11/03/2021

Three Ideas for Adapting Your Membership Model to Changing Times

Retention is key to growth and future innovation

A lot of membership professionals are wondering if it’s time to update membership models. It is a popular topic of discussion on ASAE’s Collaborate network [ASAE member login required], and recent data backs it up. Forty-five percent of associations have considered a new membership model in 2021, up from 40 percent in 2020, according 2021 Membership Marketing Benchmarking Report by Marketing General Incorporated (MGI).

I spoke to several membership experts over the past few months to learn more. Here are some top insights they shared.

Member Needs Have Changed

When the pandemic hit, members turned to their associations to get immediate help and information to navigate the crisis, which was a main factor in increased engagement. But the situation is more complicated: Engagement isn’t enough, and there needs to be a focus on retention and renewal.

Please select this link to read the complete article from Associations Now.