There are some commonalities that distinguish the great leaders from the good ones. These seven association leadership best practices can help you lead your association toward growth and sustainability.

1. Turn outward

It is easy to get bogged down in your organization’s demands and forget to look up. The best leaders make a point of seeking out new ideas and information from outside their own association. They look at organizations in the same space, outside their space, and even for-profits. This always helps leaders shift their beliefs about what’s possible and generates new opportunities.

Highly successful leaders habitually turn outward, scan the outside environment, and bring new ideas and innovations back to their own organization to stay ahead.

Highly successful leaders consistently do seven things others do not.

2. Listen to your rank and file

The members you interact with most are your volunteers. They are your true believers and the most active members. They are unlike most of your members, who join for different reasons, want different things, and feel differently about you. When we work with clients, we talk to both volunteer leaders and less engaged members. Their perspectives are seldom the same.

Highly successful leaders continuously solicit input from their rank-and-file members—and listen to them.

3. To know your members, be a member

We join all our clients’ organizations, but our clients seldom do. As a result, they don’t know their join experience, how much they communicate to their members, or what it’s like to try to find and use their benefits. They are often appalled when they find out. One client emailed their members more than five times daily but did not know it.

Highly successful leaders have their whole team sign up to see the experience through their members’ eyes so they can make improvements.

Turning outward shifts beliefs about what’s possible—and sparks new opportunities.

4. Master the data

Data is the most underutilized asset in most associations. Many associations struggle with data quality. Beyond that, they lack the analytic horsepower to make good use of the data they have. As a result, they don’t understand their trends, who their members are, or how they engage. As often as not, their long-held assumptions about their membership are faulty. One client thought members would never want a digital community. The data said otherwise. It is now one of the benefits that members value most.

Highly successful leaders implement enterprise data platforms and hire data scientists and mathematicians. They use the data to find groundbreaking insights and get breakthrough results.

5. Make membership everyone’s job

No membership is an island. Membership relies on every other part of your organization to succeed. These parts must work together to create great products, content, and experiences to drive member growth. In most organizations, only the membership team has member growth goals, and the rest of the organization, while well-meaning, has no incentive to worry about membership numbers. One client CEO who made membership a goal for everyone tripled their membership growth rate one year and doubled it again the next.

Highly successful leaders make membership everyone’s job. They build it into every incentive plan so that when membership wins, the whole organization wins.

6. Invest in capabilities

Associations that survived the pandemic most successfully were those that invested in the capabilities they needed to adapt and evolve—data analysis, content creation, marketing automation, and UX. No one could have predicted what the crisis would demand of them. Having the tools and skills in place to rise to the occasion was the key to thriving in a difficult time.

Highly successful leaders believe that if they build the right capabilities, the right solutions will follow.

7. Stop before you start

Associations are notorious for starting things they never stop. Programs whose purpose has long passed or been forgotten live on, diverting resources and distracting focus until there is no room left for big ideas that will make a big difference. One client counted more than 75 programs they supported, most underperforming. By focusing on four strategic priorities instead, this CEO was able to concentrate on spaces where they had a right to win and thus transformed the organization.

Highly successful leaders make the hard decisions and say “stop” before they start new programs—to drive strategic focus, innovation, and sustained growth.

Highly successful leaders make the hard decisions and say ‘stop’ before they start something new.

Conclusion

These are more than just healthy habits—they’re association leadership best practices that separate the good from the great and position leaders to drive lasting impact. We believe every association leader can be highly successful. These seven habits will put you well on your way to achieving greatness.

For more on Association Leadership Best Practices please see: Forget Unicorns, Think Platypi: Why Associations Are Better Than Corporations  and Building a Culture of Innovation in Associations.

Originally published in ASAE as: Seven Habits of Highly Effective Association Leaders.

To continue to thrive, associations need to ensure that they’re not lulled into complacency when things are going well.

Let the Good Times Roll

According to a recent Advanced Solutions International (ASI) report, confidence among association executives is at an all-time high, with 67 percent expressing optimism about future growth and sustainability, up from 24 percent in 2023.Forecasts are promising, with 60 percent of associations confident in reaching revenue goals and 61 percent anticipating increased membership. A Marketing General Incorporated report shows that in-person events are back, with 61 percent planning to focus solely on them this year.

The troubles of the pandemic days seem far behind, and the outlook for 2025 looks even brighter. The best of times can also be perilous if association leaders take success for granted

The best of times can also be perilous if association leaders take success for granted.

More Competition, Higher Expectations

A booming economy leads to greater competition for members’ time and attention. Associations must compete not only with other membership organizations but also with for-profit businesses with the resources to innovate and quickly provide on-demand value. Members now expect dynamic experiences, rapid professional development, and exclusive resources that adapt to their needs.

Associations relying on traditional approaches risk irrelevance. Members have more choices and expect associations to meet heightened expectations. If associations fail to adapt, members will seek value elsewhere. To rise above the noise, consider differentiating through personalized member journeys or AI-driven automation.

Choose Your Investments Wisely

Economic prosperity provides associations the means to invest in their future, but this opportunity can be squandered if investments are not made wisely. The strongest organizations that came through the pandemic were those that invested in core capabilities like content creation, digital platforms, and member service.

Associations should use their financial resources to bolster these core capabilities rather than pursue short-term wins or flashy initiatives. Investments should focus on enhancing member engagement, improving the member experience, and differentiating the association in a competitive market. Prosperity is the ideal time to strengthen the foundation for long-term resilience.

For example, investing in AI-driven data analytics to predict member needs and provide tailored solutions can boost engagement and provide data insights to refine your offerings.

Now is the ideal moment for future-proofing associations by investing in foundational capabilities that can weather economic shifts and rising member expectations.

 

Associations relying on traditional approaches risk irrelevance.

The Curse of Complacency

With success comes the risk of complacency. The mistake lies in assuming that what worked during boom times will continue to work indefinitely. Associations can become too comfortable, relying on past success without adapting. Highly successful leaders know that to stay ahead, they must continuously adapt, innovate, and evolve their approach.

Complacency is more than a missed opportunity—it can erode your association’s relevance. Without regular innovation, associations risk becoming obsolete as new member needs arise and competing organizations adapt faster.

Associations that fail to lock in their gains and remain alert to signs of trouble may find themselves in a difficult position when the good times end. Those that fail to prepare for the next downturn risk losing momentum and may struggle to catch up when conditions change

What goes up must come down. Build resilience now, while you have the momentum.

Strategies for Thriving in Good Times

How can associations avoid these pitfalls and turn economic prosperity into sustainable growth? Here are a few strategies from some of the most successful associations:

1. Make yourself stand out. Increased competition means members need reminders of why your association stands out. Proactively communicate your unique value and adapt to rising expectations. Emphasize how your offerings address evolving needs and showcase the tangible benefits members receive.
2. Invest in your capabilities. Use prosperity to make long-term investments that solidify gains. Successful associations are already experimenting with AI-driven personalization, advanced data analytics, and custom learning paths. By embracing these forward-thinking investments, associations can future-proof their organizations and exceed member expectations.
3. Beware complacency! Guard against complacency by continuously evolving programs and services. Highly successful leaders prioritize innovation and member insight, actively testing new initiatives and refining approaches to stay in tune with changing needs. Set aside resources for experimentation to ensure your association stays competitive and ahead of trends.
4. What goes up must come down. Prosperity is the perfect time to future-proof your association. Build resilience by diversifying revenue streams, reinforcing reserve funds, and crafting agile contingency plans. By showing preparedness and stability, you strengthen trust and ensure members see your association as a reliable long-term resource, regardless of market conditions.

