Boosting Member Retention: Success Strategies for Implementing a Dynamic Loyalty Program in Associations

Vy Le, CAE, implemented a successful loyalty program during her tenure as the national director of engagement for the Australian College of Nursing (ACN) in 2021, as seen in this Associations Now article. The primary objective of the program was to enhance member retention by rewarding fellows and members who sustained their membership for at least two years. Le, currently serving as the membership director at the Linguistic Society of America, emphasizes that the major benefit of loyalty programs for associations is improved retention.

To align the loyalty program with strategic goals, ACN focused on recognizing member longevity and increasing member loyalty. Data analysis revealed that the three- to five-year mark was a crucial retention milestone, making it essential to encourage members to stay beyond this period. ACN aimed to create a program that provided tangible benefits, conducting surveys to identify member preferences. The results showed that members desired discounts on hotels, car rentals, movie vouchers, groceries, and gas. ACN chose a loyalty platform that fulfilled these preferences, also offering access to a library of wellness content.

Discounts on groceries and gas were particularly important due to members facing rising food costs during the pandemic. The organization involved members in the testing phase to ensure the platform’s user-friendliness and identify areas for improvement before the official launch.

To promote the loyalty program, ACN employed a multi-channel approach. Members receive a welcome email upon passing their two-year anniversary, providing information on accessing the program. Promotion also occurred through social media, the member newsletter, and discussions at conferences and webinars. Le highlights that the loyalty program is an additional benefit rather than the primary reason individuals join associations. However, it serves as a crucial factor in maintaining membership, contributing to a positive response from members, and achieving the association’s goals.