How to Increase Your Association’s Membership Renewal Rate

In her blog, Jane Nassiri discusses strategies to increase an association’s membership renewal rate. According to Nassiri, renewals and payments should be automatic. Still, associations should proactively lay the foundation for a renewal strategy that depends on meeting and exceeding a member’s expectations and ensuring they know and take advantage of membership benefits. To create more renewals, associations must review their value proposition more frequently than before, involve members in the process, and analyze behavioral data. The association should engage its members by informing them how membership can improve their lives and help them take advantage of their benefits. The onboarding process is a great way to start the engagement of the members.

Associations must also focus on perpetual membership marketing by continually selling the value of membership to members throughout the year, even after new members go through the onboarding process or existing members renew their membership. Nassiri suggests that associations should use their AMS to increase membership renewals and retention with email campaigns, member portal alerts, automatic renewal and other payment methods.

Nassiri notes that if all membership renewal tactics do not work, associations should refrain from burning any bridges, especially since some members might not renew due to external factors, such as lack of funds or leaving the profession.