Conclusion

For more on Future-Proofing Associations, please see: Future-Proof Your Assocation: 10 Essential Steps forSuccess  and Future-Proof Your Association by Adopting an Agile Mindset. 

Originally published in ASAE as Avoiding the Pitfalls of Prosperity.

Discover how forward-thinking organizations are leveraging artificial intelligence to make data-driven decisions and maximize member value.

Reading the Signs: How AI Helps Associations Retain More Members

More and more organizations are exploring AI for associations to improve member retention through predictive analytics and early-warning signals.

Member retention is one of the most significant challenges for associations. Traditional retention strategies often involve reactive approaches, such as renewal reminders and post-lapse outreach efforts. AI is enabling a shift toward proactive retention strategies by identifying at-risk members before they leave.

AI-driven predictive analytics analyze member behaviors, engagement history, and participation trends to flag individuals who may be likely to lapse. These insights allow associations to take targeted actions that improve retention.

A large medical society client has implemented AI-powered predictive analytics to assess members’ propensity to renew. The system identifies patterns of disengagement, such as reduced online community activity and declining event attendance, which correlate with defections. By flagging these members, the association can implement targeted interventions, such as personalized outreach and renewal incentives, that significantly improve renewal rates.

AI is allowing organizations to work smarter, analyze data more effectively, and deliver tailored experiences at scale.

From Guesswork to Strategy: How AI Transforms Decision-Making

Associations increasingly rely on data-driven decision-making to refine membership structures, pricing models, and program offerings. AI allows organizations to go beyond surface-level metrics, uncovering hidden trends and insights that improve strategic planning.

This is where AI for associations shines: helping leaders uncover insights that traditional data analysis often misses.

One of the most innovative applications of AI in this area is the use of digital twins, a technology that enables associations to simulate membership models, pricing strategies, and engagement tactics before they implement them.

Another client, a prominent scientific society, used AI simulations to test multiple new membership structures. Rather than making assumptions about pricing and benefits, they ran scenarios through an AI model to predict their impact on member engagement, renewals, and revenue growth. The analysis revealed that members valued customized benefits more than lower pricing. Based on this insight, they introduced a membership model with flexible benefit options, which led to a 20 percent increase in renewals without reducing dues revenue.

Beyond Mass Messaging: How AI Delivers Personalized Engagement at Scale

A global healthcare association we worked with faced a growing challenge: members expected tailored content and communications. However, with thousands of professionals across different specialties and career stages, delivering personalized engagement at scale was overwhelming. Traditional segmentation efforts required extensive manual effort, and broad messaging often missed the mark, leading to declining engagement.

By integrating AI-powered automation, built into their AMS platform, the association could analyze member behavior in real time. The system tracked interactions across emails, event attendance, and website activity, identifying patterns in content preferences. Members who frequently read regulatory updates receive policy change alerts, while those engaged with leadership development content are invited to executive roundtables. New members are guided through a structured onboarding sequence that introduces them to relevant resources based on their interests.

The impact has been immediate. Email engagement tripled, event attendance rose, and members reported finding more value in their experience. Without adding staff hours, the organization delivers the level of personalization that members expect, strengthening their connection to the association.

The most successful associations use AI strategically—not as a replacement for human interaction, but as a tool to enhance it.

AI-Powered Marketing: Smarter Recruitment, Stronger Growth

A national trade association we work with struggled to expand its membership base despite heavy investments in digital ads and email campaigns. Their broad, one-size-fits-all outreach failed to engage the right prospects, leading to stagnant growth and rising recruitment costs.

AI changed that by analyzing past recruitment data to identify which professionals were most likely to join and what messaging resonated best. The analytics found that while some prospects responded to career advancement opportunities, others were drawn to advocacy efforts or networking. With these insights, the association refined its marketing strategy. Email campaigns became more targeted, digital ads were optimized in real time, and outreach shifted to high-performing channels like LinkedIn.

Within six months, new member acquisition increased by 15 percent, and email engagement jumped by 40 percent. AI didn’t just automate marketing — it made it smarter, ensuring every effort was guided by data rather than guesswork. The association transformed its recruitment strategy into a scalable, data-driven success by continuously refining outreach based on actual engagement patterns.

The practical applications of AI for associations are growing fast—and the results are already measurable.

AI didn’t just automate marketing — it made it smarter.

The Future of AI for Associations

AI is no longer an emerging technology — it’s a practical tool that associations already use to drive measurable results. Whether through predictive retention modeling, strategic decision-making, automated engagement, marketing optimization, or content curation, AI enhances how associations operate while improving member value.

Rather than replacing human-driven efforts, AI is augmenting association professionals’ ability to make smarter decisions, create meaningful engagement, and deliver personalized experiences at scale.

Associations that embrace AI now will keep pace with industry changes and position themselves as leaders in delivering innovative, data-driven member experiences. The question isn’t whether AI for associations will shape the future of associations — it’s how associations choose to use it.

For more on AI for Associations, please see: A Brief Beginners Guide to Using AI for Associations  and Is Your Association Ready for AI? A Strategic Roadmap for Sustainable Innovation.

Originally published in ASAE as Smart Moves: How AI Is Shaping the Future of Associations.

Association leaders can learn a lot from a humble insect.

Why Fruit Flies?

Despite its short 30-day lifespan, the fruit fly achieves remarkable results. This tiny insect is a master of urgency, adaptability, and focus—three traits associations need to thrive in today’s environment.

Here’s how fruit flies succeed:

• Intense productivity: A fruit fly may only live for a month, but it accomplishes a staggering amount in that time. A single female can lay up to 2,000 eggs, ensuring her impact lasts far beyond her short lifespan.
• Environmental sensitivity: Fruit flies are highly attuned to their surroundings. They can detect the smell of fruit from up to six miles away and adapt their behavior instantly to reach it.
• Magnetic orientation: While focused on the immediate goal in front of them, fruit flies remain aware of the magnetic fields around them to stay stable and oriented in flight. These traits offer a surprising but powerful metaphor for how associations stay relevant and operate effectively in today’s environment.

The most successful associations have something in common—they’ve embraced agility.

How Associations Can Incorporate Fruit Fly Attributes

1. Embrace urgency.
Fruit flies make every moment count. Associations should adopt a similar mindset, treating opportunities and challenges with a sense of urgency. Instead of overanalyzing, take action. Quick decision making doesn’t mean abandoning thoughtfulness; it means prioritizing execution.

2. Stay attuned to your environment.
Fruit flies’ ability to detect fruit miles away mirrors the need for associations to remain hyperaware of their environment. Monitor market trends, member feedback, and emerging technologies to ensure you’re always a step ahead. One association, for instance, leveraged real-time member surveys to pivot from in-person events to virtual ones within weeks of the pandemic’s onset. That responsiveness built trust and loyalty.

3. Balance focus with adaptability.
While fruit flies keep their eyes on immediate goals, they also stay aware of broader environmental factors, like magnetic fields. Associations can do the same by pursuing short-term objectives without losing sight of long-term strategy.

This might involve quarterly strategic planning sessions that allow leaders to reassess priorities based on current realities. It’s about staying flexible while keeping your compass pointed toward your mission.

