Renewal and Retention
Retention is built through ongoing connection—renewal is a result, not the starting point.
Members are more likely to renew when they feel connected, valued, and aware of opportunities that matter to them.
What Success Looks Like
- Members are aware of renewal timing and options
- Outreach feels welcoming and not transactional
- Some lapsed members reconnect or return
- Retention efforts are consistent and sustainable
Best Practices
- Keep outreach personal and low-pressure
- Focus on connection throughout the year—not just at renewal time
- Use multiple touchpoints when appropriate
- Make it easy for members to re-engage at any time
Common Pitfalls
- Only reaching out at renewal time
- Using pressure or urgency to drive renewal
- Focusing only on event participation as “value”
- Ignoring members who have become less active
- Treating non-renewal as a final outcome
Purpose
Provide guidance on how to support continued membership by helping members feel connected, valued, and informed over time.
What This Means in Practice
Renewal and retention efforts focus on maintaining relationships—not just prompting renewals.
- Maintain consistent, low-pressure communication
- Reinforce the value of membership in different ways
- Use renewal reminders as part of a broader engagement approach
- Provide opportunities to reconnect at any stage
Key Actions
Understand Why Members Leave
Members may not renew for a variety of reasons:
- Lack of connection or belonging
- Limited awareness of opportunities
- Life changes (time, location, priorities)
- Perception that the group does not meet their needs
Not all non-renewals can be prevented—but many can be improved through earlier engagement.
Use Renewal Reminders Thoughtfully
Renewal reminders help keep membership top of mind.
- National handles primary renewal notices
- Local outreach can:
- Reinforce awareness of upcoming renewal
- Highlight local opportunities and connection
- Provide a personal touch
- The Membership Officer or Local Secretary may reach out to members about renewal or retention.
Conduct Lapsed Member Outreach
Reaching out after a membership lapses can support re-engagement.
- Reconnecting with Lapsed Members
- Keep outreach:
- Friendly and welcoming
- Low-pressure
- Focused on reconnecting, not persuading
The goal is to invite—not pressure. Examples of tone:
- “We’d love to see you again if it’s a good fit for you”
- “Here are a few ways to reconnect, if you’re interested”
Even a simple message can reopen the door.
Retention Starts Before Renewal
Members are more likely to renew when they have experienced value throughout the year.
Retention is supported by:
- Welcoming new members effectively
- Maintaining communication
- Encouraging engagement
- Supporting remote and less-active members
- Making members feel connected and valued
Renewal outreach is most effective when it builds on an existing relationship.
Support Re-Engagement
Members reconnect in different ways and at different times. Re-engagement often begins with a single connection or activity.
- Make it easy to return after periods of low participation
- Highlight both in-person and virtual opportunities
- Emphasize value beyond events, including:
- Community and connection
- Intellectual engagement
- Publications and content
- Online participation
- Personally invite members to relevant opportunities when appropriate