Coaching & mentoring
Membership Strategy: The Key to Growth, Engagement, and Long-Term Success
Building a strong membership strategy for growth
Without a clear and well-structured membership strategy, organisations risk stagnation, disengagement, and missed opportunities for growth.
A strong membership strategy provides direction, ensures you’re delivering real value to members, and creates a foundation for long-term sustainability. Whether you’re looking to attract new members, improve retention, or strengthen engagement, having a defined plan in place is essential for success.
Having worked in the membership sector for over 30 years, I’ve seen first-hand how a well-structured membership strategy can transform an organisation. Whether you’re running a professional body, a trade association, or a subscription-based business, having a clear and thought-through strategy is essential. Without one, it’s all too easy to fall into a cycle of reactive decision-making, struggling to grow, engage, and retain members effectively.
A membership strategy isn’t just a document—it’s the foundation of a thriving organisation. It aligns your activities, ensures you’re focusing on the right priorities, and helps you build long-term, meaningful relationships with your members. It also gives you clarity on where you’re heading, making it easier to communicate your value proposition and demonstrate impact.
So, what does a strong membership strategy include?
Understanding your members
At the heart of any successful membership organisation is a deep understanding of its members. Who are they? What do they need? Why did they join in the first place, and what will keep them engaged? Too often, organisations make assumptions about their members rather than taking the time to gather real insights. Surveys, interviews, and data analysis should be a continuous part of your strategy. The more you understand your members, the better you can tailor your offer to meet their needs.
A clear value proposition
Why should someone join—and stay? Your value proposition needs to be crystal clear. It’s not enough to say, “We provide networking opportunities” or “We offer great resources.” Members need to see tangible benefits that are relevant to them. Your membership strategy should articulate not just what you offer, but why it matters. This is particularly important when competing with free or alternative sources of value, such as online communities or open-access content.
A strong acquisition and retention plan
Attracting new members is important, but retaining them is where real growth happens. Many organisations focus heavily on recruitment while neglecting engagement and renewal strategies. A well-balanced membership strategy ensures you have plans in place for both. This means having clear onboarding processes, ongoing engagement touchpoints, and a renewal journey that makes it easy for members to stay. It’s also about tracking why members leave and using that insight to improve.
Engagement that goes beyond transactions
Membership is about relationships, not just transactions. Sending a welcome email and an annual renewal notice isn’t enough. A strong strategy includes a well-thought-out engagement plan that keeps members connected throughout their journey. This could be through events, communities, personalised content, or mentoring schemes. The key is to create a sense of belonging so that members feel part of something bigger than just a service provider.
A sustainable pricing and revenue model
Pricing can be a tricky area for membership organisations. It’s not just about covering costs but ensuring that the price reflects the value being offered. Your strategy should consider different pricing models, such as tiered membership, corporate packages, or additional paid services, ensuring that your revenue model supports long-term sustainability.
Measurement and continuous improvement
Finally, a membership strategy isn’t something you create once and forget about. It should be a living document that evolves with your organisation and your members. Setting clear KPIs—whether it’s membership growth, retention rates, engagement levels, or financial sustainability—ensures you can measure success and adapt where needed. Regularly reviewing and refining your strategy will keep your membership model relevant and effective.
Final thoughts
A well-structured membership strategy gives you clarity, direction, and focus. It ensures you’re working proactively rather than reactively and helps you create a membership experience that delivers real value. If you don’t have a defined strategy in place, now is the time to create one. And if you already have one, ask yourself—when was the last time you reviewed it?
I’ve developed a Membership Strategy Workbook to help organisations like yours structure their thinking and build a robust plan. If you’d like a copy, it’s available as a free resource— just download it here!
Let’s build stronger, more sustainable membership organisations together.
About the author
With 30 years of experience in the membership sector, Mel has helped organisations understand their members, strengthen engagement, and drive sustainable growth. Her focus is on building strong revenue streams while fostering lasting relationships. Through coaching and mentoring, she empowers teams with the skills and confidence to develop practical, results-driven strategies. Collaboration is at the heart of her approach—bringing together expertise and fresh ideas to tackle challenges and unlock new opportunities.
Mel Sallis - Membership Coach & Mentor, Propeller Solutions
If you would like to discuss your membership programme or are interested in coaching or mentoring for yourself or your team, please get in touch
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