From Stuck to Sprinting in Association Culture

How can associations embed agility into their DNA? It starts with rethinking traditional processes and fostering a culture that values flexibility and innovation.

• Break down silos.
  Cross-functional collaboration is critical to agility. Break down departmental silos to enable faster communication and decision making. Teams can respond to challenges and opportunities more effectively when they work together.
• Encourage experimentation.
  Fruit flies adapt through trial and error, and associations should do the same. Create an environment where risk-taking is encouraged and failure is seen as a learning opportunity. Pilot new programs with the understanding that not every experiment will succeed, but each one will teach you something valuable.
• Make strategic plans dynamic.
  A static strategic plan can hold back progress. To help associations stay relevant, strategy must be dynamic and responsive. Treat it as a living document that evolves with your association’s needs. Quarterly reviews or even real-time updates can help ensure your strategy remains relevant and impactful.

Quick decision making doesn’t mean abandoning thoughtfulness; it means prioritizing execution.

The Payoff of Staying Agile

Associations prioritizing agility will be better equipped to navigate today’s fast-paced world. The benefits are clear:

• Resilience: Agile organizations can adapt quickly to disruptions, whether economic, social, or technological.
• Member satisfaction: By responding swiftly to member needs, associations can enhance loyalty and engagement.
• Sustainable growth: Agility fuels innovation, helping associations stay relevant and competitive in a changing landscape.

Channel Your Inner Fruit Fly

Agility isn’t just a buzzword; it’s the secret to long-term success for associations. Associations that embrace urgency, sensitivity, and adaptability will stay relevant and thrive in the years ahead.

The next time you see a fruit fly buzzing around, take a moment to appreciate its focus, resilience, and resourcefulness. It might just inspire your next big breakthrough.

Agility isn’t just a buzzword; it’s the secret to long-term success for associations.

For more on Associations Impact, please see: Forget Unicorns, Think Platypi: Why Associations Are Better Than Corporations   and The Seven Habits of Highly Effective Association Leaders.

Originally published in ASAE as: Embracing Agility: Lessons from the Fruit Fly.

The Big Secret: Why Associations Matter

What is an Association? More Than You Think

So, what exactly is an association? At its core, it’s a nonprofit where thousands—or even hundreds of thousands—of people unite around a common cause. Whether they’re fighting diseases, advancing industries, or supporting professions, associations exist to drive progress and serve the public good. In the US alone, there are over 40,000 associations, touching every imaginable sector.

From pharmacists and realtors to horse owners and software engineers, associations shape the spaces they serve. Without them, industries would lack the collaboration and standards that make innovation possible. And yes, while some associations may seem niche—like those for pet sitters or gravestone studies—each plays a crucial role in elevating the areas they represent.

Our association clients serve millions of members around the world and touch the lives of nearly every person on the planet. Like oxygen, you may never notice, but you would if they were gone.

Our association clients serve millions of members and touch the lives of nearly every person on the planet. Like oxygen, you may never notice them, but you would if they were gone.

Associations Impact: The Unsung Heroes of Everyday Life

Think about the device you’re holding right now. The network it’s connected to, the electricity powering it, and the software running on it all exist thanks to standards set by volunteers in associations. These organizations ensure that technology works seamlessly and that cars, planes, and even household appliances are safe.

The ethical guidelines followed by your doctor, lawyer, or accountant? Published by associations. The certifications that keep your mechanic, realtor, or therapist up to date? Administered by associations. Nearly all the continuing education that sharpens professionals’ skills? Also driven by associations. Without these organizations, professions—and the standards they rely on—wouldn’t exist.

Associations don’t just touch the workplace; they bring scientific and academic breakthroughs to life. They publish research, share knowledge, and foster innovation. The American Chemical Society, for example, maintains SciFinder, a database of every known molecule, supporting the entire field of modern chemistry. Essential resources like that exist in medicine, psychology, and many other fields, all supported by nonprofit membership organizations. Associations impact is everywhere, often quietly unnoticed.

Bringing People Together: The Power of Associations

Associations aren’t just about standards and education—they’re about people. Every year, more than 50 million individuals come together at association conventions and events. These gatherings fuel the exchange of ideas, create business opportunities, and ignite innovation across every sector.

Beyond events, associations fund research, drive community service programs, and lobby governments for policies that benefit the public. Whether advancing scientific discovery or improving policies that impact everyday life, associations work behind the scenes to push society forward.

Whether advancing scientific discovery or improving policies that impact everyday life, associations work behind the scenes to push society forward.

When We Realized Associations Change Everything

Our first client was AARP, the largest association in the US represents millions of older Americans, advocating for their rights, providing critical resources, and helping them stay active and informed.

When we worked with AARP, we helped them rethink how to engage their diverse member base more effectively. From understanding the unique needs of aging populations to modernizing their member benefits, we saw firsthand how AARP’s mission to improve the lives of older adults creates real, positive change in society.

Watching AARP invest deeply in services to provide even more value to millions of people showed us the transformative power associations can have. They’re not just helping individuals—they’re helping entire generations.

That’s why we love what we do. Every day, we support associations as they tackle society’s biggest challenges. By helping them grow their membership and amplify their associations impact, we know our work is improving industries, communities, and people’s lives.

To Associate Is Human: It’s In Our DNA

To associate is human—it’s in our nature to collaborate, share, and work toward something bigger than ourselves. In the US, this legacy goes back to 1766, when the Medical Society of New Jersey was founded to improve healthcare—a mission it continues today.

At their best, associations represent who we aspire to be—working together selflessly to solve problems, push progress, and make the world better. According to ASAE’s 2023 Impact Study, associations contributed over $100 billion to the US economy, employing more than a million people and supporting countless industries, from healthcare and education to technology and public service.  

This commitment to service and innovation makes associations a vital, though often overlooked, part of modern life.

At their best, associations represent who we aspire to be—working together selflessly to solve problems, push progress, and make the world better.

For more on Associations Impact, please Forget Unicorns, Think Platypi: Why Associations Are Better Than Corporations   and The Seven Habits of Highly Effective Association Leaders.

We’ve all heard the saying, “Clients get the consulting they deserve.” At Sequence Consulting, we’ve seen firsthand how successful consulting relationships are built through trust, collaboration, and clear communication. In our 23 years of consulting, great clients inspire our best work by embodying these qualities. Let’s explore how you can create a successful consulting relationship to get the best results from your consultant.

A Client Success Story: How to Foster a Successful Consulting Relationship

Exceptional consulting isn't just about the consultant's expertise. It's about the partnership that happens when both sides are committed to excellent outcomes.

10 Steps to Build a Successful Consulting Relationship

• Be Open: Transparency is the foundation of any successful consulting relationship. Be willing to listen to new ideas and embrace different perspectives.
• Be Direct: Your feedback is invaluable to us. Don't hold back – tell us what you like, don't like, and want to see changed.
• Be Collaborative: True collaboration is essential for creating a successful consulting relationship. When clients and consultants work closely, the results are always better.
• Be (Gently) Demanding: You're making a significant investment and deserve exceptional results. Set high expectations, but remember that the best solutions often emerge through flexibility and open communication.
• Be a Champion: While we're the experts on the problem, you're the expert on your organization. Help us navigate internal dynamics, rally support for the project, and bring the right people on board.
• Be Reasonable: We're always willing to go the extra mile, but remember that scope creep can derail a project. Let's work together to prioritize and focus on the most impactful efforts.
• Be Responsive: We know you're busy, but your timely responses keep the project moving forward. Your engagement sends a powerful message about the importance of this work.
• Be Growth-Minded: Embrace change. Be willing to experiment, learn, and evolve. Your commitment to growth will inspire us to push boundaries and deliver truly transformative solutions.
• Appreciative: We're passionate about delivering value and helping you succeed. Your positive feedback motivates us and helps us understand what makes you tick.
• Be Optimistic: You hired us because you believe in the power of change. Believe we can make change possible, and we'll work tirelessly to solve your toughest challenges.

