In today’s modern world, there are so many groups, clubs and social networks to be a part of. As a company, you are continuously fighting against competition to gain and retain members, and understanding what makes someone become a member is an essential part of your success.

Understanding Membership Motivation

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It Is All About Who You Know

ASAE and the Centre for Association Leadership carried out a research project to find out why people become members in the first place. One of the key results highlighted is the need to see value in your brand, as many only engage once they have become associated with you and your values. This perceived value also comes from benefits they feel they will receive by becoming a member.

This desire by members for affiliation with your group or organisation makes maintaining your brand an essential part of everyday business. Any deviation from your ethos and culture could end up costing you dearly in membership cancellations, as people begin to worry about their reputation through their affiliation with you.

You Have to Work for It

The research data highlighted that over half of people associated with a group have previously cancelled their membership due to poor performance by that club. This indicates the great need for membership management systems. When you have members in the hundreds or even thousands, it can be difficult to keep track of them all and their activities, but management systems such as those from will help staff keep members’ records organised and will ultimately help retain them.

The membership engagement services take this discovery a step further and highlight the importance of communication in gaining and retaining membership. Most people join a group primarily for the social interaction and camaraderie aspects, but they also want to know there are other benefits, and these need to be communicated before they sign up. It is important not only to offer benefits during an initial sign-up of a member but also throughout the years of that membership.

If social interaction is a key driver for your members, then quarterly events are a good way to keep them engaged and to keep adding value to their lives. If your membership focuses on developing skills and careers, then presentations from professionals will add value and should help you to see an increase in membership retention.