Your members paid to join. A few months later, some stop opening the app, skip the events and quietly do not renew. Ask them why, and you hear the same thing in different words: "I didn't get enough out of it."
Why members really leave
The 17th annual Membership Marketing Benchmarking Report from Marketing General Incorporated found that the most cited reason for not renewing is a lack of perceived value. (Summary by Member Jungle)
In a networking group, value mostly means one thing: meeting the right people. A member who cannot name one useful new contact from the last few months will find it hard to justify the fee.
Four things you can do this month
- Welcome every new member in person. A short call or message from a real person in their first week tells them they were expected.
- Make introductions on purpose. Every week, pick two members who should meet and introduce them yourself.
- Invite quiet members by name. When someone has not shown up for a while, invite them personally to the next event. A personal invitation is harder to ignore than a newsletter.
- Show members their value. Once a month, remind each member who they met and which events they attended. People forget the value they already got.
When it is time for software
Hand made introductions work until your network outgrows the person making them. A good members app should:
- Make it easy for members to find each other and get in touch.
- Handle event invitations, bookings and reminders in one place.
- Let staff see how members are using the network, so they can step in before someone drifts away.
What we built
We built the members app and the staff tools for a membership network.
If your members join, go quiet and leave, talk to us. We reply within 24 hours.
Frequently asked questions
How do you keep members engaged in a club or network?
Help them get value early and often. In a networking group, value means meeting useful people. Welcome every new member personally, make introductions on purpose and remind members what they have already gained.
Why do members not renew?
The most common reason is that they do not see enough value for what they pay. Often the value was there, but nobody pointed it out. A short monthly note on who they met and what they attended helps them see it.
How do you welcome new members to a group?
Send a personal message in their first week, from a real person, not a template. Say why you think they will fit in and offer one introduction. For example: "Welcome, Sarah. Glad to have you with us. You should meet Arjun, who also runs a design studio. Shall I introduce you?"
How do you get quiet members to come back?
Invite them by name to something specific, such as the next event. A personal invitation is harder to ignore than a newsletter. If they still stay away, ask them what would make the membership worth it. Their answer is useful either way.
How often should you introduce members to each other?
Quality matters more than quantity. One introduction that leads to a real conversation is worth more than ten that do not. Make each one because you believe the two people should meet.
How do you measure member engagement?
Watch what members actually do: events attended, introductions that led to a meeting, and renewals. Pay most attention to members who stop doing all three. They are the ones most likely to leave next.
When does a membership network need an app?
When welcomes, introductions, invitations and renewals no longer fit into one person's week. If members are drifting away because nobody had time to reach them, an app is worth considering.
Why do people join networking groups?
To meet people they could not easily reach on their own: clients, partners, investors and peers. Everything your network does should make that easier.