It may not come as a surprise if I tell you that not every prospect you ask to join your association will and that at some point even the most devoted long-term members may not renew.
We “Membership Marketers” know instinctively that we oftentimes survive and even thrive on 1/10th of a percentage point rate of return. The difference between a 0.90% and 1.00% in the number of members and revenue you generate can be huge.
Knowing the reasons why prospects don’t join and members don’t renew can only help us do a better job in growing our total members and revenue. You may remember some of these thoughts from years past, but they are still good reminders as we start the new year.