Unravelling Poor Membership Experiences in Organisations and Associations

Membership organisations and associations play a crucial role in developing communities within their respective industries. However, some people may walk away without positive experiences.

In some cases, individuals find themselves dissatisfied or disengaged after a poor experience, leading them to reassess their memberships. Today, we’ll explore some of the key causes of poor membership experiences and how to avoid them.

1. Unclear Value Proposition

The absence of a clear and compelling value proposition conflicts with the expectations of potential members. When individuals join an organisation, they do so with tangible benefits in mind:

Resources
Networking events
Educational content
Workshops and webinars
Invites to events of special interest…

…Just to name a few. If your value proposition is unclear or misaligned with expectations, members may think twice before investing time and money in your organisation.

Ultimately, organisations that fail to crack the value proposition underserve their mission and hard work. Particularly when they do offer excellent value but fail to convey it in an effective way.

2. Ineffective Communication

Where value propositions speak to potential members, daily communications focus on existing members. Communication therefore is the lifeblood of any organisation.

Irregular updates, unclear messaging and information overload frustrates members. When all they want is to be informed, enjoy engaging experiences, and join a community that promotes a sense of belonging.

Effective communications galvanise organisations and their members into positive experiences. As informed members are empowered by knowledge about the organisation’s activities, accomplishments and challenges. Thereby establishing trust, encouraging engagement and incentivising participation.

3. Limited Engagement Opportunities

As we’ve already discussed, members join organisations for the sense of community and engagement. Not providing ample opportunities for members to connect, collaborate, and participate, results in lacklustre experiences.

Limited engagement opportunities stifle the potential for members to build meaningful relationships with others in the organisation.

4. Outdated Technology and Platforms

In the digital age, members expect organisations to leverage technology for seamless experiences. Outdated websites, clunky interfaces, and inaccessible platforms hinder the member experience.

Members may struggle to access resources, register for events, or connect with peers if technology infrastructure is not up to the task.

5. Unresponsive Customer Support

Organisations that fall short of providing helpful customer support for members that encounter issues, create frustrating experiences. Particularly when the assistance is unresponsive and leaves members feeling neglected and undervalued.

If members find it difficult to access helpful resources or navigate support systems, their initial negative experiences worsen as a result.

6. Lack of Personalisation

Personalisation allows organisations to tailor offerings to the diverse needs and preferences of their members. A lack of personalisation generalises the service, leaving individuals to feel just like another face in the crowd.

To enhance experiences, members must know their interests, career stages, and preferences matter, and are relevant to the content and opportunities they receive.

7. Insufficient Recognition and Rewards

Members appreciate acknowledgement for their contributions and commitment. And that’s exactly why organisations that fail to recognise member achievements miss opportunities to foster a sense of belonging and appreciation. Whether through a lack of awards, acknowledgment programmes, or personalised shout-outs.

8. Inadequate Feedback Mechanisms

Without effective feedback mechanisms, organisations are left in the dark about member satisfaction and concerns. Lack of surveys, feedback forms, or avenues for members to express their opinions hinders the organisation’s ability to address issues and improve the overall member experience.

Let’s wrap it up

Poor membership experiences within organisations and associations often stem from a combination of factors related to value proposition, communication, and personalisation.

Recognising and addressing these issues head-on paves the way for positive and fulfilling member experiences. Check out your member engagement and retention scores with our online assessment tool and get instant results and recommendations.