Most association executives don’t need another reminder that retention is important. They live it—year-end renewal cliffs, board pressure to prove member value, and the growing anxiety that once a member lapses, they’re unlikely to return.
But as nonprofit leader Allison Dolan shared during a recent 108ideaXchange session, hosted by our CEO Ashish Malik, she got into specifics about how retention is no longer a back-end function. “Probably the biggest win,” she told us, “was catching it before it happened.”
At her former organization, burnout among school-based members signaled deeper risk. Instead of waiting to see the drop in renewals, her team responded early—creating a “help desk” membership tier that brought continuity and support into the model. It protected primary members from disengaging and introduced new contacts into the organization’s orbit.
The win wasn’t flashy. But it was strategic. And it solved real revenue.
Most membership loss doesn’t begin with resignation. It begins with silence.
Missed logins. Unused CEUs. Declining open rates. A canceled event registration. The signs show up months before the finance team ever sees them.
The question is—who’s paying attention?
Dolan emphasized that in high-performing associations, retention isn’t the membership department’s job. It’s everyone’s job. Events staff hear frustration. Learning teams track participation drops. Chapter boards sense distance.
But only one role is accountable for turning signals into action: you. As an executive, you need someone—ideally a membership lead—functioning as the “center of the wheel,” collecting these signals, interpreting trendlines, and knowing when to act. Without that, you’re not running a strategy. You’re managing a spreadsheet.
One of the most underappreciated tools? Ringless voicemail.
Used in targeted win-back campaigns, it allowed her team to scale a personal touch. “Many members just forget,” she said. “A simple reminder brought more than a few back.”
And it’s not just about members forgetting—it’s about staff assuming.
If you’re waiting on annual reports to uncover disengagement, you’re already too late.
In fact, for many organizations, the real issue isn’t cost. It’s value. If the member doesn’t see enough value for the price, they walk away.
The uncomfortable truth?
Some members leave without telling you because the process was too clunky. Or the benefits weren’t relevant. Or the messaging missed the mark.
The more sophisticated associations segment their outreach, personalize value proof points, and adapt their strategy in real time. That’s not a luxury—it’s now a requirement to stay competitive.
Allison’s comments on pricing hit especially close to the C-suite bone:
“Associations are often stuck on a single price point … but members pay based on perceived value, not what’s printed on an invoice.”
She’s not suggesting price hikes for the sake of it. In fact, she argues against the decade-long dues freeze followed by a $50 spike. Instead, she recommends small, consistent adjustments, smarter framing, and occasional value-first incentives—like an early-renewal discount or bundled CEU offer. If your association hasn’t revisited pricing strategy in the last three years, you’re not just risking revenue. You’re signaling stagnation. And your members notice.
So what’s getting in the way?
For most executives, it comes down to systems. Dolan highlighted what we’ve heard from dozens of VPs and Executive Directors: your AMS, LMS, email platform, and website often don’t talk to each other. That’s not just a tech issue—it’s a strategic liability. When your systems are fragmented, you can’t segment messaging, personalize renewal nudges, or even identify who’s slipping away. You’re forced into blanket emails and blind retention reporting.
Sound familiar?
If so, this isn’t about buying new tools. It’s about building a smarter experience—from the website homepage to the payment gateway. Because, as Dolan reminded us, members aren’t comparing your UX to other associations. They’re comparing it to Netflix.
For small associations …
You don’t need enterprise software to segment by geography, job level, or last login. You need commitment. Ringless voicemails, pre-written email drips, and light CRM tags can go further than a 10-person Salesforce org used strategically.
“You don’t need the world’s best tech,” she said. “You just need to show up where your members are … and remove the friction.”
Final Thought: Who Raises the Flag?
As the podcast closed, Dolan reflected on the experience. “Every little bit helps,” she said—about her own visibility, but also about how associations win back trust, one member at a time.
She’s right. The best leaders don’t wait for disengagement to become a trendline. They notice it when it’s still a whisper.
If you’re a CEO, VP, or Executive Director: ask yourself—who raises the flag in your organization when the quiet signals show up? And do they have the power—and tools—to act on it?
