From streaming platforms and meal kits to Spotify and Netflix, monthly recurring payments are piling up. Members already juggling multiple subscriptions may start questioning whether they can justify one more.
As a result, associations and membership bodies risk being viewed as just another expense to cut. In the UK, the average annual retention rate for membership organisations is around 83%. That’s nearly 1 in 5 members who lapse each year, a figure that subscription fatigue could push even higher.
That’s exactly why member associations need to understand its causes.
What’s Driving Subscription Fatigue?
Digital Overload: People are overwhelmed with digital content, platforms, and logins. Managing multiple apps, emails, and online services is mentally taxing, with one survey finding that nearly 40% of UK users feel bogged down by the sheer number of subscriptions they manage. When digital life becomes cluttered, disengagement follows, and members may unsubscribe simply to regain headspace.
Economic Pressures: Cost-of-living increases are forcing consumers to be more selective too. Recent data shows nearly two in five Brits have cancelled or reduced subscription services to save money. Even valued professional memberships or charitable donations aren’t immune. When budgets need tightening, anything perceived as non-essential could be on the chopping block.
Low Perceived Value: One of the biggest drivers of subscription fatigue is paying for something you don’t use. If members aren’t engaging with your benefits or can’t see clear, personal value, your organisation risks being viewed as irrelevant. In subscription services more broadly, low perceived value is one of the top reasons people cancel, and the same applies to membership bodies.
Retention Strategies to Counteract Subscription Fatigue
To overcome subscription fatigue, membership organisations should try these four proven retention strategies that collectively deliver relevance, value, and connection.
- Personalise the Member Experience
Cutting through digital noise starts with real, relevant value. Use member data to deliver benefits they actually care about, such as relevant offers and discounts that help offset the cost of their membership. From onboarding to ongoing engagement, tailored experiences show members you understand what matters to them. - Offer Flexible Membership Models
Rigid plans can push fatigued members away. Introduce flexibility with tiered memberships, modular add-ons, or multiple payment options. Consider pause features or downgrade paths that give members room to adjust during busy or challenging times. Giving members control over how they participate makes staying feel easier than leaving. - Reinforce Value Consistently
Avoid waiting until renewal to prove worth. Highlight benefits such as savings, skills development and community impact throughout the year. Use stats, stories, and even personalised “benefit summaries” to show ROI. Simple gestures like recognising milestones or thanking members also go a long way. When members see tangible and emotional value, they’re less likely to lapse. - Create Hybrid, High-Touch Experiences
Balance digital convenience with human connection. Combine online content with print options or live events. Face-to-face engagement (like meetups or networking) builds loyalty, while online forums or mentoring platforms keep connections alive year-round. Nearly half of UK membership bodies now offer online communities because relationships (not just resources) drive retention.
Relevancy, Flexibility and Belong are the Cure for Subscription Fatigue
To beat subscription fatigue, organisations should create community, demonstrate relevant value, and offer flexible subscription models. Together, these will make their memberships feel essential – not just optional. Add value that actually benefits customers and your organisation will not be seen as just another subscription. It’ll be seen as something worth holding onto.
Propello offers a range of tools to help drive new member acquisition, increase brand loyalty, boost member retention and improve the experience for your members.
Contact us to learn more.
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