5 ways to retain members this autumn

Why wait until the new year to enhance your members’ experience? Here are some initiatives our clients are implementing this autumn to retain members.

1. Improve digital engagement

Spend time ensuring that your website and any member portals are user-friendly, mobile responsive and clearly communicate the benefits of the membership. This doesn’t always require a large investment and may be a case of reviewing the existing offering for any bugs, bad user journeys, or incorrect information.

2. Focus on community building

For your online membership community, you could consider creating forums, discussions boards or social media groups where members can interact, share knowledge, and network. In-person, you can organise regional meetings or events to help strengthen ties in areas where your organisation is struggling to reach.

Consider whether you could help connect existing members with new ones. Your best advocates are often your existing members and this brings value to new members who may be seeking value from the membership through guidance, professional development and networking.

3. Target member benefits

More isn’t always better, but reaching the right people with the right information makes all the difference. Focus on better targeting and communication to demonstrate real value.

For example, online learning platforms can add significant value by offering exclusive, relevant content to your members. Consider if your organisation can provide certifications, courses, or additional resources that support professional development. Another approach is to offer exclusive access to research, reports, or industry insights. If you’re already offering these benefits, ensure you’re communicating them effectively to the right audience, whether through newsletters, social media, or other channels.

4. Streamline your onboarding process

First impressions count and that’s why a smooth onboarding process for a new member is so important in retaining them in the future. Review your current onboarding process for new members to ensure that all communication is clear and resources are easy to access.

Consider offering online or in-person orientation sessions to introduce new members to the membership benefits, a welcome message from the leadership and key information about the organisation and how to make the most out of their membership.

5. Undertake research into what your members want now

Take time to regularly review and evaluate the benefits your organisation offers, ensuring that they align with the current needs of members. Engage with members through surveys, focus groups and other feedback channels to gain deeper insights into their behaviours. This valuable information will help to inform your retention strategies and ensure you are meeting their evolving needs.

Once this research has been conducted, you can better identify member groups that may be at risk of leaving. Create targeted campaigns and personalised outreach efforts to retain them, through tailored solutions and special offers. Make sure to show members that they’re being listened to by making visible improvements based on their feedback.

Grow and retain your membership base
By reviewing and enhancing your organisation’s current membership offering, you will not only improve the member experience, but also increase engagement and perceived value, leading to retention and growth in the long run.

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