What’s Typical — and What’s at Stake

Across different membership organizations:

• Individual-based groups often retain about 80–85% of members year-over-year.
• Trade associations tend to fare better, often around 90%.
• Combined models (individual and organizational memberships) often sit somewhere between.

Why Members Don’t Renew (And What You Can Fix)

Survey data by MGI highlights the most common reasons members don’t renew:

1. Lack of engagement with the association (51%)
2. Lack of value (33%) — closely tied to cost concerns (19% said membership was too expensive)
3. Forgot to renew (32%)
4. Left the industry or profession (29%)
5. Employer doesn’t pay dues (23%)
6. Joined only for the conference/meeting discount (22%)
7. Company closed or merged (21%)

While some of these reasons (like mergers or career changes) are outside of your control, the biggest drivers — engagement, perceived value, cost, and communication — absolutely are.

What You Can Do?

Here are proven, effective ways to increase renewals — and meaningfully strengthen your member relationships:

1. Increase engagement throughout the year

A strong renewal starts long before the invoice lands in someone’s inbox. Keep members involved with consistent touchpoints — discussion forums, micro-learning opportunities, mentorship programs and peer-to-peer networking. When people find community in your association, they’re more likely to stay connected. Use engagement metrics to spot quiet members and reach out with personal nudges before they disengage fully.

2. Communicate the value of membership clearly and often

Don’t assume your members remember everything you offer. Highlight benefits in action: showcase how members saved money, advanced their careers, or built new partnerships through your programs. Member stories and testimonials are especially powerful here. Frame value around outcomes, not just features — “this course helped Jane land a promotion” resonates more than “we offer professional development.”

3. Promote membership to employers

Since 23% of non-renewals stem from employers not paying dues, address this head-on. Offer a membership justification toolkit with ROI talking points, cost-benefit breakdowns and real-world success stories. Even when employers won’t cover dues, they’ll often fund education or event attendance. Continue marketing to lapsed members — they may still generate revenue through registrations.

4. Convert attendees into loyal members

Conference discounts bring people in, but they don’t keep them. Average first-year retention is only 63% for individuals, compared to higher rates for long-term members. Use automated onboarding campaigns segmented by career stage, goals, and interests. Deliver personalized recommendations — forums to join, peers to connect with, or content to explore — so members feel seen and supported right away.

5. Design renewal campaigns with care

Don’t just send one email. Create a cadence of reminders: start early, increase frequency as deadlines approach, and diversify channels (email, SMS, social, even phone outreach). Segment your messaging — a student member may respond to career growth messaging, while a corporate member may want ROI stats.

6. Make renewal easy

Complicated processes kill renewals. Ensure your renewal portal is mobile-friendly, accepts multiple payment methods and offers instalment or auto-renew options. Members are used to subscription models (think streaming services) — replicate that convenience. Also, remove unnecessary friction: pre-fill forms with existing data, send one-click links, and make support easily accessible if they hit a snag.

7. Onboard new members well

First impressions are everything. A thoughtful onboarding journey — welcome emails, “getting started” guides, and personal outreach — sets expectations and build early value. Segment onboarding so each member feels like you understand their needs: suppliers may want networking, students may want career tools, and seasoned professionals may want influence opportunities. If someone joins for a single reason (like a discount), onboarding is your chance to show them the bigger picture.

8. Don’t give up right after expiration

A lapsed member is not a lost member. Many simply forget or get busy. Offer grace periods, send “we miss you” campaigns, or create re-join incentives (like waived late fees or bonus resources). Continue inviting lapsed members to events and programs — you’re keeping them in your orbit, making it easier for them to return when the timing is right.

How Sengii Makes Renewal Simpler and Stronger

Here’s where Sengii comes in — bringing together community, data, automation and communication in ways that help you at each of these steps:

• Segmented member data and insights to understand recent behaviours, interests and risk of lapse.
• Automated campaigns and reminders, which means you can reach out early and often without burning out your team.
• Ongoing engagement tools — whether via forums, events, or content — so the “why renew” is never something you have to guess.

Final Thought

If renewal feels like a gamble, it probably is — unless you prepare well. Renewal isn’t just about getting dues; it’s a mirror that shows what your members believe you are. With the right strategy, the right tools, and the right care, renewal becomes less of a make-or-break moment and more of a natural next step in a valued relationship.