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What are the secrets to growing and retaining your members?
Despite a strong value proposition, there are various reasons why a member might not renew, some of which may be beyond the control of a membership manager.
However, over my years of experience managing membership growth and retention for several associations and not-for-profits, I've learned that one of the most critical steps a membership manager can take is developing a solid onboarding process that ensures a top-notch experience for new members.
Here are some basic steps that most membership-based associations should consider:
First impressions are crucial in membership sales, as they set the tone for the entire membership period and significantly influence renewal decisions. Most memberships are sold twelve months in advance, with members joining or renewing in anticipation of the Association's promised services. As the 12-month period nears its end, members, whether individuals or companies, will evaluate their renewal decision based on the Association's ability to meet or exceed their expectations.
An effective CRM system is the backbone of a successful onboarding process. If you have an effective CRM system, you should receive notifications through your automation system when a new member joins. In some cases, verification may be needed if a member joins online. Ensure your system allows new members to upload qualifying documentation for confirmation.
Nothing is better than receiving a call from the Association by a human being welcoming you or your organisation as a member. When your membership officer or responsible person connects with the member, provide a brief introduction to the Association and explain the benefits they can access. This is an excellent time for feedback. Ask questions like, "Why did you join the Association?" and "What do you expect to gain as a member?"
While the member is on the phone, ensure all their details are accurate. Update any missing or incorrect information, add relevant notes to the member file, and make sure others in the Association are aware of any requests or needs.
Disclaimer: The articles on our website are intended to stimulate interest in the subject matters. All comments and articles are for information purposes only. Professional advice should be sought on specific matters, and with lawyers under Costs Agreement and to which Legal Professional Privilege (LPP) applies.
The association sector is in the middle of a leadership handover.
Across Australia and New Zealand, CEOs and Executive Directors are moving on. Some are retiring. Some have gone to larger organisations.
Some have left because the relationship with their Board ran out of puff. The reasons vary, but the movement is noticeable, and Boards are
appointing replacements.
The encouraging part is the calibre of the people coming in. Many are genuinely well suited to the job — capable executives with strong
records behind them. A good number are stepping into an association CEO role for the first time.
Most associations can provide a long list of membership benefits. They may include professional development, advocacy, networking, industry information, events, resources, accreditation, discounts and access to specialist advice. However, a list of benefits does not necessarily explain why someone makes the decision to join.
While every Board is different, the same governance issues appear time and again. One of the most common is allowing one person’s behaviour
to dominate the Board table.
Almost every Board has experienced it at some point. One director who seems to consume more time and energy than everyone else combined.
How we help membership based, not-for-profit associations now and into the future.
