Any association would love a member-retention rate of 75 percent. Unfortunately, according to a 2017 report cited in the American Society of Association Executives (ASAE) publication, Associations Now, retention rates for all associations are falling. While in 2016, 73 percent of associations surveyed in the report had member-retention rates above 75 percent, in 2017 only 65 percent reached that rate. The numbers for new members are even lower, given the consequences of the pandemic.

Certainly, these numbers are concerning. Yet statistics make it hard to grasp the lived experience of new members. So let me share the story of someone who recently joined, and then left, an association.

A new-member story

Sharon recently graduated from college, secured a quality position, and joined a national association of more than 30,000 members. Her main reasons for joining:
• Becoming part of a community of peers
• Networking with others
• Accessing vetted learning opportunities

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