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Although there is a buzz about AI, there are some innovative ways you can genuinely surprise your members so they remain loyal to your
Association or organisation.
Here's a simple example:
Yesterday, I received an email from the ING Bank with the following opening line: "Can you believe it's been 22 years since you joined ING?
How time flies!" To celebrate your anniversary, we've given you 22 entries in a draw to win $5Kthat's— one entry for every year you've been
with us." ❤️
I realised I've been with this bank for 22 years! While it was a shock, the key takeaway is that they reached out to me, recognised my
loyalty, and offered me a chance to win $5,000. Even though the chances of winning are slim, having 22 chances feels significant.
Association membership managers, if you're sending out renewal invoices, you should have started your retention strategy 12 months ago.
Sending out the renewal notice expecting members to renew will not cut it anymore.
Your strategy should include engaging with your members throughout the membership cycle.
The bank's example is easy to replicate. Here are some ideas:
😁How effective is our CRM? Can you generate reports on various details about your members? If not, it's time to get a new association
management system.
😁Automate Recognition: Can your system automatically recognise membership anniversaries or birthdays and send similar emails to members?
😁 Surprise Strategies: What strategies do you have to delight your members? For example, profile some of your members in your next journal
or magazine or invite them to participate in video interviews or podcasts.
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For many associations, attracting and retaining younger members—particularly students—remains an ongoing challenge. But why is it so difficult?
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.
Running an association or not-for-profit (NFP) is no small feat. Whether you're leading a professional body, a community group, or a
national peak organisation, one question always lingers:
“How do we know we’re doing well?”
It’s a fair question—and an important one.
How we help membership based, not-for-profit associations now and into the future.
