Boosting Member Retention: How to Keep Your Association Strong
By Michelle Moser, Director of Marketing and Communication
Member retention is necessary for any successful association. While attracting new members is always important, keeping existing members engaged, satisfied, and committed to your organization is key to sustained growth and long-term success. However, retaining members can be challenging, particularly as expectations evolve and competition for attention increases. So, how can your association effectively retain members and continue to grow?
Deliver Consistent and Meaningful Communication
Keeping members engaged requires ongoing, meaningful communication. Members want to feel informed and connected to the organization, so it’s important to establish and maintain consistent messaging that keeps them updated on the latest news, events, and opportunities.
SBI’s Solution:
SBI creates and implements comprehensive communication plans that keep members informed and involved. From regular newsletters and personalized email campaigns to social media and website updates, we ensure your members are always in the loop, receiving timely information tailored to their needs.
Offer Valuable Member Benefits
Members are more likely to stay with your association if they perceive a clear and ongoing value. Whether it’s access to exclusive content, networking opportunities, professional development, or discounts on events and services, member benefits should be clearly communicated and regularly delivered.
SBI’s Solution:
We work with associations to evaluate and enhance their member benefits. SBI can help you create tiered membership levels, curate valuable learning experiences, and implement benefit programs that reflect your members’ evolving needs.
Engage Members with Events and Networking Opportunities
Events are a core driver of member retention, offering opportunities for learning, networking, and community building. However, if event planning becomes overwhelming or inconsistent, members may disengage.
SBI’s Solution:
Our event management team handles everything from in-person conferences to virtual events. By delivering well-organized and engaging experiences, we help associations create events that keep members returning year after year. Our services include everything from event strategy and marketing to logistics and post-event analysis, allowing you to focus on fostering valuable connections.
Foster a Strong Sense of Community
Members are more likely to stay when they feel like they are part of a thriving, supportive community. Fostering this sense of belonging can be challenging, especially for large or geographically dispersed associations.
SBI’s Solution:
We leverage technology and innovative engagement strategies to help you build a strong community—both online and offline. Our team implements and manages member forums, social media groups, and virtual meetings to foster peer-to-peer connections. Additionally, we help associations create volunteer opportunities that allow members to contribute, gain leadership experience, and deepen their ties to the organization.
Use Data to Understand and Strengthen Your Actions
Data plays a crucial role in understanding what keeps your members engaged and identifying areas for improvement. By analyzing member activity, participation trends, and feedback, associations can create data-driven retention strategies.
SBI’s Solution:
At SBI, our membership service professionals provide data management and analysis that tracks membership engagement. We help you collect and analyze member feedback through surveys, participation data, and renewal patterns. With this, we can create customized strategies to address retention challenges and keep members active.
Develop a Smooth Renewal Process
Even the most engaged members may forget to renew their membership if the process isn’t straightforward or well-timed. A smooth, simple, and timely renewal process is key to keeping members on board.
SBI’s Solution:
We automate and streamline the membership renewal process. SBI helps associations send out timely renewal reminders to ensure members can easily renew. We also assist with creating incentive programs, such as group memberships to encourage renewals and growth.
Recognize and Reward Loyalty
Recognizing and rewarding long-term members is a powerful way to build loyalty. Acknowledging their contributions and providing exclusive benefits for loyal members can go a long way in making them feel valued.
SBI’s Solution:
We help associations manage award programs, as well as emeritus memberships for long-time or retired members.
Boost Your Member Retention with SBI Association Management
At SBI Association Management, we understand the complexities involved in managing associations and the role retention plays their success. SBI provides associations with the tools and expertise necessary to keep members engaged and coming back year after year.
Contact SBI Association Management today to learn how we can help you improve member retention and grow your association.