Membership retention is critical to the success and growth of an organization. When you retain more of your members, your organization will experience increased dues revenue, financial stability, and a stronger identity. Retention efforts should be a daily task at your organization, not simply a one-time act that occurs at the time of renewal.

The moment you gain a new member, you must immediately work to retain them. Members renewing in the first one or two years are the most critical as they are the ones most likely to disassociate with your organization if they don’t feel validated. The following guide will provide you with tips and tools to help incorporate retention efforts into everyday organization activities.

Stay in constant communication with your members! Members want to hear from you more than once a year when you send them a renewal invoice. You must continue to validate their initial decision to join your organization on a regular basis and remind them what they are getting for their dues.

When you keep your members informed of important organization achievements, CME opportunities, information about new benefits/services, you are demonstrating the value of their membership. Here are a couple of ways you can keep members informed:

• Newsletter – Send on a quarterly or bi-annual basis. Include information on new members, staff, and board members as well as CME opportunities and benefits/services.

• Monthly E-mails - Send a monthly e-mail to keep members abreast of the latest news regarding your organization and important issues. You can also spotlight a different membership benefit each month to create heightened awareness.

Members must be reminded about what they get for their investment, both tangible and intangible. They also want to know what your organization has accomplished and how that will impact them personally and professionally.

You know that organization membership has value, but it is up to you to prove it repeatedly. If economic pressures mount, the decision to maintain voluntary membership is based on the member's assessment of the cost/benefits derived. Think about including a concise report from the organization president in with your renewal invoices informing members what achievements have been attained and what exciting changes they can expect in the future. Members will have an easier time about deciding to renew when they see the value in  their membership.

Membership has an expiration date so don’t feel bad about sending a renewal invoice that looks like a bill. Renewals shouldn’t be hidden in with other information like a newsletter. You will receive a faster and greater response if the renewal invoice delivery is cut and dry. Insure that the payment deadline date is on your invoice in large bold letters. Make sure the first notice is at least three months in advance of their expiration date. This not only gives members time to get a check, especially if their employer covers the cost, but it allows you the opportunity to send one or two additional notices before the membership expires. Also, consider sending an e-mail renewal notice to members who have yet to renew after their last paper invoice mailing.

Be sure to acknowledge renewal payments as soon as you receive them. Don’t let a credit card charge or canceled check serve as the members’ reminder that they renewed. This will leave a bad taste and imply that your association is indifferent to their membership. You can include a small thank you note in renewal kits or send a thank you via e-mail.

It is imperative that you have a pulse on what your membership thinks of your organization. Are there any benefits or services you lack? Is your customer service unsatisfactory? You should be aware of your organization shortcomings before you start to see a decline in membership. Make a habit of asking members what they think. You can send a member survey that will provide you with valuable feedback to take a critical look your benefits and services.

A recent AAPA feedback campaign targeting expired members achieved a 13% response rate. The campaign included a letter acknowledging the member decision to not renew and asked for the reason behind that decision. It also included a quick-reinstate application allowing another opportunity for membership renewal. In many cases, we found that the letter served as just another awareness vehicle alerting members that their membership had expired. It also provided valuable insight into potential customer service issues and the need to address benefit offerings.

The best way for you to know how your members perceive your organization is to be a member! Make sure that organization staff is included as members on your mailing list. This allows staff to receive organization mailings in the same manner and time frame as your members do.   

It is also a good idea to anonymously contact your member services staff to see how the customer service rates. For every complaint you hear, many more are communicated to others outside your organization. Be proactive to understand what you are doing right and how you can improve.

Members want to feel like they are more than a number in your membership totals. When you make gestures to recognize how long they have been a member with your organization or a birthday, it goes a long way to making someone feel that they matter. Here are some ways you can recognize your members:

• Loyalty Recognition – Recognize members at key milestones such as 1, 5, 10, and 15 years. You could send a thank you letter or include their names on your Web site or in your newsletter.

• Birthday Recognition – Birthdays are a special time everyone. Send a short happy birthday e-mail to members or a low-cost postcard recognizing the event.

Every organization experiences highs and lows in their membership. When non-renewals do occur, a small percentage can be attributed to a category called “natural member attrition,” over which you have no real control. Natural attrition can be the result of economics, career changes, health, and a number of other factors that cause members to leave an organization. The great news is that you can influence the renewal decisions of all the members who don’t fall into this category. How? Stay in communication with your members and continue to show them the value of membership repeatedly. Successful membership retention happens only with serious effort and a solid plan.  

Last Revised: 2/28/08