Lomesh Shah

One of the costliest misconceptions in the association world is that members decide whether to stay or go during renewal season. In reality, the decision to lapse is a slow, quiet process of detachment. Long before a member ignores that first renewal email, they have likely spent months losing touch with the value and experiences that originally prompted them to join.

With shake-ups in many industries, the future of professional and trade association memberships is unclear. As your members scramble to secure and advance their careers, you know your organization’s offerings could help them. As your members scramble to secure and advance their careers, you know your organization’s offerings could help them. So why aren’t your members engaging? Every association is unique, so why one organization experiences low member engagement might differ from another.