Member Engagement is Failing (And How to Fix It)
- Ken Jaques
- Feb 23
- 4 min read
Updated: Feb 25
I’ve spent my career watching organizations rise or fall based on one thing: how well they connect with their members. And right now, many organizations are facing a serious problem.
Nearly half of associations—47% to be exact—are losing members, while another 39% are stagnant. These numbers tell a bigger story: members aren’t just leaving—they’re disengaging. They’re walking away not because they don’t value the community, but because they don’t feel connected to it anymore.
This isn’t a membership problem.
👉 It’s a communication problem.
It’s not just about what we say—it’s about how we listen, how we engage, and how we consistently prove value to our members. In an age where everyone is overwhelmed with information, a generic email or an annual event isn’t enough. Associations that thrive are the ones that build ongoing, meaningful connections with their members.
Why Are Members Really Leaving?
The 2023 Membership Benchmarking Report confirms what many of us already sense: people aren’t leaving because they’ve stopped valuing their profession or community.
They’re leaving because they don’t see a clear return on investment in their membership.
A membership isn’t just a transaction—it’s a relationship. And when members stop seeing the value in that relationship, they disengage.
The challenge is compounded by generational shifts that are reshaping what people expect from an association.
Younger professionals want on-demand, digital-first experiences—personalized content, networking opportunities that feel organic, and benefits that immediately support their career growth.
More seasoned members still value advocacy, traditional networking, and structured professional development programs centered on in-person interactions.
The problem isn’t that either approach is wrong—it’s that many associations aren’t speaking both languages. Without a communication strategy that adapts to these differences, organizations risk losing relevance for both groups.
How to Fix This: Three Communication Shifts That Transform Engagement
1. Pay Attention to What Members Actually Do (Not Just What They Say)
Most organizations rely on surveys to understand member needs. While surveys provide useful insights, they only tell part of the story. The most effective associations go beyond surveys and analyze real member behavior to understand what actually drives engagement.
Which emails get opened?
Which events see the highest attendance?
Which resources do members use the most?
🔹 Data like this tells a much clearer story than survey responses alone. When organizations take the time to track real interactions, they can better understand what members truly value—and, more importantly, adjust their strategy accordingly.
For example, if advocacy consistently drives the highest engagement, don’t just mention it as a membership perk—show members the real-world impact:
How did your organization’s advocacy efforts protect their industry?
How much money did a policy win save members this year?
🔹 Listening isn’t just about collecting data—it’s about responding in a way that proves your association is paying attention and taking action.
2. Make Value So Clear They Can’t Miss It
Having great benefits isn’t enough. If members don’t clearly see how their membership benefits them, those benefits might as well not exist.
Too often, organizations list their benefits in broad, generic terms:
“Networking opportunities”
“Industry resources”
“Advocacy efforts”
“Professional development programs”
🔹 If members can’t connect those benefits to real results in their own lives, they won’t stick around.
Instead of just telling members about benefits, show them the impact:
If your policy work helped pass legislation, show members exactly how that benefits them financially or professionally.
If your training programs helped someone land a promotion, highlight real success stories.
If networking within your association has led to business partnerships or career opportunities, share those stories widely.
🔹 When members see the tangible outcomes of being part of the association, they don’t just renew their membership—they become advocates for it.
3. Stop Thinking About Engagement as a One-Time Event
One of the biggest mistakes associations make is treating member engagement as something that happens at renewal time or during a big annual event.
🔹 But if you only communicate when it’s time to renew, you’re already too late.
The most successful organizations build engagement year-round by:
Providing regular updates that actually matter—not just promotional emails, but valuable insights, industry trends, and opportunities to connect with peers.
Creating spaces for ongoing conversation and collaboration, whether through online communities, mentorship programs, or regional networking opportunities.
Developing a robust event schedule, including webinars, leadership summits, and expert roundtables to keep members engaged and learning.
Launching a podcast featuring industry leaders, policy experts, and key stakeholders to create consistent engagement and showcase expertise.
Giving members a voice in shaping the organization’s future—when people feel their input matters, they’re far more likely to stay engaged.
🔹 Engagement isn’t a campaign. It’s not a set of emails or a social media strategy. It’s a relationship.
And relationships require consistency, trust, and a genuine effort to keep people connected—not just when you need something from them, but all the time.
The Bottom Line: Strong Communication Creates Stronger Associations
The associations that thrive in the coming years won’t be the ones with the biggest marketing budgets.
🔹 They’ll be the ones that know how to communicate in a way that makes their members feel seen, heard, and valued.
Because in a world where everyone is fighting for attention, being clear, relevant, and valuable isn’t optional—it’s essential.
Every email, every update, every interaction is an opportunity to remind members why they belong.
Get this right, and everything else—member retention, recruitment, advocacy—becomes easier.
Contact Ken Jaques Today to Learn More
📞 703-864-7354
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