Association member retention strong despite Covid

Association member retention rates have remained relatively strong despite the challenges of Covid-19, with professional associations the only group that saw a decrease in member retention rates, according to the Associations Forum.

Looking at 217 associations this year, the latest Association Membership and Services Survey found a majority of membership-based organisations offered some sort of financial relief to paying members including discounted or free membership, allowing extended payment periods or accepting membership payments in monthly instalments during the Covid-19 crisis.

Budget restraints continue to be the most common reason given as to why members do not renew their membership, while lack of perceived value is the next most common reason.

Emails, phone calls and social media are still considered to be the most effective channels to retain and regain members.

Associations changed how they serviced their members during Covid, with membership and member services still fundamental to associations and charities, while the main challenge for these organisations is to provide services that members deem essential or highly valuable.