For more on successful client relationships please see Sequence Consulting’s Articles & Research page and What the Very Best Clients Do by David A. Fields.

What does the future hold for associations in 2024 and beyond? Recent surveys paint a vibrant picture of growth driven by positive economic indicators and a renewed focus on member engagement. This article uncovers the key survey insights, offering a data-driven look at the trends and opportunities shaping association industry trends.

Turning the Tide: Association Executives Optimistic About Growth

A Year of Growth: Associations Poised for Financial Gains in 2024

Confidence among association executives is at an all-time high, with 67% expressing optimism about their organizations' future growth and sustainability, up from 24% in 2023

Association Industry Trends: Surging Membership and Engagement

A substantial 61% of associations anticipate an increase in net membership count, signaling a vibrant future ahead

Back to the Ballroom: In-Person Events Regain Popularity

The Next Chapter: What's in Store for Associations in 2025 and Beyond?

The promising outlook of 2024 is poised to propel the association industry into a dynamic future in 2025. Building on current association industry trends and embracing emerging technologies, the landscape is set for continued progress:

• Accelerated Growth: The momentum in membership and revenue is expected to surge forward in 2025, driven by targeted efforts to attract and retain members through innovative programs and services.

• Technological Transformation: Associations will increasingly leverage cutting-edge technology like artificial intelligence (AI) and automation to optimize operations, elevate member experiences, and unlock valuable insights from data.

• Hybrid Event Evolution: While in-person events will remain a cornerstone, hybrid models will gain prominence, providing greater flexibility and inclusivity for diverse audiences.

Looking towards 2025, association industry trends are even brighter, with emerging technologies and a renewed focus on member engagement driving the future of associations.

Conclusion: A Bright Future Beckons

The association industry is thriving in 2024. The current landscape is undeniably positive, with surging confidence, strong financials, booming membership, and the return of in-person events. Looking towards 2025, the horizon is even brighter. The momentum built this year, combined with the potential of emerging technologies and a renewed focus on member engagement, suggests that associations are ready for whatever comes next and eager to shape it.

By embracing innovation, remaining adaptable to the ever-evolving needs of their members, and staying ahead of the curve on emerging trends, associations are poised to continue on this upward trajectory. The associations that seize the opportunities presented in this dynamic environment will solidify their position in 2025 and set a new standard for excellence and innovation within the industry. The stage is set for a new era of association success – and it’s just getting started.

1. 2024 iMIS Membership Performance Benchmark Report
2. MGI 2024 Association Economic Outlook Report
3. MGI 2023 Membership Marketing Benchmarking Report

For more information on association industry trends, please see Association Management Trends 2024: Embrace the Change.

The Myth of the Unicorn: Why Your Association Doesn't Need to Be One

In the realm of successful organizations, Silicon Valley’s “purple unicorns” – those rare, highly valued startups like Apple, Amazon, or Google – often steal the spotlight. Their strategic efficiency and innovation engines seem unmatched. Yet, another type of organization, less flashy but equally effective, deserves recognition: associations. Think of them as the platypuses of the organizational world.

While unicorns are celebrated for their mythical allure, platypuses, with their duck-like bills, beaver-like tails, and egg-laying habits, are often misunderstood. Yet, these seemingly bizarre creatures are perfectly adapted to their environments, thriving where others fail. Similarly, associations with unique structures and goals frequently outperform corporate giants in their specialized niches.

Newcomers to association leadership, especially those from corporate backgrounds, might find this surprising. But associations’ seemingly chaotic nature is intentional, and it’s precisely what makes them thrive.

1. The Triple Bottom Line Advantage

Newcomers to the association world, especially those from corporate backgrounds, might find this surprising. But associations' seemingly chaotic nature is intentional, and it's precisely what makes them thrive.

Unlike corporations, where profit reigns supreme, associations dance to the rhythm of a different drum – the Triple Bottom Line. This unique approach to success is an association leadership balancing act that requires juggling three equally important factors:

• • • Mission: The North Star of any association. This is the fundamental reason for its existence, the change it seeks to make in the world. A strong mission guides every decision, from strategic planning to daily operations. It’s the soul of the organization, the driving force behind its work.

    • Member Value: More than just a membership card or a newsletter, member value encompasses the tangible and intangible benefits that members receive. It’s about providing relevant resources, fostering a sense of community, advocating for their interests, and ultimately, enriching their lives and careers. Associations thrive when they consistently deliver value that exceeds member expectations.

    • Money: While not the sole focus, financial sustainability is essential for any association. It enables the organization to invest in its mission, provide valuable services to members, and adapt to changing needs. But money is a means to an end, not the end itself. Associations must always remember that their financial decisions should align with their mission and serve the interests of their members.

The Triple Bottom Line is not just a buzzword; it’s a holistic approach to measuring success. It recognizes that associations have a responsibility to their members, their communities, and the broader world. By focusing on mission, member value, and money, association leadership can create lasting impact that extends far beyond the bottom line.

2. A Conglomerate of Purpose

Associations aren’t monolithic entities like the sleek, streamlined unicorns of Silicon Valley. They’re more like platypuses, a curious amalgam of seemingly disparate parts. Associations are ecosystems of interconnected businesses under a shared mission. This might include membership programs, publications, events, advocacy initiatives, and charitable foundations.

While this structure can lead to siloed efforts, when done right, it creates a powerful synergy where each part contributes uniquely to the overall success. Think of it as a diverse team with specialized skills collaborating towards a common goal. 

This diversity of functions, like the platypus’s varied features, enables association leadership to adapt and address a broader range of needs than corporations typically do.

3. Distributed Power: A Strength, Not a Weakness

Associations often have multiple power centers, with various boards, committees, and volunteer leaders contributing their expertise. This hyper-distributed association leadership might seem chaotic, but it serves a vital purpose.

Associations are not just about achieving goals; they’re about empowering a collective to achieve many diverse goals. Their purpose is to serve the shared purpose of their constituents. This democratic approach ensures that the organization remains focused on its mission and the needs of its members. 

This distributed power structure, like the platypus’s decentralized nervous system, allows association leadership to be more responsive and adaptable than corporations with more centralized leadership.

Associations are not just about achieving goals; they're about empowering a collective to achieve many diverse goals.

4. Consensus as a Superpower: The Art of Balancing Priorities

While corporations streamline decision-making, associations thrive on consensus. This approach may be slower but fosters buy-in, inclusivity, and a deep understanding of diverse perspectives.

Great association leaders understand that their role is to facilitate consensus, even when faced with competing priorities and the complexities of the triple bottom line. It’s a “pathological democracy,” a unique characteristic like the platypus’s electroreceptors, that allows associations to navigate their environments and achieve what other organizations can’t. 

