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Overcome Cognitive Biases to Improve Young Member Engagement

Some organizations are struggling to keep up with changing perspectives

Would you like to increase your member renewal and retention rates? While many associations maintain consistent year-over-year growth and renewal, some organizations are struggling to keep up.

According to Marketing General Incorporated’s 2019 Membership Marketing Benchmarking Report, 47 percent of associations saw no change in their renewal rate in the last year. However, 24 percent reported that renewals declined.

What’s the reason for this? There may be shifting mindsets and attitudes within young professionals about joining associations. These members, largely Gen Z and millennials, also require new strategies for member engagement if they’re going to remain as members. 

This excerpt was reprinted from ASAE's Learning Resource Center. To download a PDF of the article, please select this link.

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