02 Jul 2025 Are Your Association Membership Renewals and Recurring Donations Keeping Pace with New Ones?
If your organization is like most associations and nonprofits, you probably spend a great deal of time and energy attracting new members and donors. And while bringing in new people is essential, you still need to take care of those who are currently involved.
In this blog, we explore why member retention is crucial. We also look at how to reduce attrition without sacrificing those coveted new members.
Do You Invest Too Much in Attracting New People?
One reason organizations fail to retain members and donors is putting too much energy, time, and money into recruiting new people. Certainly, some time is necessary, as attrition due to retirement, moving, and the like is natural.
However, it can make existing members and givers resentful if they feel no attention is given to their needs. What are some signs your organization lacks balance in tending to current versus potential members?
● Your budget is heavily tipped towards recruitment rather than retention.
● Existing members aren’t receiving reminders or mailings about renewals.
● Events concentrate primarily on welcoming or onboarding new people.
● Courses and seminars are focused more on novice vs. senior material.
● Board and planning meetings are all about attracting new members.
● A large majority of fees and donations comes from new people.
● You hear rumors or outright complaints that current members are ignored.
Why Existing Members and Donors Are Vital to Your Organization
How many signs above apply to your association? If you can check even one box, it’s time to recognize why existing members and donors must be given more attention.
First, from a practical standpoint, it costs far more to recruit new members than it does to keep your current ones. This is true of any business. If you think of your members like customers (and you should), it could cost you five to seven times more to acquire new ones than to retain the current list.
Additionally, your seasoned members are the ones who know the history of your organization and how everything functions. When it comes time to host a conference or produce an online course, they are the ones you need — not brand new members who are still getting their feet wet.
Your long-term members and donors are also the ones who no doubt have the greatest emotional attachment to your organization. They’re less likely to jump ship on a whim and may have even arranged bequests to your association.
How Your Association Can Enjoy the Best of Both Worlds
The good news is it doesn’t have to be an either/or situation. You can continue to attract new people while still ensuring your current members are content.
Start by taking a hard look at your budget and where the organization is spending most of its time. Do you need to rebalance that to give more to existing members? Could you offer incentives to relatively new members to bring in their friends or colleagues? This would let them do some of the heavy lifting, allowing you to reallocate resources to member retention.
Other tips to reach out to current donors and members include:
● Survey current members and ask directly if they feel they are getting their money’s worth.
● Contact valued members in person when it’s time for membership renewal or a fundraising drive.
● Create special membership tiers for longtime members that come with exclusive perks and events.
● Make members feel valued. Ask for their advice, and include them in educational events.
● Feature a seasoned member on your website each month, along with an interview and special thanks.
● Segment print and online communications to acknowledge different needs between older and newer members.
● Get in touch with lapsed members to see why they haven’t renewed and what would bring them back.
● Make sure membership remains affordable to seniors, retirees, and emeritus members.
● Create unique ways of showing appreciation to large donors, like naming something for them.
When done correctly, membership retention is an ongoing strategy, not just a one-and-done campaign.
Does your association need help managing your membership list to make sure longtime members aren’t overlooked? Jaffe Management has a team of experts ready to assist you with this, along with other association services like website design, meeting and event planning, and volunteer development.
You can reach out online to learn more: info@jaffemanagement.com. Or give us a call at 212-496-3155 to let us know how we can help.