This consensus-driven approach often leads to more equitable and sustainable outcomes than the top-down decision-making common in corporations.

Rather than trying to fit into the corporate mold, associations should embrace their unbusinesslike nature, recognizing that it's their greatest strength and what sets them apart.

The Platypus Paradigm: A New Model for Association Leadership

In the world of organizations, forget the mythical allure of unicorns. Instead, embrace the platypus – the strange, misunderstood creature that thrives where others fail. Associations, like platypi, may appear messy and complex, but their unique structures are what make them resilient, adaptable, and remarkably effective in their own way. 

Their distributed power, consensus-driven approach, and focus on multiple bottom lines enable them to address complex challenges, serve diverse needs, and achieve long-term success. 

Rather than trying to fit into the corporate mold, associations should embrace their unbusinesslike nature, recognizing that it’s their greatest strength and what sets them apart.

For more information on association leadership, please see  Be Unbusinesslike Why Associations Are Better Than Corporations and 5 Essential Leadership Skills for Association Leaders.

Member engagement and retention are the ultimate weapons in the battle for long-term success. Without a loyal and actively involved base, even the most well-intentioned organization can struggle to grow or sustain itself. This article steps up to be your champion in this fight, offering a treasure trove of insights and strategies to turn passive members into enthusiastic participants.

Defining Engagement: Beyond Participation

Engagement goes far beyond the act of simply showing up. It’s a dynamic two-way street where both the organization and its members actively contribute and receive value. This exchange can manifest in many ways, fostering a sense of connection and belonging within a thriving community.

Recognizing this multifaceted nature of engagement is the key to unlocking a more involved and invested membership base. By understanding how members can contribute value, organizations can cultivate a more profound sense of connection and, ultimately, achieve their growth objectives.

Engagement transcends mere participation. It's a two-way street where an organization and its members exchange value.

The Value Hierarchy of Engagements

Not all engagement activities are created equal. On one hand, high-impact, infrequent events like annual conferences offer substantial value. These gatherings provide opportunities for in-depth learning, networking with peers, and fostering a sense of community. However, these events typically occur only once a year, limiting their overall impact on engagement. Conversely, low-impact, frequent actions like receiving newsletters may not generate significant engagement on their own. 

The critical challenge for organizations lies in identifying the sweet spot – activities that contribute most significantly to member value and influence membership renewal. This requires a shift in perspective, moving beyond simply counting the number of engagements to understanding their depth and impact. 

Organizations can uncover hidden gems by analyzing data on member activity and its correlation with renewal rates. For example, volunteering opportunities or participation in advocacy efforts, while less frequent than attending a webinar, might demonstrate a more profound member commitment and positively influence renewal decision.

Measuring Engagement with Precision

While offering a starting point, traditional surveys are limited in capturing the full spectrum of member engagement and retention. Imagine relying solely on surveys to gauge a student’s performance—you might miss valuable insights from class participation or project work. Similarly, surveys can miss subtle engagement cues that paint a more accurate picture.

This is where data-driven analysis enters the game, providing a far more nuanced picture. Organizations can uncover hidden gems by examining the frequency of member activities and their correlation with renewal rates. Think of it like this: Surveys ask members, “How engaged do you feel?” while data analysis shows you, “What actions demonstrate true engagement?” Analyzing website visits, event attendance, volunteer sign-ups, and even content downloads paints a more complete picture of how members interact with the organization.

This data can then be used to create an “engagement scorecard.” This scorecard goes beyond a simple yes/no response and assigns a value to each activity based on its frequency and correlation with member renewal. The scorecard empowers organizations to move beyond a one-size-fits-all approach and tailor their strategies to activities that genuinely resonate with their members, fostering long-term engagement and a thriving membership base.

Not all engagement activities are created equal.

High-Value Engagement Actions: Where the Magic Happens

Certain actions consistently emerge as the heavy hitters of member engagement and retention, offering significant value and fostering deeper connections. These high-value engagements include:

• • Personal interactions through local chapters: Face-to-face interactions in local chapters create a sense of community and belonging. Members can connect with peers, share experiences, and receive personalized support, fostering a deeper loyalty to the organization.
  • Volunteering: Volunteering allows members to contribute their skills and expertise to a cause they care about. This two-way street strengthens member commitment and builds a stronger sense of ownership within the organization.
  • Advocacy efforts: Participating in advocacy campaigns allows members to collectively have their voices heard on issues that matter to them. This active participation fosters a sense of purpose and strengthens the bond between members and the organization they represent.
  • Interestingly, recurring engagements like specialized insurance purchases also rank highly as high-value actions.

This finding challenges the conventional wisdom that discounts and one-off events are the key to member engagement and retention. While these tactics still have a place, the data suggests that members value benefits that seamlessly integrate with their daily lives and provide ongoing value.

Strategies for Supercharging Member Engagement and Retention

Enhancing member engagement and retention requires a strategic shift, starting with a comprehensive audit of your current offerings. Think of it like revamping your product line – you need to identify what resonates with your members and what’s gathering dust on the shelf. This audit analyzes member activity data and its correlation with renewal rates. By understanding which activities generate high engagement and contribute most to member retention, you can prioritize these “star performers.” 

On the other hand, the audit might reveal some low-engagement benefits. These could be generic discounts on unrelated products or access to infrequently used resources. Instead of clinging to these underperformers, organizations should consider strategically reallocating resources. Phasing out low-engagement benefits frees up valuable budget and human resources that can be channeled towards more impactful initiatives.

Organizations can create a balanced engagement portfolio by prioritizing high-value benefits and strategically reallocating resources. This portfolio caters to diverse member needs and preferences, ensuring a year-round engagement cycle that keeps members actively involved and invested in the organization’s success. Imagine a membership experience that goes beyond one-off events – it’s a dynamic ecosystem offering ongoing value, fostering continuous interaction, and ultimately driving member retention.

Engagement for New vs. Tenured Members

Engagement strategies shouldn’t be a one-size-fits-all approach. Like nurturing a plant, member engagement thrives when tailored to the member’s lifecycle stage.

New Members (First 90 Days): Imagine a new member as a seedling – full of potential but needing careful attention to establish strong roots. This is a critical period for setting the stage for long-term engagement. Organizations should implement a targeted onboarding program during the first 90 days. Techniques like personalized welcome emails, phone calls, or access to online resources like FAQs or video tutorials can empower new members with the knowledge they need to navigate the organization’s offerings. 

Tenured Members: Think of tenured members as established trees that provide shade and stability to the organization. However, even established trees need occasional pruning and care to flourish. For these members, the focus shifts towards deepening their connection and maximizing their value to the organization. Targeted email series can be used to share exclusive content, industry updates, or member success stories, demonstrating the organization’s value proposition and keeping them actively involved. 

By tailoring strategies to each lifecycle stage, organizations can nurture a thriving membership ecosystem, fostering ongoing engagement and loyalty from both new and established members.

The ultimate goal is to construct a high-engagement portfolio that maximizes member value and drives renewal rates.

Building a Thriving Engagement Portfolio

The ultimate goal is to construct a high-engagement portfolio, a collection of membership benefits and programs that truly resonate with your members. By prioritizing engagement, you can maximize the value members perceive from their membership, ultimately driving renewal rates and securing a loyal base.

