Having a clear and effective value statement when communicating with members on their membership renewal is an effective basis for improving attrition rates Member benefits can form an important strategic element of these statements. By demonstrating to members how ‘value’ vastly outweighs the ‘cost’ of membership, members gain an understanding on how much they lose by not renewing their membership.

In a competitive membership market, it is important to ensure that your membership value proposition is compelling. It is also important to remember that generally customer acquisition is more expensive than retention, so ensuring that your retention strategy is as effective as it can be, is an important consideration.