What are the real measures of a successful membership growth strategy?

By Nick Koerbin

I had been coaching an Association Board for months and was recently invited to their Board meeting.

During the meeting, several reports were presented which supported the organisation's overall strategic direction.

The last report was the member manager, who proudly announced that membership had grown by 20% over the last three months. The Board seemed delighted with the result until one astute Board member asked the question. “ Well, that is a great result, but how many members have renewed their membership subscription? "We have lost about 18% of those who joined last year" he replied

Service to members is different from service to customers. All reports by member managers on member performance must include two key performance measures: membership growth and retention.

To achieve the best outcome, the importance of effectively onboarding and offboarding members cannot be overstated. Upon joining your association, it's paramount to immerse new members in the value you offer swiftly.

Promptly engage them, ensuring they grasp the breadth of benefits available, are encouraged to participate, and understand what their membership entails.
A comprehensive welcome packet merges essential information with joining instructions, such as navigating your online portal.

Equally crucial is the process of offboarding members. When a member chooses to discontinue their affiliation with your association, it's imperative not to let them depart unnoticed.

Thoughtful offboarding maintains a positive rapport and opens the door for potential return. Offer a respectful farewell, express gratitude for their membership and contributions, and extend wishes for their future endeavours.