Here’s how this approach works:

• • Member-centric focus: Shift the focus from simply offering benefits to strategically evaluating each based on its ability to drive member engagement and retention. This means understanding what truly motivates your members and prioritizing benefits that align with their needs and interests.
  • Data-driven decisions: Don’t rely on guesswork. Utilize surveys, feedback mechanisms, and analytics to score each benefit based on engagement value. This data will guide you in allocating resources towards the most impactful offerings.
  • Enhanced member experience: Members who find value and purpose in their membership are more likely to stay engaged. A high-engagement portfolio fosters a sense of satisfaction and belonging, leading to a more positive overall membership experience.
  • Organizational growth: A high-engagement portfolio prioritizes member needs and fosters loyalty, resulting in a stronger organization. Increased retention rates mean sustainable revenue streams, which in turn fuel the further development of member-centric programs and services.

Conclusion: A Blueprint for Success

Member engagement and retention isn’t a one-size-fits-all tactic; it’s a dynamic and multifaceted process. Think of it like cultivating a thriving garden – you need to understand the soil, choose the right plants, and provide ongoing care. Similarly, successful member engagement and retention requires a strategic and data-driven approach.

These insights offer a valuable blueprint for revitalizing organizations’ engagement efforts. By fostering a deep understanding of your members and prioritizing high-impact activities, you can cultivate a vibrant and engaged membership base that thrives for years to come.

Call to Action

Evaluate your organization’s current member engagement and retention strategies and consider implementing the abovementioned approaches. Focusing on high-value engagements and strategically enhancing your engagement portfolio can lead to sustained growth and a more engaged membership base.

For more information on member engagement and retention, please see Unleashing Member Engagement: Overcoming The 3 Biggest Challenges and Your Complete Guide To Increase Member Engagement.

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The old way of doing things isn’t cutting it anymore. Traditional association membership models are struggling to keep up with what people want. This article dives into this critical issue, exploring the anxieties of organizations and providing a clear path to reinvigorate their membership offerings.

Understanding the Association Membership Model

Traditionally, association membership followed a simple formula: members paid annual dues and received a set package of benefits. These perks could include access to exclusive content and discounts on industry resources, invitations to member-only events, and networking opportunities. However, this “one-size-fits-all” approach has become increasingly outdated. Today’s members are diverse and have broader needs and preferences. Younger members, especially, may be less interested in traditional benefits and seek more flexible options, like bite-sized content or project-based resources. The “Old Standard” model can’t keep pace with this evolving membership landscape, leading to frustration and declining participation.

The Impetus for Change

Statistics paint a concerning picture: 54% of association leaders express concern over their association membership model, and another 35% are somewhat worried (MGI 2023 Membership Marketing Benchmarking Report). The call for transformation is loud and clear. The factors driving this challenge are multifaceted. Overdependence on event revenue, declining membership numbers (often with an aging demographic), and increased competition all contribute to this challenge. Additionally, attracting younger members and keeping pace with rising operational costs necessitate exploring ways to make memberships more relevant and financially sustainable.

The "Old Standard" model simply can't keep pace with the evolving membership landscape, leading to frustration and declining participation.

Simple Solutions, Big Impact

Fortunately, there are straightforward strategies to breathe new life into your association membership model. Consider implementing autorenewal for recurring revenue, offering monthly or quarterly payment options (think “Netflix Model”), or introducing multiyear membership plans with attractive discounts. Flattening your dues structure to remove multiple tiers can also be an effective way to simplify offerings and appeal to a broader audience.

Tiered Memberships: A Double-Edged Sword

While tiered memberships, with varying levels of benefits and fees, seem like an obvious solution, it’s important to tread carefully. Creating too many tiers can become overly complex and confusing for potential members. Additionally, the value proposition for each tier needs to be clearly defined to avoid resentment among different membership levels.

Emerging Trends: Redefining Value

Exciting new association membership models are emerging, offering fresh approaches to member engagement. Here are a few examples:

• All-Inclusive Membership: Offering a single, comprehensive package that includes various benefits, this model eliminates the nickel-and-diming perception, appealing to consumers’ desires for simplicity and value.
• “Friends of” Membership: A tiered approach that starts with a free or low-cost basic membership, this model allows for gradual engagement and upselling.
• “Meal-Plan” Membership: This model replaces complex discount structures with a credit system, empowering members to use their benefits as they see fit, enhancing perceived value.
• Professional Practice and Corporate Membership: These models extend membership beyond individuals to practices and enterprises, offering benefits that address the needs of larger entities and potentially unlocking significant growth opportunities.

We urge organizations to move beyond a piecemeal approach to membership innovation. Don't just pick and choose a single strategy – think strategically about how these innovations can work together.

Strategy: It's All About the Mix

We urge organizations to move beyond a piecemeal approach to membership innovation. Don’t just pick and choose a single strategy – think strategically about how these innovations can work together to create a powerful, comprehensive membership model. Remember, there’s no magic bullet – a one-size-fits-all solution doesn’t exist. The key is to craft a dynamic structure that caters to your membership base’s diverse needs and preferences. By integrating these innovative strategies, you can build a membership model that thrives in the ever-evolving landscape of member expectations.

Conclusion: Ditch The One-Size-Fits-All

The world of memberships is changing fast. Organizations clinging to outdated models are like runners stuck at the starting line. These innovative approaches aren’t just suggestions, they’re the map to long-term success. Take a moment to consider the trends we’ve explored. How can you leverage them to achieve your organization’s goals? It’s time to ditch the one-size-fits-all mentality and craft a membership strategy that speaks directly to today’s members.

Call to Action

Don’t wait to breathe new life into your membership model. Take stock of what you currently offer. Explore the innovative strategies we’ve discussed – they might be the perfect ingredients to cook up a membership experience that truly resonates with your audience. Remember, every organization is unique. Whether you brainstorm internally or tap into our expertise, the key is embracing change and taking that first step. 

The road to a thriving association membership model starts with a willingness to innovate – and the rewards are well worth the journey.

For more on innovating association membership models, please see Empower Your Association: Embrace 4 Forward-Thinking Membership Models.

The Vacation Home Analogy

Second societies are like vacation homes. No one needs a reason to stay home this weekend, but they need a reason to make the trip to the lake house. It needs something pretty special you can’t get at home or by going to a hotel. A great vacation home fills a white space in your life. You go there to get something you don’t get someplace else. It doesn’t have everything, but what it does have is special. Not to torture the analogy, but a great vacation home has the right to win your free time.

Your Right to Win

So, how do you get the right to win? Wee Willie Keeler, one of the best baseball hitters ever, said it best: “Keep your eyes clear and hit ‘em where they ain’t.” In other words, find the white space and offer something your competitors can’t. A lot of what you do may overlap with others. Ask yourself what doesn’t. What can you do that others in your space cannot?

For example, one Sequence client was focused on urban development, a space with professionals from many walks of life: developers, investors, urban planners, and so on. Many members belonged to nine or more associations to meet their professional needs. So where was the white space? It became clear that this association was the only place all those different people could come together to solve problems. They alone could convene those kinds of curated, trusted environments, so much that their most exclusive work groups cost thousands of dollars, which members line up to pay.

A lot of what you do may overlap with others. Ask yourself what doesn’t. What can you do that others in your space cannot?

Another Sequence client was in the food space, serving scientists and technicians from dozens of different disciplines, who, on average, belonged to four or more associations. They found their right to win in the space between all those scientific fields. They could provide connections, community, and trusted information that cut across the entire industry, something members needed badly, and no one else could provide. This allowed them to double down on the white space and stop doing things other societies did better that had little value for the organization.

