Every association has them: members who pay their fees, receive the emails, maybe attend one event, and then slowly disappear into the background.
They don’t cancel. They don’t complain. They simply fade.
This ‘invisible member’ points to a deeper problem. Engagement rarely starts with systems. It starts with psychology.
People tend to emotionally leave long before they formally walk away.
The Motivation Myth
Many engagement strategies are built on a simple assumption: if you offer enough practical value, like discounts, resources, and events, people will engage.
But research shows that’s not always true. While overall engagement levels in associations increased from 59% in 2023 to 67% in 2024, members still list lack of engagement and value as top reasons for considering leaving their organisation.
External rewards like perks can prompt action, but they rarely build lasting emotional attachment. Over time, engagement tends to grow from a sense of identity and personal meaning, rather than from benefits alone.
From Membership to “My Community”
Groups shape how we think about ourselves. That’s why the language of belonging matters.
Survey data from membership organisations shows that member retention rates between 90% and 100% were reported by 57% of organisations, indicating that when members feel connected, they stay.
High-engagement associations design moments that strengthen identity: shared experiences, peer recognition, meaningful conversations – which help build a sense of community rather than a purely transactional relationship.
The Attention Trap
In a well-meaning effort to stay relevant, many associations fall into the same pattern: communicate more, just in case something lands.
But human attention doesn’t work that way. When everything feels urgent, nothing feels important.
Too many messages, platforms, and updates can quietly train people to ignore all of them. What often builds stronger engagement is the opposite approach: fewer communications, with a clearer purpose. Messages that arrive with meaning, not just frequency, are more likely to be trusted, opened, and acted upon.
When every message competes for attention, standing out sometimes means speaking less, not more.
The Power of Being Seen
One of the most overlooked drivers of engagement is recognition.
People are far more likely to stay involved in spaces where their presence is noticed. Being acknowledged for contributions, ideas, or even participation creates emotional investment. It turns passive members into active advocates.
This doesn’t require grand gestures. Featuring a member’s story, thanking contributors publicly, or inviting members to help shape future direction can create a powerful sense of reciprocity. When people feel valued, they naturally want to give something back.
Engagement Drives Growth
The data is clear: engagement isn’t just a feel-good concept. It correlates with real-world membership outcomes.
For example, 62% of associations reported increased attendance at in-person events, which directly links to membership growth and improved renewal rates.
When engagement rises, associations are more likely to see stability and growth reflected in both participation levels and organisational vitality.
A Human-Centred Rethink
The most successful associations don’t treat engagement as a metric to optimise. They treat it as a relationship to nurture.
They ask different questions. Not, “How do we get members to use this?” but, “How does this make people feel seen, valued, and part of something meaningful?”
Today, engagement isn’t just about access to benefits. It’s about emotional connection, shared identity, and human experience. Those associations that understand this and act on it will not only retain members but win advocates.
In the end, an organisation’s greatest value lies in creating a sense of belonging that members return to year after year.
AC MemberSmart is a comprehensive Membership and Association focused CRM app built on Salesforce.com; the world’s leading Cloud CRM platform. Contact us.
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