a sneak-peek into what your association offers by inviting them to an exclusive event.
  • Showcase the real value your association provides on a continuous basis via small, regular, networking events through the year.

Your events don’t cater to your target audience

A challenge many associations face is attempting to appeal to everyone at once. There’s nothing worse for your association than gaining the wrong members that quickly churn and lead to high attrition rates. 

What can you do?

Start with defining your target audience(s). Identify and research the different segments of your target market, for example, students, early career or mid-career executives and professionals in transition. Plan your events in line with what they would want. Here’s what can help you: 

  • Use data-driven insights from each event you host. You'll get better at knowing your members with each event.
  • Know the type of content, the kind of speakers, and the preferred session formats that are resonating with the audience(s). Create your events accordingly. 
  • Take the help of post-event surveys to understand what is working and what is not. Giving members the ability to share their experiences will help you create a better one.

Hubilo

Engagement tactics have plateaued

Automatic renewals and/or free memberships may be a good tactic to retain members initially, but it might backfire when it comes to building a long-term member relationship. Members are most likely not to renew with an association because of lack of engagement.

What can you do?

Build your engagement strategy in sync with your audience's consumption behaviors and preferences. Here are some ideas:

  • Engage members by supporting a cause such as a charity or a public campaign. As members help others as a group, they’ll start building relationships with each other.
  • Use social media as a tool to start online conversations that concern your members. 
  • Bring members together in a contest that includes giveaways. Reward members who participate in a specified activity with coupons or gifts. 

Attracting new members and engaging existing ones goes hand-in-hand for your association to thrive. Download this e-book if you’re looking for some member engagement strategies for a virtual world. 

Add new comment

Partner Voices
Just when it seems like Las Vegas can’t get any bigger, brighter or more exciting for groups, MGM Resorts raises the bar again. The company continues to invest and innovate across its portfolio of Las Vegas resorts, with new attractions and upgraded experiences for attendees of all interests.  Remodeled Guest Rooms MGM Grand is the largest single hotel in the world with over 5,000 guest rooms and an 850,000-square-foot conference center. It is home to the newly remodeled MGM Grand Studio Tower—700 reimagined guest rooms with a fun mid-century vibe. Nearby, the iconic New York-New York Las Vegas Hotel & Casino recently completed a $63M redesign and remodel of its 1,830 guest rooms and 155 suites. Down the street, Bellagio Las Vegas is sporting renovated rooms in the Spa Tower with sunrise-inspired decor and luxurious soaking tubs in Premier King rooms after a $110-million transformation. Reinvented Luxury Experiences The Luxury Meetings District, made up of Bellagio Las Vegas, ARIA Resort & Casino, Vdara Hotel & Spa, The Cosmopolitan of Las Vegas, Park MGM and NoMad Las Vegas, is now more connected than ever before. A new interior walkway opened this October for a seamless attendee experience – connecting Vdara, Bellagio, and The Cosmopolitan of Las Vegas, guests can now walk from Park MGM to Bellagio in around 15 minutes. New on the scene in the Luxury Meetings District is Cathedrale at ARIA, TAO Group’s upscale establishment specializing in exquisite French-Mediterranean cuisine offering elevated private dining experiences that opened in May. Heralded by World’s Best 50 Restaurants, GQ and VOGUE, LPM at The Cosmopolitan of Las Vegas is opening this fall and will deliver its signature spontaneity and imaginative celebration of France’s Mediterranean cuisine, art, and culture to the unique luxury resort in impeccable fashion.  A “New Wave  for Mandalay Bay A new wave of enhancements and experiences has arrived at Mandalay Bay Resort and Casino, including Flanker Kitchen + Sports Bar, an 8,445-square-foot restaurant that opened this June, perfect for pre- and post-game eats and drinks. Event planner’s favorite, Chef Michael Mina’s StripSteak, received a full renovation and now includes one of the largest private dining rooms on The Strip. Retro by Voltaggio debuts a one-year residency with a fun take on pop culture of the 80s and 90s with classic American dishes. An exciting addition planned for 2024 is Swingers, a 40,000-square-foot oasis of street food, miniature golf and art at Mandalay Bay. Most exciting for meeting planners, the 2.1 million-square-foot Mandalay Bay Convention Center  is undergoing a complete refresh, with lightened space, added eye-catching art, and improved technology infrastructure for even more flexible space. Energy-efficient digital signage now leads the way with faster internet speeds and new AV options. From renovated guest rooms and meeting spaces to celebrated dining options and dedicated teams, MGM Resorts is dedicated to delivering exceptional and innovative meeting experiences.