Conclusion: A Winning Member Value Proposition

Successful organizations embrace their not-first-choice position and go all-in on well-defined spaces where they have a clear right to win. The key to finding that winning member value proposition is understanding what your members need that no one else is giving them and meeting it in a way only you can. If you become world-class at doing that, your association will thrive.

For more on creating a winning member value proposition, please see From Ordinary to Extraordinary: Crafting Irresistible Member Value in 4 Steps and Six Ways to Show a Strong Member Value Proposition.

EVOLVING MEMBERSHIP MODELS

In response to these shifts, associations are reevaluating their value propositions, membership models, and dues structures. This reevaluation is leading to innovative membership options such as all-inclusive memberships, credit-based “gift card” memberships, and practice memberships, each designed to cater to diverse member needs and preferences.

Diversifying Revenue and Membership Strategies

ACROSS-THE-BOARD DUES INCREASES

To combat financial pressures, especially inflation, nearly half of the associations increased their dues in the last year, a significant jump from previous years. The reality is stark: without dues increases, associations find their dues revenue down by 35% in real terms, with expenses up by the same margin. Many are now adopting automatic annual increases, which correlate with higher renewal rates, typically between 3%-5% annually.

Forward-thinking associations are redefining their value propositions to ensure their long-term sustainability and relevance.

ALL-INCLUSIVE MEMBERSHIPS

Associations are moving towards “all-inclusive” memberships, incorporating most a la carte benefits into the membership package. This approach addresses member frustrations over being “nickel and dimed.” It significantly enhances the value of membership by making benefits such as continuing education, publications, training, and smaller events available at no extra cost. This strategy justifies higher dues and provides non-members with financial incentives to join.

NON-MEMBER ASSOCIATES AND CREDIT-BASED MEMBERSHIPS

Innovative models like tiered memberships for non-paying “associates” and credit-based memberships are gaining traction. These models offer a range of benefits and engagement opportunities without the upfront cost, creating a self-selected pool for membership marketing. On the other hand, credit-based memberships allow members to use credits for additional benefits, demonstrating the financial value of membership and simplifying the member experience.

PRACTICE MEMBERSHIPS

Tailored for owners of small to mid-sized practices, these memberships offer a combination of individual benefits plus additional perks for the business and its team. This model aims to expand membership by appealing to business owners and allied professionals who might not otherwise join, providing comprehensive support across administrative, marketing, legal, and professional development domains.

Revolutionizing Association Management with AI

Artificial Intelligence (AI) has ushered in a new era of association management trends, offering unprecedented opportunities to enhance operational efficiency, member engagement, and personalized communication. In this transformative landscape, AI is not just a technological advancement; it’s a strategic ally that enables associations to navigate the complexities of modern member expectations and competitive pressures. Through AI-powered member segmentation, content personalization, and predictive analytics, associations are leveraging AI to streamline operations, craft tailored member experiences, and drive growth in innovative and impactful ways.

AI FOR MEMBER SERVICE

Automation and AI-driven FAQs streamline routine transactions and inquiries, enhance efficiency, and improve member satisfaction.

In this transformative landscape, AI is not just a technological advancement; it's a strategic ally.

AI FOR MEMBER COMMUNICATION

Dynamic versioning and omnichannel value delivery enable associations to provide highly personalized and timely communications to their members. This approach leverages the latest data to create over 1,000 versions of communications tailored to specific audience segments.

AI FOR MEMBERSHIP MARKETING

AI-generated content and continuously A/B-tested messaging are revolutionizing acquisition and renewal strategies. These AI-driven approaches allow for highly targeted and effective marketing campaigns.

SIMULATING MEMBERS: DIGITAL TWINS

This innovative application of AI involves creating digital representations of members to simulate real situations and outcomes. This technology enables associations to refine their marketing, communication, and operational strategies by predicting engagement and optimizing the member experience.

For more on AI in associations, please see  From Mundane to Magical: How AI is Reshaping Association Management.

Conclusion: A Forward-Looking Approach

As associations navigate through the changes 2024 brings, the key to success lies in embracing innovation, leveraging technology, and remaining adaptable to the evolving needs of their members. By reimagining their value propositions, diversifying revenue streams, and harnessing the power of AI, associations can ensure sustained growth and relevance in an increasingly dynamic environment. The future for association management trends is not just about adapting to change but thriving through innovation and resilience.

For more on association management trends, please see  Ten Ways to Future Proof Your Membership  and Top 20 Association Trends to Watch and Take Advantage of in 2024.

Transforming Membership Marketing with AI

AI-generated content and sophisticated data-driven marketing strategies are transforming how associations attract and retain members. By analyzing vast datasets, AI tools can pinpoint the most effective messaging and channels for different membership segments, optimizing marketing efforts to resonate with the intended audience. In a competitive landscape, this ability to tailor marketing strategies can significantly impact membership growth.

For instance, an association leveraging AI for membership marketing saw a 15% increase in new member acquisition within the first year. By employing continuous A/B testing and analyzing member data, the association identified key messages and channels that appealed to potential members, streamlining their marketing strategy for maximum impact.

This method allows associations to test various engagement strategies and membership models without risking real-world fallout.

Informing Strategic Decisions

Beyond operational efficiencies and marketing, AI-powered data analytics play a crucial role in strategic decision-making. For example, dues sensitivity analysis helps associations find the sweet spot for pricing, balancing financial sustainability with perceived value. Loyalty driver analysis, on the other hand, uncovers factors that affect member retention, guiding enhancements in value propositions and engagement strategies.

A trade association conducted a loyalty driver analysis using AI, identifying key services that were most valued by their members. By focusing on these areas, the association improved its retention rate by 18% over two years.

Conclusion

The integration of AI into association management heralds a paradigm shift towards more efficient, personalized, and strategically informed operations. By automating tasks, enhancing member services, personalizing communications, revolutionizing marketing efforts, simulating member behavior, and aiding in strategic decisions, AI technologies offer a comprehensive suite of tools for associations ready to embrace the future. As we continue to explore and integrate AI, associations are poised to meet the evolving needs of their members more effectively, ensuring sustained success in an increasingly digital world.

For more on AI in association management, please see:  2024 Association Outlook: Embrace the Change.

Member Renewal Best Practices

A Bespoke Research Study By Sequence Consulting

We conducted in-depth research with ten highly prominent organizations with renewal-based business models to understand member retention best practices and benchmarks across industries. 

Participating organizations included associations, publishers, financial services, and philanthropic organizations. 

To learn more about member renewal best practices see The Art of Member Retention: 3 Essential Strategies and Membership Retention and Renewals: Strategies, Processes, and Tips

The Real Reason Members Don't Renew Membership: They Don't Know What You Do

Membership surveys consistently indicate that the primary reason for non-renewal among members is a perceived lack of value. The common factors cited by members who don’t renew membership often include lack of engagement, value, or return on investment (ROI). This raises the question: “What do they want us to do?” But the real question is: “What do they think we do?”

A prominent medical society, facing challenges in delivering member value like many others, posed this question and received a startling response: Members knew almost nothing about most of the work the association did. Shockingly, only 20% of established physicians were aware of any other offerings from the association besides the journal. Consequently, they failed to grasp the value of their membership because they were unaware of the association’s other valuable resources. As a result, they lacked a compelling reason to renew membership.

