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AES
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Most association leaders face a persistent challenge: growing and retaining members. It’s not uncommon to hear stories of members who join for a year, drop off, and then rejoin two years later. While this cycle may seem harmless, it carries hidden costs—such as staff time, marketing expenses, onboarding resources, and software overhead—that can quietly drain your association’s budget.
One association we worked with at Association Executive Services (AES) had a growing membership base, but also a troubling churn rate. Members would join, stay for a year or two, and then leave, only to return later. When surveyed, many said they liked the association but felt no urgency to stay continuously. The value proposition was “okay,” and they knew they could rejoin anytime without consequence.
AES recommended a strategic but straightforward change: introduce a non-refundable $50 application fee for new members and those with significantly overdue renewals. The goal wasn’t to penalise but to:
The result? After 12 months, the association saw:
1. Offset Administrative Costs
Processing new members takes time, especially with eligibility checks, onboarding, and training. A modest fee helps cover these costs without straining existing resources.
2. Encourage Long-Term Commitment
An upfront investment nudges members to think carefully before joining. This leads to more stable and engaged memberships and fewer short-term sign-ups that add little value.
3. Elevate Perceived Value
When joining isn’t “free,” it signals that membership has real worth. This psychological shift can transform how members engage with your association.
At Association Executive Services, we specialise in helping associations:
Let’s talk about how we can help your association thrive.
📩 Contact AES today or book a free consultation to explore tailored solutions for your membership challenges.
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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.
