Make Your Membership Into An Offer They Can’t Refuse

Are your members finding your membership value proposition irresistible? If you ask association members why they choose not to renew, you’ll find that two out of three points to a lack of perceived value for the price they pay. And guess what? Half of them also mention their lack of engagement with the organization. Some even admit, “I just forgot.” These are clear signs that members are voting with their feet, indicating how they perceive the value you provide.

Our research has confirmed that an organization’s membership value proposition is the key driver for membership renewal. So, how can you reinforce this value through marketing that makes membership impossible to resist?

Discover our top four recommendations on how to craft an offer they can’t refuse and make your membership value proposition undeniably compelling.

1. Add Member Value, Don’t Discount Dues

Discounting dues by 50% or more may seem tempting for some organizations, but it comes with risks. Just because something has no value at $100 doesn’t mean it suddenly becomes valuable at $50. By going down this path, organizations end up sacrificing significant dues revenue with little to show for membership growth.

A more innovative approach is to lower dues for specific segments like students and young professionals who may be more cost-sensitive. This strategy helps to “fill the hopper” with potential future members who will eventually pay full dues. One large society saw a 15% increase in young professional membership within just one year after implementing this strategy.

However, lowering the cost alone doesn’t automatically make your membership more valuable in the eyes of potential members. To attract them, you need to offer a compelling membership value proposition that makes them want to join. Remember, the perceived value of membership is always more important than the cost.

Remember, the perceived value of membership is always more important than the cost.

2. Bundling Benefits Builds Member Value

Increasing awareness of the most significant benefits is crucial; otherwise, it holds no value for members. Some organizations have taken a thoughtful approach by bundling benefits together. This not only makes high-value opportunities more enticing and accessible but also allows for the removal of outdated benefits that clutter communication with members.

Instead of developing new products and programs, many organizations have successfully implemented this strategy with existing offerings. Reframing the concept of “products” to encompass all the ways the organization serves its members opens up opportunities to highlight the value proposition of membership and why potential members should be interested. 

With the right insights, this approach can yield impressive results, with some organizations experiencing an increase in membership engagement of over 40%.

3. Make The Member Value Crystal Clear

Ensuring that the benefits of membership are lucid, easy to comprehend, and well-defined may appear straightforward at first glance. Yet, our research suggests that it is indispensable in maintaining members. Prospective members and existing ones can only fully appreciate and take advantage of the value you offer if they are clearly aware of what they receive through their membership. 

Every organization that offers membership encounters a challenge in renewing first-year members. However, our studies have shown that member retention rates grow exponentially beyond the initial year. When first-year members realize the value of membership early in their tenure, they are more likely to remain lifelong members. As a result, it’s imperative to emphasize this to your first-year members in your communication.

With the right insights, some organizations experience membership engagement increases of over 40%.

4. Offer a Grace Period

Our team has found that offering grace periods is an excellent opportunity for your organization to provide additional value and support to your members. By providing these grace periods, you allow members to rectify any oversights in renewing their membership while still utilizing all the benefits and perks associated with their membership. 

Based on Sequence Consulting research, we have found that organizations that offer grace periods tend to have higher member retention rates than those that do not. Grace periods can generally last around three months, and organizations with 80% or higher renewal rates tend to offer them. By extending this value proposition, you can enhance member satisfaction and loyalty. 

Conclusion: A Membership Value Proposition They Can’t Refuse

In conclusion, consider the possibility of a membership value proposition that professionals can’t refuse. With the potential to restructure your current model and create an irresistible offer, your association can capture members’ attention and loyalty. So take advantage of this chance to provide a value proposition that stands out and keeps professionals engaged.

To learn more about irresistible membership value propositions, see Unlocking Member Value: Strategies for Engagement and Retention Success.

Chris Vaughan, Ph.D.

Chris Vaughan is the Chief Strategy Officer at Sequence Consulting, with over 20 years of experience helping associations grow. Specializing in membership and revenue strategies, Chris partners with organizations to deliver transformational growth and enduring change.