Members knew almost nothing about most of the work the association did. Shockingly, only 20% were aware of any other offerings besides the journal.

Members don't need new things to make them renew

The main question was this: “How would their perception change if they were aware?” To explore this, they experimented. They engaged in discussions with doctors about the organization and its impactful contributions. These discussions were titled “Twenty Minutes With Tim” (pseudonym). They believed that spending twenty minutes with any physician would be sufficient to persuade them to become members and renew their membership. We explained everything the organization did to improve the lives of doctors and their patients, most of which they had never heard of before. Subsequently, they asked if these physicians would consider joining or renewing. Almost all of them said they would. 

The key takeaway is that members weren’t asking for anything new or different. They weren’t expressing any dissatisfaction with the organization’s current efforts. Instead, they weren’t aware of all the organization’s great work that served their interests. The real challenge lay not in coming up with new offerings but in effectively showcasing the exceptional offerings they already had. 

You must align with how members perceive value

Not every member gives you twenty minutes. Sometimes, you only have twenty seconds while they quickly scan your email or post. Naturally, you might feel inclined to overwhelm them with a long list of everything you do or desperately try to direct them to your website for more information. But even if you’re already doing these things, chances are you’re still struggling to make an impact. Your current methods aren’t effective because they don’t align with how members perceive value.

Think about those classic diners with extensive menus boasting hundreds of options. Do you read the entire menu? Or do you skip to the dishes you like and ignore the rest? It can be off-putting when you must put in so much effort to find what you want. While your organization is not a diner, you might unintentionally imitate one by bombarding your members with information, hoping they’ll find something they like. So, how can you simplify your offerings when everything you do is genuinely valuable?

 

members don't renew just for transactions

Twenty Minutes With Tim revealed an important insight: not all members prioritize transactional value, where it’s a give-and-take relationship. Some members are interested in benefits and discounts, while others have different concerns. These individuals focus on improving patient outcomes, challenging insurance companies and pharmaceutical giants, and enhancing their practices. What’s intriguing is that these members aren’t searching for mere deals; they seek an ally.

The organization possesses a wealth of information that aligns with members’ interests. They have achieved remarkable accomplishments and obtained impressive results. When members become aware of these endeavors, they recognize the value and find a compelling reason to renew membership for themselves and their profession and patients. They perceive the organization as an ally worth supporting, thus motivating them to continue their membership.

Associations find themselves wondering, "What do they want us to do?" The real question is, "What do they think we do?"

If you want them to renew membership, tell them what you do for them

In response, the organization rolled out a bold new strategy that made what they learned in Twenty Minutes With Tim into a campaign. It put physicians front and center in the membership brand, and reinforced the things the association did that doctors cared about most. It included “proof points,” real stories of things the association had accomplished for doctors to make the case that membership was for them. In just one year, this innovative membership brand and marketing strategy  tripled the rate at which new members joined the association. (To learn more, read The Power Of Strategy: How AMA Achieved Exponential Member Growth.)

Countless organizations face a similar challenge. Frequently, associations find themselves wondering, “What do they think we do?” It becomes clear that their members really have no idea what their association does and that therein lies the root cause of why members don’t engage and don’t renew membership. 

What do your members think YOU do? The answer could be the real reason members don’t renew.

 

For more insights on why members don’t renew, see: From Ordinary to Extraordinary: Crafting Membership Offers They Can’t Refuse and Membership Renewal Strategy: The Top 6 Reasons Your Members Don’t Renew.

Organizations often claim to have strong member focus, but how can they be sure they truly are? It’s easy to assume alignment with member needs, but testing that alignment is a critical exercise. Here are two practical ways to evaluate whether your organization genuinely prioritizes its members and maintains a strong member focus.

1. The Member Test: Seeing Through Their Eyes

To pass the Member Test, your organization must consistently put itself in its members’ shoes. This means understanding their challenges, aspirations, and how your offerings align with their needs. Consider these steps to ensure a clear member focus:

• Engage Directly: Conduct member surveys and interviews to gather feedback about their priorities and satisfaction with your programs and services.

• Create Personas: Develop detailed member personas to represent key segments of your audience, ensuring their needs and goals guide your decisions.

• Audit Your Offerings: Review your programs, events, and benefits to assess how well they address member priorities. Are they solving real problems or adding tangible value?

For example, a regional medical association realized through member interviews that rural healthcare providers felt isolated and unsupported. In response, the association launched a virtual peer network where members could share resources, discuss challenges, and access specialized training. This initiative strengthened the association’s member focus and bridged a significant gap for rural providers.

Another example comes from a professional society that discovered its members wanted more real-world applications of industry research. The society responded by creating practical toolkits and case studies that applied research findings to day-to-day work, resulting in a measurable increase in member satisfaction.

Aligning with member needs enhances engagement, which in turn strengthens loyalty and drives growth

2. The Mission Test: Aligning Action with Purpose

The Mission Test evaluates whether your organization’s activities align with its mission. A misalignment often signals a drift from member focus, as the mission should encapsulate why your organization exists and whom it serves. Here’s how to apply this test to ensure a mission-driven member focus:

• Revisit Your Mission Statement. Ensure it clearly reflects member-centric goals. Is it still relevant to today’s members’ needs?

• Evaluate Resource Allocation: Review your budget and staffing to confirm alignment with mission-critical initiatives. Are you investing in areas that deliver the most value to members?

• Assess Program Impact: Measure whether your offerings advance the mission in ways that benefit your members. Programs that fall outside this scope might require reconsideration.

For instance, an engineering association with a mission to “advance innovation in sustainable design” noticed that its flagship journal focused primarily on theoretical research. Members, however, wanted more content on practical, implementable solutions. The organization restructured its editorial priorities to include applied case studies and industry best practices, ensuring alignment with its mission and reinforcing member value.

Similarly, a nonprofit association serving educators identified a disconnect between its mission to “equip teachers for success” and its outdated professional development offerings. The association realigned with its mission by shifting resources to develop online, on-demand courses tailored to specific teaching challenges and significantly increased member engagement.

Why These Tests Matter

The Member Test and the Mission Test are essential tools for ensuring your organization remains grounded in member priorities. When you pass these tests, you create a virtuous cycle: aligning with member needs enhances engagement, strengthening loyalty and driving growth. This unwavering member focus can set your organization apart in a competitive landscape.

The Member Test and the Mission Test are essential tools for ensuring your organization remains grounded in member priorities.

Next Steps: Putting the Tests into Action

Here’s how to start:

1. Survey Your Members: Use tools like surveys or focus groups to gather insights into their current needs. Strong member focus begins with listening.

2. Audit Your Activities: Review your programs, events, and communications using the Member Test and Mission Test to ensure alignment.

3. Adjust Strategically: Make data-driven decisions to align offerings with member priorities and your mission, ensuring consistent member focus.

Final Thoughts

Being truly member-focused requires more than good intentions; it demands deliberate effort and consistent evaluation. By implementing the Member Test and Mission Test, your organization can stay aligned with what matters most—your members.

Are you ready to test your member focus? Start small, and the results will speak for themselves. A member-focused organization is stronger and better equipped to fulfill its mission and thrive in the long term.

To read more about member focus, please see How to Make Membership An Offer They Can’t Refuse and “Focus on Members Who Love You Most.”