The landscape of membership is changing. Retention is tough, and attracting new members is even tougher. Simply offering benefits no longer guarantees loyalty or success.
According to the 2024 MemberWise Digital Excellence Report, around 34% of membership organisations have seen a decline in membership numbers over the last year. On top of this, over 50% are grappling with member acquisition and retention, alongside 45% noticing declining engagement levels from members.
Many membership organisations are realising they can’t rely on membership dues alone. Multiple revenue streams are essential to stay afloat and continually deliver value to members. To boost revenue and engagement, associations need more than extensions; they need a fresh, innovative approach.
Membership retention strategies: Delivering value that members don’t expect
To keep members loyal, it’s essential to deliver value that exceeds their expectations, without simply piling on more and more benefits in a way that feels transactional. No one wants to feel like they have joined an industry-specific ‘Temu’.
The Chartered Institute of Personnel and Development (CIPD) is a successful example. It created a range of online courses tailored specifically for HR professionals. This is the kind of value members crave: relevant, high quality and useful. These aren’t just bolt-ons; they directly cater to professional development needs in an area where members are already investing time and money. CIPD doesn’t need to hard-sell these courses; they seamlessly extend the value of membership.
Non-dues revenue from digital products: A smart membership marketing strategy
Embracing digital innovation is another powerful way to create new value for your members. Crafting digital products or Software-as-a-Service (SaaS) solutions is becoming essential.
MTM has worked with Nautilus International for eight years, developing the Sea Service Record, a first of its kind SaaS web app that lets members log sea time quickly and securely when training and qualifying for certifications. What was originally a manual process reliant on paper, stamps and mailing, records now get logged online and transferred digitally. Thanks to digitising this manual process, the web app simplifies life for members and marks a genuine shift for the industry.
Digital products can scale beyond your membership, opening up new revenue streams. They support recurring income models and help keep your organisation competitive with tools that boost productivity and connectivity.
Using data and personalisation to boost member loyalty and retention
Membership organisations have a huge advantage that other types of organisations may not – the pool of data that gets collected over time. From content analytics to survey feedback, it can all be used to deliver personalised experiences.
For instance, the Royal Institute of British Architects (RIBA) offers tailored professional development programmes based on members’ interests, career stages and specialisations: delivering value that feels personal.
Technology plays a pivotal role in enabling this. Data analytics and member management systems (CRM and AMS) can track individual content preferences, behaviours, and feedback. This information can then inform the development of customised benefits.
Flexible subscription models to support new member acquisition and retention
While you might already operate on a subscription basis, consider offering tiered or additional subscription services for an increased fee or a separate subscription. The trend towards ‘microsubscriptions’ allows members to opt into extra services atop their core membership.
This could include premium content, data insights and analysis, exclusive networking opportunities, or bespoke advice. The American Bar Association has tried this approach by providing premium content subscriptions to legal professionals. Members gain access to high-value resources for an additional fee, and they’re willing to pay for the convenience and exclusivity it offers.
Membership revenue isn’t all about subscriptions: It’s time to diversify
In an increasingly competitive membership landscape, relying on membership fees isn’t enough. Digital products, personalised experiences, and flexible subscriptions boost value and revenue, and more importantly, strengthen long-term resilience. Organisations that provide true value to members using these futureproof strategies will foster genuine connections, reinforce trust and keep members coming back, resulting in a stronger, more resilient revenue model and future-ready business strategy.
Leverage futureproof strategies to maintain the connection and thrive in a changing landscape. For more insights on membership strategy and innovation, explore The MTM Agency’s insights today. For more details, contact [email protected]
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