Back to Basics, Forward to Growth

The association sector is full of grand strategies, slick digital platforms, and promises of “the next big thing” in member engagement; but when economic turbulence hits and budgets are tight, the organisations that thrive aren’t necessarily those chasing the shiny and new. Instead, they are the ones doubling down on the fundamentals, i.e., the “back to basics” essentials of recruitment, retention, and relationships.

In a recent episode of the Association Transformation podcast, membership strategist Jane Zaretskie, CAE joined the conversation to share her perspectives on what really works when resources are stretched and member expectations are shifting. The episode surfaced five core principles that deserve renewed attention from every association leader. While you can catch the full discussion in the podcast, here are the key takeaways and why they matter now more than ever.

1. Make it Easy

At its heart, joining a professional body or trade association should be simple. Yet too many organisations overcomplicate the process, front-loading applications with endless fields, unnecessary data requests, and clunky systems. Jane’s award-winning campaign with the American Chiropractic Association demonstrated the power of streamlining. By creating a microsite that asked only for the essentials (name, organisation, payment details) they cut friction at the very moment of decision. Additional details could be gathered later, once the member was already in the door.

The lesson? Don’t let bureaucracy become a barrier. Every extra click or form field is an invitation to drop off. In 2025, “one-click membership” should be the benchmark.

2. Get Your Data Right

Simplicity at the front end doesn’t mean compromising data quality. Clean, accurate member data is the foundation for everything else: targeted communications, personalised offers, and reliable reporting to boards and funders; but data integrity is not a one-time project. As members change jobs, emails, and roles, datasets inevitably degrade. That’s why regular audits, proactive updates, and staff-led verification are essential. Associations should view data maintenance not as a back-office chore but as a strategic investment in future growth.

It’s also worth remembering that accuracy can come from multiple sources. Staff follow-ups, conversations, and even bounce-backs from campaigns all provide opportunities to refine your records. Perfection may be unattainable, but continuous improvement is achievable.

3. Keep Communicating Value

Many membership campaigns still fall into the trap of focusing on the transaction (“join now”) rather than the transformation (“here’s how your world improves when you’re part of us”).

The organisations that succeed are those that communicate value consistently and not just in the run-up to renewal but throughout the year. This means using every channel available (email, social, events, even phone calls) to remind members of what they gain. It also means tailoring the message: a company member decision-maker may value collective advocacy, while their staff may be drawn to CPD opportunities or networking.

One powerful mindset shift discussed on the podcast is to treat every member as if they’re new. Rather than relying on renewal cycles, associations should continually woo and serve all members at the highest level, ensuring they feel seen and valued.

4. Keep Recruiting

Jane described her team’s approach as rejecting the artificial distinction between “renewal” and “recruitment.” Everyone, she argued, is a prospect. Former members, lapsed members, and current members alike all need to be re-engaged, persuaded, and retained.

This shift in perspective reframes membership growth. Instead of panicking at renewal season, associations can smooth their pipeline across the year, balancing proactive recruitment with constant retention. The result is not just steadier numbers but a healthier culture where members feel valued throughout their journey, not just when their credit card is due.

5. Be Flexible

If there was one theme running through the discussion, it was flexibility. Whether in the joining process, communication channels, or value proposition, rigidity kills engagement. Flexibility can mean piloting different outreach methods, such as testing phone calls alongside texts and emails. It can also mean allowing companies to trickle in staff details over time rather than demanding a full roster upfront; and it can mean pivoting quickly when campaigns underperform, learning from results and adapting rather than doubling down.

Associations, unlike tech start-ups, cannot afford to “fail fast, fail often”, but they can experiment carefully, pilot projects with small cohorts, and make evidence-based decisions on where to scale.

From Renewal to Relationship

One of the most provocative ideas raised in the episode was to scrap the very notion of “renewal.” Renewal, after all, sounds optional. It suggests an annual decision point where members can opt in or opt out. Instead, imagine a model where joining is a one-time act, and the association’s role is to demonstrate ongoing value that makes leaving unthinkable. This echoes subscription models in the consumer world (think Netflix or Spotify) where members stay engaged because the service is indispensable, not because the invoice has arrived. Such an approach requires cultural change inside associations. Budget projections and leadership reports may need to evolve away from lump-sum renewal forecasts toward continuous recruitment metrics and lifetime value assessments, but the long-term stability and stronger relationships could be worth the shift.

The Human Touch Still Matters

Technology dominates today's membership conversations (think automation, AI, digital journeys) and yet as Jane reminded listeners, sometimes the most effective tool is still a phone call. During the pandemic, her team called through member lists to check in: How are you? What’s going on in your world? Can we help with dues or connect you with resources? These conversations built loyalty and surfaced real needs. Even gatekeepers and receptionists, while not members themselves, became allies in the renewal process. The key is to know your audience. Some groups respond to calls, others to texts, others to social campaigns. But all members respond to feeling heard. Associations that balance digital scale with human touch will stand out in an increasingly impersonal landscape.

Applying a Membership Mindset Beyond Members

An intriguing part of Jane’s journey has been her move from a standalone association to an Association Management Company (AMC). There, she applies the same membership mindset not only to client associations but also to the AMC’s own client relationships. The takeaway? The membership principles of ease, data, value, recruitment, and flexibility are universal. They work whether your “members” are chiropractors, corporate partners, or client organisations. At heart, it’s all about treating people as valued participants in a community, not as transactions.

Back to Basics, Forward to Growth

The temptation in uncertain times is to chase the novel: the next platform, the cleverest discount, the flashiest campaign. But as this episode made clear, the path to sustainable membership growth is often more straightforward.

Make it easy. Get your data right. Communicate value. Keep recruiting. Be flexible. These aren’t flashy strategies, but they are the bedrock of association success.

If your organisation is wrestling with membership challenges (and what association isn’t) then perhaps it’s time to go back to basics.

For a deeper dive into these themes and some practical campaign examples, listen to the full conversation with Jane on Association Transformation.